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Ein Marketingkonzept am Beispiel des Unternehmens Apple: Eine marketingrelevante Untersuchung zum iPhone by Baade, Mathias

Ein Marketingkonzept am Beispiel des Unternehmens Apple: Eine marketingrelevante Untersuchung zum iPhone

by Mathias Baade
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Book cover type: Paperback
  • ISBN13: 9783668875159
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 59 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Die vorliegende Fallstudie untersucht das Marketingkonzept des US-amerikanischen Unternehmens Apple. Im Fokus steht dabei ein Produkt von Apple, nämlich das iPhone. Das Unternehmen Apple ist ein weltweit agierendes mit Sitz in Cupertino in Kalifornien (USA). Apple entwickelt und vertreibt Unterhaltungselektronik, Computer, Smartphones, Betriebssysteme und Anwendungssoftware. Die rund 100.000 Mitarbeiter sorgten im Jahre 2015 für einen Jahresumsatz von 233 Milliarden US-Dollar. Seit der Gründung im Jahre 1976 prägt Apple die Computerindustrie. Immer im Vordergrund steht die Vision, kreativen Menschen digitale Werkzeuge an die Hand zu geben, mit denen sie produktiv sein können. Von Apple angeboten werden mehrere Produkte und Dienstleistungen wie das iPad, das iPhone, Apple Music, iTunes, iCloud und vieles mehr. Die folgende Fallstudie widmet sich lediglich einem Produkt, dem iPhone, um den Rahmen dieser Studie einzuhalten. Da das iPhone die Mobiltelefon-Industrie revolutioniert hat und es das umsatzstärkste Produkt von Apple ist, wird es als Hauptprodukt in dieser Fallstudie gewählt. Das Marketingkonzept besteht dabei aus der Situationsanalyse, den Marketingzielen, der Marketingstrategie sowie den Marketinginstrumenten.

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