Apple Marketing Case Study

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Apple iPad 4

Questions from the Survey Used to Conduct Qualitative Research

On a scale of one to five with five being an extremely strong desire and one representing no desire, what is your desire to purchase an iPad?

What is the main use for which you are buying an iPad?

In your opinion, why do you see the iPad as being more expensive than other tablets?

What other apple products do you own?

What word first comes to your head when you hear the word "apple products" or see the apple logo?

What benefits does the iPad 4 have to offer you?

What other issues are a concern to you when purchasing an iPad other than price?

Who else do you know that owns an iPad 4?

What feature of the iPad 4 do you anticipate using the most?

Will your iPad 4 be used mostly for work-related issues or for personal tasks?

Subjects were recruited at random from a pool of people who would be able to afford an iPad and who were all over the age of 18. There were ten subjects recruited for this project and they all worked jobs where they made over $45,000 per year.

In summary, 8 of the ten subjects reported a very strong desire to purchase an iPad, a desire of over a number four or five. Two of the subjects reported a desire for an iPad around a two or three. Sixty percent of the participants said they wanted the iPad to use for work or school. The other forty percent said they would use their iPad for pleasure. All the participants viewed the iPad as being more expensive than other tablets as a result of the superiority of apple products and the higher quality of materials. Nearly all the participants responded that they thought of words like "iPhone" or "laptop" when they saw the apple logo. The benefits of the iPad that most participants reported were benefits connected to screening and to making presentations. For question eight, participants expressed concern about breaking their iPad inadvertently or having it stolen.

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Half the participants said their co-workers and family members owned ipads, the other half said no one they knew had one. All of them expressed the desire to use it for work related tasks. Fundamentally, one can observe that based on these findings, ipads are necessary for people on a professional level: professional and school obligations are some of the biggest driving impetus for encouraging a potential consumer to purchase the product.

Primary Qualitative Research

As stated earlier, the subjects that were primary during the research process were students and professionals over the age of 18 and younger than 60. Key findings were that Apple was considered an elite, high quality brand and that professional obligations were the fundamental reasons for purchase. Essentially, Apple should use the angle of making one's work easier as a stable thruline of the marketing process.

The company was built on the cornerstone of innovation, and the risk of going against the most common pillar of thought. This meant that in order to be different, and ultimately, in order to succeed, one had to be able to take risks that went against what the critics had to say: "As an entrepreneur, you'll hear a lot of people tell you that you need to reach out and figure out what people want, which means listening to your critics, often times more patiently than you'd like. Apple decides to flip the script and instead focus on building what they want to build, no matter the perceived cost. When Steve Jobs debuted the iPad, the critics stood in line, throwing every insult they could muster. The critics said that the iPad would fail. The numbers say otherwise" (Tanda, 2014). The first iPad received tremendous criticism and even mockery from a range of news sources and technology experts, however, the product still sold in droves.

Another way that the company has long been able to differentiate itself from the competition was by continuing to take the ordinary experience and adapt it. This meant that….....

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