Branded entertainment

Branded Entertainment

Introduction

Apple began with the mission to "change the world through technology." More specifically, the company sought out to make the personal computer an accessible and affordable device to the mass market. The proliferation of new software and hardware technology drastically changed the landscape of the industry and Apple adopted a differentiation strategy. Software and hardware integration allowed Apple products to be more "versatile," reliable, and superior in performance.

Discussion

A complete computing solution expands industry and market boundaries. We are not just talking about a personal computer anymore. Apple's corporate strategy is to compete in the markets that encompass all the devices, peripherals, and software to make a computing solution or "experience" complete. This corporate strategy implies vertical integration. As one Microsoft executive so eloquently put "this isn't the post-PC era; it's the PC-plus era."

Apple's present day competitive strategy is a return to differentiation. Key elements to this strategy are an emphasis on design, service, branding through advertising, and quality. Drivers needed to attain these objectives are through the firm's unique marketing abilities, engineering skills, creativity, and R&D.

For Apple, differentiation encompasses tangible and intangible dimensions. Tangible differentiation is concerned with the physical characteristics and performance of a product, in this case, a personal computer. Physical characteristics include form, features, performance quality, durability, reliability, and style. Products that are enhancements or complements to the personal computer are also vital in pursuing this differentiation strategy. The scope, functionality, and ease of integration of these complements affect the "utility" consumers will gain from an Apple PC. Apple adopted a competitive strategy that vertically integrates these complementary products that include the iPod, digital cameras, PDA's, and wireless devices.

In an effort to gain market share, Apple is pursuing several growth strategies. Obvious to this pursuit is international market expansion into the explosive Asian and European markets. ...