A product extension for a public company - 6 parts of paper and 2-3 page for each

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Nemo Ma

Signature Assignment - Week 04

Fashion Institute of Design & Merchandising

90328 Management Information Systems

Isabel Treidl

11/02/2021

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Table of Contents

Brand Introduction.......................................................................................................3

Brand Extension - iCar.................................................................................................4

Strategy........................................................................................................................6

Questions & How do you find information?....................................................................

Systems.........................................................................................................................

Conclusion.....................................................................................................................

Works Cited Page..........................................................................................................

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Brand Introduction:

“Apple Inc., formerly Apple Computer, Inc., American manufacturer of personal

computers, smartphones, tablet computers, computer peripherals, and computer

software. It was the first successful personal computer company and the popularizer

of the graphical user interface. Headquarters are located in Cupertino, California.”

(Levy, 2021) Apple's product development philosophy can be divided into three

aspects: First, they understand customers' needs better than anyone before they

develop a new product. Second, apple decided to filter out unimportant opportunities

to focus on doing what it had decided to do. Finally, they are strict about the quality

of their products, emphasizing creative and professional presentation. (Allen, 2011)

That means Apple never makes uncertain decisions. Once it does, it must do its

best. From Apple step by step into the public field of vision, they keep refreshing

people's knowledge of technology; The persistence of quality also makes the

masses more and more trust and rely on each product they launch. Today, one of

Apple's most valuable assets, in addition to its excellent research and development

technology, is its vast database of influential customers.

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Brand Extension - iCar:

In recent years, electric cars have become the trend due to the impact of carbon

emissions on the world. In the article "The Discipline of Innovation," the author

mentioned seven sources of opportunity: unexpected occurrences, incongruities,

process needs, industry and market changes, demographic changes, changes in

perception, and new knowledge. (Drucker, 2002) Obviously, the development of

electric vehicles is an opportunity for "changes in perception" because people only

need cars to move quickly in the past. Still, now people have begun to realize the

sustainability of the earth's resources.

As one of the world's top international brands, Apple is always actively undertaking

social responsibilities. On its website, Apple promises to make its supply chain and

products 100% carbon neutral by 2030, along with a revealing promotional video.

They promise that by 2030 the clean energy apple creates will be entirely offset by

the carbon it consumes, meaning that every Apple device will have no climate impact

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on the planet. So to further that goal, Apple should launch a brand new line of

electric cars -- the iCar series. That would not only make the company more

profitable by responding to market demands, but it would also do a bit more for the

world and its customers, who believe deeply in Apple.

It's important to note that while Apple is a computer company, the electric car has

now evolved into a large, operated computer. Whether it is the system's operation or

the uploading and processing of data, the operation logic of electric vehicles is highly

related to the computer. In addition, although there are already have a lot of electric

car brands and Apple cannot be seen as the pioneer of the industry, with the

accumulated customer trust, they do not need to quickly seize market share at the

very beginning to gain a large number of loyal users. A relevant example is the time

of iPhone started to support 5G technology. Therefore, as long as Apple strictly

controls the product quality of iCar and uses IOS system to establish a unique data

platform, it is believed that this product will cause huge waves in the market once it is

launched.

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References:

Levy, S. (Feb 02, 2021). Apple Inc. https://www.britannica.com/topic/Apple-Inc

Allen, F.E. (Nov 7, 2011). The Three Principles That Always Drove Apple.

https://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-alwa

ys-drove-apple/?sh=42f78f7014a3

Drucker, P.F. (August 2002). The Discipline of Innovation.

https://hbr.org/2002/08/the-discipline-of-innovation

Apple. (2021). Environment. https://www.apple.com/environment/