Marketing

Case 1 Apple vs. Google

Using their annual reports and/or 10k filings ( www.annualreports.com , EDGAR at http://www.sec.gov/edgar.shtml ), the technology press, the business press (mostly archives of the WSJ, Business Week, Fortune, Forbes, etc.), company web sites, and whatever else you find useful report on the following.

1. Briefly state the domains each firm competes in and where do they overlap. Include areas where they are likely to clash in the near future too.

2. Explain what the core competencies of each company are in this fight and the areas where each has an advantage in delivering the value customers seek.

3. Explain what you think each company should do to both escape direct competition with the other and compete more effectively in the areas where you think they must compete.

About 2 pages (3 maximum), times new roman 12 point font, double spaced, 1 inch margins all around.

NOTE: you must acknowledge direct quotes with “quotation marks” and cite (Jones 2013 web):

“Consequently, multi-benefit positioning is the exception rather than the norm and is most often limited to two attributes (Chernev p.44).”

When paraphrasing in your own words other’s thoughts use either of these:

Multi-benefit positioning is not common (Chernev p.44).

Chernev (p.44) states that multi-benefit positioning is not common.

Do NOT include a reference list at the end of the case.