Marketing

An example of an enterprise I am interested in is Apple Inc. Apple is a technology company that mainly designs, develop and sell consumer hardware such as phones, laptops, and watches. Its software products are iTunes media player and the Safari web browser while examples of its online services are iTunes Store, the iOS and Mac App Store and iCloud (Reiner & Joseph 2014).

The pros and cons associated with Apple Inc. using primary data in its marketing research.

The advantages of being associated with Apple is that its products are of high quality as compared to the quality of products of companies such as Samsung. Products such as their Mac laptops are thin and light in weight and are sold with Apples’ operating systems. The cons of being associated with Apple is that its products are expensive. Low-income earners are not able to afford them. Apples’ goods and services such as after-sale services and the Apple store are not available to consumers in all countries.

The pros and cons associated with the Apple Inc. using secondary data in its marketing research.

The advantages of being associated with Apple according to secondary from their market research is that the company possesses a good brand image and has years of experience in designing, producing and selling software and hardware products (Adam 2014). The cons of being associated with Apple according to their market research is that some applications are not compatible with its products. Some applications that are produced for android phones cannot be downloaded and used in phones with the iOS operating system.

How Apple Inc. could effectively use a combination of primary and secondary data in its marketing research.

Apple could capitalize on its strengths that have been recorded in its marketing research such as the continuous use of the culture of the provision of high-quality products and research in both design and product innovation. Apple can also eliminate its weaknesses such as reducing the prices of its products and services. It can also make its product to be available in most countries around the world by partnering with telecom and sellers or electronic products. It can also make its phone and iPad products compatible with Android applications which will enable it to increase its market share.

References

Reiner E. Jargosch, Joseph Jurich (2014) Apple Inc Patent Landscape Analysis – January 1, 1994 to December 31, 2013 IPGenix LLC

Adam Lashinsky (2014) Inside Apple: How America's Most Admired-And Secretive-Company Really Works Business Plus