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MARKET
RESEARCH
Farah Kabesh Year 10 Green
What Is Marketing?
Marketing is about meeting the needs and wants of customers.
It is about understanding customers, anticipating the changes
in their needs as well as finding ways to provide the products or
services demanded.
About Apple
Apple Inc. is an American multinational corporation that designs
and manufactures consumer electronics and computer software
products.
History Of Apple
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald
Wayne on April 1, 1976, to develop and sell personal
computers. It was incorporated as Apple Computer, Inc. on
January 3, 1977, and was renamed as Apple Inc. on January 9,
2007, to reflect the company's ongoing expansion into the
consumer electronics market in addition to its traditional focus
on personal computers.
The Present
Today, Apple ranks as the first U.S company, has been voted as
the Worlds Most Valuable Brand, and values more than One
Trillion Dollars almost three times as much as Google.
The Future
Apple plans to focus on satisfying personal customer demands
rather than merely fulfilling their requirements. Also, they plan
on improving the performance and stability of their products
preferably than introducing new features when releasing new
versions of any product.
The Difference Between A Market & Product
Oriented Business
A product-oriented business is based on producing the
product itself first, then finding a market for it.
o iPhone 3G
o iPhone 4
o iPhone 5
o iPhone 5S
o iPhone 5C
o iPhone 6s
o iPhone 6s Plus
o iPad Pro
Apple TV
Computer accessories
Software
Services
iCloud
Then came the Apple logo, which today is one of the most
famous logos in the world. The logo was inspired by the
computer term byte.
The rainbow Apple logo was designed and used in 1977 till
1998. The coloured stripes were designed to indicate rebellion.
A few years later, the aqua stylised logo was designed and
used on all Apple software from 2001 till 2007.
Sole Trader
Advantages:
Few legal regulations.
Complete control over business.
Freedom to choose own holidays.
Close contact with customers.
Able to keep all profits.
Complete secrecy.
Disadvantages:
No one to discuss business matters with.
Unable to benefit from limited liability.
Business is not a separate legal unit.
Business likely to remain small.
If owner is ill, no one will control the business.
Lack of continuity if the owner dies.
Partnership
Advantages:
More capital invested in business.
Responsibilities and decision-making is hared.
Increased motivation to work.
Someone there to take care of the business if other
partner(s) is ill or on holiday.
Disadvantages:
Partners dont have limited liability if the business failed,
creditors would force partners to sell their own property &
belongings.
Lack of continuity if 1 partner dies.
Disagreements can occur between partners.
Advantages:
Shares can be sold to a large number of people.
All shareholders have limited liability.
Owners are able to keep control over the company.
Business will continue if 1 shareholder dies.
Disadvantages:
Many legal formalities like: The Memorandum of
Association.
Shares cannot be sold or transferred without the
agreement of ALL shareholders.
The accounts of the company are less secret.
Company cannot offer its shares to the public.
Some Definitions
Sole Trader: A business owned by one person.
Partnership: A business owned by 2 or more people.
Limited liability: Liability of shareholders is only limited to the
amount they invested.
Unlimited liability: Owners of the business can be held
responsible for the debts of the business, and liability is not
limited to the investment made in the business.
Unincorporated business: Do not have a separate legal entity.
Incorporated business: Have separate legal entity.
Shareholders: Owners of a limited company who buy shares.
Why Is Apple A Public Limited
Company/Corporation?
Apples type of ownership is the most suitable, since public
limited companies are ideal for well-known and very large
business, and Apple is a global multinational company.
Primary Research
It is the collection of original data through direct contact with
potential customers and existing customers. It is also known as
field research. There are many primary research methods like:
questionnaires, interviews, observation and focus groups.
o Questionnaires
o ADVANTAGES:
Detailed information about the product or service.
Cheap & easy to use method.
Opinions of customers easily obtained.
o DISADVANTAGES:
Answer can sometimes be inaccurate.
Time-consuming method for customers.
Analysing answers also takes time.
o Interviews
o ADVANTAGES:
Detailed information can be gathered.
Interviewer able to explain questions.
Face to face method.
o DISADVANTAGES:
Time-consuming method.
Expensive method.
Answers can sometimes be inaccurate.
o Focus Groups
o ADVANTAGES:
Provides detailed information.
o DISADVANTAGES:
Time-consuming method.
Can be expensive.
Can be biased.
o Observation
o ADVANTAGES:
Inexpensive method.
o DISADVANTAGES:
Information gathered will be really simple, basic and ineffective.
Secondary Research
It is information that is already collected, and can be used by
others. It is known as desk research. Internal sources include:
Sales department, Finance department, Customer Service desk,
and pricing data. There are also external sources like:
newspapers, the internet, market research agencies, and
government statistics.
www.strategyr.com
www.forbes.com
www.gadgetreview.com
www.mashable.com
www.cleverism.com