Page 22

Chapter 02 - Developing Successful Organizational and Marketing Strategies

d. An organization’s SBUs often start as question marks and go counterclockwise to become stars, then cash cows, and finally dogs. e. Because an organization has limited influence on the market growth rate, its main objective is to try to change its relative dollar or unit market share. f. When changing an SBU’s relative market share, management must: 

Decide what strategic role each SBU should have in the future.

Inject or remove cash from it.

g. Apple: 

Has been consistently cited as one of the top global brands over the past decade…

According to the Best Global Brands survey conducted by Interbrand, a leading brand management consulting firm.

h. What has made Apple so iconic? 

Its revolutionary products.

It has infused its technology with the “human touch,” connecting customers with the brand on a cognitive and an emotional level.

Its organizational culture and core values that the late Steve Jobs instilled, which continue to guide its future.

i. [Figure 2-4] Figure 2-4 shows a Boston Consulting Group (BCG) business portfolio analysis for four of Apple’s consumer-related SBUs. 1.

Apple Watch (wearable technology). –

Launched in April 2015 – Apple’s version of a smart watch. *

Competes with Samsung, Pebble, Motorola, LG and a range of other wearable technologies such as Fitbit and Garmin fitness trackers.

Estimates are 45 million Apple Watches by 2019 at a growth rate of 36 percent

Apple Watch is a question mark and awaits consumers’ response.

2. iPhone (smartphones). –

Launched in 2007. iPhone sales skyrocketed and Apple’s U.S. market share now exceeds 44 percent, exceeding the market share of its largest competitor, Samsung.

Smartphone market is expected to grow at 7 percent due to growth in India, Indonesia, and Africa.

iPhone is a star. 2-21

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Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...

Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...