SOP om Apples branding i USA | Engelsk og Afsætning

Opgaveformulering

Giv en kort beskrivelse af virksomheden Apple samt gør rede for hvordan Apple brander sig på det amerikanske marked. Med udgangspunkt i en konkret selvvalgt lancering af et Apple produkt, bedes du udarbejde en købsadfærdsanalyse for produktet. Analysér dernæst hvordan Apple forsøger at påvirker målgruppen - herunder hvordan Apple anvender storytelling i sin markedsføring. Vurdér til sidst hvilke årsager der ligger til grund for Apples succes.

ABSTRACT

This paper examines the circumstances linked to the big IT-company Apple. The assignment accounts for the history of the company, and how it changed the world through their products and advertisements. The studies in this paper also analyse the behaviour linked to buying an Apple product and how Apple try to affect their target group through storytelling, and in the end a discussion on what is due to Apples success. Through the analysis of the buying behaviour, with help from articles about the demography of Apples target group, tables and statistics, this paper finds its arguments. This paper is made by using scientific methods as the quantitative, the qualitative and the comparative analyse methods. The study shows that Apple’s brand is so strong, that the buying motive band-waggon plays a major role. Based on the point made in the analysis of the buying behaviour, the results also show that not many costumers buy Apple’s product due to their technical qualifications. The analysis of the Apple product presentation also shows that storytelling plays a big role, when Apple is marketing their new products. The research point to the fact that Apple has won the war against their opponents due to the fact, that iPhone is the top selling smartphone ever. This paper shows that iPhone is more than a phone, and the product is also advertised this way. The results of the paper also show that through beautiful design and innovation Apple has found the key to success. The study also proves that through storytelling and through a focus both on the history and the future, Apple will find its success.

tidligere bedømt arbejde uden henvisning hertil, og opgavebesvarelsen er udfærdiget uden anvendelse af uretmæssig hjælp og uden brug af hjælpemidler, der ikke har været tilladt under prøven.

1.' INDLEDNING

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2.' REDEGØRELSE

2.1 APPLES HISTORIE

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2.2 IPHONE

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