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Introduction Apple Computer Inc designs develops and markets a line of portable digital music players called iPods Since launching the product line in the fall of 2001 the company has expanded the iPod product line to include related accessories and services including the online distribution of third-party music and audio books Last year the iPod product line generated more than 55 of revenues from the sales of all digital music players Salkever 2004 This paper will present a marketing plan for the iPod product line that will enable Apple Computer Inc to meet its marketing objectives Situational Analysis Marketplace Trends Ongoing competitor activity will require that Apple regularly adjust its marketing plan for its iPod product line Some of this activity has already contributed to one significant marketplace trends the movement in technology consolidation The eventual consolidation in the digital music industry will enable customers to use products and related services from different competitors eliminating the requirement for customers to source products from the same manufacturer Key Strategic Factors Apple Computer Inc will be able to sustain a competitive advantage for a number of reasons These reasons include the following oThe company has a strong team of committed people oThe company has developed a very strong brand for the iPod product line oThe company has developed a number of strategic alliances in response to the technology consolidation movement and evolving marketing objectives for the iPod product line and oThe company has a well-known culture that supports it being market leaders in innovation The basis for growth for the iPod product line includes a number of approaches These approaches include the following oTargeting the baby boomer market which has been largely ignored by the digital music industry in general oStrengthening existing strategic alliances and pursuing new ones enabling Apple Computer Inc to solidify its hold on its existing share of the marketplace while positioning the company to expand into the
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