Workshop Task

Problems:

1. Apple Inc. is a large technology company with several business units operating in different markets,
including desktop computers, laptops, tablet computers (iPads), portable music players (iPods), smart-
phones (iPhones) and software to support these products.
Develop competitive intelligence on the activities of Apple Inc. by using GE/McKinsey Matrix

SOLUTION :

Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that
designs, develops, and sells consumer electronics, computer software, online services, and
personal computers. Its best-known hardware products are the Mac line of computers,
the iPod media player, the iPhone smartphone, and the iPad tablet computer. Its online services
include iCloud, iTunes Store, and App Store. Apple's consumer software includes the OS
X and iOSoperating systems, the iTunes media browser, the Safari web browser, and
the iLife and iWork creativity and productivity suites.



The GE/McKinsey Matrix for Apple products in India could be said to be placed as follows :
BUSINESS UNIT STRENGTH
M HIGH MEDIUM LOW
A H Tablets: iPad has a good Smartphones: iPhone
R I market available and has a very high craze in
K G has a good market also India and people love
E H covered. to have the latest model
T as soon as it launches.

A iTunes: Apple enjoys a Laptops: Air Book and all
T M good appeal in the online laptops of Apple has a
T E music store. good share in their market
R D revenue.
A U iPod: One of the biggest
C I strength of the company
T M is in their music player
I technology and products.
V
E Accessories: When it comes
N L to add on products, here the
E O focus is relatively less.
S W
S

Observation :
Apple Inc. enjoys a very high following and loyalty when it comes to Core products like their smartphones and
tablets.
Company has a very competitive edge that is their quality and performance which creates a very strong contender
to them in the Indian Market. The strength of the business unit is excellent.
However, they still lack behind in terms of gaining a fair amount of revenue and growth through the sales of the
add on accessories.

Action Plan:
The company should take into consideration the following to develop a strong competitive intelligence:
External factors affecting Market attractiveness:
1. The size of the market should be taken into consideration alongwith the growth rate of the market every
year.
2. Review the pricing trends and risk of returns through the market.

3. Analyzing the demand pattern, new product opportunities and accordingly create entry barriers by self
entering and grabbing the opportunity.

Internal Factors affecting Strength of Unit
1. Working after understanding our market share and growth rate.
2. Strength of our own assets and competencies.
3. Quality standards followed by the company and loyalty received.
4. Forecasting the demands and planning our capacity.



2. You are the brand manager for a shampoo brand in the market. You wish to conduct a research to find out
what is the current perception of consumers about your brand vis--vis other brands. You also want to know -
what are the most important factors buyers consider while buying a brand of shampoo. The decisions you
will take based on above research are-

a. Whether to reposition your brand
b. Whether to launch line extensions of the current shampoo brand
c. Whether to launch a new brand of shampoo

Write a brief to a leading marketing research agency, describing your proposed research and asking them for a
proposal.

Now, also assume the role of marketing research agency which has received the brief mentioned above. You
have to write a proposal for this study, including a general idea of the methodology, sampling plan, time and
cost.

Solution :
Brand Manager for : Dove Shampoo
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Draft of letter to Grahak Jaano Research Agency.
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To,
Grahak Jano Research Agency,
Mumbai.

Subject : Requirement of conducting a customer research.

Product : Dove Shampoo

Purpose : To know the perception of customers and their thinking towards our brand and also to know their
ideology when they go out to buy a shampoo.

Time frame for survey : Require the report of the survey within 15 days so as to get time to create action plans.

Requirements : Full report of the survey and also suggestions if any.

(Please send us your quotations first alongwith the pattern you would follow and sample size )

Thanking you
Regards,
Brand Manger,
Dove.


Findings of the Survey :
People also use more than one shampoo or keep two shampoos. Home remedy is also
preferred.
Not all find major difference while using various brands but still when it comes to smoothness people
do compliment the quality of Dove to be one the best.
Range of Sunsilk is very famous amongst the crowd since it has a range of anti hair fall , anti dandruff,
smooth and shiny and also no breakage of hair. Such kind of a range of products makes them a brand
suitable for all kind of people.
The no. of advertising and product promotion techniques influences the customers a lot to try and
shift to new products.
People do prefer to buy economy packs offered by the other brands so that they find the product to be
pocket friendly as well.
People are very satisfied with the product but only concern is the high price range of Dove and also
limited options available to customers with different requirements.
Suggestions:
To come up with a wider range of shampoo i.e. different products for different hair problems.
To keep advertisements in continuation so that the customers are stick to our product.
Introduce economy packs which would let people find our product pocket friendly and at the same time
the sale volume would also increase.
Key points of the survey:
Sample Size: 50 people
Sex Ratio: 3:2 (female:male)
Locality : Shopping Mall and business park
Method : Oral Conversation.