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Essay / Research Paper Abstract
This 15 page paper examines iTunes using several analysis models, looking at its position when the service was launched. The models used are the 4 P's looking at product, price, placement and promotion, a SWOT analysis looking at strengths, weaknesses opportunities and threats, the 4 C's of consumers, competitors, company and community as well as the 6 M's of market, mission, message, medium, money and measurements. The paper also looks at the underlying strategy which explains why iTunes was launched and additional ways that the site could have been differentiated to gain further competitive advantages at the launch. The bibliography cites 10 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEitunes1.rtf
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Unformatted sample text from the term paper:
Ms for the Marketing Launch of iTUnes 16 7.1 Marketing 16 7.2 Mission 16 7.3 Message 17 7.4 Medium 17 7.5 Money 18 7.6 Measurements 18 References 19 1. Introduction iTunes may
be seen as one of the market leaders in the provision on online music, but it is also an interesting diversification for a company whose core products were computers. The
iTunes product is one that has been able to increase awareness of the Apple company and has supported the sale of iPods and the brand image that the company projects.
The company has gone through good and bad times, by looking at the past and current issues faces iTunes the issues faced by the iTunes division of Apple Inc.
2. 4 Ps Analysis 2.1 Product The iTunes product is a service that was initially set up as a way of legally purchasing and downloading music to be played on
MP3 players. The initial idea of the site was that the strategy of selling music online would support the sales of the companys iPods. The iPod has been introduced in
October 2001, and was one of the first MP3 players that were available in the market, with strong branding the iPod was able to gain a first mover advantage and
held majority of the market for MP3 player sales (Thompson, 2007). The initial approach was that users would copy tracks from CDs that they already owned and place them on
the hard drives of the MP3 players. The iTunes service was to complement the sales of MP3 players, by setting tracks that could be downloaded directly onto an MP3 players
hard drive. The service was launched in April 2003 as with in excess of 200,000 tracks, which increased rapidly (Hennessey, 2004). The initial service is offered only to Mac OS
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