Case Studies

Question 1

Apple / Dominos: Interdependence

Answer 1

Operations: Apple
in 2013 apple discontinued the iPhone5 and launched the iPhone 5c and 5s. Foxconn began to plan for changes in the manufacturing process layout, ordering new components and establishing equality control systems for the new model.

Finance: Dominos
Investment in digital initiative campaigns such as:
* 15/20 minute service gurantees
* Project 3-10
*DOM Pizza Checker

Lead to a 33% increase in online sales in Australia / New Zealand

Question 2

Marketing Approach: Apple

Answer 2

Apple conducts regular surveys of existing iphone customers to assess responses to applications and design features. Apple released the iPhone X in 2017 which featured desired features such as larger screen size, longer battery life and improve camera capabilities.

Question 3

Psychological Influences: Apple

Answer 3

In 2013, Apple released the Iphone 5c and 5s. The 5c’s were released in 5 different colours. Apple used these colours as a way of marketing their phones based of expressions through colour, which appealed the customer’s perceptions of the iPhone. The 5s’s were realeased in metalic colours, associating them with quality and a prestigious status

Question 4

Socio-Cultural Influences: Apple

Answer 4

in 2011, Apple utilised an ad campaign for the iPhone 4 which contained the phrases “if you don’t have an iPhone 4, then you don’t have iBooks, and you don’t have… and you don’t have…” The repeated use of the phrase “you don’t have” used social pressures and materialsim to influences customers to purchase the product.

Question 5

Consumer Laws: Apple

Answer 5

Deceptive and Misleading Advertising:
In 2015, a class action was filed against Apple with more than 100 iPhone4 and 4's users claimed that apple was intentially rendering there phones unusable via IOS upgrades. They also claimed that Apples advertising campaign mislead customers by suggesting that the upgrades would "Increase performance" and "Increase battery life" of the iPhones.

Question 6

Ethical: Dominos

Answer 6

Products that may damage health:
Dominos is affected by obesity concerns within the fast food industry. This influenced dominos to introducing healthier options such as Chicken and seafood pizzas. in 2016, ‘Choice’ a well known product reviewer published a table comparing kilojoule count in 149 fast food pizzas from 5 different chains. 4 Dominos pizzas were in the top 20 kilojoule count.

Question 7

Establishing Marketing Objectives: Apple

Answer 7

Apple’s current market objective is to:
Increase market share in India by 10% in the next 12 months by securing agreements with the Indian government to reduce import costs

Increasing online sales by 15% in the next quater by offering price discounts

Question 8

Market Research: Apple

Answer 8

Every month Apple surveys iPhone buyers. The Surveys reveal country by country what is driving customers to buy apple iPhone compared to Android products that samsung sells, features they most use, customer demographics and level of satisfaction

Question 9

Identifying Target Market: apple

Answer 9

Mass Market:
Apple launched the “Shot on Iphone” campaign in 2015, showcasing images taken by iPhone users. The campaign was marketed on billboards, television and social media in 25 countries.

Question 10

Product Strategies: Dominos

Answer 10

Branding:
Dominos has their iconic logo portraying a dominos piece with 2 dots on the blue side and 1 dot on the red side representing the first 3 original stores. This logo is recognised everywhere in Australia.

Packaging:
Dominos uses the traditional pizza box ( developed by dominos in 1960’s). A flat package to allow ease of transport and with vents to allow moisture to escape, preventing the pizza from becomming soggy. This is part of the Dominos Brand

Question 11

Differentiation: Apple

Answer 11

Differentiation has become a challenege for apple. They were seen as the marker leader but recently has become a market follower. With the release of the iPhone X in 2017, they have been critisied for its ‘new’ features such as OLED display, Facial Recognition and Water Proofing, when in actual fact they have been in competitor’s products for years

Apple’s point of differentiation is more psychological than physical, as even though their products may not vary much from competitors, through marketing strategies Apple continues to persuade customers that they offer a superior smart phone.

Question 12

Global Marketing: Apple

Answer 12

Customisation: in 2015 the first customised advertisements for iPhones in India was tailored for their market. This ad was based around a great Indiant wedding. It depicts the groom using his iPhone 6 to keep in touch with his bride to be by sending a selfie. The bride responds with a selfies that shows her concealing her face as its considered bad luck for the groom to see the bride before the ceremony on the wedding day.