Purpose of Blog

http://www.apple.com/au/

The purpose of this Blog is to focus on the brand of Apple, the authors will investigate as we go the following questions;

1. Define the market within which our WOW brand Apple exists, and describe the history of the brand

• Categorise the different benefit sought segments of the brand - in terms of consumers
• Understand non-consumers and why they don't buy into this brand
• Examine 'overshot' consumers - those for whom the brand exceeds their requirements
• Examine 'undershot' consumers - those for whom the brand does not meet their requirements or functionality
• Use this analysis to determine what you think the next major disruptive innovation might be.

2. Evaluate competitors - Who and where will competitive threats come from?

• What are the one or two main threats?
• What is the competitive advantage these brands have?
• How strong is their offering?
• What will they do next and why?

What is our evidence and rationale for this?