Question 1
Steve Jobs created the perceptual map for the iPhone in 2007 during its launch. Jobs used the perceptual map to clearly communicate to consumers the unique benefits (positioning) of the iPhone. Although the map had other goals, such as showing the gap that the new phone would address, the main objective was to position the product in the consumers’ minds as a product that will be superior to other phones that were not so smart and hard to use.
Question 2
Although Apple was new to smartphone technology in 2007, it might appear risky that Jobs was overambitious and that new competitors would use technology to leap-frog the market. However, the risk was minimal, and the message that Jobs had communicated would stick in the minds of consumers awaiting the product to enter the market. Jobs’ announcement during the launch was a case of effective marketing and positioning the product in the minds of consumers. The marketing strategy game Apple an advantage over competitors who would want to steal the technology. Besides, during the launch, the CEO did not divulge all information about the technology. By the time competitors learned about the technology and designed their competing model, Apple will have fulfilled its promise to consumers to create an easy-to-use smartphone.
Question 3
Various other markets/industries have witnessed new players taking over market leadership using break-through technology. An example is the energy storage industry, where Tesla, an electric car firm, disrupted the market using new technology. They use their electric car technology (which made it a market leader earlier) to enter the energy storage market. Another company is NETFLIX, which disrupted the CONTENT STREAMING industry with technology to stream videos over the web. Uber took over the tax industry using its app service provision model to attract customers. Furthermore, the company has also disrupted the food delivery market using the same model. Innovations are common in various industries and continue to change the way market leaders enter and dominate the market.
Question 4
The CEO could have focused on other attributes when marketing the iPhone, such as the appearance, internal memory, or the camera, but he chose the two most important (being smart and easy to use). The two factors were the most important for the marketer, whose focus was positioning the product in the consumer’s mind. Besides, the CEO emphasized the attributes that differentiated the product from competitors. Therefore, consumers would be seeking the two important attributes when making the buying decision. The attributes would easily generate a buzz in the market and create something for customers to look forward to getting when the product gets to the market.
Question 5
Given that Apple’s approach to finding a market gap is clearly shown, there must be something stopping competitors from leap-frogging them back. The reason competitors have failed to beat Apple is that the company is organized for innovation. When competitors think they have figured out what makes Apple successful, the management comes up with a new technology that appeals to customers. Under Jobs, the company became the most innovative in the communications market and managed to retain a huge market share. Therefore, eager customers are always waiting for the next innovative product, and no other company has managed to rival the business model. Apple has, over the years, retained marked control and continues to develop innovative products that customers need to support their lifestyle.
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