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• How can apple maintain its market share among the top technology companies?
  
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• I. Consultant’s Brief
•             In order for a company to be meets its targeted goals, it has to maintain a high market share in its field of operation. On this case, market share entail to the percentage of sales that an organization has to make in a certain market within a specific period. This means that the more an organization has a higher market share within the market, the more it has the ability to make more profits. For an organization to maintain a high market share, it has to build various different strategies with the aim of improving its operations and outdoing other competitors in the market (Lamb, Joseph & Carl 24). This particular study focuses on how Apple, which is company that manufactures different types of electronics, can manage to meet all its clients’ needs and manage to be the company with the highest market share within a competitive market that already exists in the technological field (Pride, Robert & Jack 366). In order to achieve this goal, Apple, ought to set various objectives that will offer effective outcomes in various areas of its operation. Some of these specific areas include implementing high technology in the production of all its electronic products in order to satisfy and maintain the already potential customers. The other specific area that the company ought to concentrate on is designing a market strategy that is completely different form its competitors in the market. Moreover, the company has to maintain a substantial growth in which it is eligible to increase its production units depending on the level of demand within the market area (Yarmosh 68). This study will focus on the effective strategies that Apple ought to develop and maintain in order to continue enjoying a high market share while still competing with various emerging and existing technological companies. At the end of the study, the researcher will make the findings, conclusions and provide a number of recommendations that the company ought to make in order to meet its targeted goals and maintain a high number of potential customers within the market.  
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• II. Introduction
• Technology is making, and knowledge of crafts, machines, tools, techniques, methods or systems of organization in order to unravel a problem or execute a precise function. It can refer to the compilation of machinery tools, and procedures. The technology industry gives the foundation for chip communication, information, and production systems, and computer classifications. These companies are the manufacturers and developers of the products, which force the increasing effectiveness, and production of technology. They are the producers of televisions, computers, cell phones, as well as other information and communication systems. It is a huge industry with a gigantic growth prospective. However, it is subject to unpredictable cycles, like in the semiconductor industry. As chips keep getting smaller and globalization rises, demand for quicker, competent technology will assist in driving the technology industry (Armstrong and Kesten, 132).
• MARKET SHARE IN THE TECHNOLOGY COMPANIES.
• Market share refers to the dominance that a company has in the market in terms of customers. In January 2012, Apple accounted that its profit for the festival quarter doubled largely because of the increased sales of the iPhone 4S. The market received this product with complaining when it was released in October. The market had users who thought that the product is lacking in the dazzle of what many anticipated an iPhone 5 would be like. However, consumers still bought the iPhone 4S in large numbers, assisting Apple to sell in excess of double the amount of iPhones for the quarter. This figure was also raised by sales of affordable, older forms of Apple’s cell phones. Apple sold one hundred and eighty three million of the devices since the product went in the market, in 2007. This gives an indication of the prowess that apple has in the market. The products pioneered by the late Steve jobs have given other companies in the industry serious competition. Samsung, Microsoft, and Google are some of the competitors that try to win the market share taken by Apple.
• COMPANY INNOVATION AND INVENTION.
• Apple Incorporation along with its subsidiaries engages in the manufacture, and designs of products that fit the market. They are giants in media devices, portable digital music players, personal computers, and markets mobile communication. Furthermore, they sell a variety of related peripherals, networking solutions, third party digital content and applications, and software services. There are various ways in which companies in the ultra-modern industry make profits. Therefore, they make profits through innovation and invention, which involves, giving the market creative products. Invention is when a completely new breakthrough or idea appears in the comprehension findings of an entity. Innovation is when an organization brings products it has invented and sells them to the public. Apple incorporation attributes its success in the market to its innovation and invention strategies. This has made apple a leader in the technology industry. Apple Company has managed to keep its customers through being the company in the forefront of innovation.
• Through the help of its founder Steve Jobs, the company has managed to develop competing products such as the iphone that emerged in the market back on June 9, 2008. The iphone helped the company to gear up towards the high-end competitive mobile market after it received a considerable number of positive feedbacks from all mobile customers all over the world (Van 350). The iphone featured various characteristics that were beyond most of its customers expectations. Some of the features included an increased speed and improved design. Moreover, introduction of the iphone came with low pricing that attracted more customers and making it have more appreciation. Through an effective leadership of Steve Jobs, the company has managed develop more products with the aim of meeting the demand in the market (Daft & Patricia 410). The company has maintained traditional that the main goal is not only develop new products but come up with those that are effective and will satisfy all customers in the market. For example, the company managed to sustain the satisfactions of its clients through introducing the accelerometer on the iphones. With this particular feature, the iphone managed to hold hundreds of various games and applications, which made it to become more popular than any other mobile related technology that had emerged before. Apart from the innovation and various inventions, related to iphone, Apple has also managed to be the leading company with other related technological innovations. For example, before developing the iphone, the company had invented the iMac to increase efficiency while using the USB. These are ports, that people in the technological world use to hook up various sorts of devices in computers (Pan 427). Through this invention, people were now able to use the USB in an easy and efficient way. Another significant aspect related to the innovation and inventions in Apple is that the company managed to develop the GUI (Pangarkar 98). It was significant technological aspect related to enhance efficiency in the use of Lisa computer that was also an invention of the company. Moreover, it is important to consider that Apple contribute in popularizing the mouse and making various inventions on this particular product when it introduced the Mac in 1984.
• REASON FOR CHOOSING APPLE
• Apple Incorporation was previously known as Apple Computer, Incorporation. It is a multinational company that makes computer software, commercial servers, and consumer electronics. The company’s core product lines are the Macintosh computer line up, iPod iPhonemusic player, and iPad. Founders Steve Wozniak and Steve Jobs effectively came up with Apple Computer, in 1976. For more than twenty years, Apple Computer was primarily a manufacturer of personal computers. Some of its products were the Macintosh, Power Mac lines and Apple II. However, Apple faced shaky sales, and little market share in the 1990s. Jobs started a new company philosophy of a simple design and recognizable products. With the opening of the triumphant iPod music player in 2001, Apple reputed itself as a leader in the customer electronics industry. As a result, it dropped the word computer from its name and made a dramatic shift in technology (Franklin 240). The most recent era of exceptional success for the company is in the iOS array of products that began with the iPod Touch, iPhone, and currently the iPad. As of 2011^[update], Apple is the principal technology firm in the globe, with yearly revenues of over $60 billion. This makes apple incorporation a market leader whose products in the market attract the attention of consumers. Across the globe, apple incorporation enjoys dominance and brand recognition. However, the competitors of this great firm are still in the market, in an endeavor to get a share of apples cake in the market (The New York Times).
• III. AIM AND OBJECTIVES:
• How can Apple maintain its market share among the top technology companies?
• The intention of this study is to examine Apple as a company and analyze the innovations and inventions that it utilizes in maintaining a high market share in the field of technology.

TECHNOLOGY AND THE TECHNOLGY INDUSTRY

Business Question:

Aim:

Objectives:

1. To define and evaluate Apple innovation in new products development.
2. To analyze the 4 P`s of marketing as they relate to Apple as a company
3. To define and evaluate the strategies of apple in the world of technology.
4. To examine and compare Apple’s competitors such as Samsung, Microsoft, and Google.

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• IV. Research Design
• The purpose of the research is to find out how apple can stay relevant and dominant in the technology industry. The exit of Steve Jobs was a major issue for this organization. However, the company is trying to keep track of the dreams of the founder alive in the market. The research will aim at analyzing the competitive ultra-modern industry in respect to Apple and its competitors. Secondary data will be used to show the market share enjoyed by Apple in the market. The research will try to find out what Apple needs to execute for it to maintain its position as the best technology company. In the literature review portion, the researcher will first define market research and innovation, which are integral to the success of Apple. Next the researcher will analyze the 4 P`s of marketing and show their relationship with Apples success. Then the researcher will conclude by connecting the relations in the situations listed. This should help in realizing what has led to the success of Apple. After the examination of the all the collected data, the researcher will then come up with conclusions and recommendations.
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• RESEARCH METHODOLOGY:
• The rationale of this study is to scrutinize the market share of Apple. The researcher will collect data to answer this business question. The researcher will use a deductive advance where data is collected to check the hypothesis (Farris et al, 41). Qualitative and quantitative data will be used from secondary sources of data, by the researcher. The data collected for analysis in this study will come from secondary sources. These sources would be books on the topic, journals, and the internet among others. The researcher will then compile the findings using simple statistical procedures by comparing apple and its competitors in the market. The researcher will use this method to analyze Apple, the company, and its competitors. The researcher will analyze the past and current data in the technology industry. The findings will be presented in tables and graphs to explain the market share dominance of Apple over the years. The findings will then help in making reasonable conclusions and recommendations.
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• DATA COLLECTION:
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• The study will also entail secondary data will be collection by the researcher in order to assist in making a competent data analysis. The data will be collected through recognize new websites books, official government websites, and related company websites. One of the significant requirements related to the issue of data collection is that the researcher will be required to be more accurate and appropriate during this particular process. This will enable the researcher to answer various questions accurately and in the require manner the will be easy for everyone understand. The other advantage of collecting the data in an accurate way is that the researcher will be able to repeat and make the necessary validations on the study. Moreover, collecting data in an accurate way will assist the researcher to not to compromise any decision intended to make at the end of the research. Another issue related to making to accurate collection of the data is quality assurance during the study. This means that all the activities or action plans that may take place the process of data collection ought to be planned in a comprehensive manner (Phillips & Cathy 51). The other issue is quality control. This means that all the activities that may take place during the process of data collection and after completion ought to be conducted in a competent manner.
• First objective:
• To develop and innovate more new products in order to enhance a reliable market share within the large market of United States
• Second objective:
• Develop a strategy of increasing more expenditure on promotions in order to gain more market share by introducing various products of the company to the targeted market areas.
• Third objective:
• To examine the possibility of improving various services in the company with an intention to outdo most of the potential competitors in the market
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• DATA ANALYSIS:
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• The researcher will examine the findings by comparing them against each other in industry performance. The data will be organized in tables and charts for easier understanding. The researcher will then analyze the differences and similarities. Moreover, the researcher may apply the use of Microsoft SPSS Data Editor in order to come up with a comprehensive data analysis report on all the findings after conducting the study.
• Moreover, in order to increase the degree of efficiency in data analysis, the researcher will address various significant aspects, which will entail following specific outlined steps. One of these aspects in the first step is making sure that the process of gathering and collecting the data was conducted in a systematic manner. Through doing this, the researcher will be able to reduces sources of bias. This will also enhance increase of validity on the collected data. The researcher will also address the issue of discerning various patterns in order to have the necessary recommended computations of the data. This particular issue also calls for making reliable trends and comparisons form the collected qualitative and quantative data. On data analysis, the researcher will also address the issue of linking various costs and results data. This will enable the researcher to have a retrospective Cost and Results Analysis (CRA). Moreover, while conducting the data analysis, the researcher will involve various stakeholders and clients in assisting to interpret the data. The other significant issue is that the researcher will employ the recommended standards to arrive at reliable conclusions.
• The next step concerning the issue of data analysis will enhance proper computations of any changes that might appear while working on the collected data. This will make it easy for all the readers of the report to recognize if there were any changes made in the performance of various operations in the company. While analyzing the data, the researcher will also make it clear how any of the changes that might appear can be attributed to the interventions. In case there are any interventions, the researcher will indicate the costs that might emerge. While analyzing the data, the researcher will present any of the effects that might occur because of the interventions or absence of the interventions in the areas addressed on the study. Through a comprehensive report on enacting the issue addressed on this step, the researcher will be able to demonstrate the validity of the intended new approach. This means that the after analyzing the data, the researcher will be able to illustrate how the illustrated objectives will eventually work or will be accomplished. This will also help in identifying the areas that will require to be strengthened in order to help the company attain a high market share in the competitive market.
• The other significant step that the researcher will consider while analyzing the data is to make sure that all performance gaps can be traced in an effective and simple way. This will help indentifying how the other competitive organizations are performing. After identifying how the competitors are performing, the researcher will help in illustrating whether there is a potential problem in the company that may contribute in implicating the performance of the company compared to other organizations. For example, this step will help the researcher to identify whether there may be any inflation rate contributing in the performance gap of between the company and the competitors. Moreover, during the data analysis process, the researcher will be required honest and accurate analysis.
• Reliability, Validity, & Limitation:
• Data needs to be repeatable and consistent for it to be reliable. Validity refers to the exactness of the research process, and the justifiability of its findings. Collecting data from reliable sources will ensure reliability and validity is evident. The data must be relevant the business question under study. Lastly, the researcher admits that there will be limitations because of utilizing secondary sources. However, through and keen analysis will help the researcher overcome this limitation. While performing study on either of the qualitative and quantative analyses, the researcher ought to be equipped with the relevant knowledge concerning the study. This means that the researcher has the responsibility of understanding any of the challenges that might emerge concerning reliability and validity of the data. For example, the researcher will be eligible to identify some of the common problems that tend to affect the analyzed data. One of these common problems is the stability of the data (Gottschalk 95). This means that the researcher has the obligation of making sure that coders may be able to consistently re-code the analyzed data in the same way after a certain period. The other issue that tend to be problematic if not addresses in the recommended manner is data reproducibility. This refers to the tendency of various coders to analyze various statistics employed in the data in the same way. Another significant issue that enhances data reliability and validity is accuracy (Gottschalk 164). All the classifications made on the data ought to correspond according to a standard format.
• V. Data presentation and data analysis
• OBJECTIVE 1: To investigate the theory of innovation in new products development.
• Findings
•             Apple has managed to be leader in the technological market by being able to make various innovations every now and then. Apart from making the innovations, Apple has always managed to meet all customers’ expectations by producing quality products. This has enabled the company to outdo all other competitors in the market. Moreover, the company has managed to create a strong relationship with potential customers by winning their trust. This is through producing quality products.
• OBJECTIVE 2: To analyze the 4 P`s of marketing as they relate to Apple as a company.
• 4 P`S OF MARKETING AND APPLE.
• Apple ensures that the issues of promotion, product, price, and place are utilized. This means that it uses a marketing strategy that ensures customers are reachable in the market. On the issue of promotion, apple ensures numerous promotional activities of its products. It uses advertisements through the media to sell its products. This attracts the market to its products and innovations. Product refers to what a company deals in and sells to the market. Apple sells technology products that have a huge market share in the globe. Price indicates the amount that a company sells its product to the market. Apple ensures that the pricing of its products goes with the equality they display. They justify the pricing by talking about the benefits that consumers get from consuming these products. Place speaks of ensuring consumers get the goods they want at a reachable location. Apple ensures that there are outlets in market areas where consumers are keen to buy their products
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• OBJECTIVE 3: To evaluate and define the strategies of apple in the world of technology.
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• Findings
•             In order to be successful in a competitive market of technology, Apple has been using various strategies. All of these strategies have enabled the company in making a positive move. One of the strategies is not to let any of the competitors take advantage of developing products the market. Another strategy is that even after making any of the innovation related to various products; the company have to stick with what it sells. This means that Apple tends to make an improvement on its products without moving outside of its main objectives. Moreover, Apple tends to follow the strategy that illustrates that it has to keep on increasing its rate of production. This means that the company always has the products required by potential customers in the market. Another significant strategy that apple manages to use in order to make recommendable sales is being the leader of others in the market. This means that the company makes sure it does not offer its competitors a chance of leading the market sales.
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• REFERENCES
  • Armstrong, Scott and Kesten, Greene. Competitor-oriented Objectives: The Myth of MarketShare.pp.116-134. 2007. Web. February 20, 2012 <http://marketing.wharton.upenn.edu/documents/research/CompOrientPDF%2011-27%20%282%29.pdf>
  • Farris, Paul W et al. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. (2010):34-78
  • The New York Times: business daily section. February 20, 2012. Web. February 20, 2012
•             <http://topics.Nytimes.com/top/news/business/companies/apple_computer_inc/index.html
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