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In “Drew’s Marketing Minute” blog, the most recent post discusses the passing of Steve Jobs and how the average Joe can relate to him despite the success he has garnered. Drew McLellan believes there are 4 things we can learn from the recently deceased Apple CEO. Jobs was a firm believer in himself and his convictions, a genuine man, and an intellectual who understood the importance of simplicity and marketing. Much of Apple’s success derives from Jobs ability to create value for customers and to build meaningful relationships with them. By gaining fresh, deep insights into what customers need and want, Apple has developed a competitive advantage. Consider the iPod when it first came out. It was certainly not the first digital music player. But it was the first to be small and portable while possessing a storage capacity that rivals a computer’s hard drive back then. The user-friendly click wheel also added to its appeal as consumers could easily navigate through 1,000 songs on a digital music player as small as a deck of cards. Today, Apple’s iPod line continues to expand, creating iPods of varying sizes, colours and storage capacities. It now captures a more than 75 percent market share. The company’s success exemplifies the importance of customer insights marketing research and information provide. Consumers wanted simplicity, portability, and large capacity in their music players. Apple designed a product that met those needs – iPod.
