First 270 words of the document:
Angela Emma Rudd BMA
Business Studies Apple Products in the Mass Market
`Discuss the case for and against Apple selling its products in the mass market.'
One advantage for Apple selling their products in a mass market is that they can produce
large numbers of their products so they are widely available to a wide customer range. As
during 2004 Apple sold 10 million iPods worldwide and the total global sales of digital
portable music players was 25 million, and the market is still rapidly increasing. So moving
into the mass market Apple will be able to increase their sales, which will give them more
profit and capital to use when developing new products and ideas. In 2005 they introduced
a cheaper version of their Macintosh PC, which is a high technology computer in a tiny box.
By moving into the mass market it will allow apple to continue to develop their products and
sell them at a fairly reasonable price.
One disadvantage for Apple selling their products in a mass market is that they may need to
invest more capital into the company to enable them to have the resources to massproduce.
So if competition from larger rivals i.e. Sony who now want to extend their dominant
position in the digital music market overtake the demands, Apples sales might fall. Therefore
they will be left with unused resources and will have less capital to repromote original
products or come up with new ideas to match the forever changing technology market.