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研究生： 李杰仁
Lie - Kevin Harris
論文名稱： Apple Computer Pricing Strategy: Key Success Factors and Profit Margin
Apple Computer Pricing Strategy: Key Success Factors and Profit Margin
指導教授： 劉代洋
Day-yang Liu
口試委員: 陳俊男
none
許馨方
none
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 119
中文關鍵詞： not available
外文關鍵詞： profit margin
相關次數： 點閱：195  下載：1 
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    Around the world, smartphones now represent 62.9% of all mobile phone sold around the world (2013), which is up from 51.8% last year. In the next year, the numbers are expected to go up to 70% and in a few years, every phone will be a smartphone.
    Apple Computer as one of the player and leader on this technology boom has revolutionized the computer industries through a string of blockbuster products that offer uniquely designed; integrated customer experiences (Heracleous, 2012). The company also one of the forerunners in applying integrated pricing strategy throughout its lineup devices.
    Pricing strategies for products or services encompass three main ways to improve profits. These are achieved by cut costs, sell more, or find more profit with a better pricing strategy. In Apple case, the company chooses to adapt premium pricing strategy.
    There are several success factors for the Apple Computer in applying premium pricing strategy in their product range. Company value, product quality, service excellence, supply chain management system, and marketing strategy is some of the key factor to gain success. Furthermore, the company has been famous for their vertical integration strategy, which maintains tight control over the hardware, software and related services for all of their products, and is one of the main reasons why it is able to generate higher profit margin. Integration strategy create reciprocal benefits both hardware and software sales. From the customer’s point of view, this bundle of device and content provides enormous value that promotes loyalty and cross-category spending.
    This research aims to discover Apple Computer strategy to implement pricing strategy throughout their product line up, the key success factors, and the other corresponding variables of the strategy, including the contribution of the strategy to the company sales, profit margin, and income statement; and new strategies for mature and growing markets, in this highly competitive industry.

    ABSTRACT .................................................................................................................. ii ACKNOWLEDGEMENT ........................................................................................... iii TABLE OF CONTENTS ............................................................................................. iv LIST OF FIGURE ........................................................................................................ vi LIST OF TABLE .......................................................................................................... vii CHAPTER I INTRODUCTION 1.1 Motivation and Background ..................................................................................... 1 1.2 Purpose of Research ................................................................................................. 2 1.3 Content and Thesis Flowchart .................................................................................. 3 1.4 Research Flowchart .................................................................................................. 4 1.4 Research Focus and Limitation ................................................................................ 5 CHAPTER II LITERATURE REVIEW 2.1 Pricing Theory .......................................................................................................... 6 2.1.1 The Purpose of Pricing .............................................................................. 7 2.1.2 Pricing Considerations ............................................................................... 8 2.1.3 Price setting Approaches ........................................................................... 9 2.2 Price Variables .......................................................................................................... 10 2.2.1 Price and Marketing Activity .................................................................... 10 2.2.2 Price and Brand Consciousness ................................................................. 13 2.2.3 Price and Psychological Effect ................................................................ 16 2.3 Pricing Strategy ........................................................................................................ 17 2.3.1 The Strategic Pricing Pyramid ................................................................... 19 2.3.1.1 Value Creation ............................................................................ 20 2.3.1.2 Pricing Structure ......................................................................... 20 2.3.1.3 Pricing and Value Communication ............................................. 21 2.3.1.4 Pricing Policy ............................................................................. 21 2.3.1.5 Pricing Level ............................................................................... 22 2.3.2 Product Line Pricing Strategy .................................................................... 22 2.3.2.1 Price Bundling ............................................................................ 23 2.3.2.2 Premium Pricing ......................................................................... 24 2.3.2.3 Image Pricing ............................................................................ 24 2.3.2.4 Complimentary Pricing ............................................................... 25 CHAPTER III RESEARCH METHODOLOGY 3.1 Research Method ...................................................................................................... 27 3.1.1 Data Collection .......................................................................................... 27 3.1.2 Data Analysis ............................................................................................. 28 3.2 Interview Process ...................................................................................................... 29 3.2.1 Interview Period ........................................................................................ 29 3.2.2 Interview Questions ................................................................................... 29 CHAPTER IV COMPANY AND INDUSTRY ANALYSIS 4.1 Smartphone and Tablet Industry Analysis ................................................................ 31 4.2 Apple Computer Overview ....................................................................................... 33 4.2.1 History of Apple Computer ....................................................................... 34 4.2.2 Organizational Structure ............................................................................ 35 4.3 Apple Products and Services .................................................................................... 37 4.3.1 Hardware Product ...................................................................................... 37 4.3.1.1 iPhone ......................................................................................... 37 4.3.1.2 iPad ............................................................................................. 38 4.3.2 Software Product ....................................................................................... 38 4.3.2.1 iTunes ......................................................................................... 38 4.3.2.2 Application Store ...................................................................... 39 4.3.2.3 iBookstore ................................................................................... 40 4.4 Apple Core Competences ......................................................................................... 40 4.4.1 Production and Supply Chain Efficiency .................................................. 40 4.4.2 Innovation, Design, Service Excellence .................................................... 42 4.4.3 Marketing and Branding ............................................................................ 45 4.4.4 Vertical Integration .................................................................................... 49 4.5 SWOT Analysis ........................................................................................................ 50 CHAPTER V CASE STUDY ANALYSIS 5.1 Background ............................................................................................................... 53 5.2 Product Pricing Strategy ........................................................................................... 55 5.2.1 Device Lineup Strategy ............................................................................. 55 5.2.1.1 Memory Markup ......................................................................... 56 5.2.1.2 Price and Psychological Effect ................................................... 57 5.2.1.3 Discounts and Promotions .......................................................... 60 5.2.2 Apple Computer Product Cycle ................................................................. 62 5.2.3 iPhone Pricing Categories ......................................................................... 63 5.2.3.1 Top of the Line iPhone 5S .......................................................... 65 5.2.3.2 Premium Economy iPhone 5C ................................................... 68 5.2.4 Used Device Strategy ................................................................................ 70 5.2.4.1 Apple Buyback– Apple Recycling Program .............................. 71 5.2.4.2 Apple Certified Refurbished ....................................................... 72 5.2.5 Apple Software Pricing ............................................................................. 74 5.2.6 Price Difference Between Countries ......................................................... 77 5.3 Hardware Software Integration ................................................................................ 81 5.4 Strategy for Mature and Growing Markets ............................................................... 84 5.4.1 Pricing in Mature Markets ......................................................................... 84 5.4.2 Pricing in Growing Markets ...................................................................... 86 5.5 Income Statement Analysis ...................................................................................... 90 CHAPTER VI CONCLUSION AND RECOMMENDATION ................................ 94 REFERENCES ............................................................................................................. 100 APPENDIX .................................................................................................................... 107

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