Mini Case Study 1.2 Customer driven marketing strategy

There are no criteria for mini case studies. The requirements are

1. submit a short-written piece of work (maximum 1 page, excluding references, 12 points, single spaced)
2. Teacher give us 3 samples of the mini case studies.

3.There is one PPT from teacher for this chapter.

4.I attached the learning materials in this file.

Mini Case Study 1.2 “ Customer-driven marketing strategy”

Answer questions 1 and 2.

1.2 Customer-driven marketing strategy

Apple and Adobe Flash clash: Customer-driven?

Apple’s iDevices – iPods, iPhones and iPads – are globally popular. But where’s the flash? Adobe Flash, that is. Adobe’s Flash, the long-standing multimedia platform behind approximately 75 per cent of the animated and streaming audio and video on the internet, is not supported by Apple’s devices. Many purchasers were disappointed after spending hundreds of dollars on iPads and iPad Minis only to realise they could not play their favourite online game or watch videos on their device. And they still cannot, even with the latest-generation devices. Why not? It seems Apple’s late founder and CEO, Steve Jobs, did not like Flash and would not support it on Apple’s devices. Instead, app developers must conform to Apple’s operating system, and existing applications on the web must convert to HTML5 to play on an Apple product. Adobe’s co-founders claim Apple is ‘undermining the next chapter of the web’, and bloggers exclaim this is not just an ‘Adobe/Apple problem … but an Apple/World problem’.

1. Does Apple appear to embrace the marketing concept? (Learning Objectives 3, 4 and 5) (AACSB: Communication; Use of IT; Reflective Thinking; Technology)
2. Research the controversy surrounding this issue and debate whether Apple did the right thing for its customers by not including the ubiquitous Adobe Flash software on Apple’s products. Is there a way around the dilemma for those wanting to watch Flash movies and play Flash games on their iPhones? (Learning Objectives 1 and 5) (AACSB: Communication; Reflective Thinking)