Flavory Avery

Apple and Microsoft are two of the biggest companies in the world - and each others most contentious rivals. It wasn't always this way however. Both companies were founded in the late 1970's, one by Bill Gates and the other by Steve Jobs. They actually had a collaborative business relationship in the beginning with one focusing on developing software, and the other on designing state of the art desktops. Soon they split apart and began the race for innovation in the technological field they were competing in. As it now stands of Jan. 2022, "AAPL had a market cap of around $2.61 trillion. Microsoft briefly edged out Apple as the largest company in the world riding on the strength in the growth of its cloud computing business, but MSFT has now fallen to second at $2.17 trillion  (Ross, 2022) ." What is the brand strategy being used by the top dog? Top dogs, in this case Apple, are "market leaders, or the strongest brands with the largest market shares in their p...

From humble beginnings in a basement, to a 4 billion dollar company, the brand Under Armour has grown considerably through the clever use of market segmentation . This is the process of "dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix (Kardes, 2020)."  In the case study article, what market segments were identified and what segmentation strategies were implemented? Originally the brand used their breathable sweat-wicking material to appeal to tough guy football types. However, with companies like Adidas and Nike dominating that market, competition was fierce. Under Armour had to get creative and focused in on a new segment through the use of a bold new campaign titled "I Will What I Want." This campaign targeted a new demographic of women, specifically those “who had the physical and mental strength to tune out ...

  Understanding consumer behavior  is a vital part of modern marketing strategies for successful businesses. It includes "all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental,  and behavioral responses that precede, determine, or follow these activities (Kardes, 2020)." The better a company understands its consumer's behaviors, the more accurately it can reach them with products and services they truly desire. What type of consumer are you? Majority of the time I am an individual consumer , which means I make purchases for my own personal needs, or for my friends and family. This can range from the coffee I buy myself in the morning from Starbucks, to the flowers I got my friend for her birthday last week. At my job at Buffalo Exchange however, I act as an  organizational consumer by purchasing clothes from sellers in order to resell them in our store to individual consumers. Wh...