iTunes Distribution Strategy

Apple Inc. is the developer of iTunes software, a media player and media library application. It enables people to download, play, save and manage digital video and audio on computers with OS X operating system and the iOS-based iPod, iPad and iPhone. There are also other editions of iTunes that can run on Microsoft Windows Operating System. The application can connect to the iTunes store, allowing users to purchase and download videos, music, television shows, audio books, movies, podcasts and iPod games. It also allows users to download ringtones for the iPod Touch and iPhone, and movie rentals in some countries. Besides that, iTunes software allows users to download some types of software from the App Store for the iPad, iPod Touch and iPhone devices. One attack against iTunes is its inability to move files from one device to another. Apple Inc. has adopted the Wider Product selection as its marketing strategy for iTunes. This strategy allows existing customers to view and buy products. It also attracts buyers for new products. When the customers create their iTunes accounts, they get the advantage of buying earlier product lines. Many people do not enjoy iTunes software. This could be an indication the marketing strategy is not reasonable and needs serious adjustment. The software itself might be functionally unattractive as compared to other related software. This means that as much as new strategies ought to be in place, there must be efforts to improve its functionality.

Strategies help in coping with and understanding of vigorous competition in any business setting. In technology, this is true, and all players in the industry must come up with appropriate strategies that facilitate smooth running of their daily activities. iTunes is a company that cannot avoid such realities of business dynamics. In order to survive in their area of specialization, there is the need to change some of their strategies, rebuild some and possibly change what they currently have. Profitability of companies always relies on proper strategic arrangements; iTunes must be the up-to date with what is in the market and business. That is why iTunes may want to embrace the Internet Distribution Matrix and Framework to reach a wider market than it currently does.

The Internet Matrix and Framework benefits both the user and the company. Apple Inc. needs to adopt some new tactics that maximize the internet as a tremendously powerful marketing and advertising tool. The internet helps in conducting business regardless of distance and location between the buyer and the seller. It also gives convenience and flexibility of time since transactions can take place at any time of the day, or night. This is regardless of whether a party is alert or not. A customer might be awake when a transaction is happening efficiently. Similarly, the seller might be asleep when purchases are going on, through the use of the Internet. Apple Inc. needs to take full advantage of such benefits and improve the profitability of its product, iTunes.

Firstly, iTunes must embrace the concept of Routinization. Essentially, the company needs to make sure that their products’ information is always up-to date. They must routinely update their product information so that users can get it as soon as possible. To make this possible, they could start emailing their customers information immediately it available. In this way, they do not get it when it already outdated. The power they have over many other competitors is the fact that their customers create accounts. There should be an option during the account creation process which gives the user an option to get updates from the company or not. Alternatively, receiving such information should be one of the terms and conditions for all iTunes account holders. Besides, there should be a way of updating the website so that any new developments are available on the Apple Inc website in a timely manner for the general public about their product. This is an excellent way to promote the product and a marvelous way of attracting more customers.

Additionally, there is a need to adopt the practice of reassortment/sorting. This simply involves allowing customers to choose and download files in their own preferred way. They should not be limited to downloading or accessing files based on the firm company rules and regulations. iTunes should allow customers to make reassortment and sorting wherever they may be, and give them the chance to customize their chosen music, videos and other products from the store. One problem with Apple Inc. is that the company still holds onto the traditional way of letting customers select from the readily sorted list of music and applications. Sometimes, a customer may want to have different songs from different artists but on the same CD. Apple’s iTunes does not support that business. Many customers find it rather annoying and would want to get back to that App Store once they have experienced it. Apple Inc. should seriously take into consideration consumer preferences and help restore the customer’s confidence in the product, iTunes software.

Searching is another aspect of business processes that may or may not attract customers.  Apple Inc. allows its customers to check different applications, music and movies and other products from their App Store. There has not been much complaining about difficulties in searching products from the App Store. However, there is still the need to make sure that the search process for files, applications and other items is not tedious on the part of users. Users need to find what they want with ease. Apple Inc could improve the search process by arranging different products in different folders, in a given order so that consumers do not spend time searching the entire store for a single file.

Although such changes are vital, it remains apparent that is what the norm among other competing businesses is already. A serious challenge would be keeping up with the competition that has already set up such measures, with customers’ confidence while at the same moment trying to sell and make profits. During the implementation period, it may be quite difficulty attempting to do as well as the other competitors who will be focusing their energies on handling customer requests. In trying to implement new ideas and embracing new strategies, the company would have to alter most of its operations. It would necessitate alteration to the structure of the company. This may not be easy to handle, giving competitors a cutting edge in maximizing profits since they will have their attention fully on customers as opposed to iTunes attempting to embrace change. There is also no guarantee of winning back customers who already feel dissatisfied with the iTunes software.

In conclusion, iTunes software does not have a strong command in the market. This shows a general failure on both the marketing and product design departments. Many users complain about iTunes unpleasant functionalities, especially on computers. There should be real commitment to improving the applicability of the software and its feasibility across different platforms. This is so as to make sure there are little harmful effects and malfunctioning of the software itself, and the devices on which the software runs. Moreover, there are aspects of the Wider Product selection that the company fails to implement sufficiently. They need to ensure total customer satisfaction to maintain sustainability of the business and improve its profitability.

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