Product Innovation

Online Assignment Submission

Birmingham Business School

Student ID Number: 1624178

Programme Of Study: Msc International Marketing

Module: Product and Innovation Management

Assignment Title: The launch strategy from the product and innovation management perspective for Apple TV enter Chinese market (Topic 2)

Date and Time of Submission: 25 April 2016

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Topic 2/Words: 2823

The launch strategy from the product and innovation management perspective for Apple TV enter Chinese market

Introduction

In the wake of the continuous globalization, the multinational companies from different countries have to face several challenges. And they have a same goal which is increase the revenue by developing new products. The company’s strength, sales revenue and profit can be improved through product innovation and development. It can also help companies to form the competitive advantage in the future market. As an important part of marketing strategy, new product launch has been used by a number of companies to achieve success in the market. Moreover, in the product innovation process, the last stage product launch played a crucial role in the product and innovation management, as a proper decision will offer companies larger market share and better brand recognition. Otherwise, companies will face suffered great loss. Apple Inc. is a typical company which are taking advantage of new product launching (Trott, 2008). As the most competitive innovation company, Apple Inc. launched a lot of...