The Fortune 500 company I have chosen for the MKT 337 final marketing research brief is Apple. I chose Apple as the company for the final project because I am a long time customer and enthusiastic about Apple products – dating back to the early 80s. I used early model Macintosh computers in school, but my real love began when I received my first personal computer for Christmas in 1986 (an Apple IIGS). I have owned most of the products Apple has released since (from 1st gen. iPhone, 1st gen. iPods, shuffle, nano, iMacs, PowerMacs, Mac Mini, PowerBooks, Mac Pro, MacBooks, AirPorts, Apple TV, Time Capsule, iPads, AirTag, Apple Watch, etc.)
The idea I came up with for a new Apple product is a desktop mat that can charge a variety of apple devices wirelessly. More specifically, a charging mat for keyboard, mouse, phone, watch, headphones – anything that can be charged using magnetic wireless charging. This idea would require redesigning some existing products in order to work, but the added value to the customer is a way to charge devices just by leaving them on their desk mat. The mat could just provide charging functionality, or have additional features like built in lights, speakers, a clock, among many others. The mat itself would be plugged in full-time so that the devices that it charges don’t have to be. Basically, an integrated desktop mat that can charge apple devices wirelessly that could potentially be a smart device itself. Currently all my Apple devices have to be plugged in separately with different cords. The desktop charging mat would eliminate this annoyance. Having a dedicated cord to charge a wireless keyboard isn’t that big of a deal, but remembering to swap that charging cord from the keyboard to the wireless mouse (which can’t be used while charging) is troublesome. Having one dedicated charging pad for the desktop would reduce the amount of charging cords needed overall and clean up the desktop.
The research objectives and research design for this product idea will include concept testing to expose potential customers to the idea and gain knowledge about their acceptance. This product will be specific to Apple customers so the research will be focused on improving their experience and meeting their needs. Primary research will be used to determine the viability of the new product idea based on customer feedback, a SWOT analysis, improvements and modifications will be made to the product design from the information gathered. Once the product has been through the proof of concept phase there will need to be research for how to market, package, price, and deliver.