Apple Co. Marketing Analysis

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GUC MBA W11 – Strategic Marketing

Apple
Strategic Marketing Analysis

Presented to: Dr. Ingy Fikry Prepared by: Lamia Mostafa Marwa Ghanem Hesham Fadly Hisham Helmy Mohamed Khairy Mohamed AbdelAzim Tarek Amin Date: 20th December, 2011

Apple Strategic Marketing Analysis

DEC–11

Table of Contents
1 2 Introduction ..................................................................................................................................... 4 External Analysis .............................................................................................................................. 5 2.1 Competitor Analysis................................................................................................................. 5 Product-Related Approach .............................................................................................. 5 Strategic Groups Approach.............................................................................................. 7 Competitive Strength Grid............................................................................................... 9

2.1.1 2.1.2 2.1.3 2.2 2.3

Customer Analysis ................................................................................................................. 10 Environmental Analysis ......................................................................................................... 14 Macro Environment ....................................................................................................... 14 Micro Environment ........................................................................................................ 16

2.3.1 2.3.2 2.4

Market Analysis ..................................................................................................................... 18 Market Size and Growth ................................................................................................ 18 Industry Analysis – Porter’s Five Forces ........................................................................ 18 Distribution Channels & Strategy .................................................................................. 23 Key Success Factors ....................................................................................................... 24

2.4.1 2.4.2 2.4.3 2.4.4 3

Internal Analysis ............................................................................................................................ 26 3.1 3.2 3.3 Mission .................................................................................................................................. 26 Values and Guiding Principles ............................................................................................... 26 Current Situation of the Company ........................................................................................ 27 Financial Position (2010) ............................................................................................... 27 Key Operational Indicators ............................................................................................ 28 Net Sales by Operating Segment ................................................................................... 28 Net Sales by Product...................................................................................................... 28

3.3.1 3.3.2 3.3.3 3.3.4

Strategic Marketing – GUC MBA W11

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Apple Strategic Marketing Analysis

DEC–11

3.4 3.5 3.6

Resources and Capabilities .................................................................................................... 28 Portfolio Analysis – BCG Matrix ............................................................................................. 31 Current Marketing Mix .......................................................................................................... 32 Product...
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