Apple Inc

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GROUP ASSIGNMENT

MARKETING 229

PRINCIPLES OF MARKETING 2

(MAY 2011 SESSION)

Group Members : Purani Smithaa a/p Arul Mozhi (I11008837)

Restikahayu.K. (I9004750)

Oluwateniola Adelanwa (I09004725)

Liu han cheng (I10005657)

Lecturer : Mr. Owen Timothy D’cruz

Due Date : June 17th 2011

Table of Content

  I. Mission Statement 1

  II. Situation Analysis 1

  a. Internal environment 1

  i. Organisational background 1

  ii. Products 2

iii. Financial and non-financial results 2

  iv. Channels 2

  b. External environment 3

  i. Markets 3

  ii. Competitive environment 4

iii. Economic environment 4

  iv. Demographic environment 4

  v. Social and culture environment 5

  vi. Political and legal environment 5

vii. Technological environment 6

  c. SWOT Analysis 7

  d. Critical issues 8

III. Marketing Objectives 9

  IV. Marketing Strategies 9

  a. Target markets 9

  b. Product strategies 10

  c. Pricing strategies 10

  d. Promotion strategies 11

  e. Distribution strategies 12

  V. Recommendations for change 13

  VI. References 13

  I. Mission Statement

                "Apple computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognise that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.”

  II. Situation Analysis

  a) Internal environment... [continues]

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