Apple Inc. in 2012

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Apple Inc. in 2012
[Group] Case Study

Prepared By:

Aman Chahal
Edward Abeleven
Ruchi Badhwar
Steven Mathews
Uttara Jadhav

Students of:

Marketing Management 6215
California State University – East Bay

Prepared For:

Lan Wu

Professor of:

Marketing Management 6215
California State University – East Bay

October 11, 2012
Table of Contents

Introducing Marketing and Apple Inc..........................................................................1

Understanding The Micro Marketing Environment.....................................................2 For Apple’s Mac Computers

Apple’s Sustainability Position in Competitive PC Market.........................................5

Apple’s Sustainability Position in iPhone Success......................................................6

Tips & Tactics: What’s Next for Apple’s new CEO
Tim Cook......................................................................................................................7

APPENDIX
A. Apple’s Worldwide PC Market Share, 1980 – 2009.................................10
B. Apple’s Net Sales by Product Category, 2002 – 2012 (in millions of dollars).....................................................................................11
C Apple’s Unit Sales by Product Category, 2004 – 2012
(in thousands of units).....................................................................................12

Introducing Marketing and Apple Inc.

Marketing is the activity process in selling goods or services to customers. Marketing consists of communicating, delivering, and exchanging offerings that have value for customers and the society at large. Marketing results in making products available to customers, yet producing profits for companies that offer the products all at the same time. It is important to understand the company’s goals and objectives to set marketing procedures and standards to maximize value.

It is important for every company to understand the marketing environment. The marketing environment consists of both Macro and Micro environments. The Macro environment are external factors that exist in the economy as a whole. Macro environment factors include Demographic forces, Economic forces, Natural forces, Technological forces, Political forces, and Cultural forces. The Micro environment is focused on the smaller areas and are factors in the immediate surrounding such as The Company, Suppliers, Marketing Intermediaries, Customers, Competitors, and the Publics.

In the case study, “Apple Inc. in 2012” conducted and researched by David B. Yoffie and Penelope Rossano, Harvard Business School, discusses Apple’s success in 2012 and how it has become one of the leading computer makers in the market. Steve Jobs, founder and retired CEO (now deceased), has led Apple Inc. as one of the world’s largest mobile phone and computer maker. Apple is best known for its multiple product lines available for consumers, such as the iMac, iPhone, iPod, iPad, iTunes, and its well-known software OSX and iOS operating systems. Each product has a unique marketing environment.

Marketing has played and continues to play a critical role in Apple’s products. Apple has become the hottest commodities in the market in all culture and the latest trends. Apple has become the symbol of market leadership.

Understanding The Micro Marketing Environment for Apple’s Mac Computers

The very first product line of Apple, Macintosh (Mac), was introduced in the 1980’s. The Mac is a personal PC computer well known for its design, development, marketing and management -- all done by Apple. Mac has a computer product line that consists of Desktops (iMac and Mac Mini) and Laptops (MacBook Pro and MacBook Air) targeting all markets – home, education, and business professions. The Mac has taken many forms from when it was first introduced to the world. The Mac had a comparably small market in the beginning,...
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