Apple Inc Marketing Plan 1
AppApple inc. is located in Cupertino, CA , and founded in 1976, it currently employs 34,300 full and part time workers globally. The current CEO for Apple inc. is Steve Jobs, and the COO is Timothy D. Cook. Board members include William V. Campbell, Al Gore Jr, Andrea Jung, and Arthur D. Levinson. Apple currently spends $1.3 billion in research and development, which is 3.6 percent of total revenues.
Continuing innovation in a number of key products has been the key to the company's success over recent years. It has developed an extensive patent portfolio around the touch-screen interface used in the iPhone and iPod Touch.
Products such as the iPod provide an inexpensive opportunity for customers to relate and identify themselves with a brand that has been successfully marketed as representing innovation, design and intuitive simplicity. At the same time, these devices encourage them to connect with other parts of Apple's product line. As a whole, Apple continues to capitalize on the convergence of the personal computer, mobile communications, and digital consumer electronics by creating and refining innovations. Apple's strategy also includes expanding its distribution network to effectively reach more of its targeted customers and provide them with a high-quality sales and post sales support experience. At the end of 2009, Apple owns 217 retail stores in the U.S. and 56 internationally. Apple is always ready to fight to defend its intellectual property.
Industry Review
Apple Inc. competes in three main digital media markets: personal computers, mobile communication devices, music devices and services. The global PC market had a value of $203.7 billion in 2008 and it is set to increase 28.1 percent by 2013, according to Datamonitor. Apple has positioned itself in a niche premium market with significant customer loyalty. While Apple has 7.4 percent of the world market for PCs and 9.4 percent of the US market (fourth among computer
Continuing innovation in a number of key products has been the key to the company's success over recent years. It has developed an extensive patent portfolio around the touch-screen interface used in the iPhone and iPod Touch.
Products such as the iPod provide an inexpensive opportunity for customers to relate and identify themselves with a brand that has been successfully marketed as representing innovation, design and intuitive simplicity. At the same time, these devices encourage them to connect with other parts of Apple's product line. As a whole, Apple continues to capitalize on the convergence of the personal computer, mobile communications, and digital consumer electronics by creating and refining innovations. Apple's strategy also includes expanding its distribution network to effectively reach more of its targeted customers and provide them with a high-quality sales and post sales support experience. At the end of 2009, Apple owns 217 retail stores in the U.S. and 56 internationally. Apple is always ready to fight to defend its intellectual property.
Industry Review
Apple Inc. competes in three main digital media markets: personal computers, mobile communication devices, music devices and services. The global PC market had a value of $203.7 billion in 2008 and it is set to increase 28.1 percent by 2013, according to Datamonitor. Apple has positioned itself in a niche premium market with significant customer loyalty. While Apple has 7.4 percent of the world market for PCs and 9.4 percent of the US market (fourth among computer