Apple Marketing Report - 1

Module: Marketing Management and Strategy

Code: 4MBS672

Tutor:
Date: 16th December 2010

Report completed by:

TABLE OF CONTENTS

Introduction ……………………………………………………………………………………… | 3 | Executive Summary ……………………………………………………………………………… | 4 | Apple Analysis:The 7 P’s …………………………………………………………………………………………. | 5-9 | Competition ………………………………………………………………………………………. | 10-15 | Pestle Analysis …………………………………………………………………………………… | 16-18 | Financials ………………………………………………………………………………………… | 19 | SWOT Analysis ………………………………………………………………………………….. | 20-21 | Assumptions ……………………………………………………………………………………… | 22 | Marketing Objectives and Strategy ………………………………………………………………. | 23-24 | Contingency Plan ………………………………………………………………………………… | 25 | Evaluation and Control …………………………………………………………………………... | 26 | Bibliography ……………………………………………………………………………………… | 27 |

APPLE INTRODUCTION

Apple was incorporated in the state of California on April 1, 1976 when Steve Jobs, Steve Wozniak and Ronald Wayne joined together to form Apple Computer Incorporated. They are now known as Apple Inc as they expanded their products to beyond just computers and now design Macs, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

Apple's mission statement is to provide easy to use computers to everyday people. (www.apple.com).

Apple reinvented the mobile phone in 2007 with its revolutionary iPhone, and did it again in 2008 with its pioneering App Store, which now offers more than 150,000 mobile applications in over 90 countries. Over 40 million iPhones have been sold worldwide. http://www.apple.com/uk/pr/library/2010/03/02patents.html).

“This is the most successful product launch in Apple’s history”, said Steve Jobs,