Apple Marketing Report - 1

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Module:Marketing Management and Strategy

Code:4MBS672

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Date:16th December 2010

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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, Apple’s CEO.

The iPhone comes with amazing benefits for business users; it integrates with Microsoft Exchange so users get secure over-the-air push email, calendar and contacts, keeping them up to date wherever they are. The full-featured Safari browser provides access to corporate resources anytime. The iPhone also includes other easy-to-use, innovative applications like Maps, Voice Memos and Voice Control to help users get more things done faster. (http://www.apple.com/uk/iphone/business/features/).

For the fourth consecutive year, J.D. Power and Associates has ranked Apple highest in customer satisfaction among Smartphone manufacturers. Smartphone sales have risen 78% since a year ago, with sales of Apple's iPhone overtaking RIM's BlackBerry, according to Strategy Analytics. Apple sold 14.1 million iPhones while RIM sold 12.4 million BlackBerry phones during the July to September 2010 quarter. (http://www.bbc.co.uk/news/business-11597782).

There are four generations of iPhone models, the original iPhone, first announced on 9 Jan 2007, which established its design like screen size and button placement that have persisted through all models. The iPhone 3G added 3G cellular network capabilities and A-GPS location. The iPhone 3GS added a compass, faster processor, and higher resolution camera, including video. The iPhone 4 has two cameras for FaceTime video calling and a higher-resolution display which was released on June 24, 2010.

Below we analyse the marketing strategy of Apple iPhone, assessing the marketing plan and various factors like the Marketing Mix and different kinds of analysis with respect to the industry in the world of the mobile market. We report PESTEL and SWOT analysis of Apple iPhone, looking into the facts that made iPhone a huge success and provide our assumptions. We also provide marketing objectives and strategy for each objective and recommend appropriate action.

EXECUTIVE SUMMARY
This report was...
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