A. Marketing Strategy
1. Company Presentation
The Company was created on April 1st, 1976 by two friends, Steve Jobs and Steve Wozniak along with one of the former colleagues of Jobs at Atari, Roald Wayne who was supposed to act as an arbiter between the two former students but who left the company after only 2 weeks because of his financial situation and the risks involved in the project. The first computer ever created by the company, Apple 1, was built in Jobs family garage in Los Altos, California and was nothing more than a computer circuit on a wooden board. The company’s focus was computer manufacturing until the early 2000s when Jobs turned it into a ‘consumer electronics’ company. The company met its downfall in the 90s, but Jobs who had just launched the Pixar studios, went back to the company as CEO and stayed at this position until 2011 when his medical condition forced him to resign. Tim cook, who had been Chief Operating Officer since 1998 then took over as CEO and remained at this position after Steve Jobs’ death, in October 2011. At present, the company designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer. Its software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and production suites. The word "Computer" was removed from its name on January 9, 2007, reflecting its shifted focus towards consumer electronics after the introduction of the iPhone. Apple is the world's second-largest information technology company by revenue after Samsung electronics, and the world's third-largest mobile phone maker after Samsung and Nokia. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. As of November 2012, Apple maintains 394 retail stores in fourteen countries as well as the online Apple Store and iTunes Store. It is the second-largest publicly traded corporation in the world by market capitalization, with an estimated value of US$414 billion as of January 2013. As of September 29, 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2012 totaled $156 billion.
2. Company Objectives
Figure [ 1 ]
Because the products have a high demand and in some countries this causes serious problems, Apple is investing heavy in the production expansion to solve it. And as we can see in Figure 1, the company is also expanding his offline store network based on a strategy to expand the net sales. And never less, the company is investing in the supply chain to be ahead of direct competitors.
First, the company is planning a historic event, to reward its shareholders for the first time since 1995 because a part of the vision Tim Cook want to make is to keep them happy. And with the new investments brought to the iCloud service and the current development of the new iTV the new CEO is on the good way to move the company further in the consumers’ electronics goods market and build a new future. And because the company is a innovative one, it needs to invest massively in R&D in order to face the big competitors. 3. The Means
Apple has now 365 retailing stores in 13 countries and thousands of certified resellers all around the world, and the company keeps expanding ( in Figure 2 we can see the current store situation based on location ). The 2011 report from the Security and Exchange Commission mentions: “The Company uses a variety of direct and indirect distribution channels, such as its retail stores, online stores, and direct sales force, and third-party cellular network...