Apple Presentation

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MARKETING MANAGEMENT PROJECT
MARKETING PLAN OF APPLE INC.
NİHAT HACIOĞLU
ALİREZA BANAEİFAR

ISTANBUL UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
MBA PROGRAM 2012

Table of Contents
Overview
1. Firm Analysis
a. Objectives
b. Mission
c. Vision
d. Marketing Objectives

2. Environmental Analysis
a. Macro Environment
b. Micro Environment

3. Market and Competitor Analysis

4. Strategic Analysis such as SWOT, BCG

5. External and Customer Analysis
a. Market Segmentation
b. Target Market
c. Strategic Positioning

6. Growth Strategies: Penetration, Product-Market Expansion, and Vertical Integration

7. Differentiation Strategies, Diversification

8. Marketing Mix Strategies
a. Product and Brand Strategies
b. Pricing Strategies
c. Distribution Strategies
d. Promotion Strategies

9. References

OVERVIEW

Apple Inc. (Apple), incorporated on January 3, 1977, along with its subsidiaries, is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers, and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s products and services include iPhone, iPad, Mac, iPod, Apple TV, a portfolio of consumer and professional software applications, the iOS and Mac OS X operating systems, iCloud, and a range of accessory, service and support offerings. It also sells and delivers digital content and applications through the iTunes Store, App Store, iBookstore, and Mac App Store. During the year ended November 24, 2011, the Company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio. In February 2012, the Company acquired app-search engine Chomp. Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and resellers. In addition, the Company sells a range of third-party iPhone, iPad, Mac and iPod compatible products, including application software, printers, storage devices, speakers, headphones, and various other accessories and peripherals, through its online and retail stores. The Company sells to consumers, small and mid-sized businesses (SMB), and education, enterprise and government customers. The Company has designed a range of products, services and programs to address the needs of education customers. It also supports mobile learning and real-time distribution and accessibility of education related materials through iTunes U, a platform that allows students and teachers to share and distribute educational media online. It sells its products to the education market through its direct sales force, select third-party resellers and its online and retail stores. It also sells its hardware and software products to enterprise and government customers.

1. Firm Analysis
a. Objectives
Apple wants to increase profits, increase market share, and maintain brand image. Company is committed to bringing the best user experience to its customers through its innovative hardware, software, peripherals, and services. The Company’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design. To produce hassle free products that provides service and enjoyment for customers. To reach this goal Apple believes in the continuous investment in their Research and Development department in order to continue producing quality products. For example, in the past few years Apple has revolutionized the global networking world through their improved generations of the iPhone. With the upcoming generations of products,...
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