Date of submission: 19/3/2011
Is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. Established on April 1, 1976 in Cupertino, California, , the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007. The company's best-known hardware products include the Macintosh line of computers, the iPod, the i Phone and the i Pad. (1). [[The mobile devices industry is a competitive market dominated by key firms like Nokia Corporation, Samsung Electronics Company, and Motorola, Inc. These companies, which have extensive product lines, capture a large portion of consumers in the mobile devices industry. However, the release of Apple, Inc.’s i Phone, in June of 2007, positioned the company as a direct competitor in the industry as the i Phone offered a variety of unparalleled features.(2) Market Situation: Includes the exchange value, strategic mission, marketing goals and the marketing mix. * Exchange value is the act of obtaining a desired object from someone by offering something in return it includes: * Pricing: The base model at a cheap price and a more advanced model for a higher price (eg: $349 and $399 resp.)
* Value: e-mail, instant messaging &phone, app from Mac Os X for notes and record keeping, I pod videos, TV shows, internet and PDA. As well as wireless access to calendar and address book to easily check appointments and contacts, decrease paperwork and increase productivity. Also self concept attachment is an important issue which cannot be neglected.(3)
* Strategic mission
* Apple mission statement
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and i Life and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary i Phone. (4)
* Three i Phone Marketing Strategies:
The Giveaway: Smart marketers have been giving away their content as a way to generate new traffic and convert existing leads into paying customers ever since the internet first began. An i Phone app is just another method of distribution. The Option or Add-on: Consider adding your own i Phone app as an "option" or "addition" to your regular product and make it available on your sales page The Mobile Blog/Advertising Model: Many website owners and bloggers monetize their sites with advertising revenue. Making your blog or website mobile is a good way to add an extra revenue stream to your business with content you already have. (5)
* Marketing goals (3)
* Objectives: We have set an aggressive buy achievable objective for the first and second years of market First-year Objectives - We are aiming for a 2 % share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000. Second-year Objectives - Our second-year objectives are to achieve a 10 % share based on sales. An important objective will be to extend on the Apple brand name and link to the established meaningful positioning. We will extend on Apples image of innovation, quality, and value. In addition we will measure the awareness and response in order to make adjustments to our marketing campaigns as necessary.
* Target markets: i Phone’s marketing strategy is to differentiate the i Phone from other PDA’s on the market. One of our primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate...