The focus of this report is on marketing plan for Apple Ipod product that has created increasing demands in various outlets. This product allows consumers to download not only their favorite’s music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings. This report is for Apple to give a brief description of this product. Within this marketing report there is an insight of the situation analysis of this product, marketing objectives, the target market, marketing strategies that have been used and the forecasted strategies, monitoring and controlling.
. Objectives of project
We will elaborate on the Situation Analysis of Apple Inc. as our case study. Following this, we will analyze and explain how Apple Inc. is able to remain their competitive advantage with their comprehensive knowledge of their products and the satisfying of the demands in the market despite the cutthroat competition from other companies.
1. Mission statement of Apple Inc.
“Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them." (Apple Inc’s Annual Report, Apple Vision, para 2)
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings. They take pride in its history of innovation and thoughtful design. Apple is not just the leader of innovation engineering but also has environmentally relevant substances, create recycling programs worldwide and improve energy efficiency. They set high standards based on their own requirements and those set by programs such as ENERGY STAR® in an effort to create products that offer excellent environmental performance throughout their life cycle. “The path for Apple going forward is to look beyond existing market models and anticipate demand in the long run.” (Apple Inc’s Annual Report, Path Ahead, para 6)
Apple was established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977. It is an American Multinational Company (MNC) with a focus in designs, manufactures and markets personal computers (PCs) and related software, peripherals and personal computing and communication solutions. (Wikipedia Encyclopedia, Apple Inc, 2008, para 1)
On January 9, 2007, Apple dropped “Computer” from its corporate name to reflect the company’s ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computer when it first started out. For various reasons, Apple has created a unique reputation in the consumer electronics industry. This includes a strong customer base, particularly in the United States, that is unusually devoted to the company and its brand. Today, the company continues to lead the industry with its award winning personal computers and iLife and professional applications. Apple is also leading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market this year with its revolutionary 3G iPhone. b.External Environment
The Ipod was launched in October 2001, and between 2001 and 2004 Ipod sales were between 100-200 thousand units per quarter, very far from today's 10-20 million units per quarter, and the Ipod sales were not even covering the product research & development costs. Then, in June-Aug 2004 something happened, and Ipod sales began to grow strongly, quarter after quarter. Today, we all know where the Ipod stands, and what a remarkable success it is.
ii. Competitive environment
Competitors will regulate what, when, how and why strategies will be adopted. The introduction of new products...