A Study of the Company Apple Regarding the 7 P’s of the Marketing Mix

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A study of the company Apple regarding the 7 P’s of the Marketing Mix

8 September 2010
Contents

Introduction......................................................................... 3 Creators/Founders................................................................ 4 Marketing Mix...................................................................... 5 Product.................................................................................. 6 Price....................................................................................... 8 Promotion............................................................................... 9 Place...................................................................................... 10 Physical Evidence................................................................ 11 People................................................................................... 12 Process................................................................................... 13 Conclusion............................................................................ 14 Bibliography......................................................................... 15

Introduction
In the 21st century, Apple is one of the largest companies in the technology market. For many years Apple fought against Microsoft in the home computer market. Today, Apple is a bigger company than Microsoft in terms of turnover. Apple is an American multinational corporation which is best-known for its hardware and software products. The hardware products are: Macintosh, iPod, iPhone and iPad. One example of the famous software of Apple is iTunes, a proprietary media player application that works with iTunes store and allow customers to download music and offers other features of consumer electronics. The company was established on January 3, 1976 in Cupertino, California by three people: Steve Jobs, Steve Wozniak and Ronald Wayne. The first product that they launched was the Apple I a hand-built computer by Wozniak which went on sale in July 1976. They continued to improve the computer system and created Apple II and Apple III which was launched in May 1980 to compete with IBM and Microsoft in the computer market. After launching the Apple III, Steve Jobs wanted to work on the new computer called Apple’s Lisa but the Lisa team pushed him into a Jeff Raskin’s low-cost computer project, the Macintosh computer. The Macintosh was first shown to the public in 1984. (Owen Linzmayer,1999)

The company is estimated to have 34,300 full time employees, 2,500 temporary full time employee worldwide and a annual sales of $42.91 billion in 2009, As of 2010 the company has 301 retail stores in ten countries. (Apple Inc,2010)

Creators/founders
The three founders remained working together from the beginning but Ronald Wayne gave up and sold his shares to Jobs and Wozniak for just $800. Wozniak and Jobs still working together but an aircraft accident occurred to Wozniak which left him unable to work for 2 years, from 1981 to 1983. He came back to the company but after3 years on February 6 in 1987, he left Apple but remained as an employee and one of the shareholders. (Owen Linzmayer, 1999)

Steve Jobs was fired after the Macintosh project because of disagreement with some other employees and he created the Next Computer company as well as Pixar a computer animated feature films but Apple bought some shares from Next Computers and he came back to the company after nearly 10 years. The key persons in the company today are: Steve Jobs who is the chairman and CEO; Tim Cook the COO (Chief Operating Officer); Peter Oppenheimer CFO (Chief Finance Officer); Bob Mansfield the Mac and iPhone hardware engineer, and Jonathan Ive the industrial designer. (Apple inc, 2007)

Marketing mix
The concept of the Marketing Mix was first created by Neil H. Borden in his article called The concept of the Marketing Mix in 1964. In his article he explained the...
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