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Marketing Mix of Apple

Marketing Mix of Apple

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Published by Mohit Malviya

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Published by: Mohit Malviya on Apr 22, 2011
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04/22/2011

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 Assignment On
International BusinessMarketing Mix of Apple Inc.
Submitted To: Submitted By:Prof. Uddeepan Chatterjee Mohit Malviya Abhishek Pratap Singh Anup Vijayan
 
 Introduction
Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs.The Two collaborated in the development of the ³Apple I in the early 1970s. The Apple I was astep ahead of most computers of the time featuring a use of aTV as a display system and acassette interface for recording programs.After obtaining financing for the development of Apple II, the Apple Computer Company wasformed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 thecompany issued its initial public offering of investment stock.Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computersdesktop publishing features provided the foundation for future innovations that have becomestandard for the company. Today Apple, Inc has more than 33,000 employees and revenuesexceeding 42 million dollars.Marketing Mix of Apple is as follows:
Product
y
 
P
ortable Computers ± including Mac products such as Mac Book 
P
ro, iMac, MacBook Air, Mac Mini, Xserve
y
 
Servers ± including Xserve, Xsan, MacOS X Ser, MobleMe.
y
 
Accessories ± including MagicMouse, Keyboard, Led Cinema Display.
y
 
Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule.
y
 
Developer ± including Developer Connection, Mac
P
rogram, i
P
hone
P
rogram.
y
 
i
P
od ± including i
P
od Shuffle, i
P
od Nano, ipod Classic.
y
 
i
P
hone ± including i
P
hone3GS, i
P
hone3G, i
P
ad.
y
 
iTunes ± including movies, TV shows, audio books, games.
y
 
P
eriphal products ± including
P
rinters, Storage devices, digital videos and cameras.
 
 
Price
y
 
Apple is a premium brand computer that does not attempt to compete on price. Thecompany has reduced prices after some initial product launches. It uses skimming and preimuim pricing strategies.
y
 
The Applei
P
ad is priced at a minimum of $499.
y
 
The Apple i
P
hone costs begin at $99.
y
 
The Apple i
P
od Classic is priced starting at $249.
y
 
The Apple i
P
od Nano costs $149.
y
 
The Apple Mac Book costs $999.
y
 
The Apple MacBook 
P
ro is priced at $1199.
y
 
The Apple Quicktime
P
ro for Windows costs $29.99
y
 
Apples i
P
ad pricing strategy includes the flexibility to lower the prices if consumer response dictates such action. This would be consistent with a similar $200 price cut onthe i
P
hone in 2007.
y
 
In 2009 Apple announced a reduced cost pricing structure for iTunes - songs will cost 69cents, 99 cents or $1.29. He said the "vast majority" of the songs will cost 69 cents.Changes are said to be a response to a slower pace of music downloads.

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