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Marketing Management

Marketing Management

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Published by Abdul Rahman Nasim

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Published by: Abdul Rahman Nasim on Jul 03, 2012
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10/18/2013

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MarketingManagement

IstanbulAydinUniversity
 AppleIncMarketingPlanandStrategies
Instructor:
Yrd.Doç.Dr.AŞKIMNURDANTÜMBEKTEKEOĞLU
SubmittedBy:
AbRahmanNasimB1106.020075
Table of Contents
 
Conten
ts
IntroductionofAppleIncHistorySituationalAnalysisConsumerAnalysisCompetitionAnalysis
 
 
IntroductionOfAppleInc
IncorporatedbySteveJobsandSteveWozniakin1977,AppleComputer,Inc.wasincorporatedwithanetworthofUS$250,000.IthassincegrownleapsandboundstotheAppleInc.oftoday,employingcloseto50,000employeesworldwide,withanetworthofUS$209,379millionin2010,placingit56thamongtheFortune500companies.FromtheiPodrevolutionin2000,totheiPhonein2007andmostrecently,theiPadin2010,Applehasintroduced,amidstmuchfanfare,ground-breakingproductsthatrevolutionizedthemarketssincethestartofthe21stcentury.
History
Thefirmstartedoffas“AppleComputer”,bestknownforitsMacintoshlineofcomputersinthe1980sand1990s.Despiteastrongbrand,rapidgrowthandhighprofitsinthelate1980s,Applenearlywentbankruptin1996.SteveJobstookoverasCEOagainin1997afterbeingforcedoutofthefirmin1985.“AppleComputer”wasrenamed“AppleInc.”toreflectthefirm‟sexpansionintoconsumerelectronicsmarketwithinnovativenon-PCproductsstartingintheearly2000s.VariousrevolutionaryproductssuchastheiPod,iPhoneandiPadwereintroducedintothemarket,gainingacult-likefollowingbehindthebrand,withexponentialgrowthandsharepricerisingmorethan15-foldsince2003.Today,Applestandsasaglobaltechnologypowerhouse,surpassingitsmajorcompetitors,includingMicrosoft,tobecomeoneoftheworld‟smostvaluablecompanies.
SituationalAnalysis
Overthepasttenyears,somerefertoastheAmericanlostdecade;fewcompanieshavebeenabletogrowamidepolitical,economicandfinancialinstabilityasApple.Apple,whatwasonceconsideredamemoryoftimesgonebyhastransformeditselfandisonthevergeofbecomingthemoderndayDavidandGoliath.Today,Appleisa
 
prominentproviderofhardwareandsoftware,includingMacintoshcomputer,theiPoddigitalmediaplayer,andtheiPhone.WiththeiMacin1998,iPodin2001,iPhonein2007,andiPadin2010Applesetitselfapartwithinnovativedesignandhasextendedthisdifferentiationthroughoutitsentireproductoffering.ApplePCsarepopularwithconsumers,students/educators,andcreativeprofessionals.Appleisalsothelargestvendorofportabledigital

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