Apple

Think Different
Inc.

Yusfarisyam | Lee Sook Kuan | Tang Pooi Yee | Faizal | Nik Mohd Auni

Background

THANK
YOU
Founded 1st April 1976
Just produced PC for almost 2
decades
Started have successful brand
when introduced iPod in 2001
Introduced 1st smartphone (iPhone)
in 2007

SWOT Analysis
Strengths
Tag of Innovation
Robust Financial Performance
Brand Equity
Consumer Loyalty
Excellent Customer Services
Amazing Software and OS

Weaknesses
Premium Pricing
Lot of Restriction and
Compatibility Issues
Lack of Design Variety
No Steve Jobs anymore

Opportunities
Market-Share Growth in Smart
Gadget
Continued Technological
Advancement
More Dependency in
Digitalization
Easy Integration with iCloud
Accessories

Threats
Competition (OS and
Gadgets) continue to cut into
Apples Market Share
Gross Margin Pressure
Lack of Design Innovation
Limited Ability to Customize
Compare to Other Smart
Phone in Market

PORTER 5 Forces
Supplier around the
world
Supplier compete to
get exclusive contract

Apples innovation
change thus remain
leader
Existing substitute
unable to catch up

Costly to compete with

big company like Apple
Strong brand

Variety of choices
to select
Brand loyalty
from consumer

Consumer Market
Target on Different Groups:

Young Children and Kids

Teenagers
College and University Students
Business People

Adults

Consumer Market: cont

Cultural
-Global
cultural
trend

Persona
l

Social
-Personal
image
(Lifestyle +
Value)

Econom
ic
- CREATIVE
budgeting
(Instalment
)

Factor
Affecting
Apple
Consumer
Behaviou
r

- New
entertainm
ent
excitement

Psychologi
cal
- EASIER
LIFE vision

Business Market
Apple Procurement Strategies:

Strong Supplier-Buyer Relationship:

- Clearwell (E-Discovery)

(a) Risk Diversification

(b) Capacity Management
(c) Margins sustenance
(d) Supplier Innovation

Customization Business:
- B2B apps
- IOS Program for biz owner

Market Segments and Targets

Connected
devices from
the
perspective of
mobility

Market Segments and Targets

Brand Positioning Strategy

Create Values
Create new technology that will
give value to customers
Benefits
Cultivate belief of getting
extraordinary & superior products

Differentiation &
Focus
be the first to introduce unique product
(IOS / hardware / packaging)
Product & Model Focus

Premium Pricing

Quality & Reliability

Exclusive, pride & sophisticated
Sleek & style design
Confident

Communication
Simple & clear advertising
Reachable
Logo & slogan (brand attributes)

THANK
YOU

GROUP 4