Marketing Strategy Of Apple

Submitted to: Prof. Sartaj Khera

Submitted By: Aakash Jain 20090101 Ankita Singh 20090109

Introduction
‡ An American Multinational Company ‡ Established in Apr 1,1976 in cupertino,California & Incorporated Jan 3, 1977 ‡ Worldwide annual sales of $42.91 billion in its fiscal year ending September 26, 2009 ‡ Designs and markets consumer electronics, computer software, and personal computers ‡ Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010 - Fortune Magazine

Competitive Advantage
‡ ‡ ‡ ‡ ‡ ‡ Design and innovation oriented Greater horizontal and vertical integration Designing from scratch to finish bundled with applications and peripherals Plug and play solutions R & D oriented An everything ready device

SWOT Analysis of Apple
‡ Strengths - Brand awareness from the i-pod to the PC - Product differentiation - Complete package of hardware and software ‡ Weakness - Heavy Investment in Research - Not a lean operations management - Not completely independent ‡ Opportunities - Taking Microsoft head-on with its image - Taking advantage of the MAC OS-

Technology and innovation
‡ ‡ ‡ ‡ ‡ ‡ Integration with the intel platform Mac users able to operate both windows and Mac based applications Snow Leopard OS launched Built independent applications Web Browser Safari MS-Office suite for MAC

MAC Models in India
‡ ‡ ‡ ‡ ‡ ‡ MAC BOOK Mac Book pro MAC BOOK AIR I MAC Mac Mini MAC OS X

Strategy of Apple

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A Store Just for Apple Complete Solution Varied Products Media Fodder Education Sales Products That Deliver Outsourcing Unpleasantness Consistency New Innovations Attractiveness

Conclusions and Recommendations
Conclusion ‡ Most innovative products ‡ Expanding business in India, opened already 37 Apple retail outlets ‡ Mass Advertising campaign in India

Recommendations

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Focus more on Business analytics and market research firms in India leveraging its expertise in the education segment Put focus on Animation which is picking up in India

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