Marketing

Management

Istanbul Aydin University Apple Inc Marketing Plan and Strategies

Instructor:

Yrd. Do. Dr. AKIM NURDAN TMBEK TEKEOLU

Submitted By: Ab Rahman Nasim B1106.020075
Table of Contents

Contents
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 firms 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 worlds 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

music players globally with 70%+ market share. It is the largest vendor of legal digital music downloads globally. Following its entry into the smartphone business only 3 years ago, the iPhone already represents the companies innovation. Apple now enjoys a great success in the electronics market.

Position

Apple entered the market with that slogan; Think Different , and the company became the leader quickly as stated by different design and new technology industry .The quickly rise of Apple cause that the opponents imitate Apples poducts. Apple was the most popular computer brand in the USA at three and four years ago. Today apple is most popular electronic bran in the word. ts leader of the products they produce.

Socio-Cultural Situation

Population growth leading to expansion of the sector needs for cell phones. People depend more and more on mobile communication everywhere. There is educational growth in the world. Cultures perception of the technological devices is positive worldwide. Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Acceptance of imported products in some countries are less if there is local provider

Technological Situation
Level of technology in the world is increasing. Internet level of awareness & usage for individuals & industrial aspect are increasing worldwide New technologies in the electronics are increasing. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected using electronics Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy.

Consumer Analysis

Apple aimed to people who had some characteristics: Middle/Upper income folks who were willing to pay a bit more for a better user experience. People who liked to have fun with technology. Music enthusiasts aged 12-35. Professionals in media and design. After doing a research, Apple realised that the first two groups was a huge market. These people were ready to pay at a higher price to show up their social status.

Target Market:
Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device.

Potential market

In 2006, 26 million game consoles were sold worldwide. People consumed 94 million digital cameras. 135 million MP3 players and about 209 millions PCs were sold out. But there were 957 million mobile phones sold out only in 2006. This showed that mobile phone market was really huge.