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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

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  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  

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  Apple’s  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.  İts  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.   Culture’s  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.      

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