Analysis Apple and Ibm Marketing
Individual business report
IBM and APPLE
Executive summary
The purpose of the report is to demonstrate the various aspects of the marketing theory and practices. The report selects two well known companies IBM and Apple to do this study. The hardware range from IBM like the note book is selected and the Consumer electronic range like e IPod has been taken as the products for our research. The report studies the various aspects like industrial background, company background, macro environmental and micro environmental forces, Strategic marketing and planning to Provide recommendations of other potential market segments. The report also analyses the market segmentation, target market, targeting strategies and positioning to find that presently IBM is focusing mainly on the small and medium business to market their note books and Apple has taken an undifferentiated targeting strategy for marketing its consumer electronics range. In the report it is recommended to IBM to take an undifferentiated targeting strategy and for Apple to do some differentiated marketing.
Table of contents
1.0 Introduction 4
2.0 Industry background 4
3. 0 Company background 5
4.0 Strategic marketing and planning 6
5.0 Macro environmental forces 7
6.0 Micro environmental forces 8
7.0 SWOT analysis 9
8.0 Market segmentation 10
9.0 Target markets 11
10.0 Targeting strategy 12
11.0 Positioning strategy 13
12.0 Conclusion and Recommendations 13
13.0 References 15
1.0 Introduction
The purpose of this report is to understand the marketing theories and practices by doing a comparison of the marketing approach of the two companies. The report tries to integrate the company activities and the marketing theory in order to demonstrate that how the key concepts of the marketing work. The criteria for selecting both companies are that they should have a strong market profile and a strong web presence. We will conduct
IBM and APPLE
Executive summary
The purpose of the report is to demonstrate the various aspects of the marketing theory and practices. The report selects two well known companies IBM and Apple to do this study. The hardware range from IBM like the note book is selected and the Consumer electronic range like e IPod has been taken as the products for our research. The report studies the various aspects like industrial background, company background, macro environmental and micro environmental forces, Strategic marketing and planning to Provide recommendations of other potential market segments. The report also analyses the market segmentation, target market, targeting strategies and positioning to find that presently IBM is focusing mainly on the small and medium business to market their note books and Apple has taken an undifferentiated targeting strategy for marketing its consumer electronics range. In the report it is recommended to IBM to take an undifferentiated targeting strategy and for Apple to do some differentiated marketing.
Table of contents
1.0 Introduction 4
2.0 Industry background 4
3. 0 Company background 5
4.0 Strategic marketing and planning 6
5.0 Macro environmental forces 7
6.0 Micro environmental forces 8
7.0 SWOT analysis 9
8.0 Market segmentation 10
9.0 Target markets 11
10.0 Targeting strategy 12
11.0 Positioning strategy 13
12.0 Conclusion and Recommendations 13
13.0 References 15
1.0 Introduction
The purpose of this report is to understand the marketing theories and practices by doing a comparison of the marketing approach of the two companies. The report tries to integrate the company activities and the marketing theory in order to demonstrate that how the key concepts of the marketing work. The criteria for selecting both companies are that they should have a strong market profile and a strong web presence. We will conduct
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