Apple Marketing Case Study
Apple, Inc. Marketing Strategy Plan
Prepared by Techno-Geek Consultants
MARKETING
APRIL 28, 2012
BY: GROUP C
Executive summary
Apple
has dominated the market with its innovative line of products like iPod, iPhone and iPad. Steve Jobs and Steve Wozniak started Apple in 1976, and in the 34 years until the launch of the iPod, the company had many difficulties. In 1980, Apple was leading the market with its Macintosh that was worth $1B annually. Their product stood alone at the top in a primitive early marketplace. While Apple benefited financially from the creation or rejuvenation of many products essential to our concept of modern life, they also experienced their fair share of lean times and struggles over the years.
SWOT Analysis:
Strengths
Steve Jobs innovative founder, CEO of Apple and Pixar was an asset to the organization Strong brand, rapid growth and high profits Apple’s initial product Macintosh line was profitable for the company Mac resulted in loyal and satisfied group of customers for Apple Apple offered a complete desktop solution of “plug and play” Innovative line of products iMac, iPod, iPhone, iPad that captured multiple target markets Designed Mac Classic to compete with low priced IBM clones Self-proprietary designs and they refuse to license its hardware to third parties Revamping Apple’s distribution from smaller outlets to national chains Apple launched website for direct sales in 1997 Greenest lineup of notebooks that are energy efficient and use recyclable materials.
Situation Analysis:
The top PC vendors HP, Dell,
Acer and Lenovo accounted for 55% of worldwide shipments between years 2006-2009. There are two categories of major suppliers in the PC market. The first category provided highly competitive prices since there were many sources available to sell parts like memory chips, disk drives and keyboards. The second category namely microprocessors and operating systems made by few sources like Intel, Advanced Micro Devices and VIA
Prepared by Techno-Geek Consultants
MARKETING
APRIL 28, 2012
BY: GROUP C
Executive summary
Apple
has dominated the market with its innovative line of products like iPod, iPhone and iPad. Steve Jobs and Steve Wozniak started Apple in 1976, and in the 34 years until the launch of the iPod, the company had many difficulties. In 1980, Apple was leading the market with its Macintosh that was worth $1B annually. Their product stood alone at the top in a primitive early marketplace. While Apple benefited financially from the creation or rejuvenation of many products essential to our concept of modern life, they also experienced their fair share of lean times and struggles over the years.
SWOT Analysis:
Strengths
Steve Jobs innovative founder, CEO of Apple and Pixar was an asset to the organization Strong brand, rapid growth and high profits Apple’s initial product Macintosh line was profitable for the company Mac resulted in loyal and satisfied group of customers for Apple Apple offered a complete desktop solution of “plug and play” Innovative line of products iMac, iPod, iPhone, iPad that captured multiple target markets Designed Mac Classic to compete with low priced IBM clones Self-proprietary designs and they refuse to license its hardware to third parties Revamping Apple’s distribution from smaller outlets to national chains Apple launched website for direct sales in 1997 Greenest lineup of notebooks that are energy efficient and use recyclable materials.
Situation Analysis:
The top PC vendors HP, Dell,
Acer and Lenovo accounted for 55% of worldwide shipments between years 2006-2009. There are two categories of major suppliers in the PC market. The first category provided highly competitive prices since there were many sources available to sell parts like memory chips, disk drives and keyboards. The second category namely microprocessors and operating systems made by few sources like Intel, Advanced Micro Devices and VIA