Apple Marketing Strategy

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Apple Marketing Strategy

Marketing Strategy

Case Analysis – Apple Inc.

Content
Introduction -----------------------------------------------------------3
SWOT analysis -------------------------------------------------------4
Question 1 -------------------------------------------------------------6
Question 2 -------------------------------------------------------------7
Question 3 ------------------------------------------------------------10
Recommendation ---------------------------------------------------12
Conclusion -----------------------------------------------------------12
Reference -------------------------------------------------------------13

Introduction

Apple Inc. is an American multinational corporation headquartered in Cupertino, California which designs and manufactures consumer electronics, computer software, and personal computers. It was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976 to develop and sell personal computers and it was incorporated as Apple Computer, Inc. on January 3, 1977. Later, it renamed as Apple Inc. on January 9, 2007, as it was no longer only focus on computer and to reflect the company's ongoing expansion into the consumer electronics market.

The current CEO of Apple is Tim Cook since 2011 after the death of the former CEO Steve Jobs. Apple has 425 retail stores in 14 countries as well as online Apple Store in 39 countries and ITunes Store, which is the world's largest music retailer. In 2013, Interbrand and Forbes recognized Apple brand as the most valuable brand in the world and it entered the top ten of Fortune 500 list of companies for the first time. Apple was valued at $118.9 billion in this year, up $20.6 billion from its $98.3 billion valuation in 2013.

Apple is famous for its innovative products and broke a lot of records. For instance, iPod could hold 1000 songs in 2001, MacBook Air was the world’s thinnest laptops in 2008, and iPhone 5 was the

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