Apple Presentation
MARKETING MANAGEMENT PROJECT
MARKETING PLAN OF APPLE INC.
NİHAT HACIOĞLU
ALİREZA BANAEİFAR ISTANBUL UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
MBA PROGRAM 2012
Table of Contents
Overview
1. Firm Analysis a. Objectives b. Mission c. Vision d. Marketing Objectives
2. Environmental Analysis a. Macro Environment b. Micro Environment
3. Market and Competitor Analysis
4. Strategic Analysis such as SWOT, BCG
5. External and Customer Analysis a. Market Segmentation b. Target Market c. Strategic Positioning
6. Growth Strategies: Penetration, Product-Market Expansion, and Vertical Integration
7. Differentiation Strategies, Diversification
8. Marketing Mix Strategies a. Product and Brand Strategies b. Pricing Strategies c. Distribution Strategies d. Promotion Strategies
9. References
OVERVIEW
Apple Inc. (Apple), incorporated on January 3, 1977, along with its subsidiaries, is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers, and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications.
The Company’s products and services include iPhone, iPad, Mac, iPod, Apple TV, a portfolio of consumer and professional software applications, the iOS and Mac OS X operating systems, iCloud, and a range of accessory, service and support offerings.
It also sells and delivers digital content and applications through the iTunes Store, App Store, iBookstore, and Mac App Store. During the year ended November 24, 2011, the Company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio. In February 2012, the Company acquired app-search engine Chomp.
Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through
MARKETING PLAN OF APPLE INC.
NİHAT HACIOĞLU
ALİREZA BANAEİFAR ISTANBUL UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
MBA PROGRAM 2012
Table of Contents
Overview
1. Firm Analysis a. Objectives b. Mission c. Vision d. Marketing Objectives
2. Environmental Analysis a. Macro Environment b. Micro Environment
3. Market and Competitor Analysis
4. Strategic Analysis such as SWOT, BCG
5. External and Customer Analysis a. Market Segmentation b. Target Market c. Strategic Positioning
6. Growth Strategies: Penetration, Product-Market Expansion, and Vertical Integration
7. Differentiation Strategies, Diversification
8. Marketing Mix Strategies a. Product and Brand Strategies b. Pricing Strategies c. Distribution Strategies d. Promotion Strategies
9. References
OVERVIEW
Apple Inc. (Apple), incorporated on January 3, 1977, along with its subsidiaries, is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers, and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications.
The Company’s products and services include iPhone, iPad, Mac, iPod, Apple TV, a portfolio of consumer and professional software applications, the iOS and Mac OS X operating systems, iCloud, and a range of accessory, service and support offerings.
It also sells and delivers digital content and applications through the iTunes Store, App Store, iBookstore, and Mac App Store. During the year ended November 24, 2011, the Company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio. In February 2012, the Company acquired app-search engine Chomp.
Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through