MARKETING PLAN - MARKETING PLAN OF APPLE COMPUTER INC....

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
MARKETING PLAN OF APPLE COMPUTER INC. Prepared for The Class BUAD 615 MARKETING MANAGEMENT ADVANTIST INTERNATIONAL INSTITUTE OF ADVANCED STUDIES (AIIAS) Lalaan, Silang, 4118 Cavite Presenter: (Group one: Jill and Saw Lay Moo) Inter Semester, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
TABEL OF CONTENTS Table of Contents List of Tables List of Figures Executive Summary of the Apple Computer Inc. Marketing Strategies Company Description I. STRATEGIC FOCUS II. SITUATION ANALYSIS III. PRODUCT-MIRKET FOCUS IV. FINANCIAL REVIEW V. STRATEGIC ANALYZES VI. MARKETING PROGRAM VII. PROJECTED SALES VIII. ACTION PLAN IX. EVALUATION AND CONTROL APPENDICES:
Background image of page 2
Executive Summary of the Apple Inc. Marketing Strategies Apple Inc. is a company that designs, manufactures, and then sells desktop and notebook computers, portable digital music players, and cell phones. It also creates software like the OS X operating system, iLife, iTunes, or QuickTime; and peripherals such as printers or storage devices that go with these products. Executive Summary Apple began with the mission to "change the world through technology." More specifically, the company sought out to make the personal computer an accessible and affordable device to the mass market. The proliferation of new software and hardware technology drastically changed the landscape of the industry and Apple adopted a differentiation strategy. Software and hardware integration allowed Apple products to be more "versatile," reliable, and superior in performance. Rapidly changing industry dynamics dictated Apple's competitive strategy. In essence, the intended strategy did not develop into the "realized" strategy. In fact, empirical evidence shows us that realized strategy tends to be about 10-30 percent of intended strategy. What really determines strategy is the "patterns of decisions that emerge from individual managers adapting to changing external circumstances and the ways in which the intended strategy w. ...
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Company Description Apple Inc. (Apple), incorporated on January 3, 1977, designs, manufactures and markets a range of personal computers, mobile communication and media devices, and portable digital music players, and sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications. Apple has an "i" for revolutionary technology. Since its release, the company's iPhone has spurred a revolution in cell phones and mobile computing. It also continues to innovate its core Mac desktop and laptop computers -- all of which feature its OS X operating system -- including the iMac all-in-one desktop and MacBook portable for the consumer and education markets, and the high-end Mac Pro and MacBook Pro for consumer sand professionals involved in design and publishing. Apple scored a runaway hit with its digital music players (iPod) and online music store (iTunes). Its iPad tablet computer could become another game-changer in the consumer market. Apple gets more than half of its sales from outside the US. The Company’s products and services include Macintosh (Mac)
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 08/09/2011 for the course BUAD 605 taught by Professor Nasution during the Summer '11 term at Andrews Univeristy.

Page1 / 28

MARKETING PLAN - MARKETING PLAN OF APPLE COMPUTER INC....

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online