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ONE-YEAR MARKETING PLAN APPLE, © INC. Table of Contents 1) Executive Summary 2) Company Description 3) Strategic Focus and Plan 4) Situation Analysis 5) Market-Product Focus 6) Marketing Program Appendices 1. Executive Summary Apple Computer is developing a USB encrypted mass storage device for the Military. The device will have a three point security to access: biometric fingerprint, Military ID card, and pin number. In addition, the device will require a pulse for the biometrics to work. The Military will rest easy with this encrypted device. It will be portable, but not to small that it will be easy to lose. There is the possibility that one will also be design for civilian use as well. 2. Company Description Apple Computer, Inc., was founded in April 1976 by Steve Wozniak and Steve Jobs to simply build computers for a computer hobbyist club in the San Francisco Bay area. Due to the popularity and feedback they received from those computers, they begin to work on personal computers that would appeal to a greater market than just computer hobbyists. After recruiting local talent to help design the new personal computer (Apple II), Apple's professional marketing team placed the Apple II in retail stores, and by June 1977, annual sales reached $1 million.
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Apple Computer has consistently produced high quality consumer products that have sold both in the U.S. and worldwide. The market reveals that due to product quality and reliability Apple has garnered widespread acceptance. The Company believes its use of cutting edge technology will be beneficial to their new line of USB encrypted mass storage devices. Apple Computer has a proven track record because of producing high quality, reliable products. This marketing plan outlines how the Company will tap into the private sector to increase market share by the year 2016. 3. STRATEGIC PLAN AND FOCUS Mission: Apple Inc. Current Mission (Statement according to their investor website) Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices. Apple Inc. Mission Statement circa 2008 Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Apple Vision Statement:
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This note was uploaded on 03/09/2012 for the course BUSI 400 taught by Professor E during the Spring '11 term at Lee.

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