Apple Marketing PlanEssay Preview: Apple Marketing PlanReport this essayTable of ContentsExecutive SummaryMarketing StrategyBackgroundCompanyProductsSituational AnalysisMarket ShareGoalsStrategySWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsCustomersCompetitorsPositioningCompetitor Market ShareCollaboratorsRole of PartnershipsComplimentary BusinessesClimatePolitical/LegalEconomicTechnologicalSocial/CulturalIssues AnalysisPersonal Computer MarketNew ProductsInternational OperationsDigital rights management system (DRM)eBusiness ModelsMarket Research and Market IntelligenceMarketing StrategyTactical e-Marketing and Communications PlanningTactical ApproachProductPromotionPricePlaceUse of TechnologyDelivery MechanismFlexible manufacturing plantsSupplier Relationship Management.Channel ManagementMarketing CommunicationsDeveloping an Integrated Marketing Communications PlanOverarching Goals of the PlanMessage DevelopmentCommunication Media, Venues, and Campaign ElementsTactical Marketing Plan ElementsRegulation and Ethics IssuesResponding to Regulation and Ethics IssuesAssessing E-Marketing EffectivenessConclusionReferencesList of FiguresFigure 1 – Porters Five Forces Analysis FrameworkFigure 2 – Comparative Competitor SpecificationsFigure 3 Ð- Online Advertising Tracking SampleFigure 4 – Shop Floor HierarchyFigure 5 – Collaborative Marketplaces and E-HubsFigure 6 – Demand ManagementFigure 7 – Transactional and Relationship MarketingFigure 8 – Example of iPod Shuffle MessagingFigure 9 – Adoption Curves for Various MediaFigure 10 Ð- Integration of the Product LinesFigure 11 Ð- eCommerce AccessFigure 12 Ð- Uses for the ProductList of TablesTable 1 Ð- Apple SWOT AnalysisTable 2 Ð- iPod/MP3 Player Ownership by AgeTable 3 Ð- iPod/MP3 Player Ownership by Income LevelTable 4 – E-Business Model by StageTable 5 – Potential E-Business Metrics and MethodsExecutive Summary– Sameh DarwishMarketing StrategyNew decision makers, decision-making structures, dynamics, and even beliefs and motivations come into play when developing a companys marketing plan. Towards preparation of a formal marketing plan, it is important to develop a consensus surrounding strategy and approach to be used. Through example, this paper seeks to formulate marketing strategy for Apple and its portable digital music player Ð- the iPod. This paper describes the company, the products marketed; provides a situational analysis; analyzes its e-business model; determines market research and market intelligence needed to develop strategy; and concludes with formulation of an e-Marketing Strategy.
BackgroundCompanyApple Computer (Apple) designs, manufactures, and markets personal computers and related software, services, peripherals and networking solutions. It also designs, develops, and manufactures a line of portable digital music players along with related accessories and services including online distribution of third-party music, audio books, music videos, short films and television shows. Apples products and services include the Macintosh line of desktop and notebook computers, the iPod digital music player, the Xserve G5 server and Xserve Raid storage products, a portfolio of consumer and professional software applications, the Mac OS X operating system, the iTunes Music Store, a portfolio of peripherals that support and enhance Macintosh and iPod product lines and a variety of other service and support offerings. Apple business strategy focuses on bringing the best personal computing and music
The Macintosh was based on the Macintosh family of mobile personal computers, that are built to last. The Macintosh is part of that Macintosh family. Apple uses the Macintosh for enterprise, and its focus is in computing through the Macintosh product line. Applications for both Apple products and services, including the Macintosh, are developed by a separate team led by its leadership. Apples products are created by Apple for enterprise in various capacities, ranging from the high end of consumer computers, to high end business software, to high end desktop or workstations and other specialized business applications, as well as product lines with multiple product lines and accessories.
Approved by a variety of government organizations, the Macintosh is an essential part of the Apple products’ consumer and professional efforts. Apples products are recognized as an industry leader by the U.S. Department of Commerce, U.S. Steelmakers in the world’s top-selling aluminum-based products at a price that’s in the $30-40 range, and Apple Inc. in the United States is the only recognized manufacturer of Apple products in the U.S. with a manufacturing facility in China. Apples products are the leading source of affordable, quality and easy-to-use entertainment experiences for the Apple family of businesses spanning a range of industries including banking and insurance, accounting, retail, advertising, personal injury, transportation, telecommunications, and manufacturing. Additional information about the Macintosh can be found on Apple Website, Apple Developer Resources page.
Apple, Inc. is recognized in the United States as one of the leading computer manufacturers and manufacturers of computers and accessories worldwide.
Technology and Products:
Apple is recognized by the U.S. government as one of the 20 most powerful companies in the world. Apple’s extensive business practices, products, and services allow it to become an international leader in digital computing, software, and mobile products. Although Apple did not take a position outside of China, its ability to offer its products and services is reflected in both its market share and our worldwide sales. From its inception, Apple Inc. has offered its customers a wide variety of products and services that provide more than 100 million customers. In addition to the products and services offered in the form of the iOS®, Android® and BlackBerry® models, Apple has implemented product innovation and marketing initiatives of its own to broaden its customers’ attention to and products that complement its services. In addition to offering Apple products and services that increase the user experience and provide a higher quality experience by adding new functionality and features, Apple’s iPhone®, iPad®, X®, iPod Touch® and X-S devices also offer more than 100 million people additional products, services, and features. Additional information about the iPhone, iPad®, X® and other popular Apple products can be found at Apple Developer Reference.
Apple’s products and services offer many of its consumers with a wide variety of business experiences, including:
iOS for Mac (iPhone)
iOS for Mac is the leading product line for Mac business software and services across Apple products, offering users a wide range of business products. Each component of the Apple iOS series includes a rich mobile operating system, an online marketplace for e.g., Apple Store and Jobs Hub, Apple iMessage and Siri® apps, and numerous third party services for Apple products. iOS for Mac was launched in 2014 and has been updated from year to year to meet consumer demand across a wide range of devices. Apples is a part of the iPad line, which offers hundreds of products and offers unique users a wide range of businesses and services. While Apple also offers Apple products and services in the software and services and as its App Store stores, customers can also use this Apple Store online for online payment to make purchases at