...Apple Ashley Dr. Allen Barclay Marketing Management: BADM 471 12/14/14 Internal Environment Background Steve Wozniak and Steve Jobs, both college dropouts, founded the Apple Company on April 1976. Their partnership started several years before they created Apple. Wozniak, a self-taught electronics engineer, built a box that was able to call long-distance for free. They couldn’t simply make enough money with how small their company was, so they decided to expand ("Reference for Business."). To help expand Apple, Jobs hired Mike Markkula. Markkula is a retired engineer who also managed the marketing department for Intel Corporation and Fairchild Semiconductor. Markkula bought one third of Apple Company for $250,000. He was a huge help with the business plan ("Reference for Business."). Jobs also hired Regis McKenna. McKenna was the owner of one of the most successful advertising and public relation firms in Silicon Valley. McKenna was hired to create an advertising strategy for the company. Regis’ idea was to put personal computers in consumer magazines. With the professional marketing team, in 1977 Apple 2 reached annual sales of $1 million. Regis created the Apple logo ("Reference for Business."). Refer to appendix A for a basic timeline of apple history. Products Apple products are not like other products. The products are easy to use and they have features that other products don’t have. For instances, the mouse on the macs are unique compared to those...
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...| Apple Inc. Use of Information Sources | | | Adam Pasetchnik-MBA6012-u02a1-1/19/2014 | | | Apple Inc. current theories, models and practices of marketing * Current Marketing Theories: Apple Inc. current marketing theories are still based on Steve Job’s marketing strategy is to “Sell on Value, Not Price”. The marketing strategy can be summed up with three points, “Empathy”, “Focus” and “Impute”. Apple has the great ability to connect (empathy) to the core of the customer with their emotional wants and desires and creates something that you cannot live without (Nosal. 2013). You just cannot imagine today not having your iPad, iPod, or your iPhone that so many of us use today. The second is “Focus” in doing the best job you can eliminate all the unimportant opportunities (Moorman, 2012). Apple is more focused on the customer’s needs more than any other company in the marketplace. The last point is “Impute” to have the best product, the highest quality and the most powerful software, they impute the desired qualities into their products. * Current Marketing Models: Apple has a great marketing mix which has the combination of four elements called the 4P’s (Price, Products, Place and Promotion). This gives the company a good combination to add, subtract or modify in any way to generate the desired marketing strategy (Armstrong & Kotler. (2005). * Current Practices of Creating Market Value: One of the most important marketing...
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... Abstract In this Business Analysis Part III I will summarize significant facts and conclude the analysis by including conclusions from Business Analysis Part I & II which will help in the decision making to invest or not in Apple Inc. Business Analysis Part III Strategic Initiatives Vision Statement According to Apple Inc “Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1985 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.” Mission Statement According to Apple Inc, “Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.” Value According to its new CEO Tim Cook, Apple’s core values are: • We believe that we’re on the face of the Earth...
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...Current Market Conditions Competitive Analysis: Apple, Inc. ECO/365 February 23, 2015 Current Market Conditions Competitive Analysis: Apple, Inc. Apple, Inc. is a multinational corporation that creates consumer electronics, personal computers, computer software, commercial servers, and they distribute media content. Their leading product is a smartphone called the iPhone, which began selling in the early 2000's. It has made them billions of dollars over time, because their cost to manufacture the phone is less than what they can charge to sell the phone to consumers. This leads to Apple producing larger profits for their shareholders. Besides manufacturing the iPhone, Apple is also responsible for the iPad, iPods, and Mac computers. Apple is known to have expensive products, but their products still have a high consumer demand. The first iPhone was unveiled in the market and sold to consumers on June 29, 2007. The device is unique because it is centered on its touch screen user interface, Wi-Fi, and downloading capabilities. According to Steve Jobs, Apple’s former CEO, “iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone…” (Apple Press Info, 2007). The special capabilities of this phone have since led to seven versions of iPhones being produced and released to market. Factors that can affect the supply and demand and hence the equilibrium price of iPhones are varied. When iPhones first came on the...
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...summarize the story of Apple The founders build a company 1976-1984: Apple Computers was founded by Steve Jobs and Steve Wozniak in a California garage on April 1, 1976. The Apple II started the personal computer boom and the early success of Apple was attributed mainly to marketing and technological innovation. Apple grew quickly, staying ahead of competitors by contributing key products that stimulated the development of software for the computer. Professional managers fail to extend the company 1985-1997: Founders of Apple, Jobs and Wozniak, was departed in 1985 during a slumping market and fired by the company’s board of directors due to ego clashes and the different opinions he shared with the CEO, John Sculley. Jobs resigned and sold all but one of his Apple shares. In the early 1990s, Apple sold more personal computers than any other company in the industry. However, the period from 1993-1995 was a time of considerable change in the management of Apple. The industry changed rapidly. Apple lost its competitive advantage in the market and sales declined. After the shares of Apple plummeted down, Jobs was requested by the board of Apple to rejoin as the CEO in 1997. Jobs leads Apple “Back to the future” 1998-2001 As CEO of Apple, Jobs terminated several projects like iBook and the AirPort products series. Apple reopened its own retail stores and introduced new innovations like iPod and iTunes music store. A corporate renaissance 2002-2006 Apple expanded its business...
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...Date: 5-8-2015 I. Company Background On April 1976, the Apple Computer was formed by a 25-year-old then Steve Wozniak and a 21-year-old then Steve Jobs who were both college dropouts . It had its humble beginnings tracing its first location of where they started to build computers in Job’s family’s garage. The years that came after became witnesses of how such first creation led to one of the biggest names in the industry now. The ideas and early innovation techniques that emerged from this location would set the foundation for building one of the most important and globally effective technology companies the world has ever seen. In fact, some diehard Apple fans come from all over the globe just to pose for pictures in front of this now-famous garage. Wozniak, the true technical mind behind the building process of Apple’s early computers, spent the summer of 1976 building the company’s very first computer. Figure 1 first apple computer Meanwhile, Jobs began creating advertisements and found a buyer for the computer. The Byte Shop in Mountain View, California, proved to be Apple’s first major customer, and coincidentally the first retail computer store chain in the world. The two Steve were able to build and sell fifty Apple computers that summer, all from within the confined space of the Jobs family’s single-car garage. This would mark the first of many successful products to come from the company. Apple Computer stands out from similar companies with their unconventional...
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...rice-cooker, magnetic recorder, Sony gave the world, Sony Walkman and the famous Blu-ray technology (Sony story n.d.). Other feathers in Sony’s cap included transistor radio, Trinitron color television, Sony Handy cam and PlayStation game series (Sony corporate info n.d.). In the present essay, a market analysis would be attempted of the multinational company that Sony is. Market analysis of Sony Corporation Market analysis of Sony Corporation would involve studying its customers across Asia, Europe, America, Australia, and Africa (Sony corporate info n.d.). Additionally Sony’s competitors like Apple, Matsushita, Samsung, Warner Brothers, and financial service providers would be analyzed to understand their impact on the market performance of Sony. Also, the market analysis would configure the electronic, gaming, music, entertainment and mobile industry and the macro environment relevant for Sony’s business portfolio. The market analysis reveals useful information for the marketing team to identify niche markets and to design penetration strategies to influence customer behaviors (Thompson 2005). Constituents of market analysis Environmental analysis Sony Corporation is headquartered in Japan (Sony corporate info n.d.) though it...
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...Responsibilities and Marketing Strategies Tyloria Evans Contemporary Business; 508 Dr. Horner-Smith Strayer University April 25, 2015 Corporate Responsibility and Marketing Strategies In todays society many corporations need the trust of the general public for their survival. Apple, Inc. which has been named #1 on the fortune top ten most admiral companies list has worked hard to gain that trust by producing quality products that appeal to diverse groups. According to Boone/Kurtz (2013), “an organization that wants to prosper over the long term is well advised to consider business ethics” (p.32). Business ethics can be defined as standards of conduct and moral values regarding right and wrong actions in the work environment (p. 32). Not only should a corporation consider business ethics, but it should also take social issues into account as well. Business ethics and social responsibility can work in conjunction to allow a corporation to thrive. These social responsibilities can include how a discussion will affect the work environment, employees, and its customers. Overview of Apple Apple, Inc. is a fortune 500 companies established in 1977 in California. Since 1977 Apple has designed, manufactured and markets mobile communication and media devices, personal computers, and portable digital music players. Apple also sells a variety of related software, services, accessories, networking solutions, and third party digital contents and applications. Apple was founded by Steve...
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...What Apple Can Teach You About Marketing Apple rocks at marketing—I think that's something fanboys and haters can both agree with. From building an incredible amount of buzz, to driving fans out to buy products, to keeping repeat customers for life, they really have their act together. There are a lot of things small businesses can learn from Apple's success, and most of them easily translate from the corporate world to the small business world. The strategies that set Apple apart from its competitors are strategies that you can learn to use too. If you're lucky, you might just grow a fan club the size of Apple's. Read more to see what Apple can teach you about marketing your business. It’s important to be pretty. In all of Apple’s product lines and marketing materials, you won’t find a single thing that isn’t pretty. From their product design, to their product packaging, to even their television ads—Apple spends a considerable amount of time making their stuff look better than the competition. As a small business owner, you probably should too. There are several opportunities for your small business to have great looking materials. Website design is one place to show off; brochure design is another. Perhaps the most useful would be to create really awesome business cards. Of course, if your company sells products you should probably make them look great too. People like big photos. A quick look at their website, and you’ll see that Apple fully believes in the old adage...
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...MGT 300 CHAPTER 1 1.Apple has consistently outperformed its key rival through development of their product and continues to make its product smaller and less expensive, while providing complementary features such as games and application. All of the product they create have to be easy to understand and learn. 2.The types of information employees at the Apple store require believe is whatever product a customer’s returns find out is what wrong with the item. The item get this way and they can fix it in an reasonable time. Then customer satisfaction after the issues been resolving is the customer happy about the product. Types of information the executives at Apples corporate headquarters require to know how the product is made. The company’s sales activities the inventory where Apple products is sold to the employees. I don’t think there is a link between the two because the employees at the Apples store only concern is customers satisfaction as where the headquarters is all of the above from the customers to the employees because without the customers there no money which there no business and the employees need to be trained well enough where Apple won’t have a bad name. CHAPTER 2 1.Apple and the core domain of competitive intelligence professionals start with Apple processor choice are strategic decision, Apple prefers to control design and Apple has mastered media commerce. Thus, Apple can gain business intelligence through the implementation of a customer relationship...
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...basic strategies associated with high-tech product launches in general? Few companies have made as big of an impact on our society and more specifically world culture as Apple. A company once on the verge of fading into oblivion made an incredible comeback, using a combination of savvy marketing techniques and devices unlike any previously created. Whether leaking information deliberately to generate buzz or creating commercials that stand the test of time, Apple can be considered an innovative marketing company. Many experts believe that Apple has become something of a paragon of business practices over the last decade. They have not only been turning out revolutionary products, but their marketing methods (specifically the product launch) have also been brilliant. Because of this, they have had one of the fastest expanding market presences in recent memory over the last decade. Once a company that lagged far behind Microsoft in every important category, Apple has now carved out its own niche, cornering the market on hand-held electronic devices like iPods, iPhones, and iPads. Apple excels at turning brand into market shares. When the iPod was first introduced, Apple made sure that it also had its iTunes store in place. That way, in addition to marketing MP3 players, Apple also made money from selling downloadable music. In addition, the original iTunes store sold music that could only play on iPod players, making it a proprietary marketing strategy. The strategy continued...
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... 4. Threat of new entrants 5. Threat of new substitutes (Power of customers to purchase alternatives) Apple Case and Class Discussion Which of Porter’s Five Forces did Apple address through its introduction of the iPhone? * Strong Supplier Power; Customers have low buyer power * Apple would’ve gone bankrupt if not for iPhone. * Their strategic model consists of Narrow Market & High Cost Competitive Advantages Competitive Intelligence: Process of gathering information about the competitive environment to improve the company’s ability to succeed Competitive Intelligence Tools: Porter’s Five Forces Model – Refer Above Porter’s 3 Generic Strategies (Marketing and Sales Strategy, IT Strategy, Supply Chain Strategy) Porter’s Value Chain Analysis – (SUPPORT ACTIVITIES: Firm Infrastructure, Human Resource MGT, R&D, Procurement). (PRIMARY: Raw Materials, Making product, Delivering Product, Market & Sell, Service After Sale). -----------ALL MAKE UP VALUE ADDED------------- Porter’s Generic Strategies Organizations follow one of these strategies when entering a new market: Broad Market and Low Cost Broad Market and High Cost Narrow Market and Low Cost Narrow Market and High Cost | Low-Cost | High-Cost | Broad Market | Wal-Mart | Neiman Marcus | Narrow Market | Payless Shoes | Tiffany and Co | Key for Corporate Strategy Decide how to create Economic Value Added Firm Probability Drivers Industry Structure: determines profitability...
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...Apple Inc. is one of the most profitable companies in the world and its Apple logo is recognized as a house hold name. “Apple Computer was incorporated in 1977 and went public in 1980.” (Finkle & Mallin, 2010) You cannot talk about Apple without talking about its co-founder Steven P Jobs. Both go hand and hand because without the vision and leadership of Steve Jobs, Apple would not exist nor have an array of products under its belt. “Jobs co-founded Apple Computer with Steve Wozniak in 1976. After founding Apple, Jobs was fired by the company's board of directors 10 years later at age 30. After his termination, he went on to create two more companies. During this period Apple went through three different CEOs and their stock price dropped to $2 a share. As a result, Jobs was invited back to join the company as CEO. Not only did Jobs rejuvenate Apple, but it flourished. Jobs led the company to the forefront with cutting edge products” (Finkle & Mallin, 2010) which are sold throughout the world. “His philosophy has always been to create products consumers will find easy to use and marry innovative technology to work productivity and personal entertainment.” (Mallin & Finkle, 2011) There product “line designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s...
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...Marketing strategy PPPP 1) Bit of space explaining scenario, trends, etc 2) Target Market 3) Small paragraph about mainstream vs niche 4) Hotel Marketing mix 5) Recommendations 6) Contingency plan Put X instead of info you don’t have, make situation clear for Rach to edit. Target atleast 3 pages and max 5, although getting info in crucial (excl. references) Page1: Scenario, Trends, customer profile, mainstream vs niche Page 2+3: Marketing Mix Page 4: Estimated Budgetary recommendations and Contingency Plan Marketing Plan Introduction For a startup company, an effective marketing plan is essential in order to ensure that it stands out from other, larger and more established brands. Established brands not only have tremendous brand recognition and a developed customer base but also the financial wherewithal to influence or manipulate the market conditions to make them more favorable to them. Nowhere is this more evident than in the hotel industy where large family firms have dominated the industry for decades. in addition the large initial investments, large overheads and fierce competiton often deter new entrants. However, the advent of the internet and consequently E-busness and IT business solutions has significantly leveled said playing field. With tourism increasing rapidly, especially from inxcreasingly affluent middle classes from the Newly Industrialized Economies (NICs), the hotel industry faces new challenges and opportunities, somthing...
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...------------------------------------------------- ‘‘A comparative analysis on the marketing strategies of Samsung for Android and of Apple for iOS in UK market and their customer response’’ Table of Contents 1 Introduction 2 1.2 Research aims 2 1.3 Research objectives 3 2. Literature review 3 2.1 Introduction 3 2.2 Mobile phone operating system 3 2.3 Global introduction of smartphone 3 2.4 Various operating systems 4 2.5 Overview of the android’s framework 4 2.6 Overview of iOS and it marketing strategy 4 2.7 Comparative analysis of the two 5 3. Research methodology 6 3.1 Methodology 6 3.1 Type of investigation 6 3.2 Data collection method 6 3.3 Sampling method 7 3.4 Accessibility issues 7 3.5 Ethical issues 7 3.6 Timetable 8 4 Anticipated findings 9 5. Conclusions 9 References 10 1 Introduction Various companies use different types of marketing techniques over the few decades. To get competitive advantage over the competitors, developed variations of marketing techniques are quieting helpful to the companies. This is referred as market innovation (Verlog, 2007). Companies have to face with different factors in this modern world of business. New legislations developed marketing tools and corporate social responsibilities are among the newer one. Business has to deal with two basic demands which are to earn profit and to maintain a sustain profit ( Verlog, 2007). Though there are many developed application software were used in past by several cell...
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