... Synopsis The paper is about Apple Inc. which is a famous IT company in the world. It's main business is to offer different kinds of high information technology electronic products. Through the internal and external analysis by using SWOT, STP, 4Ps, PEST models for Apple Inc., some problems are indentified. Firstly, in the analysis of internal environment, the paper tells that Apple's products are high quality and attractive. Apple is the world's most successful and healthy IT brands. It holds the leadership in electronic industry. Apple lead the production design in high technology. Most employees in the company are creative and pay attention to innovation. It prefers to build up good relationship with customers so that to attract them to buy their products again. But Apple don't have a wide distribution channels and its market is limited which only focus on middle and high income people who are pursuing modern, vogue and innovation, most of them are in developed countries. And their suppliers pollution issues are exposed in 2011 which is harmful to Apple's brand image. Apple products are hardly compatible with other companies' electronic products. Secondly, in the analysis of external environment, the paper tells that it is a big opportunity to enter Chinese market, as China just has the boom time economy, and China has the biggest population and Chinese people's income become higher and higher, more and more people are pursuing high level and enjoyable lifestyle. But Chinese...
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...competitive business environment, it is essential for a company’s to conduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Apple’s iPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Apple’s strategies. Apple’s latest ipad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Apple’s marketing strategy will be focusing upon the product design, brand positioning, price and promotion of iPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the company’s position. Apple’s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through its innovative products. Apple will use competitive marketing strategy for its iPad where two such strategies can be developed which are differentiation and Focus to make iPad a success in the global market. Marketing planning and strategies can become highly effective if Apple focuses upon its strategic human resource management and make continuous efforts to redesign its marketing plan to survive successfully. Company Description Apple...
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...Policy October 31, 2011 Table of Contents Contents Company Overview 3 Business Model and Scope 3 Primary Strategy 3 Target Market 4 Apple, Inc. Background Investigation 4 Industry and Competitive Analysis 5 External and other pertinent market conditions 6 SWOT Analysis 6 Financial Analysis 7 Action Plan & Recommendations 7 Epilogue 8 Works Cited 9 . Company Overview What is the definition of success? Apple Inc. surpasses this criteria of being a dominate business that's close to perfection. With record high performances, this company proves it is a force to be reckoned with. Along with 300 retail stores worldwide, the company provides a solid product line to keep it thriving. Through their creativity and design, this company continues to prosper while meeting the definition of success head on. One advantage Apple has is its ability to focus on what the customers want. They show this by making unique products that are a "must have" for consumers everywhere. Their product line consists of manufacturing computer software, personal computers, and consumer electronics. Their most well-known products are Macintosh computers, iPod, iPhone, iPad, Apple TV. Their most popular software lines include Mac OSX operating system, iTunes, iLife, Aperture, iOS (Apple Inc.) Business Model and Scope Apple’s business model is to make the best products, be the first to introduce new technologies, and release their products around the globe...
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...purpose of this marketing plan is to introduce Apple into a new market that has the potential to make the company leading further in the high-tech industry. The proposed product is the iWatch, a smart watch that features Apple’s latest technology. This product will allow the company to penetrate the market of wearable technologies, which will weight 1.4 billion dollars by the year 2018. In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to be positioned as a high-end product; and therefore enhance Apple’s position as an innovative company. Ultimately, a milestone will...
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...MARKET PLANNING Marketing objectives The objectives of the marketing plan are centered on the following three criteria: 1. Inform companies about features and benefits of the iPad and its competitive advantage, leading to a 20% increase in sales in one year. 2. Penetrate the traditional PC-based enterprise through the iPad, in turn increasing Apple’s sales by 20% in one year. ac 3. Maintain Apple’s position as the leader in market share in the tablet category. Target market Our target market is the large corporation with formal IT structure and purchasing channels. The Facts: • Both U.S. and global spending on IT is expected to increase in 2011, with particular growth on hardware (Banerjee). • Study reports that 78% of respondents plan to have tablets officially deployed in their businesses by the end of 2013, with 83% of these businesses planning to deploy the iPad (Berryhill). • Surveys show up to 86% of Fortune 500 firms and 47% of Global 500 companies are either deploying or at least testing the iPad (Berryhill). Today, Apple’s primary target market is the consumer, with little effort exerted to capture the enterprise market. While the numbers above regarding the iPad in corporations are notable, its success stems primarily because of consumerization (employees introducing personal device, such as the iPad, into the corporate environment) and the fact that the iPad had little competition just a year ago. Recently, a variety of competitors have entered the market...
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...founded Apple Computer. Working out of the Jobs family garage they built a computer circuit board that they named the Apple I. Jobs made it Apple’s mission to bring an easy to use computer to market and in 1978 introduced the Apple II, which was a relatively simple machine that people could use out of the box. Apple quickly became the industry leader, until IBM entered the PC market in 1981, which lead to Apple fundamentally changing their competitive position. Apple was still considered aesthetically pleasing compared to the bland IBM PC, but lacked the “open” system that other producers could clone from the IBM PC. In contrast, Apple relied on proprietary designs that only Apple could produce. In 1984, Apple introduced the Macintosh, marking a breakthrough in ease of use, industrial design, and technical elegance from a PC, but it still lacked a microprocessor with speed and compatible software. In 1985, Jobs was removed from his operational role and eventually left the company to start up a new company called NeXT. After this Apple struggled with establishing a sustainable strategy and suffered an up and down history. Finally, when Steve Jobs returned and was made CEO of Apple in 1997, Apple finally saw the turnaround it needed. He quickly shook things up and established relationships with Microsoft and Intel, which would take Apple’s PC to new heights. In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc...
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...APPLE ANALYSIS REPORT TESLA GROUP Table of Contents PART I: Introduction .............................................................................................................3 PECTS analysis........................................................................................................3-4 Strategy (Step-segmentation, targeting, positioning) analysis) ...............................4-5 Competitor Analysis.................................................................................................5-6 SWOT Analysis........................................................................................................6-8 Product Analysis.......................................................................................................8 Promotion/advertising Analysis................................................................................8-9 Pricing Analysis........................................................................................................9 PART II: Recommendation I: Focus On Product Quality......................................................10-11 Recommendation II: Expand International Trade Market......................................11-12 Recommendation III: Design and Innovation.........................................................12 Work cited...............................................................................................................13...
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...to be examined through the session; examining elements of consumer behavior as they relate to market segmentation, targeting, and positioning for it. This paper, and subsequent papers, will lead to a SWOT marketing analysis of the chosen branded product. Methodology/approach: the branded product for this paper will be Apple’s iPhone4S. Data to be covered in this first paper will include the following: Product/Brand Analyzed Corporate Background Market/Industry Analysis and Competition Market Segmentation and Target Marketing Relevant External Factors Module 1 SWOT Analysis Findings: Apple is a leader in sales and production in US Markets; with products that appeal across target markets. iPhone 4S sales have eclipsed internal Apple brands, as well as other smartphone companies in the U.S. market. Recent sales dominance, however, has not established an industry lead. Samsung, in partnership with Google’s Android Operating system, owns the global marketplace with something like 21% of total market share. Apple faces both technological and political challenges in the largest smartphone market, China, as it is unable to establish a partnership with the largest carriers there due to non-4G/LTE products. SWOT Analysis section provides specific details regarding branded product strengths, weaknesses, opportunities and threats. Conclusion: while Apple reigns supreme in US markets in terms of sales, and is indeed a global force, it has not established itself overall as the...
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...customer recognize the brand within a category * Significance * Creates value * Brand loyalty IMPORTANCE OF BRANDING IN RELATION TO DIFFERENTIATION * Differentiation helps customer recognize the brand within a category * Significance * Creates value * Brand loyalty Differentiation creates a perceived value amongst consumers and also potential consumers. For example, Apple’s focuses on the cost value of getting an iPhone versus other phones within the market. If differentiation is done well by an organization, it helps to deliver quality and value to consumers which leads to brand loyalty on the part of the consumer. Apple has consistently delivered on providing iPhones which are high in value and of value to the consumer. This has helped build a high loyal customer base that will always pick an IPhone over any other product any time. Differentiation creates a perceived value amongst consumers and also potential consumers. For example, Apple’s focuses on the cost value of getting an iPhone versus other phones within the market. If differentiation is done well by an organization, it helps to deliver quality and value to consumers which leads to brand loyalty on the part of the consumer. Apple has consistently delivered on providing iPhones which are high in value and of value to the consumer. This has helped build a high loyal customer base that will always pick an IPhone over any other product any time. IMPORTANCE OF BRANDING...
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...Arshad Mahmood Word Count: 4, 339 (excluding references) Turnitin similarity score: 1% (excluding citation) SITUATION ANALYSIS iPad-2, Apple Inc.’s new product made it to the international markets on 25th March 2011 after quite a lot of advertisement hype and wait. This invention easily makes the list of the best products in the last ten years or so. The creation is a testimony of the success of Apple Inc. and is centered more on the use from fingertips than the hand. This sustains the road of progress that Apple has obtained after iPod and iPhone. The Economist made an interesting comment on the cover by saying, “The enthusiasm of the Apple faithful may be overdone, but Mr. Jobs’s record suggests that when he blesses a market, it takes off.” It can be inferred that Apple Inc. is doing wonderfully well at the moment. Much of its success can be pointed to the optimization of value exploration, value creation and value delivery. The initial level of value exploration targets the mind of the consumer and also the ability of the company. It also takes into account the resource space as well. On another level, the value creation is centered on getting the profit. Here, the key element includes competency in the paradigm of business and association with business partners. The third level is primarily based on management and is the value delivery. The crux elements include the management of resource, customer relationship and the business partnership. Apple succeeds...
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...The History, Development & Growth of the Company over time Steve Jobs and Steve Wozniak founded Apple on April 1, 1976. The two Steves, Jobs and Woz (as he is commonly referred to – see woz.org), have personalities that persist throughout Apple’s products, even today. Jobs was the consummate salesperson and visionary while Woz was the inquisitive technical genius. Woz developed his own homemade computer and Jobs saw its commercial potential. After selling 50 Apple I computer kits to Paul Terrell’s Byte Shop in Mountain View, CA, Jobs and Woz sought financing to sell their improved version, the Apple II. They found their financier in Mike Markkula, who in turn hired Michael Scott to be CEO. The company introduced the Apple II on April 17, 1977, at the same time Commodore released their PET computer. Once the Apple II came with Visicalc, the progenitor of the modern spreadsheet program, sales increased dramatically. In 1979, Apple initiated three projects in order to stay ahead of the competition: 1) the Apple III – their business oriented machine, 2) the Lisa – the planned successor to the Apple III, and 3) Macintosh. In 1980, the company released the Apple III to the public and was a commercial flop. It was too expensive and had several design flaws that made for less-than-stellar quality. One design flaw was a lack of cooling fans, which allowed chips to overheat. In late 1980, Apple went public, making the two Steves and Markkula wealthy – to the tune of...
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... Through analysis by management of Apple, the Newton project was reinvented as a Personal Digital Assistant device. This would allow for the Newton to act more as a complementary Macintosh product rather than a stand-alone computer which might compete with Macintosh. Prior to 1993, the market for Personal Digital Assistant devices was not very well explored. Apple had hopes that they would benefit from first mover advantages of the PDA. Through identifying the PDA market and pivoting the direction of the Newton project, Apple began development for the PDA in 1987. Six years later, on August 2, 1993, Apple launched the product. It was based on a RISC processor which featured handwriting recognition and an operating system based on advanced object-oriented programming language (Chiesa&Frattini, 2011:445). The product is known to be a huge financial disaster for Apple. They poured a billion dollars in the project’s development and launch and recouped only about one quarter of the amount in sales (Anderson, 2012). After the Newton had been on the market for one year, sales were in the projected target range selling between 80,000-100,000 units. Though Apple’s short term sales target was met, the Newton soon disappointed as Apple’s five year sales target was far from being achieved. Apple’s target was to sell tens of millions of Newton’s within the first five years, but only managed to sell 350,000 units (Chiesa&Frattini, 2011:445). The variance between target sales and...
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...Final Business Model and Strategic Plan Graciela Venegas, Christopher Nieto BUS 475 Claudia Camacho 2-23-2015 Table of Contents Abstract 3 Executive Summary 4 Strategies 6 Conceptualizing in Business 7 SWOTT Analysis 11 Balance Scorecard 17 Reference 23 Abstract Our final business model will be discussed in this paper. We will emphasize the important factors that will contribute to the completion of our intended service. It is important to understand our mission, in order to understand the importance of our new service. We have gathered all of the relevant information which starts from describing our product to describing the necessary tools to properly implement and create this new service for Apple, Inc. Executive Summary Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software, online services, and personal computers. We will be focusing on Apple, Inc. to create a new service that will not only impact Apple's reputation in a positive way, but it will also promote more success. Apple, Inc. has many innovated products that have been popular in our industry, we have decided to incorporate a system in this particular company as popularity, and business success is part of it. We have decided to launch a service to customers with disabilities, this will be intended to help them get...
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...12 Apple Inc. Strategy Review and Recommendation Group: E2 12 Apple Inc. Strategy Review and Recommendation Group: E2 Content 1. Company Background 4 2. Report Aim and Scope 4 3. Analysis of the Current Environment 5 3.1. PEST Analysis 5 3.2. Porter’s Five Forces 7 3.3. Resource Portfolio Analysis 8 3.4. Current SWOT Analysis 10 4. Analysis of the Future Environment via Scenario Planning 11 4.1. Impact of Scenarios on Apple’s Five Forces 12 4.2. Impact of Scenario Planning on Internal Environment (VRIN) 13 4.3. Future SWOT 15 5. Evaluation of Existing Strategies 16 6. Analysis of Apple’s Organizational Direction 16 7. Strategic Option Generation 18 7.1. Generic Strategy Model 18 7.2. BCG Matrix 19 7.3. Directional Policy Matrix 20 7.4. ANSOFF Matrix 21 7.5. TOWS 22 8. Strategy Evaluation through SAFe 23 8.1. Corporate Level Strategic Evaluation 23 8.2. Media Devices & Mobile Communications SBU Strategic Evaluation 24 8.3. Personal Computers Strategic Evaluation 24 8.4. Portable Media Players Strategic Evaluation 25 8.5. Software Strategic Evaluation 25 9. Comparison of New and Existing Strategies 25 10. Conclusion 26 11. Report Limitations 28 12. References 29 1. Company Background Apple Inc was founded in April 1976 by Steve Jobs and Steve Wozniak. The company that invented the first personal computer has diversified into designing and producing a vast range...
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...Case Analysis On Apple Incorporation By Vikram Kataria Submitted To: Dr. Justin C. Matus MBA 591 Introduction The firm started off as “Apple Computer”, best known for its Macintosh line of computers in the 1980s and 1990s. Despite a strong brand, rapid growth and high profits in the late 1980s, Apple nearly went bankrupt in 1996. Steve Jobs took over as CEO again in 1997 after being forced out of the firm in 1985. “Apple Computer” was renamed “Apple Inc.” to reflect the firm’s expansion into consumer electronics market with innovative non-PC products starting in the early 2000s. 1. Various revolutionary products such as the iPod, iPhone and iPad were introduced into the market, gaining a cult-like following behind the brand, with exponential growth and share price rising more than 15-fold since 2003. 2. Today, Apple stands as a global technology powerhouse, surpassing its major competitors, including Microsoft, to become one of the world’s most valuable companies. Current Business Strategy Apple adopts a differentiation strategy with its distinctive marketing campaigns that position itself as a hip alternative to other brands in the industry. Despite being a premium brand that is capable of commanding high price margins, Apple is still able to undercut its competitors pricing with the latest iPad 2 release by leveraging its balance sheet and its position as one of the largest buyers to secure components at low prices. This further gives Apple a competitive...
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