...Table of Contents Executive Summary 5 Marketing Strategy 6 Background 6 Company 6 Products 7 Situational Analysis 7 Market Share 8 Goals 8 Strategy 9 SWOT Analysis 9 Strengths 10 Weaknesses 11 Opportunities 11 Threats 12 Customers 12 Competitors 14 Positioning 14 Competitor Market Share 15 Collaborators 15 Role of Partnerships 15 Complimentary Businesses 16 Climate 16 Political/Legal 16 Economic 16 Technological 17 Social/Cultural 17 Issues Analysis 17 Personal Computer Market 17 New Products 17 International Operations 18 Digital rights management system (DRM) 18 eBusiness Models 18 Market Research and Market Intelligence 20 Marketing Strategy 25 Tactical e-Marketing and Communications Planning 28 Tactical Approach 28 Product 28 Promotion 29 Price 31 Place 31 Use of Technology 31 Delivery Mechanism 34 Flexible manufacturing plants 34 Supplier Relationship Management. 35 Channel Management 36 Marketing Communications 37 Developing an Integrated Marketing Communications Plan 37 Overarching Goals of the Plan 38 Message Development 38 Communication Media, Venues, and Campaign Elements 39 Tactical Marketing Plan Elements 40 Regulation and Ethics Issues 45 Responding to Regulation and Ethics Issues 46 Assessing E-Marketing Effectiveness 47 Conclusion 50 References 51 List of Figures Figure 1 - Porter's Five Forces Analysis Framework 22 Figure 2 - Comparative Competitor Specifications 23 Figure 3 ' Online Advertising Tracking...
Words: 10270 - Pages: 42
...Sensodyne is a toothpaste marketed for individuals with sensitive teeth[1] and/or dentine hypersensitivity. It is a registered trademark of GlaxoSmithKline which acquired it in 2001 in the purchase of Block Drug which developed it.[2] The root of the tooth, or the dentin, is made up of microscopic "tubules" or pores. In some people, the root becomes exposed because of gum recession or gingivitis. Because the tubules are porous, hot and cold sensations (from hot or cold foods or drinks) can reach the nerve endings easily; the nerves fire, causing a sensation of pain or sensitivity. Sensodyne works because the potassium ions and fluoride penetrate the dentinal tubules and depolarize the nerve, which blocks pain transmission. According to Nickolson (2007), “a dentifrice for desensitizing dentinal hypersensitivity needs to be used for at least two weeks to have an effect, and continued use is needed to avoid relapse” (p. 88). Sensodyne Dentinal hypersensitivity is a common problem with one in four adults suffering from this affliction. If you feel a sharp pain when brushing your teeth, eating hot / cold foods or even chewing something fibrous, chances are you might be suffering from sensitive teeth. It is usually caused when gums recede and therefore, the dentine is exposed. Dentine contains the channels to the nerves, when triggered by hot/cold/sweet/sour food or while brushing your teeth, will transmit the pain signal to the nerves. The most common trigger for sensitive teeth...
Words: 495 - Pages: 2
...The Apple Company is launching a new fall campaign titled, “The Big Apple!” to promote the sales of its new laptop computer, the Mac Book Pro. Featuring the campaign in New York City, Apple stores will be selling the new MacBook Pro laptops with three new cover designs. Known for its simplicity in computer design, Apple expects to ‘wow’ audiences with a departure from the usual look and a venture into new creative territory. Aimed at (but not limited to) the creative personalities that make up fast-paced and glamorous New York City, the campaign is expected to be a big success. The campaign will consist of a city-wide contest where applicants can design a cover that involves some of the elements that represent New York City and then send their idea in to Apple. The judges will then pick one of the designs to be featured alongside the two other covers which will be created by two different icons in New York city which Apple will have personally picked. One will be an up-and-coming designer, the other an artist. By doing this, Apple creates a connection between the people in the city, the culture, and their own brand. The campaign will run from September through till December, during which time the contest will be held, the designs finalized, and the new Mac Books will be available for purchase. Target Audience/Market: In terms of the target audience that Apple is looking to focus on with their campaign, there are a few demographics that the company would like to adhere...
Words: 1957 - Pages: 8
...Executive Summary Big Apple Executive Training will expand its top-quality professional development and training to include short courses in project management fundamentals, project planning and control, project finance and budgeting, and project risk and quality management. As with other classes and boot camps, the project management courses are designed to help those with little experience in project management gain an intermediate understanding of what it takes to manage a project effectively. Since Big Apple Executive Training has already established a presence in the training market, the marketing plan for a new course rollout will focus on the pricing, promotion and place of our new courses. Although Big Apple Executive Training already offers an extensive line of high quality management training courses and boot camps, it has become apparent that the company is missing an area that is desired by our core customers. Over the next year, Big Apple Executive Training will start offering a new suite of courses that focus on project management. Since Big Apple Executive Training already provides high end courses at a reasonable price, the biggest challenges will be separating our products from those offered through PMI New York City and New York University’s Stern College of Business. Target Customers Big Apple Executive Training will focus on the small business and entrepreneur segments for these courses. Although Big Apple Executive Training can handle larger...
Words: 1700 - Pages: 7
...Introduction This case study highlights Apple Inc. position on the consumer electronics retail within the United Kingdom’s market. The competitive conditions are highlighted using Porter’s five forces theory. The second part of this case study shows how Apple Inc handles the different forces and threat to remain competitive on the market. Porter’s five forces The Porters five forces is a model helping to analyse the forces that shape an industry’s competitive environment. The tool can be used to define the attractiveness of an industry as well as plan the strategy of a company within a market. Competitive rivalry within the industry The main actors of the consumer electronic goods are divided depending of the type of products their providing. Based on Apple’s product, we can identify the following competition’s group: * Computers: Lenovo, HP, Acer, LG, Fujitsu, etc. * Smartphones: Samsung, HTC, Sony Ericsson, LG, Nokia, Blackberry, etc. * Music players: HP, Samsung, etc. * Tablets: Samsung, Tesco, Acer, Microsoft, Blackberry, etc. The competitive rivalry is intense within the consumer electronic goods retail. Entering this market as a new brand is very difficult as the current actors are well settle. Also many companies having a step in the market are diversifying their type of electronic products, and each of them is a potential competitor for any other brand. Bargaining power of buyers The buyers have the opportunity to compare the products prices using...
Words: 1167 - Pages: 5
...MGMT 522 Apple 1984 Super Bowl Commercial 1. Apples 1984 commercial was one of the best of its time. Addressing social issue of conformity and government control that were big in the 1980’s with the USSR expanding. The principles of 1984 were close to people’s minds. It had an unheard of budget of $900,000. It was a time before Microsoft dominance were IBM was the big competitor in the computing game. Apple in that era pushed innovation through there graphic design interface. Where IBM pushed boring boxes for computers. The 1984 was highly successful with over 3.5 million dollars of Macintoshes were sold after the ad ran; Although Apple 1984 is a great commercial and used and innovative approach that was not seen before in marketing it is not the greatest. It was only aired twice. Other commercials like Where Is the Beef? Or Plop Plop Fizz Fizz or Coke Big Joe Green have much more play time and a better overall return on investment, having spinoffs. Apples commercial has not aged well because they don’t sell Macintosh anymore and their symbol has completely changed. Where where’s the Beef? Is still relevant. Having a much lower cost of production and played over and over again. Apple movie was like a master piece that did well at the box office not amazing. It is like Shawshank redemption a critically acclaimed movie. Maybe the best of all time but not the most profitable for the movie studios. Great cinematically and innovative using new marketing techniques but did...
Words: 1115 - Pages: 5
...Apple's biggest successes and failures? Describe why. I believe Apple's biggest success was the beginning or Apple's initial offer Apple I in 1976, this was mostly a prototype since there where only around 200 Apple I computers produced; they were all hand-built by Apple co-founder Steve Wozniak. While Steve Jobs handled the distribution and marketing of the Apple I, he was responsible for devising clever advertising tag-line: "Byte into an Apple." That was the beginning of Apple's innovating strategy, first out the door with the interactive graphical microcomputer, that Steve Jobs used to build upon, trough successes and failures. To Steve Wozniak it was about the product, reducing cost, simplicity, etc., but to Steve Jobs it was about to embark on building Apple computer corporation, a culture, a vision, at each reiteration he would discover a new principle of innovation, but I believe he would not truly understand that, until some twenty four plus years later, it will be interesting to see whether Tim Cook the new COO of Apple, keeps Apple on course, on the vision. Now, let's look at some of Apple's important success, like Mac OS X, server version was introduced in 1999, while the desktop version was introduced in 2001. Then there was iTunes, this was the BIG one, truly a innovative idea that would put Apple over the top (regardless that Apple is proprietary in nature), as one of the innovating companies, along with the iPod, also introduced in 2001, the iPod offered consumers...
Words: 1363 - Pages: 6
...Pricing– Does Apple’s Pricing Strategy Works For All? Background Apple Inc. is established on April 1, 1976 in Cupertino, California. Different than other technology companies that are mostly focused on solely hardware or software, Apple Inc. designs, manufactures and markets communication and media devices and personal computers for both the hardware and its operation systems. Having the ability of developing its own operation system makes Apple a big ecosystem, a platform all your Apple products can communicate and sync with each other smoothly and efficiently, and makes Apple’s ecosystem the biggest and most successful one in the market. Apple’s innovation, unique and attractive design successfully gained the company great amount of loyal customers and kept their dominance in the competitive markets of mobile appliances for the past decade. Premium Pricing Strategy Being a market leader, Apple maintained their business strategy of providing high-quality product and extraordinary user experience to their customers hence retained their reputation and gives them the power of setting prices. The former CEO of Apple, Steve Jobs pointed out 4 strategy pillars of Apple of keeping high differentiation: offering small number of products, focusing on the high end, giving priority to profits over market share and creating a halo effect that makes people starve for new Apple products. Based on these, Apple conducted “premium pricing strategy” all over the world by keeping their...
Words: 1030 - Pages: 5
...Introduction Apple Inc. designs and manufactures computer hardware, software and other consumer electronics. The company’s most popular products include the Macintosh Computer, the Mac OS X, iTunes, iPod, the iPhone and the recently popular iPad. The company currently owns 284 retail locations in 10 different countries. April 1st, 1976 by Steve Jobs, Steve Wozniak first established Apple Inc. with the creation of the Apple 1, the first computer system with an encased circuit board. On June 5th 1977, Apple Inc. released the Apple II, the first ever computer made for non computer users, in essence, it was the first ever personal computer. The Apple II was the only computer at it’s time that was able to display not just text, but simple pictures and graphics. The Apple II later evolved through various different models to become the most popular home computer during the 80’s and 90’s. most elementary schools were using the Apple IIe as the standard computing equipment. By the time the Apple II line became obsolete, more than 2million computers had been sold worldwide In 1984, Apple released the fist Macintosh. Together with it, the most significant commercial release. The commercial featured a depiction of a future where “big brother” told everyone what to do and think leaving everyone with no freedom of choice. A female heroine representing Apple, frees the people from “big brother”. During that time, “big brother” was perceived to be IBM, while Apple was the heroine that gave...
Words: 2586 - Pages: 11
...Case Analysis 1 - Apple Computer: Research how Apple managed to reinvent itself over the years. 1. What were some of Apple's biggest successes and failures? Describe why. If we Google Apple word you will find a lot of success and amazing story about Apple, Apple products changes the map of computer technology to the how computer functions , by innovate GUI that making computer environment and computer work more friendly and easy to understood by all and help the world to be more digitalize , Apple gain access from meshing the application and adopted to be function on Apple Macintosh computer, All Apple innovations that change the computer from hard to understand low level code (DOS) to GUI an with user friendly “mouse” another Apple innovation. that change the view to the Applications and open the door to the developer to be more creative and more telnet, Apple company one of the first computer hardware company that changing all the time to adopt market requirement and find solutions to match new market behavior. If we want to find more of Apple’s biggest success I can list some of Apple’s main products that I mentions was changing the world view to that type of Product: Apple IPhone: When Apple announce IPhone, Apple’s make IPhone one of the biggest success in the industry of mobile Phone especially that time Nokia was the biggest mobile market sharing with Motorola; Apple IPhone product came with innovations hardware design and OS with fancy background and icons...
Words: 888 - Pages: 4
...in common that they care both phones . Apple being created by steve jobs. By the time they wanted to get in the cell phone business , apple was already booming from the computer business , So apple from the beginning was doing well when Apple released its first mobile device in 2007 of June the 29th . It was called the Iphone 2G . Apple really surprised everyone getting into the cell phone business . Apple seized at the opportunity to come up with something and they did . Apple quickly partnered with AT&T making it the only network you could partner with at the time . Android being created by Andy Rubin was just this little corporation with its own industry. Version signed to be with Android as they're head network. But the description for the industry was that they developed software for mobile phones . Android on the other hand made there first celluar device in 2008 in October . The design like the swing out keyboard and “chin” made it more desirable and hip . This desire for something new . Well in this process to be the first and stay they first within Android has been what makes them think even to this day bigger and better the sky's the limit . Those were big ambitions for a phone company . Iphone and android in comparison will be interesting to know how they were trying to make each product better than the other with improvement they make in each model . Iphone will maybe come out the winner . The newest product of apple is the iphone 6s . Just now dropping in...
Words: 1231 - Pages: 5
...Apple looks invincible at first glance. For years now, the company has been delivering products that customers can't wait to get their hands on, and most of its competitors have been unable to answer with products of their own that can match the same level of quality and buyer appeal. The iPhone maker seems to have it all together. But a closer look at Apple reveals something much different. The Cupertino, Calif., company isn't necessarily in the greatest position right now, and there's no indication that things will turn around any time soon. The iPhone is now outclassed by the Samsung Galaxy S; Chinese government-controlled media seems to be turning on Apple, accusing it of arrogance and criticizing its warranty policies as onerous. Now Tim Cook seems a little too willing to run Apple as a business, rather than an innovative company. Apple is simply facing more threats now than ever. It would be a mistake not to acknowledge that Apple's market situation has changed. Read on to find out about the threats Apple will face and why the company's position in the technology industry might not be as cemented in success as some think. 1. Apple's China problem Apple has a very big problem that the company doesn't like talking about much: China. Android is the dominant force in the mobile space in China, and even the government has announced plans to build its http://www.eweek.com/print/mobile/apple-faces-10-threats-to-future-growth-prosperity 1/3 Apple looks invincible at first...
Words: 756 - Pages: 4
...Uncontrollable Variable: Technology 9/21/14 Apple has recently released the iPhone 6 Plus, which hit stores this past Friday, September 19th. With the release of this revolutionary product, Apple is aiming for versatility in efforts to expand their network in the smartphone world. While the iPhone continues to be the most purchased phone in the world year after year, the newest product possesses many features in hopes to keep Apple’s success at a high level. In recent times, smartphones are being produced at bigger sizes to help cope with the advances in technology. The iPhone 6 Plus measures 6.22 inches by 3.06 inches, making it nearly big enough to be considered a tablet computer. The underlying cause for the increase in sizes is so the products can complete more tasks, while creating a user-friendly interface for customers. In addition, Apple set out to release the iPhone 6 plus in efforts to have a device available that can be used for close to everything. Out of convenience for consumers, Apple’s aim is for people to be able to purchase one machine rather than buying a smartphone, laptop, and a tablet. The iPhone 6 Plus does a terrific job covering the features that all three of these major technological devices include. Most people would indeed prefer a single machine that can fulfill all of their computing needs. Purchasing an iPhone 6 Plus comes with some trade-offs. Obviously, the iPhone 6 Plus is not as big as a PC and doesn’t have a keyboard that is the...
Words: 1089 - Pages: 5
... Bus 400 Memo: Apple Inc. Apple Inc. is considerably the most successful company of the past decade. A company that currently has more cash funds available than the Federal Reserve and looks like it will keep on growing. Even though they lost their biggest asset, Steve Jobs, to a tragic death due to illness, Tim Cook seems like the right man to keep Steve’s vision alive. Steve Jobs had a vision of making Apple Inc. a cultural force through differentiation and style of his products. He was responsible for bringing out those innovative products that we all love: the iPod, iPhone, and iPad. Jobs wanted to reposition the company and take advantage of the consumers who were becoming more tech-friendly and taking on a more digital lifestyle. Apple’s first big move was the iPod. The portable digital music player was the first time that Apple took on another market away from its business core, computers. Right from the start the product was a huge hit. The two factors that made the iPod stand over their competitors were the memory capability and its sleek design. The first iPod could store around 1,000 songs when other MP3 players in the market could only store around an hour of music. The iPod quickly took over the market taking a 70% market share in the MP3 player industry. Another big factor that benefited the iPod was that it worked with both Mac and Windows, the first time Apple released a product that could work with other software...
Words: 1246 - Pages: 5
...Apple released new product again Qiaozhen yu operations management Edward Ruppel 2013/9/12 Apple released new product again Apple as a wonderful company in the world, update the mobile electronic products. Today, Apple just let the world down. iPhone the color of the 5C and 5S high prices become the key topic in the China. Even the usual lasts more than two hours of conference, this year is only an hour. What’s wrong with Apple? In my opinion, Apple’s product is not a lot of innovation in this time. In this article, I try to analyze this event, and give some of my opinions. Apple released new product again The event is now over — no big surprises from Apple. As faithful Apple followers know, September announcements usually mean a new iPhone. And Apple followed the script once again this year.But this time, Apple introduced two new phones. The 5C comes with a plastic cover and will sell at a lower price point than usual for new iPhones. The 5S has all the latest technology from the company, including a faster processing chip and improved camera. Both phones come in a variety of colors. Iphone5s looks almost identical to the iPhone 5, except that it's available in black, white or a classy-looking coppery gold. It's priced the same as last year's model, too: $200, $300 and $400 for the models with 16, 32 and 64 gigabytes of storage. Inside, though, there’s a new processor, which Apple says is...
Words: 889 - Pages: 4
