This place is responsible for designing, developing and sells technological products which include phones, pcs and applications. Its best-known hardware products: Mac PCs, iPods, iPhones, iPads and Apple TVs. Its customer application includes the OS X and iOS operating-system, iTunes, safari web browser, and the iLife and iWork creativity and productivity packages.
Apple was established by Steve Jobs, Steve Wozniak, and Ronald Whyne on Apr 1, 1976 to develop and sell pcs. It was incorporated as Apple computers Inc. on Jan 3, 1977, and was relabelled as Apple Inc. on Jan 9, 2007 to reflect its shifted focus towards technology. (Apple, n.d.)
Apple is the second-largest technology organization by revenue after Samsung Electronic devices, and the third-largest cell phone maker after Samsung and Htc. Fortune magazine named Apple the most popular organization in the United States in 2008, and in the world from 2008 to 2012.On Sept 30, 2013, Apple organization exceeded Coca-Cola to become the most valuable brand in the Omnicom Group's "Best Global Brands" report. The organization has also received the critique for its contractors' labour methods and also for Apple's own environmental and business methods. (Apple, n.d.)
Apple is known for its creative genius and cutting edge work in the field of technology. Apple provides state of the art products which makes it very difficult for its customers to switch over other brands. Highly personalized and smooth functioning products. Since last decade, Apple has launched revolutionary products which have changed the way technology industry functions. Apple has revolutionized smartphone market with iPhone, music players market with different versions of iPods, amazing Mac series and iTunes.
Table of Contents
Introduction
Executive Summary
Marketing Audit
PESTLE Analysis
SWOT Analysis of Apple:
Porter’s Competitive Forces Analysis
New Service and Product Suggestion
Communication Plan for Web Based Phones/MacBook
Promotional Mix
Advertising
Sales promotion
Public Relations
Exchange Offers
Evaluation of the communication plan
Recommendations & Conclusion
Objectives and Core Topics
This report aims to conduct a comprehensive marketing audit of Apple Inc. to understand its competitive positioning, evaluate its current market sustainability, and propose a strategic plan for introducing web-based services and products to enhance market share.
- Detailed internal and external environment analysis (PESTLE, SWOT, Porter’s Five Forces).
- Strategic proposal for cloud-based mobile and laptop service expansion.
- Development of a holistic communication and promotional plan.
- Evaluation framework for assessing product launch performance.
- Financial and strategic recommendations for sustained market leadership.
Excerpt from the Book
Porter’s Competitive Forces Analysis
The Porter’s competitive force model analysis helps us to determine the threats we have from different entrants, competitors, market, suppliers and customers. (Fadaei, 2013)
Threat of New Entrants: There are already great competitors in the PC and Cell phone market. Therefore, entry of prospective opponents will not be easy in this market. Non Apple clients do not have the same level of product commitment like the Apple customers have. Apple accomplished this product commitment by focusing on extreme R&D and product advancement. Moreover, Apple’s price advantages act in line with the PC and Cellular markets. Therefore, it is hard for prospective opponents to get into the market. In addition, small numbers of PC companies are prominent in the market because of financial of range and this financial of range makes a hurdle for prospective opponents to get into in this market. (Lloyd, 2013)
Competitive rivalry within an industry: It is stated before that Personal Computer and mobile market is very competitive Therefore, competition in this market is indicated by competitive costs policies, powerful item advancement and design, online extreme marketing, network marketing, and after-sale solutions. Dell Inc., Hewlett-Packard Company, Motorola, Samsung Electronics Co. Ltd., Sony, , Research In Motion Restricted, Htc, Microsoft Corporation, Acer Inc, LG Electronic devices Inc., Oracle Organization, Google Inc are the main competitors of Apple company Inc.
Summary of Chapters
Introduction: Provides a corporate overview of Apple Inc., highlighting its history, technological contributions, and global market status.
Executive Summary: Outlines the scope of the report, including the marketing audit methodologies used and the proposed strategic enhancements for Apple's services.
Marketing Audit: Analyzes Apple's internal and external environment using PESTLE, SWOT, and Porter’s Five Forces models to assess the company's current competitive landscape.
New Service and Product Suggestion: Proposes the development of web-based phones and laptops that leverage cloud computing to reduce hardware costs and increase accessibility.
Communication Plan for Web Based Phones/MacBook: Details a strategic promotional approach, including advertising, sales promotions, and public relations tactics for the proposed product line.
Evaluation of the communication plan: Establishes performance metrics and expected sales targets for the new product launch during the first quarter.
Recommendations & Conclusion: Summarizes findings and suggests that Apple focus on aggressive marketing, pricing strategies, and innovation to maintain its market capitalization against emerging competitors.
Keywords
Apple Inc., Marketing Audit, PESTLE Analysis, SWOT Analysis, Porter’s Five Forces, Cloud Computing, Web-based phones, Communication Plan, Promotional Mix, Public Relations, Sales Promotion, Market Share, Product Launch, Technological Innovation, Competitive Rivalry.
Frequently Asked Questions
What is the primary focus of this report?
The report provides a comprehensive marketing audit of Apple Inc., focusing on the company's current market position, internal and external pressures, and proposed strategies for future growth.
Which analytical frameworks are utilized in the audit?
The document employs several key business frameworks, including PESTLE Analysis, SWOT Analysis, Porter’s Five Forces, and STP analysis to evaluate Apple's operations.
What is the core objective of the research?
The primary goal is to assess Apple's competitive edge and suggest a strategic move toward web-based products to address market shifts and improve financial performance.
What scientific or research methods were applied?
The report utilizes secondary research, examining market reports, competitive data, and existing business models to formulate its conclusions and recommendations.
What aspects of the business are covered in the main body?
The main body covers a comprehensive market audit, strategic product suggestions, a detailed communication and promotional plan, and an evaluation framework for launch success.
Which keywords best describe this study?
Key terms include Apple Inc., marketing audit, PESTLE, SWOT, cloud computing, communication strategy, and competitive market analysis.
Why does the author suggest a pivot to web-based devices?
The author argues that moving toward cloud-based hardware will reduce production costs and allow Apple to maintain competitive pricing, helping it capture market share in emerging regions.
How does the report propose managing product launches?
The report suggests a robust communication plan that integrates public relations, social media engagement, and strategic exchange offers to drive brand loyalty and product awareness.
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- Sherry King (Autor:in), 2011, Apple marketing audit and new service product plan, München, GRIN Verlag, https://www.hausarbeiten.de/document/269800
