Strategic Planning for. . .
Apple Computers
Amy Cook
Mia Crampton
Jessica Eagon
Chelsea Lister
Rachel Littell
Patrick Przeacznik
Curt Weathers
Apple’s Mission
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Apple is committed to bring the best
personal computing experience to
students, educators, creative
professionals and consumers around
the world through its innovative
hardware, software, and internet
offerings.
Background
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Steve Jobs
Start of the personal computer revolution
1980’s invention of Macintosh
Trendy desktop and notebook computers
OS X operating system and professional
applications
Digital music revolution
Internal Factors
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Steve Jobs - CEO
Pixar Studios
iPod
iTunes
iMovie
Tiger OS X
Trend-setter for young generations
Capability improvement
Stock has nearly tripled within 3 years
External Factors
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Microsoft is still the computer industry
powerhouse
Business attitude: Apple is not as good
as PC’s
Apple is just a trend
Public misconception of Apple
computers
Communication Audit
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Apple.com
 Education
 Art
 Professionals
 Business
Investors
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Apple.com/business
 Mac OS X Tiger for
Small Business
 Windows Mac
Compatibility PDF
 Microsoft Office
 QuickBooks
 FileMaker Pro
 Profiles of Offices
using Apple
Communication Audit
…continued
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Apple Stores
Business Days
 Every
Wednesday in
November
The Press
 Business Week
 Fortune
 CNN
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Events
 Macworld — San
Francisco
 Apple Expo —
Paris
 IBC — Amsterdam
 Photo Gallery
 Telluride Film
Festival
S.W.O.T. Analysis
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Situation
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Mac OS X
Tiger (operative system reliability)
iPod
iTunes
Younger generation interested in Apple
products (prosperous market)
Financial stability
Microsoft partnership
New iMac G5
Versatile product range
S.W.O.T. Analysis
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Weaknesses
 Lack of acceptance among world
businesses
 Apple computers have an identity of
being trendy
 Personal Computers are still more
popular
 Consumers lack trust for Apple
S.W.O.T. Analysis
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Opportunities
 Business and office use segment
 Home and personal computers public
 Expansion in digital music market
 TV broadcasting in portable multimedia
devices
S.W.O.T. Analysis
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Threats
 Personal computers that continue to
dominate the computer industry
among the personal computer and
business computer publics.
 Other portable multimedia device
manufacturers
 Microsoft
 Stock market stability.
Problems
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Seen as only an artist computer
Viewed as incompatible with most
software
Thought of as expensive
Predominately used by “at home users”
Offers more than iPod technologies and
capabilities
Opportunities
Appealing to corporate markets with new
OS X version ‘Tiger’
 Focusing on the photo editing software
capabilities
 Expanding on iTunes and iPod
technologies
 Using Apple recent “good buzz” against
competitors like Microsoft
 Bringing in more revenue then previous
years
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Main Opportunity
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Appealing to corporate markets with
new OS X version ‘Tiger’
Our PR Plan
Main Message
 Macs
are not only for artists
and the young hip
generation, they are also
built for business
professionals.
PR Objective 1
 To
increase awareness about
Mac’s capabilities in business
software programs among
business professionals by 40%
within a year.
Strategy
 We
will use an IT magazine, such
as T3, and the Wall Street Journal
or NY Times because most
business professionals utilize these
sources for up-to-date information.
Tactic
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Pitch a story about Mac’s current
business software programs, such as
the new OS X Tiger and its
comparison to PC software programs.
PR Objective 2
 To
change attitudes about
Mac’s business-related
software programs among
business professionals by
30% within a year.
Strategy
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We will use business and computer
conventions and special event
because not only does our key public
attend these events, but using face-toface communication is the most
persuasive. High ranking officials from
every department will present
controlled communication to the key
public.
Tactic
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Use a display of our business software
programs including demos and samples
for our publics to try out. We’ll also have
individual brochures that explain (a)
general computer problems and ways
Mac can solve them, (b) information
about each software program, and (c)
how Macs and PC’s are compatible.
Method of Evaluation
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Question and Answer segments during the
convention(s), documented
Surveys before the convention to determine
attitudes about Macs
Surveys following the convention to see if
and how attitudes have changed
Note any media coverage after our stories
are published
Listen to word of mouth
Ethical Considerations
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Our PR Plan not only focuses on its own
interests but also those of the publics by:
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Letting business professionals test the
programs at the convention(s) so they can
make their own decisions about Macs
Providing information on how to solve
general computer problems