"Man is the creator of change in this world. As
such he should be above systems and
structures, and not subordinate to them."
Apple Inc.
Chantavia Knight
Shantel Taylor
Ree’Noshia Taylor
Jennifer Mosha
History / background
Mission, Vision, Strategy
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"Apple designs Macs, the best personal computers in the
world, along with OS X, iLife, iWork and professional software.
Apple leads the digital music revolution with its iPods and
iTunes online store. Apple has reinvented the mobile phone
with its revolutionary iPhone and App Store, and has recently
introduced iPad 2 which is defining the future of mobile media
and computing devices."
"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."
Competition and Customers
Competition and Customers
“There is no other company that plays the same game as Apple!”
Future Competition ????
Operating Systems competitors…
Hardware competitors…
PC competitors…
Competition and Customers
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10% of users that visit Apple’s site older
PC vs. Mac
Older customers hesitant
Younger customers more flexible to adapt
Mac vs. PC Commercial
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http://www.metacafe.com/watch/133028/mac_vs_pc_ad_
mac_is_better/
Marketing Mix 4 Ps
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Product: Apple should continue with its
innovative products internationally. Mobile
technology is a fast growing technology in Asian
countries like India and China. So focus on
mobile devices in Asian countries would be a
smart step.
Price: Apple should focus on the buying power
of international market. It can go for medium
pricing for the price sensitive Asian market and
may be medium-high pricing for European and
similar market.
Promotion: Apple should continue promotion
of its products on the ground innovation, style
and technical elegance, internationally.
Place: Superstores like Wal- mart and Best Buy
in European market and online sale, shopping
malls and education sectors in Asian market.
Ansoff’s Product Market Expansion Grid
Perceptual Mapping - Positioning
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“A consumer's evaluation of a product typically is the
result of what it means, rather than what it does.”
Example: A consumer may think that Apple’s products are
more appealing to the eye and more efficient than a
Samsung product because of the appearance, the color,
how others may portray the owner of an Apple product.
BCG Matrix for Apple Inc.
Porter Strategies and Value Chain
Power of Customers
Threat of New
Entrants
Competitive Rivalry in the PC Industry
SWOT Analysis and suggestions
Strengths
1. Pioneer of innovative and high-tech quality products
like iPods, iPads, iPhone and Mac.
2. Globally recognized brand name
3. Large segment of loyal customers of apple “ Apple”
culture.
4. Study research and development.
5. Retail stores providing the eye-catching products and
experience of Apple’s software
6. Strong presence in education segment.
7. Visionary and charismatic CEO, Steve Jobs
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Weakness
1. Failure of two notable products namely Mac Mini and
Apple TV
2. Lower market share and higher price compared to
Microsoft and other competitors.
3. Decision to resist I Phone to a single operator was
unpopular in several markets around the world.
4. Steve Jobs dependency, a risky tactic
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Opportunities
1. Good relationships through joint venture with
other big companies coupled to bring out new
“hits”
2. Constant growth of PC and Mobile industry
industry.
3. More international expansion like Asian countries
4. Increasing demand of online music and others
applications like cloud based services.
5. Growing market of “Green” and energy efficient
product.
 Threats
1. Competition in technology with other Pc industry
giants like Dell, HP, Lenovo and mobile industry
giants like Nokia
2. Expensive products as compared to other
competitors such as Dell, Nokia, Microsoft
3. Poor health Steve Jobs
4. High product substitution effect in the innovative
and competitive technology market
5. Incompatibility with the windows platform.
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Creative Strategies
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Equivalence of customer and professional applications
Expand creative market for MAC
Expand iLife suite
Focus on next generation business practices
Market to youth…
Remaking itself as a mobile company
Core compentantcies
Refereneces
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http://www.informationweek.com/news/security/appsecurity/224400602