Apple Marketing Plan

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 Sample 30

Figure 4 - Shop Floor Hierarchy 35

Figure 5 - Collaborative Marketplaces and E-Hubs 36

Figure 6 - Demand Management 37

Figure 7 - Transactional and Relationship Marketing 38

Figure 8 - Example of iPod Shuffle Messaging 39

Figure 9 - Adoption Curves for Various Media 40

Figure 10 ?– Integration of the Product Lines 41

Figure 11 ?– eCommerce Access 41

Figure 12 ?– Uses for the Product 43

List of Tables

Table 1 ?– Apple SWOT Analysis 9

Table 2 ?– iPod/MP3 Player Ownership by Age 13

Table 3 ?– iPod/MP3 Player Ownership by Income Level 13

Table 4 - E-Business Model by Stage 19

Table 5 - Potential E-Business Metrics and Methods 49