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 Ð'- 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 Ð'- Integration of the Product Lines 41

Figure 11 Ð'- eCommerce Access 41

Figure 12 Ð'- Uses for the Product 43

List of Tables

Table 1 Ð'- Apple SWOT Analysis 9

Table 2 Ð'- iPod/MP3 Player Ownership by Age 13

Table 3 Ð'- 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

Executive Summary

- Sameh Darwish

Marketing Strategy

New decision makers, decision-making structures, dynamics, and even beliefs and motivations come into play when developing a company's marketing plan. Towards preparation of a formal marketing plan, it is important to develop a consensus surrounding strategy and approach to be used. Through example, this paper seeks to formulate marketing strategy for Apple and its portable digital music player Ð'- the iPod. This paper describes the company, the products marketed; provides a situational analysis; analyzes its e-business model; determines market research and market intelligence needed to develop strategy; and concludes with formulation of an e-Marketing Strategy.

Background

Company

Apple Computer (Apple) designs, manufactures, and markets personal computers and related software, services, peripherals and networking solutions. It also designs, develops, and manufactures a line of portable digital music players along with related accessories and services including online distribution of third-party music, audio books, music videos, short films and television shows. Apple's products and services include the Macintosh line of desktop and notebook computers, the iPod digital music player, the Xserve G5 server and Xserve Raid storage products, a portfolio of consumer and professional software applications, the Mac OS X operating system, the iTunes Music Store, a portfolio of peripherals that support and enhance Macintosh and iPod product lines and a variety of other service and support offerings. Apple business strategy focuses on bringing the best personal computing and music