Apple’s Marketing Plan

下面为大家整理一篇优秀的assignment代写范文- Apple’s Marketing Plan，供大家参考学习，这篇论文讨论了苹果的营销计划。苹果公司总部位于美国加利福尼亚州，目前在22个国家设有零售店，在100个国家设有网上商店。苹果的目标受众因产品的不同而不同。苹果的产品针对的是具有一定消费能力的受众群体，追求的是高端消费体验。另外，苹果通过零售店、在线商店、第三方移动网络运营商、批发商和增值分销商销售产品。

I. Situation Analysis

1.1 A Brief History

Founded in 1976, Apple Inc. has become one of the most profitable brand around the world. In 1976, Steve Jobs, Steve Wozniak, and Ron Wynn started the Apple Computer in Job’s parents’ garage. In the same year, Wozniak developed the first product in the company’s history, the Apple I computer, which looks like a typewriter and can contact to TV working as a display. In the next year, the company launched Apple II computer, which was the first personal computer in the history, sold at around USD 1298. This was the company’s first great success as hundreds of millions computers were sold around the world at that time. Due to the success of this computer, Apple soon developed into a large company with thousands of employees.

In 1980, Apple launched its IPO in the United Sates and soon released the Apple III computer. In the same year, IBM, Apple’s largest competitor in computer market in the following years, produced, and Apple gradually fell in a period of recession. This recession was ended by the successful Apple Macintosh in 1984, which was the first computer of Mac series. The remarkable advertising campaign that Apple adopted also contributed to its success. In the next year, Steve Jobs was exiled from the Apple Inc and its CEO authorized Microsoft to use some of its graphic design, which was considered one of the worst decision made by Apple. In consequence, Apple’s market share declined to 5% in the United Sates computer market from 20%, and Microsoft has successfully occupied more market shares than Apple.

In 1997, Steve Jobs backed Apple and soon in 2001 make created the Mac OS X operating system, iPod, and iTunes music platform, which then beaten Sony’s Walkan, become the most popular music player in global market. In order to provide better service for customers, Apple provided offline Apple stores in the United Sates. Gradually, Apple opened physical stores in major Apple’s markets.

On April 5, 2006, Apple introduced Boot Camp, a software that allows Macs with Intel microprocessors to run Windows XP. This has simplified the task of installing Windows operating system on a Mac, providing detailed guidance on the overall installing procedure. In the same year, Apple released the first computers that with an Intel processor, iMac and MacBook Pro. A second generation of iPod was also launched in 2006.  In addition, apple launched its most profitable products, iPhone, in 2007, opening an era of smartphones. These products and services shape the basic framework of Apple’s business. In the same year, Apple launched Apple touch.

The latest products of Apple are iPad produced in 2010, the selling of iPhone and iPad currently composes of more than 70% of Apple Inc.’s profits. At present, Apple was considered as the most valuable brand in the world.

1.2 Mission Statement

Apple’s Inc.’s mission statement is the base for the company’s success as one of the most valuable brand around the world. Founded in 1976, Apple Inc. enjoys a history of more than 40 years, and its mission also has changed over time. Currently, Apple’s mission statement is as follow:

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 is defining the future of mobile media and computing devices with iPad (Rowland, 2018).

1.3 Products or services offered

Apple Inc. provides a series of products and services for consumers. The Apple’s product seamlessly formed the Apple’s product ecosystem. Apple’s products and services cover several categories, including hardware, software, services, and application software. Apple’s hardware products includes iPhone, iPad, Apple Watch, Mac computer, Apple TV, while its software products includes iOS, macOS, watchOS, and tvOS.  Apple provides services such as iTune Store (a music player platform and application purchase and download platform), App Store (enable customers to download and purchase applications), iBook Store (serve as digital library and reader), and Apple Music. In addition, Apple innovated a series of applications, including iLife, iWork, iMovie, Final Cut Pro and etc. Apple sells its products through its retail stores, online stores, and third-party cellular network carriers, wholesalers, and value-added resellers.

1.4 Competitive land scape

Apple Inc. faces challenged from a series of competitors.  Given that Apple’s products cover many categories, including smartphone, computers (laptop and tablet computers), and MP3, the company faces much more competitors than companies targeted on congeneric products, especially when competitions in all these markets are extremely competitive. For instance, in the smartphone market, Apple’s iPhone faces competition from Samsung Electronics Co,. Ltd, LG Electronics, Lenovo Group Limited, Hewlett-Packard Company, Huawei and Xiaomi in Asian market, and other foreign markets.  In the personal computer and software market, Apple faces competition against companies such as International Business Machines Corporation, Cisco Systems, Inc. Google Inc, Microsoft Corporation, Dell Inc. Lenovo Group Limited, Sony Corporation and many other  computer hardware, software companies. In foreign markets, Apple also faces challenges from local companies, especially when sell in nations adopting protectionism in trades.

1.5 Target audience

Headquartered in California, United States, Apple now has retail stores in 22 countries and online stores in 100 countries. Apple’s target audience varied from different products. For instance, Apple iPhone’s target audiences are young or middle aged people, white collar and business people who pursue fashion and high-tech and high-end phone service experience. Apple Watch, a high-end luxury watch that integrated both a watch and iPhone’s function, providing service as “proactive health monitor, ultimate workout partner, comprehensive activity tracker, and offer easy ways to connect”,  targets audiences that from middle and top classes that have certain consumption ability. On the whole, Apple’s products target audiences with certain consumption ability and pursues high-end consumption experience.

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