Apple Inc.

Presented By-:
Pooja Sanghavi- 321
Sunil Singh-337
Suprita Patil-338
Ujjwal Suryawanshi-339
Sushant Saraswat-340
Hritwik Chakma-341
 VISION AND MISSION
VISION
 “Man is the creator of change in this world.
 As such he should be above systems and
 structures, and not subordinate to them.”
 MISSION


“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.”


•
 INTRODUCTION
• Apple Inc. ( previously Apple Computer,
Inc.) is an American multinational
corporation that designs and markets
consumer electronics, computer
software, and personal computers
• The company's best-known hardware
products include the Macintosh line of
computers, the iPod, the iPhone and the
iPad.
• As of August 2010, the company operates
301 retail stores in ten countries, and an
online store where hardware and
software products are sold.
 Products

The MacBook Pro(15.4"

widescreen) was
Apple's first laptop The M ac
with an Intel m in i T h e cu rre n t iPo d
microprocessor. It was fa m ily , fe a tu rin g th e
announced in January
2006 and is aimed at iPo d S h u ffle , iPo d
the professional N a n o , iPo d C la ssic
market. a n d iPo d To u ch

The iPhone 4 is the most The Apple TV, in its

recent generation of most recent revision
iPhone.
 The 4 Ps of Marketing
• Product
• Price
• Place
• Promotion
 

 “The aim of marketing is to know and

understand the customer so well the
product or service fits him and sells
itself. ”
- Peter Drucker 
 Product
• Apple develops a wide range of
products for a very large target
market.
• Mac (MacBook, MacBook Air,
MacBook Pro, Mac mini, iMac, Mac
Pro…), iPod (iPod shuffle, nano,
classic, touch), iPhone, Apple TV,
Software, and lots of accessories.
•
 

 "Good marketers don't lead with

price."
 -Carl Howe
•
 Price
• Apple is a premium brand of
computers and electronics
• Generally, Apple products are
criticized as being overpriced
• Apple doesn't try to compete with
PCs directly on price
 

 “I've always been in the right place

and time. Of course, I steered myself
there.”
 - Bob Hope
 Place
• There are over 250 Apple Retail
Stores worldwide
• These stores are owned and
operated by Apple Inc.
• Apple products are also available
among many different retailers,
cataloguers, and “shop-in-shop”
• Every product can be purchase on
the On-line Store.

 

 “A good advertisement is one which

sells the product without drawing
attention to itself.” 
-David Ogilvy 
 Promotion
• Apple uses numerous advertising
media
• 1995 to 2000: “Think different”
campaign
• 2002: “Switch” campaign
• 2006 onwards: “Get a Mac”
campaign
Iam a PC Iam a m ac
BCG Matrix – Apple Products

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 PLC – Apple Products

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INTRODUCTION GROWTH MATURITY DECLINE

Time
 Segmentation and Target 

Demographic
 Psychographic


Segments Segments

• • Social Class
• College Educated • New money
• High Disposable income • Gen Y
• Middle-upper class
B e h a v io ra l S e g m e n ts • Spoiled kids
• • Lifestyle

• Artistic
• • Tech-nut
• Socialisers • Entrepreneur
• Fashion Conscious
• Image •
• Liberal
 Positioning
• Apple has positioned itself to a
certain type of customer
• wealthy people
• innovators
• people with good jobs
• good lifestyle.
 SWOT ANALYSIS
 STRENGTHS
One of the oldest hardware
manufacturers.

High quality product.
Easy to carry products
Huge consumer base loyal to
apple
Product diversification
 WEAKNESSES
Focusing on internal engg.
more than marketing
High price
Consumer faced problems
with faulty batteries
Had difficulties on some of its
products’ quality control
 SWOT ANALYSIS
 OPPORTUNITIES  THREATS
Less expensive new product Pressure from competitors.
lines with quality.
Substitution effect
Product line is functional and
attractive. Technology changes at a rapid
rate.
Flexibility to its users.
Forced to develop new products.
ipods are able to communicate.

New car models with ipod

connectivity.
 New Entrants
Threat of new entrants

Bargaining power of the suppliers

Existing
Supplier rivalry in the Customer
industry
Bargaining power of buyers

Substitute products & services

Substitutes
 EXISTING RIVALRY
Windows OS and media player for playing music and
video ( Microsoft)

Competition to Mac OS X (Linux)

Alternate sources of computer hardware (Dell, HP,

Lenovo)

Small stylish MP3 players (Creative, Samsung)

Online music stores similar to iTunes stores (Napster)

 THREAT OF NEW ENTRANTS
Streaming audio and video with v-cast (Verizon)
On demand online services (similar to i-tunes)


BARGAINING POWER OF SUPPLIERS



Suppliers of processors and computer memory

(Motorola, IBM, Intel)
Supplier of tv and movies (Disney, ABC, Fox, Sony)
Sources of music (BMG, Sony, Warner, Universal)


 BARGAINING POWER OF
CUSTOMERS
Customers share music using peer-to-peer networks
without paying for music (Ares, Limewire)

Retailers may pressure for lower prices or better terms

(Distributors)

Consumers/Businesses may reduce spending on computers

if they fear economic downturns (Consumer Attitudes &
Behaviors)



THREAT FROM SUBSTITUTES
Satellite radio for music (XM, Sirius)

Entertainment media, media and music (XBOX, PS2)

Alternative means to acquire music (Music CDs,

DVDs)

Alternative sources for videos (Cable, Broadcast,

Theatres)
 Strategies for India

• The demographics of India can be a major factor for apple to

succeed in India.
• The cost premium attached to apple products could play a
hindrance and hence apple would have to devise a cost
leadership strategy
• while maintaining the product differentiation.
• the following segments can be targeted by apple

•
• There is a huge demand for better processing powers in business
analytics and market research firms in India apple could target
these companies by demonstrating its technical expertise over
Microsoft

•
• Apple could enter into tie-ups with major educational institutes in
India. this would lead to mass awareness of its products other
than i-pod and i-phone