Analyse Marketing du groupe Apple (document en anglais)

PURCHASING MARKETING

Iphone ipod ipad

California, United States, 364 Retail outlets in 13 countries.60,400 permanent employees, 2900 temporary employees.

APPLE

Apple Inc. along with its subsidiaries is engaged in designs, manufactures and markets mobile communication and media devices, personal computers and portable digital music players and sells a range of related software, services, peripherals, network solutions, third party digital content and applications. The company’s product and services include IPHONE, IPAD, MAC, IPOD, and APPLE TV, a portfolio of consumers and professional software applications, the IOS and MAC OS X operating system, ICLOUD, and a range of accessory, services and support offerings. It also sells and delivers digital content and applications through the ITUNE store, app store, IBOOKSTORE and MAC APP STORE.

By 1990 Apple was the most profitable PC Company in the world.

1997 apple joined Microsoft and 1998 introduced iMac and gained profit.

RECENT ACQUISITION AND DEVELOPMENTS

• During the year ended November 24, 2011, the company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio.

• August 1, 2011, Apple acquired C3 Technologies, is a 3D mapping company, founded in 2008, now known as Apple sputnik division.

• December 20th 2011, Apple acquired Anobit, is designed to improve the speed, endurance and performance of flash storage system while driving down the cost.

• In February 2012, the company acquired app search engine chomp, is a search engine that finds the app you want, founded in 2009.

DEVELOPMENTS

iCLOUD

June 2011, iCloud was launched by Steve, through this users can store photos, app, documents, calendars and access songs on iTunes without storing them in the phone’s memory. And it’s free with iOS 5

iBOOKS

January 19th, 2012 iBooks textbooks were introduced by Apple’s Phil Schiller for IOS and iBook author for Mac OS X.

IBooks author is the latest app which lets anyone easily create incredible iBooks textbook for ipad.

iPAD

March 16th, 2012, 3rd generation ipad was introduced, with sharper resolution and features and faster processor, high quality video, improved camera quality, faster downloading speed and lighter battery.

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.

REVENUE BREAKDOWN 2012

EXSISTING COMPETITORS

CATEGORY

PLAYERS

PC IBM, DELL, ACER, HP, LENOVO

IPOD SERIES SAMSUNG, SANDISK, CREATIVE, MICROSOFT ZUNE, NAPSTER AMAZON.COM, NAPSTER

IPHONE SERIES HTC, SAMSUNG, GOOGLE, MOTOROLA

IPAD AMAZON’S KINDLE, DELL, HP, SAMSUNG

OPERATING SYSTEM MICROSOFT WINDOWS, ANDROID OS, LINUX

The marketing strategy of Apple:

Apple has a marketing strategy which is one of the best. it’s very different of its competitors.

They control the distribution:

It exist two physical distribution networks: the APR (Apple Premium Resellers) which are independent retailer and, since 2009, the ARS (Apple Retail Store), also known as “Apple Stores” which are owned and controlled by apple. And there are online Apple Stores.

The arrival of the products is progressive and limited:

After the launch of a new product, there are always inventory shortages. The company uses a strategy of scarcity which makes people addicted to the products by letting them think that the product is not accessible for everyone

They control the diffusion of information:

They spread the minimum in order to create a buzz. The goal is to improve the secret, create curiosity about the products. We can call it “marketing of secret”. They say almost nothing, so that people and journalists talk about the launch.

They create a feeling, not a product:

They don’t only sell a product, they sell also all the benefits of the products, they give you the access to “Apple”.

Build a tribe:

They give to customers the feeling to belong to the extremely small community of apple owners.

Account for all aspects of your product:

Apple’s products are beautiful, but everything is well designed too. The packaging, their apple stores, the website, even the language they use. It is important to excite the customer all along the buying process.

SWOT ANALYSIS

STRENGHTS

WEAKNESS

• High valued product

• High customer base

• Strong

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