Apple Marketing Report - 1

12467 Words Apr 7th, 2011 50 Pages
Module: Marketing Management and Strategy

Code: 4MBS672

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Date: 16th December 2010

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TABLE OF CONTENTS

Introduction ……………………………………………………………………………………… | 3 | Executive Summary ……………………………………………………………………………… | 4 | Apple Analysis:The 7 P’s …………………………………………………………………………………………. | 5-9 | Competition ………………………………………………………………………………………. | 10-15 | Pestle Analysis …………………………………………………………………………………… | 16-18 | Financials ………………………………………………………………………………………… | 19 | SWOT Analysis ………………………………………………………………………………….. | 20-21 | Assumptions ……………………………………………………………………………………… | 22 | Marketing Objectives and Strategy ………………………………………………………………. | 23-24 | Contingency Plan ………………………………………………………………………………… | 25 | Evaluation
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The research draws attention to how Apple entered an unknown market with the iPhone and even though it did not do very well in the beginning, with a phenomenon product life-cycle management it was able to rise to the top of its league.
On top of managing the life-cycle, Apple ensured the iPhone’s success using other techniques such as risking the positioning of the device as a high quality, high priced Smartphone. Apple also used a selective method of distribution to insure the exclusiveness of the phone even further.
The report then moves to analyse the Smartphone market with Porters five forces. It describes it with high entry barriers due to the aggressive marketing that the established brands are involved in. Customers bargaining powers are described as strong, based on the fact that it is easy to find substitutes for the products and finally it shows the suppliers bargaining powers as weak, since suppliers actions are almost dictated by the actions of Apple and its competitors.
Finally the report looks at other external factors via PESTLE analysis. The Political factor is seen to have allowed Apple to have boundless potential in an untapped market, but at the same time it forces Apple to be environmentally conscious.
The economic section has looked at the market downturn in detail how it has affected Apple with issues such as exchange

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