苹果公司为什么成功？ppt课件

1、LOGOLOGOthemegalleryTHE APPLE FOR THE EYE A Strategic Analysis of Apple Corporation ContentExecutive SummeryMarketing StrategyProduct StrategyService StrategyManagement StrategyExecutive SummaryApple Inc. is an American multinational corporation that designs and sells consumer electronics, computer

2、software, and personal computers. Established: Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 .Executive SummaryBetween 1983 and 2019 Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video con

3、soles and TV appliances. Market share and stock prices decreased. In 2019, Apple introduced the iPod portable digital audio player. The product was phenomenally successful over 100 million units were sold within 6 years.In January 2019, Steve Jobs, the CEO and Co-Founder of Apple Inc. reveals the lo

4、ng anticipated iPhone, a combination of an Internet-enabled smartphone and the iPod. In June 2019, he announces that the iPhone 3G would be released in July 2019, this newer version added support for 3G Networking and assisted GPS navigation, among other things.Executive SummaryExecutive SummaryAppl

5、e plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product.Marketing Strategy盈亏平衡分析：Situational AnalysisSWOT Analys

6、is Strengths Innovative The Apples products have an innovative touch screen with many functions. They are also well known for cool essential gadgets. Compatibility The products like iPhone will work with iTunes and with other Mac/Apple products and OS software tools which means limitless potential f

7、or upgradeability. Ease-of-Use The all-new touch screen interface recognizes multi finger gestures, just as the human hand normally behaves. SWOT AnalysisBrand awareness Apple is so dedicated to developing new and better products along great technological innovations like the original ones that hold

8、 a large group of loyal customers.Price All products would be sold at a reasonable price for its value.Quality Scratch resistant screen durable and light metallic finish - software suite resistance to computer viruses.SWOT Analysis Opportunities Increasing demand and expansion to a new target segmen

9、t As technology advances and smart phones get cheaper, Apple will attract more consumers and get regular users access to other products. Upgradeable Software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradea

10、ble. Partnerships Apple can collaborate with many powerful global companies, which reduces costs in marketing and increases revenue through long-term agreement deals. SWOT Analysis Weaknesses Price Apple does not yet offer lower priced models for more cost conscious consumers. User Interface Touch s

11、creen interfaces suffer from the problem of “gorilla arm”* * Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to se

12、t in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.SWOT Analysis Threats Increased competition More companies may enter the market, and competitors or even Apple contractors can maneuver around patents to create similar devi

13、ces. These companies undercut the price of Apples products.Marketing Objectives Target Market Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college a

14、nd graduate students who need one portable multifunction device. Marketing Objectives Positioning Using product differentiation, positioning them as the versatile, convenient, value-added devices (communication, music, pictures, video, and full Internet access) for personal and professional use. The

15、 products will be promoted as both professional and hip.Marketing Strategy (4Ps) Product & PriceSeriesTypesPriceComputeriMac, eMac, Mac mini, Power Mac, Xserve RAID, MacPro, iBook , MacBook, MacBook Pro, MacBook Air￥300020000DigitaliPod, iPod mini, iPod nano, iPod Shuffle, Apple TV, iPodclassic,

16、 iPod touch, iPad, iPad mini￥300 3000TelephoneiPhone, iPhone 3GS, iPhone 4, iPhone 4s, iPhone 5.￥20006000Marketing Objectives Place Massive rollout worldwide at all reputable major retailers Massive rollout Online, Showrooms and in all providers All Apple Stores the Apple website will dedicate thems

17、elves to the products Eye catching displays will be found at all physical stores to make the product stand out from the pack Marketing Objectives Promotion Advertisements - Integrate Apple message of revolutionary communications and audio/visual experience together in all media advertisements - Orig

18、inal but tasteful at the same time - Emphasize Apple brand prominently - A massive TV campaign is planned before launching the new products featuring a soon to be legendary ad to be the talk of the country - Advertising will be appearing on a regular basis to maintain general public awarenessProduct

19、 Strategy Simplicity-sophistication in design and use The outside of the (expensive) elegant cube exhibited, the integrity of the entire products design, the “one-button” approach, from its intention through its concept development, through the process of making it and, ultimately, of the users expe

20、rience of working with itsuch that the simplicity that resulted becomes the ultimate sophistication.Product Strategy Worrying about the smallest detail Even the packaging of Apple productseven the screws that connect elements Self-made (unique) operating system, software format and hardware interfac

21、e Compatibility: Only for iMac, iPod, iPhone, iPad Customers have to buy music, apps, books and digital publication from App Store and iTunes StoreProduct Strategy Customer Involvement Apple insisted on integrating customers experience into its design and development processes. Platform Strategy The

22、 OSX operating system, for example, is used in all of Apples computers as well as in the iPhone. And the iPhone and iPod Touch clearly come from the same platform, as does most of the iPod family.Service Strategyuse control measures to closely monitor quality and customer service satisfactione.g. as

23、k for feedback on iPhone features, and implement those changes most important to the end user in the next generation iPhone;allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refine future iPhone modelsconsumers can contact the main headquarters about any possible technical problems by using Apple Customer Service Bar and a customer service phone number stored in the phone bookManagement Systemsmallest, but excellent management teamLearn From AppleFo