Contents

• Introduction 3
• Products 3
• Mac 3
• iPod 3
• iPhone 4
• iPad 4
• Other Software and Products 5
• Market Overview and Analysis 5
• Porter’s Five Forces 5
• Industry Rivalry 5
• Bargaining Power of Suppliers 6
• Bargaining Power of Buyers 7
• Threat of Substitutes 7
• PEST Analysis 7
• Political Influences 7
• Economic Influences 8
• Social Influences 8
• Technological Influences 8
• SWOT Analysis 9
• Strengths 9
• Weakness 9
• Opportunities 9
• Threats 10
• Strategy Analysis 10
• Market segmentation 10
• Target Market Selection 11
• Product Differentiation 11
• Product Positioning 11
• Marketing Objectives 12
• Marketing Mix Strategy - Recommendations 12
• Product 13
• Price 13
• Place 13
• Promotion 14
• Conclusion 14
• Appendix 15
• References 19

Description

This report is a marketing plan for Apple Inc., and the primary recipients of the plan are the Board of Directors of Apple. In order to design the marketing plan, various tools will be used to analyse the market and strategy of the company. Founded in 1976, Apple has today become Multinational Corporation with computers as its main products has today diversified into a range of products in personal computers, computer software and consumer electronics.