Apple global marketing_project (1)

The success story of the world’s most valuable Company

APPLE’S GLOBAL STRATEGY

INTRODUCTION• Apple Inc. (NASDAQ: AAPL; 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.

EXECUTIVE SUMMARY

• Incorporated by Steve Jobs and Steve Wozniak in 1977, Apple Computer, Inc. was incorporated with a net worth of US$250,000 • It has since grown leaps and bounds to the

Apple Inc. of today, employing close to 50,250 employees worldwide, with a net worth of US$ 624,000 million in 2012

THE 1ST COMPUTER MADE BY APPLE

Apple's first headquarter was the Jobs 'parents garage where Jobs and his friends design their first computer kit : the Apple I. It was box wood made with a basic motherboard inside

EXECUTIVE SUMMARY

• Despite a strong brand, rapid growth and high profits in the late 1980s, Apple nearly went bankrupt in 1996.

• Steve Jobs took over as CEO again in 1997 after being forced out of the firm in 1985. “Apple Computer” was renamed “Apple Inc.”

PRODUCTS MIX

CURRENT BUSINESS STRATEGY

• Apple adopts a differentiation strategy with its distinctive marketing campaigns that position itself as a hip alternative to other brands in the industry.

• Despite being a premium brand that is capable of commanding high price margins, Apple is still able to undercut its competitors

“DESIGNED BY APPLE IN CALIFORNIA. MADE IN CHINA”

In 2011, Apple made and sold 70 million iPhones, 30 million iPads, and 59 million other products

PRODUCT LIFE CYCLE EXTENSION

REVENUE BY REGION

7 KEY STRATEGIES THAT MADE APPLE THE BEST GLOBAL BRAND

1. Ignore Your Critics2. Turn the Ordinary into

Something Beautiful3. Justify Your Price4. Communicate in the

Language of Your Audience

5. Extend the Experience6. Build a Tribe7. Become “The Name”

Source: brandirectory.com

THE MOST PROFITABLE RETAIL STORE IN THE WORLD

• Apple ranked at the top of list in a study released by RetailSails last year as well, with $7,000 sales per square foot.

• Aside from having the highest sales per square foot, Apple also ranked among the top 10 retailers for highest sales per store, with $51.5 million

• Apple has opened up 33 new retail stores in the past year and currently has 390 stores in operation, 250 of which are in the U.S

Strengths Weakness

Strong R & D Not Share holder friendly

Aesthetic Design Former CEO Jobs died

Supply Chain Management Wont open the OS for outsiders

Finally, Apple thinks long term and strategically

Opportunities Threats

Coming up with Apple TV connecting all apple products

Android becoming very popular

Very Loyal Customer base Lot of Competition from low priced products

Constant growth of PC and Mobile Industry

Incompatibility with windows platform

THANK YOU