Apple Marketing Mix 2009

Apple Marketing Mix 2009

Apple
I have chosen to describe a company that I like and admire: Apple. Indeed, I am totally fan of this company and an avid consumer. I am under the spell of the brand, and when a new product comes out, I always want it (but unfortunately can’t buy it). What I admire with this company is its innovative side, and all of this with a remarkable simplicity. Moreover, what makes me addicted to this brand is the coherence, the cohesion and the compatibility between each product and service (website, iTunes…). Thus, after a quick presentation of Apple’s history, I will describe the current situation of the company thanks to the marketing mix analysis. Then, I will develop a SWOT analysis, and I will finish with the first five leading marketing lines of the brand.
Introduction
Apple Inc. (formerly Apple Computer Inc.) was created in 1977 by two students, Steve Jobs and Steve Wozniak, who are today major actors of the sector of computer science. From its origin, Apple won recognition as technological pioneer in the micro-computing for companies and consumers. Its main activity is to make and to sell computers with an easy to use, intuitive and stable operating system. But Apple hasn’t always had a growth as spectacular as she knows at present. Indeed, by the early 1990’s, Apple experimented with a number of failed consumer targeted products and their market share and stock prices fell. Everybody wondered how the company was going to re-launch its growth on a strong market with a lot of competition. Thanks to important investments in research and development, a strategic redefining and a strong corporate culture, Apple has been able to stop its fall and even better, has been able to get back on its feet and reach an exceptional growth rate.
Marketing mix (4P’s)
Product
Apple distinguished himself as the "creator of tendency" in his sector. At the beginning of 2000s, the company wishes to diversify its activities by launching into the market of digital MP3...