Marketing Plan

Topics: Apple Inc., Digital audio player, IPod Pages: 16 (4795 words) Published: June 16, 2013
English Business Programs

Assignment Writing Second Semester CiB_01/03

Marketing

The marketing-plan of Apple Computer entering the digital music revolution

Course Lecturer: John F. Sykes Author: Urs Gaudenz Submitted: January 22nd 2004

Assignement Writing Cib_01/03 – Urs Gaudenz

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1 2 3 4

CONTENTS
Introduction ____________________________________________________ 4 Methodology ___________________________________________________ 4 Digital Music Revolution__________________________________________ 5 SWOT Analysis _________________________________________________ 6

4.1 4.2 4.3 4.4

Opportunities_______________________________________________________ 6 Threats ____________________________________________________________ 6 Strengths __________________________________________________________ 7 Weaknesses________________________________________________________ 7 The Market for Portable Music Players __________________________________ 9 iPod the Product ____________________________________________________ 9 The Market for Digital Music _________________________________________ 10 iTunes Music Store the Service _______________________________________ 10 Loss Leader _______________________________________________________ 11

5

The Market Entry ________________________________________________ 8 5.1 5.2 5.3 5.4 5.5

6 7 A-I A-II

Brand extension _______________________________________________ 12 Conclusion____________________________________________________ 12 Reference ___________________________________________________ 13 Bibliography _______________________________________________ 13 Declaration of Original Content ________________________________ 14

A-III



FIGURES

Figure 1: Apple Vision, “The Digital Hub” ________________________________________________ 8 Figure 2: The iPod _________________________________________________________________ 9

Figures Copyright by Apple Computer Inc.

Assignement Writing Cib_01/03 – Urs Gaudenz

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ABSTRACT

At the beginning of the new century the music industry found itself in a desperate situation. New digital music technologies emerged and opened whole new ways to distribute and listen to music. But people in the industry were to slow to react and more and more music consumers used free file share systems to illegally download songs via the Internet. Apple Computer saw this as an opportunity to enter a new market and develop a new digital music product, the iPod MP3 player and a new service, the iTunes Music Store. The success was overwhelming and further accelerated the digital music revolution. This paper analyses Apples excellent marketing for witch the company was named “Marketer of the Year” by the advertising agency AdAge last year. The paper is structured according to a marketing-plan covering business and product level marketing.

Assignement Writing Cib_01/03 – Urs Gaudenz

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1 INTRODUCTION
Apple Computer, the Cupertino, California-based company ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple computer is one of Americas most inventive companies. It developed many of the features that computer users have come to take for granted, including the graphical user interface, the mouse, the laser printer, and the color monitor. In the last 10 years alone, the company has issued more than 1000 patents. In the 90’s Apple made the momentous strategic decision not to license its technology and Microsoft with its Windows operating system quickly dominated the market. Apples share of the worldwide market for PCs decreased continuously to the lowest level of just about 2%. Steve Jobs, one of the founders of Apple Computer, who left the company in 1985 to start his own business with NeXT Computer and Pixar Animation Studios, returned to the company as CEO six years ago. Since then Apple enjoys a renaissance. Jobs' company has...
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