Académique Documents
Professionnel Documents
Culture Documents
• Value Creation
• Innovation
• Quality
5 C’s
• Customer- Transcends across all ages
• Company Skill- Innovation, Differentiation
• Competitors- Dell, IBM
• Collaborators- Nike, Century Fox, Disney
Studio’s, EMI
• Context-
SWOT ANALYSIS
STRENGTHS WEAKNESSES
HIGH
Competitive
Bargaining power of Bargaining power of
Rivalry within
suppliers customers
the industry
VERY INTENSE
LOW
Threat of
substitutes
VERY HIGH
THREAT OF NEW ENTRANTS
Streaming audio and video with v-cast (Verizon)
The
The Most
Most Admired
Admired Brand
Brand
• Customer care:
AppleCare- to meet need of individuals and business
Apple’s self-servicing account program- for institutions and
businesses for repairing only their own products
Apple’s service provider program- for resellers and service
provider offering services to Apple customer
• Employee Benefits:
- Supports diverse group of people on campus
- Offers Flexi-programs for employees
- E.g. FlexiBenefit program, FlexiDollar program
- Excellent Training and Development including four categories:
‘Offer or Efficiency’ program
‘business driven needs ’program
‘Personal development’ program
‘ General awareness ’ program
• Thrive to become greener Apple:
- Being critisised for not being leader in removing toxic
chemicals and not properly recycling
- Investigating its current practices
- Four main areas of attention are: product and packaging
Responsible manufacturing
Energy efficiency
Recycling
PERCEPTUAL MAPPING
Highly innovative,
High quality
Microsoft
Apple
Sony
Less innovative,
Moderate quality
Market Growth BCG Matrix
H
I PAD I PHONE 3G
I
G
I POD TOUCH MAC BOOK PRO
H
I POD NANO
10
I SUCK
I POD SHUFFLE
L QUICK TAKE-
IPOD NANO
O CAMERA
W MAC
EAR BUDS
NOTEBOOKS
Customer
Repurchase
• Innovation Loyalty
• Complete Solution:
Apple’s products complement and complete each other
e.g. Buy an Ipodand music can be downloaded via iTunes
• Varied Products:
Many customers may not ready to buy an Apple computer, but they are
willing to give gadget like iPod and iPhone a try
• Proprietary formats:
Products are often not compatible for use with other systems ; hence
costumers not likely to go for other product
• New innovations:
Though the Architecture of the products is consistent, its portfolio
is not. Occupies place in living rooms ,pockets, offices of
customers, making it easy to stay loyal to the brand they already
use
• Attractiveness :
Form packaging to easthetic design to user-interphase experience,
Apple makes it product attractive and accessible
STP
• Segmentation –
– Psychographic
• Lifestyle
• Personality
– Behavioral
• Loyalty status – Strong
• Attitude towards the product
• Benefits : Quality
Target Market
• Middle/Upper income folks who are willing to pay a bit more for a
better user experience.
• Frame of Reference –
Technology (e.g IBM , Sony)
• Point Of Difference –
– Eg- iPhone – “All in one” features
STP
• Positioning Options –
– Image/Personality Positioning – Justin Long
– Quality Positioning
STP- Positioning
PRODUCT POSITIONING STRATEGY
• Positioning Multiple Brands
– Mac Book
– ipod
– Iphone
– Mac mini
• Position Defense Strategy- occupies the most
desirable position in customer’s mind ,makes
brand almost impregnable
Pricing Strategy
• Price Skimming
• Eg: June 2007, Apple introduced 8 GB and 4
GB i-Phone for $ 599 and $ 499 respectively
but after the success Apple discontinued the 4
GB variant and continued its 8 GB variant at $
399. They first charged premium price and
skimmed the market but later reduced the
price.
PRODUCT SCOPE STRATEGY
• A company with a single product has nowhere to go
if that product gets into trouble.
• Multiple products
– Technologically Related products
PRODUCT-DESIGN STRATEGY
• Standard products
• People driven – Aims at removing complexity
from people’s life
• Eg-iPhone
PRODUCT – ELIMINATION STRATEGY
Powerbook line
of Computers Macintosh
1991 1984
NEW PRODUCT STRATEGY
• Apple leads the computer industry in
innovation.
• New innovations
– iPhone – New market & business for Apple in the
Smartphones market
– iPod touch – New segment of buyers in MP3
players market
DIVERSIFICATION STRATEGY
• Concentric Diversification
– Synergy with existing business
– Providing overall digital end-to-end experience
RECOMMENDATIONS
Lowering the cost of products and maintaining
the same quality standards
Market Research
Outsourcing of work
What the experts say…..
Gene Munster of Piper Jaffray- says, “ Apple will
have lots of competition in the movie rental
arena, but Apple is setting the table for the
consumer movie experience for the next 25
years. The set top box introduced by Apple in
2007, delivered video and other multimedia
content from the PC to a television”.
Steve Jobs Says, “ We realized that for almost all
future consumer electronics, the primary
technology was going to be software and we are
pretty good at software. We could write
applications like iTunes on the Mac or even PC.
We could write the software in the device, like
you might put in an iPod or an iPhone. And we
could write the back-end software that runs on a
cloud , like iTunes.”
Presented by
• Vrushali Parab 71
• Girish Punjabi 75
• Hitesh Shah 94
• Mugdha Shelatkar 102
• Aditya Sinkar 106