Apple

APPLE INC. PRODUCT- AND SALES MANAGEMENT BY DR. LÜTTERS

Index The company behind the brand MARKETING products and distribution Focus: INTERNET Bad things Conclusion

THE COMPANY APPLE INCORPORATED

HISTORY STEVE JOBS & STEVE WOZNIAK, 1976

Company facts and ﬁgures HQ: Cupertino, Cal. 21,600 employees CEO: Steve Jobs Industry: computer hard- and software, consumer electronics Competitors: technology, retail companies

Apple Inc. www.marketwatch.com 30,336 SHAREHOLDERS FIDELITY INVESTMENTS: 6.49% STEVE JOBS, CEO: 0.64% RONALD B. JOHNSON, VP: 0.17% MICROSOFT: 0.75%

Market shares COMPUTER 3% 28% 72% 97% WORLDWIDE MP3-PLAYER USA 2.7% 72% COMPUTER 6% 15% 85% 94% USA MUSICDOWNLOAD USA 6% 85%

Financial health 30 25 $ 25 bn 20 15 $ 15 bn 10 5 $ 3.5 bn 0 2003 2004 2005 2006 2007 Net sales Net income Cash

Sales and growth in 2007 15.000 12.500 10.000 11.596 7.500 5.000 5.460 2.500 4.115 1.753 0 1.082 America Europe Japan Retail Other +23% +33% -11% +27% +30% Net sales per Operating Segment

Net sales by product 2007 growth Desktops 4.020 $ 21% $ 10.3 bn Portables 6.294 $ 55% iPod 8.305 $ 8% $ 10.8 bn music related sevices 2.496 $ 32% iPhone 123 $ other hardware 1.260 $ 15% Software, Services 1.508 $ 18% = 24006 $

MARKETING products and distribution

APPLE is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings.

Users „highest brand and repurchase loyalty of any computer manufacturer“ (J.D. Power) „unusually artistic, creative and well-educated customer base“ (news.com) several conferences and trade shows worldwide store openings attract large crowds

MACWORLD KEY NOTE SPEACH SAN FRANCISCO

STORE OPENINGS

Hardware iPod touch iPod nano iPod shufﬂe iPod classic MacBook MacBook Air MacBook Pro Mac Mini iMac Mac Pro iPhone Airport Extreme Cinema Displays Time Capsule Apple TV Server Storage solutions

Software Mac OS X iWork ‘08 iLife ‘08 Quicktime (Microsoft Ofﬁce) Final Cut Logic Studio Aperture .MAC Garage Band Shake Xsan OS X Server Software Support

Internet services

Distribution 1 2 3 Retail stores Online stores Third-party QUALITY SHOPPING MALLS CONSUMER WHOLE SALER URBAN SHOPPING DISTRICTS EDUCATION RETAILERS SMALL BUSINESS CATALOGUERS CREATIVE SHOP-IN-SHOP SCIENCE

STORE LOCATIONS WORLDWIDE 200+ WORLDWIDE

APPLE STORE FIFTH AVENUE „CUBE“ OPENING MAY 2007

THIRD-PARTY RETAILERS / CATALOGUERS / SHOP-IN-SHOP

Focus: INTERNET CHANGING BUSINESS

...how Apple does it. DISTRIBUTION HARDWARE SOFTWARE OF CONTENT (PC) / Mac iTunes iTunes Store Apple TV (TV) MUSIC TV PROGRAM MOVIE RENTALS AUDIOBOOKS IPOD GAMES iPods MUSIC VIDEOS MOBILE PODCASTS iPod touch WI-FI ITUNES U iPhone

MUSIC TV SERIES + HARDWARE MOVIES

SOME NOT SO GOOD ...AH, BAD!? THINGS

...environment 2004 Greenpeace attacked Apple for still using PVC and Brominated ﬂame retardants (BFRs) + no global end-of-life take back plan 2006 Greenpeace ranked Apple last of ten electronics companies dealing with toxic substances 2007 open letter from Steve Jobs: „A greener apple“ > end of 2008

...production production by taiwanese Foxconn in Shenzehn (iPod city) near Hongkong 2006 critics about inhuman working conditions: working 80+ hours overtime a month for $ 50 „Apple Supplier Code of Conduct“ „Electronic Industry Code of Conduct“ Implementation Group

...greed? June 29, 2006 Apple announced internal investigation about „discovered irregularities related to the issuance of certain stock options grants made between 1997 and 2001.“ > Steve Jobs and other top executives April 2007 SEC ﬁled charges against former CFO Fred D. Anderson and former general counsel Nancy R. Heinen > money penalities and barring due to the „swift, extensive and extraordinary cooperation in the Commission‘s investigation“

...litigations Apple ﬁled several law suits against bloggers and online journalists > suspicion of employees selling secrets 2006 lost in californian court: same press freedom as traditional 2006 Apple payed Creative $100 mio for infringed patent of the Zen player more litigations pending about patents, trademark rights and other things

CONCLUSION

power brand with good products and services highly competitive market still growing with proﬁt and a lot of cash

Thank you. Any questions?

http://chenlihsin0226-alwaysdomybest.blogspot.com	390
http://www.slideshare.net	37
http://chenlihsin0226-alwaysdomybest.blogspot.co.uk	3
http://webcache.googleusercontent.com	2
http://chenlihsin0226-alwaysdomybest.blogspot.co.nz	2
http://chenlihsin0226-alwaysdomybest.blogspot.com.au	1

Apple

by Andreas Brepohl on Jan 29, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 435

Statistics

Apple — Presentation Transcript