Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak. It produces personal computing products including desktops, notebooks, software, and services. Apple aims to continue innovating with groundbreaking products and expanding its retail stores globally. It uses market segmentation to target different consumer groups. Apple positions itself as a premium brand through superior design, customer support, and innovation. Its business strategy follows the 4Ps of marketing.

1. Apple Inc.
By Anisha

2. Introduction:
• Steve Jobs started Apple in 1976 together
with Steven Wozniak.
• Desktop computers, notebooks, related
peripherals, software ,networking and
connectivity products
• The customers feel more comfortable when
being able to touch and feel the products

3. Description of Business of Apple
• The company offers a range of personal computing
products including; desktop computers, notebooks,
related peripherals, software ,networking, and
connectivity products
• value for an Apple customer is physical contact both
with the products and with educated and
knowledgeable employees
• selling its products both on the Internet and through
distribution channels

4. 1974
The idea for Apple
Computers was
BORN
1976
First Computer was
SOLD

5. 1984
The Macintosh was
INTRODUCED
1985
was discharged
Steve Jobs

6. 1998 1999
Apple introduced all-in-one
the iMac
Also Apple unveiled
the iBook

7. And the Innovations continue…

8. officially bigger than Microsoft ($94billion)
Now, Apple generated revenue of
$234 billion

9. Objectives
• Continue to create groundbreaking products. Apple
has made a name for itself becoming a trend setter in
the market with every one of their products introducing
something new and exciting to the world.
• Expand nationwide chain of Apple stores globally.
• Increase profit margins.
• Enter and sustain premium pricing while attempting to
gain market share.
• Build hype and anticipation for new upcoming
products.

10. Market Strategy
•Innovation
•Simple design
•Superior customer support
•STP and USP

12. STP Process (Segmentation,
Targeting and Positioning)

13. Segmentation
When the market is divided into sub groups, known as
market segments, in order to create product differentiation
strategies and to exploit these segments to the firm's own
use. There are several segmentation techniques that can be
used, like:
• Demographic segmentation: It is when the market is
segmented on the basis of age, gender, education, income,
occupation, etc.
• Geographic segmentation: It is when the market is
segmented on the basis of city, state, region or country.
• Psychographic segmentation: It is when the market is
segmented on the basis of life style, Social class (Upper
class, middle class, lower class, blue collar, and white
collar), behaviour, opinions (liberal/conservative), values or
ethics

14. Targeting
• After the market has been separated into its segments,
the marketer will select a segment or series of
segments to target at, and then resources and efforts
will be targeted at the segment.
• Different targeting methods can be used by the firm,
like:
1. One supplier targeting a single segment with a
single product.
2. One supplier with one product, targeting all
segments.
3. One supplier, with several brands and targeting
different segments for each brand.

15. Positioning
• Positioning is all about the 'perception', and it may
differ from one person to another. E.g. what you
perceive as quality, value for money, etc, maybe
different to another person's perception about it.
• Apple is positioned as a premium brand in the mind
of the customers that demands and earns a price
premium. This price premium spans the entire
Apple product line.

16. Apple’s market strategy is also
implemented by the 4Ps
Product
Price Promotion
Place

17. Apple’s CRM techniques
- Genius Bar
• The main feature Apple has in its retail chain, one that really
shows interest for the customers, that really satisfy them.
The Genius Bar.
• The Genius Bar is section of the store, always located at the
end, where you can go if you need any kind of assistance.
• It’s free, you only need to book an appointment online, and
than go to the nearest Apple Store. You will find a Genius,
waiting for you, waiting to answer to all of your questions.
• The session can last 30 minutes, where you are face to face
with a person that tries to help you. If your product need to
be fixed, they will repair it in store, charging you with the
related costs, if the product is no longer under warranty.

18. Apple Inc.
SWOT Analysis &
Conclusion

19. 1. Faithful customers
2. Apple is a leading innovator
in mobile device technology
3. Strong financial performance
($10,000,000,000 cash, gross
profit margin 43.9% and no
debt)
4. Brand reputation

20. 1.High price
2.Decreasing market share
3.Further Change in
management
4.Long term gross margin
decline

21. 1.High demand of iPad
mini and iPhones
2.iTV launch
3.Growth of tablet and
smartphone markets
4.Strong growth of mobile
advertising market

22. 1.Rapid technological
change
2.Increase in taxation
3.Rising pay levels for
Foxconn workers
4.Strong dollar

23. How to THINK DIFFERENT
Conclusion
For more than 35 years apple has been a trends
set company able to foresee the future of
domestic computers and consumers electronics,
it will continuing it because apple’s others
name is innovation and apple know,

24. Stay Hungry, Stay Foolish.
Think Different