This document presents an analysis of Apple Inc.'s marketing strategy and product timeline. It discusses Apple's focus on teenagers through middle-aged customers and positioning as a premium product brand. Key aspects of Apple's strategy include creating hype around product launches through exclusive previews and ensuring high customer satisfaction. The document also provides an overview of major iPhone models released from 2007 to 2014 and Apple's plans to promote new products from August to October each year.

1. Apple Inc.
EC 7860
Presented by,
Vatsalya Eranky

2. SWOT ANALYSIS

4. Marketing Strategy
• Targeting teenagers through middle aged
persons
• Positioned as premium product.
• Apple communicates to customers by all
means.
• Invincible when it comes to worldwide
product marketing
– Astute timing
– Creating hype
– Exclusive previews of their product
• High Customer satisfaction

5. Product Timeline
Product Release Date
I Phone 2G June 2007
I Phone 3G July 2008
I Phone 3GS June 2009
I Phone 4 June 2010
I Phone 4S October 2011
I Phone 5 September 2012
I Phone 5S and 5C September 2013
I Phone 6 September 2014

7. Marketing Plan
Duration Activity
August Promotes the new features of the Apple Product
August Give presentations discussing the new product
August/September Develop a plan or strategy of how to reach a greater amount
of customers for the product
September/October Launch the product effectively worldwide

9. • Apple’s crucial
business
development
strategy.
• New products and
services like I pad,I
Cloud, Apple TV etc.
• Aim to increase its
SOM.
• Providing with
complimentary
services like I Tunes
and App Store.
• Common thread of
Innovation and
unique designs
• Started with I pod,
followed by I phone
and now I pad.
• Constant
proliferation of Mac
Computers.
• Huge potential in
emerging markets
like China and India.
• Apple’s
Differentiation
Strategy.
• Demand for Apple
products in other
markets of the
world.
Market
Development
Diversification
Product
Development
Market
Penetration
Ansoff’s
Matrix

11. Global
Market
• It is estimated that 55%
of iPhone sales in 2010
are made outside of the
U.S
• Products are assembled
and manufactured in
Japan, Taiwan and
China, which are the
countries that are
focused on by Apple
Inc. for reaching global
markets
• Numerous retail stores
in various countries.

12. Competitors
Apple Product Competition Company
I Phone Other Smart Phones Samsung, LG, HTC,
Motorola
I OS Android Google
I Pod Music Player SONY
MacBook P C, Laptops Dell, HP, Lenovo
OS X Windows Microsoft
I Tunes Online Music Website Any Website
AppStore PlayStore Google
I Cloud Azure Microsoft
Apple TV Fire Amazon
Safari Chrome, IE Google, Microsoft

13. Value Net
Company
Customers
Compleme
ntors
Suppliers
Competitors
I Tunes,
AppStore
Those who
purchase
Apple
products
HP,DELL,A
NDROID,
MS,RIM
Foxconn,
Inventee
Appliances,
IBM,
Motorola

14. Core Competencies
• Innovation and
engineering excellence.
• Creativity and Design.
• HRM Policy.
Distinctive
Competencies
• Human Resources.
• Technological resources.
• Engineering and technical
development capabilities.
• Creativity capabilities.

15. References
• https://sites.google.com/a/email.vccs.edu/bus100amahajan/
home/strategies-for-global-markets
• http://inotes4you.com/2013/11/26/apples-strategy-and-ad/
• http://www.forbes.com/sites/christinemoorman/2012/07/10/
why-apple-is-a-great-marketer/2/
• http://blog.kissmetrics.com/7-strategies-apple-marketing/
• ttp://www.businessweek.com/articles/2013-09-19/cook-ive-
and-federighi-on-the-new-iphone-and-apples-once-and-
future-strategy