苹果公司为什么成功？.ppt

THE APPLE FOR THE EYE— A Strategic Analysis of Apple Corporation
Content
Executive Summery
Marketing Strategy
Product Strategy
Service Strategy
Management Strategy
Executive Summary
Apple Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and puters.
Established: Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 .
Executive Summary
Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally essful – over 100 million units were sold within 6 years.
In January 2007, Steve Jobs, the CEO and Co-Founder of Apple Inc. reveals the long anticipated iPhone, bination of an -enabled smartphone and the iPod. In June 2008, he announces that the iPhone 3G would be released in July 2008, this newer version added support for working and assisted GPS navigation, among other things.
Executive Summary
Executive Summary
Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product.
Marketing Strategy
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
盈亏平衡分析:
Situational Analysis
Government support for high-tech industry
Technology is an evitable drive for economic growth
Innovation will make people astonished and feel curious about new products
New technologies and the customers’ demand for electronics are increasing with the decrease of production costs
SWOT Analysis
Strengths
Innovative – The Apple’s products have an innovative touch screen with many functions. They are also well known for cool essential gad