苹果公司销售计划.ppt

Apple iPhone Marketing Plan
Group Assignment
Arab Academy for Science, Technology and Maritime Transportation
MBA Group H
Ahmadullah El-Hadidy
Basem Gaber
Hany Abdulwahab
Kareem Raslan
Moustafa Hanafy
Tamer Yousif
Apple iPhone Marketing Plan
Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Implementation
Budget
Control
Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control
Executive Summery
The Past – Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple puter Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU, RAM and basic textual video chips) – less than what is considered a puter today. Apple was responsible for creating the desktop publishing market due to their innovative programmes, PageMaker and LaserWriter. 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.
Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control
Executive Summery
The Present – January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that puter Incorporated would now be known as Apple Inc. He also 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.
The Future – Apple plans on focusing on satisfying personal consumer demands rather than merely fu