AUDIT OF A APPLE INC

Audit of a Apple Inc

Audit of a Apple Inc Short Term Marketing

Organization of Choice: APPLE COMPUTERS

Apple Computers was formed on 1976 in Silicon Valley by two young talented entrepreneurs. Since the birth of its first computer Apple always introduced innovative products in the computer related market. It was from their Silicon Valley headquarters that products like the mouse and PDA (Personal Digital Assistant) were first developed.

Since the beginning that Apple Computers is perceived as a computer maker that created a fusion of fashion, brand, industrial design, computing and digital innovation.

Apple designs, manufactures and markets personal computers and related software and services, peripherals and personal computing and communicating solutions. The Company sells its products worldwide through its online stores, direct sales force, third-party wholesalers and resellers, and its own retail stores. The Company's products and services include the Macintosh line of desktop and notebook computers, the Mac OS X operating system, the iPod digital music player, the iTunes Music Store and digital music management software, and a portfolio of other software products, peripherals and services for education, creative, consumer and business customers.

MARKETING AND COMMUNICATIONS OBJECTIVES

Short term Marketing and Communications objectives:

Penetrate hi-fi market and sell 10,000 units (approximately 1% of the hi-fi market) of iFi products with in the first 12 months of their launch.

Use Apple database to target at least 200,000 potential customers (with our target market characteristics) for direct marketing purposes to be used two months after the launch of Apple iFi products.

Build up a database of at least 10,000 potential new customers (with our target market characteristics that are not already in Apple's database) for direct marketing purposes to be used prior the launch.

To position Apple as the number one in preferred brands for new music related products.

Gain distribution in at least 30 specialist hi-fi outlets and ensure coverage of every city/town with a population over 400,000 people in the UK.

Increase brand loyalty to 90% (offering a new line to loyal customers - around 87% - and converting others) within 16 months after product launch

Raise product range awareness and interest among target market, from 0% to 70%, pre and post launch of the products from April to September 2011.

Raise comprehension of product new and innovative features from 0% to 50%, pre and post launch of the products April to September 2011.

Integration of communications to build up a database of potential new consumers to at least 10,000 people.

Position brand/products as being a recognized hi-fi manufacturer of innovative, quality design, technological and mid-market equipment.

The positioning of the brand/products echoes the reality that people perceive Apple as being a recognized, technological, design quality manufacturer, hence when going for the buying process they will perceive the new iFi system exactly the same way. Thus, our long-term objective is to reinforce the brand name and repositioning it from simple computer manufacturer to high quality design, innovative, technology pioneer electronics manufacturer.

TARGET MARKET

Based on the situational research Apple's target market is:

o         Male and Female

o         20 to 45 years old

o         ABC1

o         Upper Mobile Professionals

o ...