MARKETING

Apple Inc.



Executive Summary

The main idea for conducting the research was to conduct analysis of Apple Inc. In main terms of the value of the company delivered to the potential target segments. For the purpose of this analysis, the secondary research was utilized from the library of IIBIT and from the online database of the University of Ballart. The study contains the information on Apple Inc. And its market segments, its value creation to the segments, its competitors; and have been analysed. The findings of the research is all related to Apple as it is one of the market leader, and their customers are status conscious and believe upon the quality products. Moreover, their customers are higher level students contains higher living standards such as good income. They focus on quality products rather than the price of the product. The evaluation through the research suggest that their segments are attractive, matchable, and wide enough to the objectives and resources of the company which has provided the opportunity to the Apple Inc. to expand their activities and increase market share. Some recommendations are proposed based on the research such as: a) As it is one of the technological firms it has to invest more on R&D; b) Apple should focus to enlarge their stores; c) Improvement should be made in the financial support program; and d) Apple should stop outsourcing in order to get competitive advantage.

TABLE OF CONTENTS

1.Introduction4

2.Discussion5

2.1.Description of the Company5

2.2.Evaluation of the Company9

2.3.Two Target Segments12

2.4.Evaluation of the Targeted Segments14

3.Recommendations18

4.Conclusion19

References21

Apple Inc.

Introduction

To become succeed and to remain in the market for longer period, the company must focus to deliver its best value to the customers as compared with their competitors. For achieving it, company should select target potential segments and markets. As the customers possess different taste, preferences etc. It is not essential for the company to appeal all the customers. The company should select the group of buyers that have same preferences and then target them to enhance the chances for their success.

The aim of this report is to analyse Apple and its segments and target markets; and the creation of value for its customers to take advantage over their competititors.

In order to organize this report, the plan has been devised to utilize the secondary resources and based on that conclusion and recommendations have been proposed to Apple to run their business effectively and efficiently.

Discussion

Description of the Company

Figure 1: Apple's Logo

Source:

http://img.ibtimes.com/www/data/images/full/2011/10/06/169820-the-apple-

inc-corporate logo-is-pcitured-in-arlington.jpg

Apple Inc., is one of the popular company throughout the world. It is a multinational corporation belongs to America. The main work of the company is to create design, manufacture and sells the hardware of the computers and software related products, and some electronic products. The company now a day is famous for their two main products such as, iPad and iPhone. Beside these it also contains some other well known products such as, iPods, Mac OS X, Macs, iWork, iLife, iTunes, iOS, Safari, Logic Studio etc.

Apple was founded on 1 April, 1976 in Cupertino, California by Steve Jobs, Ronald ...