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Executive summary Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand. Actually although they are not apple mania, most people all over the world think that Apple Inc. is the top brand of the consumer electronics industry area. So, we will analyze the main cause of the Apple Inc`s success by using marketing analysis tools.

목차

1. Executive summary

2. Company description

3. Strategic Focus and Plan

4. Situation Analysis

5. Market - Product focus

6. Marketing Program

7. Financial Data and Projections

8. Organization

9. Implementation Plan

10. Evaluation and Control

Table or Contents

본문내용

2. Company description

Apple Computer, Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company`s best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system. As of July 2011, the company operates 357 retail stores in ten countries, and an online store where hardware and software products are sold. As of September 2011, Apple has recently been the largest publicly traded company in the world by market capitalization, and the largest technology company in the world by revenue and profit.

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007, to reflect the company`s ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. As of September 2010, Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide[3] and had worldwide annual sales of $65.23 billion.

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