애플 APPLE 기업분석과 마케팅전략분석(영문레포트)

소개글

애플 APPLE 기업분석과 마케팅전략분석자료입니다.

영문자료입니다.

목차

Ⅰ. Introduction
1.Summary
2.History
3.Vision & Mission
4.Product lines

Ⅱ. SWOT Analysis

Ⅲ. Strategy of Apple
1. Corporate level.
(1) Horizontal Integration: Acquisition.
(2) Vertical Integration: Move to retailer
(3) Joint Ventures & Strategic Alliance
(4) Outsourcing Strategy
2. Business level
(1) Differentiation: Premium

Ⅳ. Conclusion
1. Summary of Apple Inc.
(1) Strong Points
(2) Weak Points
(3) Forecast
2. Recommendation based on summary
(1) Product Strategy
(2) Growth Strategy
(3) Innovative Culture
3. Recommendation on Strategy level
(1) Corporate level
(2) Business level

본문내용

Apple marketed its products by highlighting its differentiated features, emphasized interoperability, especially design, ease of use, security (no virus) and high-quality software. Jobs also consolidated the product range, reducing the number of its lines from 15 to 3 to emphasize rarity and reduce production costs.
In the earlier year, Apple was identified as implementing focus differentiate because it was limited to a certain group of customers comparing to competitors. However in later they step into other market, the important step was to launch iPod which could increase a lot of customer base, and it make Apple maintain on implementing a differentiation strategy with a broader target market.
Apple pioneered the PDA market by introducing the Newton in 1993, iMac in 1998 with continuous update. Furthermore, in 1999 iBook. It completed their “product matrix”, a simplified product mix strategy formulated by Jobs. This move allowed Apple to have a desktop and a portable computer in both the professional and the consumer segments. In 2001 iTunes. This marked the beginning of Apple’s new strategy of making the Mac the hub for the “digital lifestyle”. Then Apple introduced the iPod, central to the “digital lifestyle” strategy.

참고 자료

없음