Apple Computer, Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. June 2012

1. Apple Inc

2. Islam, Kamrul 10-17636-3
Parvin, Shahonas 10-17548-3
Haque, Md.Sameul 10-16618-2
Khan, Moshiur Rahman 10-17713-3
AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH
Faculty of Business Administration
Department of Marketing
BBA Program

3. Introduction
• Apple Computer, Inc. is an American multinational
corporation that designs and sells consumer electronics,
computer software, and personal computers.
• The company's best-known hardware products are the
iMac, iPod, iPhone and the iPad

4. History
• Apple Computer founded in 1976
• Jobs had to convince Wozniak to turn Apple into a
company
• Ronald Wayne was 3rd founder of Apple Computer and
designed first logo-
• resigned a year later

5. History Continued
• Apple became incorporated in 1977, agency
designed colorful logo
• In 1985 Wozniak left Apple and
pursued other interests
• 1997 Jobs officially returned to the
CEO position
• Also serves as a director of Disney
• Co-Founded Pixar Animation Studios

6. Products
• Personal Computers
• MacBook® Pro
• MacBook®
• MacBook Air®
• Mac® Pro
• iMac®
• Mac® mini
• Xserve®
• Mobile Devices
• iPhone®
• iPhone®3G
• iPhone® 3GS

7. Products
• Tablet Computer
• iPad ®
• iPad 2 ®
• iPad 3 ®
• Portable Digital Music and
Video Players
• iPod® shuffle
• iPod® nano
• iPod® classic
• iPod® touch
• Other Products & Services
• iTunes® 9
• Apple TV®
• iLife® ’09
• iWork® ’09
• Logic Studio®
• Safari®:
• QuickTime®
• MobileMe™
• AppleCare®

8. Target market
1) Middle/Upper
2) People who like to have fun with technology.
3) Music enthusiasts
4) Professionals in media and design.

9. Competitors
• Personal Computers
• Dell, HP and Sony along with many others
• Operating system and computer software differentiates Apple
• iPod
• Sandisk, Sony, Phillips and many others
• Louder
• Hard-drive based
• Complementary products
• iPhone
• Blackberry, LG, Samsung, Motorola, Palm, etc.
• Full browser
• Only AT&T
• IPad
• Samsung

10. Market Share

11. Marketing strategy
• Ignore Critics
• Turn the Ordinary into Something Beautiful
• Justify Price
• Communicate in the Language
• Extend the Experience
• Build a Tribe
• Become “The Name”

12. SWOT Analysis
Strengths Weaknesses
Strong brand image
Robust financial performance
Focus on research and development
Very few viruses and other malicious
software
Product recalls
Patent infringement
Not much free or inexpensive software on
the market
Opportunities Threats
Smartphones
New retail stores
Intense competition
Uncertain global economic conditions
Declining PC sales
Dependence on specific suppliers

13. SWOT Analysis
• The high brand recognition make Retail stores possible
and they are now a competitive advantage
• Smartphones cannot compete with the iPhone
• The focus on R & D has given Apple the edge in
innovation

14. Top Three Competitors
• Microsoft
• Controls about 94% of Operating Systems
• Makes products that last a long time, although not “hip”
• OS is compatible with everything
• Hewlett-Packard
• Top competitor in PC sales
• Controls large segment of business market
• Does not offer other products other than PCs and accessories
• Dell
• Weakest competitor of top 3
• Provides computers for businesses, schools
• Behind HP in PC sales
• Does not offer other products other than PCs and accessories

15. Findings
• Only upper class people gain apple products
• Price reduction
• Media relation
• Labor behavior problem
• Quality control & customer service issue
• Comparison with religion
• Environmental destruction claim

16. Recommendation
• Price reduction
• more careful about environment
• Increase sales network