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Apple Presentaion

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Apple Presentaion

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MKTG 390

Marketing Strategy

Environmental Scan, SWOT Analysis and Market Potential

I was the principle author of this Apple presentation for Marketing Strategy (MKTG 390). A key point is how Apple has disrupted the industry with its Apple Pay.

The assignment objectives:

Conduct an environmental scan of that industry, develop a market potential forecast 2014 and 2019, and choose a company in that industry and do a SWOT analysis on it. You will need to define and describe the industry precisely (NAISC code) and the geographic scope (U.S., Europe, world), e.g. personal computers in the U.S. Then do an environmental scan (PEST) and develop a market potential forecast for the industry. Then you need to choose a company in the chosen industry and do a SWOT analysis on it, e.g. Dell. You need to present, analyze and document your environmental scan, market potential forecast and SWOT analysis as you would any research paper or report. .

MKTG 390

Marketing Strategy

Environmental Scan, SWOT Analysis and Market Potential

I was the principle author of this Apple presentation for Marketing Strategy (MKTG 390). A key point is how Apple has disrupted the industry with its Apple Pay.

The assignment objectives:

Conduct an environmental scan of that industry, develop a market potential forecast 2014 and 2019, and choose a company in that industry and do a SWOT analysis on it. You will need to define and describe the industry precisely (NAISC code) and the geographic scope (U.S., Europe, world), e.g. personal computers in the U.S. Then do an environmental scan (PEST) and develop a market potential forecast for the industry. Then you need to choose a company in the chosen industry and do a SWOT analysis on it, e.g. Dell. You need to present, analyze and document your environmental scan, market potential forecast and SWOT analysis as you would any research paper or report. .

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Apple Presentaion

  1. 1. REPORT By Averi, Matt, Razz, Reggie & Sean
  2. 2. AGENDA I. iOVERVIEW II. ENVIRONMENTAL SCAN III. iSWOT IV. COMPETITIVE ANAYSIS V. MARKET OUTLOOK VI. Q&A
  3. 3. iOVERVIEW I. Apple earns industry-specific revenue from two operating segments: 1) Operating System Software 2) Application Software II. Apple exists in multiple industries Market Leader
  4. 4. iOVERVIEW I. Announces iTunes Radio in 2013 Operating at a loss to capture market share from Pandora & Clear Channel (iHeart Radio)
  5. 5. iOVERVIEW Disruptive innovation in music business model
  6. 6. iOVERVIEW I. Announces WATCH II. Announces PAY COMING EARLY 2015
  7. 7. iOVERVIEW III. Industry Impact Shift from leveraging economies of scale to focused operations to differentiate from Apple “A pivotal first step would be to invent a new POV that it can own independently of Apple (or any other brands), and make sure it was a unique approach to form and function, not just communications content.” Source: FORBES Will HP Inc. Be A Dinosaur Or A Disruptor?, October 8, 2014
  8. 8. ENVIRONMENTAL SCAN Political Factors Social Factors iPEST Analysis Economic Factors Import penetration in manufacturing sector Price of computers and peripheral equipment Consumer Confidence Index (CPI) Per capita disposable income (note: wages have not increased) Number of broadband connections (infrastructure ) Corporate profit Source: IBISWorld (2014) Source: IBISWorld (2014) Technological Factors Source: IBISWorld & Gartner Research (2014) Firms must follow state and federal laws (IP laws) Streamlined Sales and Use Tax Agreement (SSUTA) 24 states & District of Columbia E-commerce: Federal Trade Commission Department of Justice Consumer Protection Agency We are in the midst of a radical shift in living patterns Urban living Increase in immigrants Aging (world) population Average life expectancy in U.S. is 79 years of age Increasing adoption of the digital life (integration) Source: Pew Research & CDC (2014) Level of technology change is high New products every 6 months Industry operators depend on the internet as a selling platform New developments with social media and apps Internet of Things (IoT) Innovations in human-computer interaction
  9. 9. iSWOT Strengths Opportunities Weaknesses Dependence on cellular networks Product delays typically due to issues with supply chain High dependence of iPhone & iPad sales Source: MarketWatch Source: MarketWatch & Global Data (2014) & Global Data (2014) Threats Source: MarketWatch & Global Data (2014) Increase in demand for wearable technology iOS expansion to in vehicle devices (smart cars) Increasing adoption of the digital life (integration) Source: MarketWatch & Global Data (2014) Stagnate global economy Theft of digital content (iCloud images distributed by hackers) Intense global competitors Declining sales of iPads Premium pricing can hinder growth in emerging markets Lower priced Android devices Consistent high revenue streams & operational efficiencies Leader in R&D (3% of sales) Masters of design to create aesthetically appealing products Strong brand image & equity Owns the largest library of music (5 million) & movies (500) Increase in demand for tables Enterprise sector allowing personal devices Mobile payments (iBeacon) Iphone 6 issues with bending U2 download backfire (Bono apologizes 10.15.14)
  10. 10. COMPETITIVE ANALYSIS
  11. 11. MARKET OUTLOOK Computer Manufacturing in the U.S. Revenue is projected to continue declining at an average annual rate of 5.2% to total $11.0 billion in the five years to 2019 The share of consumers that own at least one computer is anticipated to increase from 81.7% in 2014 to 87.4% in 2019 The growth of cloud computing (i.e. software and media delivered over the internet) means demand for servers will increase Industry is declining Computer Manufacturing in the U.S. Revenue will increase at an average annual rate of 7.8% to $30.8 to 2018 billion Threat of regulation could hamper growth outlook During the five next years, the number of (e-commerce)operators is expected to rise 2.6% per year on average to 5,310 companies Industry is growing
  12. 12. MARKET OUTLOOK Industry is declining Computer Manufacturing in the U.S. Industry is growing Online computer & Tablet Sales in the U.S. Retail Market for Personal Computers Internet Radio Broadcasting Other industries Cell Phone Repair Design, Editing, Rendering Software Publishing in the U.S. Speech & Voice Recognition Software Developers Source: IBISWORLD (2014)
  13. 13. THANK YOU
  14. 14. Q&A

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