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Apple Computers

Strategic Planning for. Apple Computers. Amy Cook Mia Crampton Jessica Eagon Chelsea Lister Rachel Littell Patrick Przeacznik Curt Weathers. Apple’s Mission.

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Apple Computers

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  1. Strategic Planning for. . . Apple Computers Amy Cook Mia Crampton Jessica Eagon Chelsea Lister Rachel Littell Patrick Przeacznik Curt Weathers

  2. Apple’s Mission • Apple is committed to bring the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software, and internet offerings.

  3. Background • Steve Jobs • Start of the personal computer revolution • 1980’s invention of Macintosh • Trendy desktop and notebook computers • OS X operating system and professional applications • Digital music revolution

  4. Steve Jobs - CEO Pixar Studios iPod iTunes iMovie Tiger OS X Trend-setter for young generations Capability improvement Stock has nearly tripled within 3 years Internal Factors

  5. External Factors • Microsoft is still the computer industry powerhouse • Business attitude: Apple is not as good as PC’s • Apple is just a trend • Public misconception of Apple computers

  6. Apple.com Education Art Professionals Business Investors Apple.com/business Mac OS X Tiger for Small Business Windows Mac Compatibility PDF Microsoft Office QuickBooks FileMaker Pro Profiles of Offices using Apple Communication Audit

  7. Apple StoresBusiness Days Every Wednesday in November The Press Business Week Fortune CNN Events Macworld — San Francisco Apple Expo — Paris IBC — Amsterdam Photo Gallery Telluride Film Festival Communication Audit…continued

  8. S.W.O.T. Analysis • Situation • Mac OS X • Tiger (operative system reliability) • iPod • iTunes • Younger generation interested in Apple products (prosperous market) • Financial stability • Microsoft partnership • New iMac G5 • Versatile product range

  9. S.W.O.T. Analysis • Weaknesses • Lack of acceptance among world businesses • Apple computers have an identity of being trendy • Personal Computers are still more popular • Consumers lack trust for Apple

  10. Opportunities Business and office use segment Home and personal computers public Expansion in digital music market TV broadcasting in portable multimedia devices S.W.O.T. Analysis

  11. S.W.O.T. Analysis • Threats • Personal computers that continue to dominate the computer industry among the personal computer and business computer publics. • Other portable multimedia device manufacturers • Microsoft • Stock market stability.

  12. Problems • Seen as only an artist computer • Viewed as incompatible with most software • Thought of as expensive • Predominately used by “at home users” • Offers more than iPod technologies and capabilities

  13. Opportunities • Appealing to corporate markets with new OS X version ‘Tiger’ • Focusing on the photo editing software capabilities • Expanding on iTunes and iPod technologies • Using Apple recent “good buzz” against competitors like Microsoft • Bringing in more revenue then previous years

  14. Main Opportunity • Appealing to corporate markets with new OS X version ‘Tiger’

  15. Our PR Plan

  16. Main Message • Macs are not only for artists and the young hip generation, they are also built for business professionals.

  17. PR Objective 1 • To increase awareness about Mac’s capabilities in business software programs among business professionals by 40% within a year.

  18. Strategy • We will use an IT magazine, such as T3, and the Wall Street Journal or NY Times because most business professionals utilize these sources for up-to-date information.

  19. Tactic • Pitch a story about Mac’s current business software programs, such as the new OS X Tiger and its comparison to PC software programs.

  20. PR Objective 2 • To change attitudes about Mac’s business-related software programs among business professionals by 30% within a year.

  21. Strategy • We will use business and computer conventions and special event because not only does our key public attend these events, but using face-to-face communication is the most persuasive. High ranking officials from every department will present controlled communication to the key public.

  22. Tactic • Use a display of our business software programs including demos and samples for our publics to try out. We’ll also have individual brochures that explain (a) general computer problems and ways Mac can solve them, (b) information about each software program, and (c)how Macs and PC’s are compatible.

  23. Method of Evaluation • Question and Answer segments during the convention(s), documented • Surveys before the convention to determine attitudes about Macs • Surveys following the convention to see if and how attitudes have changed • Note any media coverage after our stories are published • Listen to word of mouth

  24. Ethical Considerations • Our PR Plan not only focuses on its own interests but also those of the publics by: • Letting business professionals test the programs at the convention(s) so they can make their own decisions about Macs • Providing information on how to solve general computer problems

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