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Apple

Apple. Tiffanny Arnot Rachel Gilles Jason Darling Steven Meyers Alexis Angel. Changing Market = Advancing Company?.

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Apple

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  1. Apple Tiffanny Arnot Rachel Gilles Jason Darling Steven Meyers Alexis Angel

  2. Changing Market = Advancing Company? • With the technology market changing at such a rapid pace, Apple is having to be more aware of its customers and their needs. In doing this, the company is keeping a close eye on six key factors to its success: • The Apple image that has been created, • The technological advances that are promised with each new product, • Its high prices in a more competitive market, • The value of its market shares, • The company advertising as a whole, • And the marketing of each specific product!

  3. Visual Representation Apple has created for itself an image that is one of the most recognized icons in the world today, which allows the company to maintain its simplistic design while advancing the technology of each device.

  4. Technological Image • More than just a design image – • Apple has created its own version of almost all other software to run solely on its products. • Safari • iTunes

  5. Unable to Compete with Microsoft… • Microsoft and its contract with Windows for the use of Microsoft Office software has been the most challenging thing for Apple to compete with. • Word • PowerPoint • Access • Excel • One Note

  6. Until now! • Apple has listened to the concerns of its customers and recently, Apple has released that it is in the process of creating its own version of Office products, iWork: • Pages – Word • Numbers – Excel • Keynote - PowerPoint

  7. Pricing Customers have become more sticker conscious over the last couple years. High prices have allowed them to maintain a high profit margin.

  8. Pricing Apple needs to start pricing with competition. Losing market shares in less developed countries.

  9. Market Shares • Companies are gaining ground on Apple. • Slowly losing market shares. • Apple might be forced to choose between market shares or profit margin.

  10. Advertising Target Audiences • Living in the “now” • Showcasing how the Apple products have an easy program so that users can focus on content and their connections • Modern, Classic • Using the popularity of the classic design and their designer brand to target the modern crowd.

  11. Advertising Target Audiences • Students • Possibilities for education and the endless ways to further learning for college students.

  12. Apple vs. Everyone Else Campaigns • 4G vs. “4G” • Doubting other carriers truthful advertising in their connection speeds and technology. • Showing how Apple is the front runner and that all other companies are just mimicking their models and ideas for products.

  13. Bringing in the Geniuses • Apple uses its commonly known representatives, called “Geniuses,” as a play on how Apple always is the smarter, more knowledgeable provider of the group.

  14. Apple’s Worries • Apple’s sole concern has pretty much been profit margin with little regard to market share • Gradual loss to Android platform • Smart phone market has 15% Apple – vs – 75% Android and still growing • The next 6 billion smart phones sold are going to be to increasingly price sensitive consumers • Apple charges outrageous amounts for their products and Android is making major improvements.

  15. The Voice of Frustrated Apple Users • Gates was asked about the declining PC market. • Gates’ response was that because of the popularity of the tablet, it’s getting harder to distinguish between the two. • Microsoft’s “Surface”, as quoted of Gates, “brings the portability of the tablet, but the richness of the PC”

  16. Apple’s Ready To Fight! • Apple’s version of Microsoft Office, iWork is going to be free for users • Combating Microsoft by cutting into the power of Office. • Free iWork will increase sales of Apple’s core business

  17. Marketing Apple • Apple is “top-of-the-line” • Apple’s track record is fairly clean • Apps are made for Apple before moving on • Time will tell if Apple has what it takes to stay on top.

  18. The Future of Apple Both the future and competitive edge of Apple will be determined by the company’s ability to maintain its image while advancing and competing technologically, to compete with the competitive pricing of comparable products, and to maintain is advertising strategy in a constantly changing society.

  19. Thank you from group 4! • TiffannyArnot • Rachel Gilles • Jason Darling • Steven Meyers • Alexis Angel

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