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Apple and Microsoft

In: Computers and Technology

Submitted By ofcoach
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APPLE IPAD2 MARKETING PLAN

LIN,DANDAN
ID:0697645
COURSE:MARKETING601
May 9, 2011

* Executive Summary

1. IN PAST
Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU,RAM and basic textual video chips) – less than what is considered a personal
Computer today. Apple was responsible for creating the desktop publishing market due to their innovative programmers, PageMaker and LaserWriter. Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful – over 100 million units were sold within 6 years
2. IN PRESENT
January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple
Inc. In 2010, apple inc. introduced the first ipad, in 2011, ipad2 came out.
3. IN FUTURE
Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. * Situational Analysis
1. Political Situation •Taxation is something that governments put and Apple should be study this as country by country case to anticipate profitability, and pricing strategy.
•Importing laws in the world with GATT are in favor of trading
2. Economic Situation •Economic growth worldwide is in a big recession which needs careful manipulation
•Potentiality of the market is decreasing but it is higher than any others in the...

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