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Apple Marketing Plan Outline

In: Business and Management

Submitted By lani
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Outline

I. Situation Analysis A. Category/Competitor Definition
The brand equity of Apple Inc. is largely comprised of five product lines, two functional solutions, or two types of customer-based services. The industry, in which Apple competes, therefore, depends on the methodological classification of its products. The diversification of markets enhances Apple’s value chains, as a result. In a product lines based system Apple competes in five markets, including the PC industry with its Macintosh computers and Xcode software of MAC OS X, the consumer electronics industry with iPod, the electronic mp3 distribution with iTunes, the mobile market with the iPhone, and digitized medium with the AppsStore specifically designed for its products such as iPhone and iPad. This classification instrument aligns Apple with most electronic and digital products manufacturers from both domestic and globally competition. The major competitors for each industry are the direct substitutes, which include:

PC | Consumer Electronic | ditial music distributors | Smartphone | Acer | AVG | CD Bbaby | Blackberry | Asus | Blackberry | Catapult | Google | Compaq | Dell | Ditto | HTC | Dell | HTC | DMD | LG | eMachines | IBM | Emubands | Motorola | Gateway | Intel | IODA | NEC | HP | Microsoft | Musicadium | Nokia | Lenovo | Nokia | RouteNote | RIM | Samsung | Samsung | The Gene Pool | Samsung | Sony | Sony | Tuenecore | Sharp | Toshiba | Sony Ericsson | TuneCore Inc | Sony Ericsson |

Second, the two functional solutions redefined Apple products into two genuses—touch screen control solution and multimedia solutions—based on their utilities. Each solution corresponds to a unique market, the screen technology and graphical design industry respectively. Touch screen tech. encompass TableTop Docking and in-Wall Docking for iPad, control App for iOS and...

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