4. • Past Executive Summery
• Present
• Future The 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 programmed, 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.
5. • Past Executive Summery
• Present
• Future The Present
• January 2007, Steve Jobs, the CEO and Co-Founder of Apple,
announces that Apple Computer Incorporated would now be
known as Apple Inc.
• He also reveals the long anticipated iPhone, a combination of an
Internet-enabled smartphone and the iPod.
• In June 2008, he announces that the iPhone 3G would be
released in July 2008, this newer version added support for 3G
Networking and assisted GPS navigation, among other things.
• In July 2009 Another upgrade version the iPhone 3GS was
released. The iPhone 3GS added a compass, faster processor, and
higher resolution camera, including video
• The latest released was in July 2010, iPhone 4 was released in
whole world and change a new look from the old version.
• The iPhone 4 has two cameras for Face Time video calling and a
higher-resolution display
6. • Past Executive Summery
• Present
• Future The 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.
7. Company Apple Overview
Apple Timeline
Jobs back as "interim
Jobs became chairman
CEO" in 1997
iPhone launched
6/29/2007
IBM released its first PC
iPhone 3G hit market
Founded (4/1/1976) 7/11/2008
Introduced Macintosh
1975 1980 1985 1990 1995 2000 2005 2010
1/1/1977 - incoporated iApple ?
Jobs left Apple iTunes unveiled
by Steven Jobs & Apple was in trouble
Steven Wozniak 1990s iMac released
iPod went to life 2001
17. • Size • Size
• Growth
• Stage in life
cycle
• Cyclicity
• Seasonality
• Marketing
mix
• Profits
• Financial
ratios • Growth
Sold 1 million iPhone 3G in first weekend in 2008
Sold 1 million iPhone 3GS in first weekend in 2009
Sold 1.7 million iPhone 4G in first weekend in 2010
18. • Size • Stage In Life Cycle
• Growth
One year
• Stage in life
cycle
• Cyclicity
• Seasonality
• Marketing
mix
• Profits
• Cyclicity
• Financial
ratios
Source:
http://en.wikipedia.org/wiki/IPhone_4
19. • Size • Seasonality
• Growth
iPhone will launch every July of the year
• Stage in life
cycle Built a culture of iPhone sale
• Cyclicity
World expect everytime iPhone launch
• Seasonality
• Marketing
mix
• Profits
• Financial
ratios
20. • Size
Marketing Mix - Product
• Growth
• Stage in life
cycle
• Cyclicity Disk Storage
• Seasonality • 16GB
• Marketing • 32GB
Mix
• Profits
• Financial Colour
ratios
• Black
• White (Special Launch)
21. • Size
Marketing Mix- Price
• Growth
• Stage in life Mobile Data Plan
cycle
Maxis Data Plan
• Cyclicity
• Seasonality DiGi Data Plan
• Marketing
Mix
• Profits Apple Authorized Reseller Malaysia
• Financial 16GB – RM 2849
ratios 32GB – RM 3249
26. • Size
Marketing Mix - Promotion
• Growth
• Stage in life
cycle
Commercial TV
• Cyclicity • Advertising
• Seasonality • Promotion Package
• Marketing
Mix Internet
• Profits
• Financial
• Official Website
ratios • Online Video
Newspaper/Magazine
• Advertising
• Latest News
27. • Size
Marketing Mix - Promotion
• Growth
• Stage in life Commercial TV
cycle
• Cyclicity • Advertising
• Seasonality
• Marketing • IT Programme
Mix
• IT Product Recommend
• Profits
• Financial
ratios
‘This changes everything. Again. ’
iPhone 4G
28. • Size
Marketing Mix - Promotion
• Growth
• Stage in life Internet
cycle
• Cyclicity • Youtube
• Seasonality
• Marketing • IT web site
Mix
• Apple Official web site
• Profits
• Financial • Online Magazine
ratios
29. • Size
Marketing Mix - Promotion
• Growth
• Stage in life Newspaper And Magazine
cycle
• Cyclicity • Analysis iPhone Function
• Seasonality
• Marketing • User Behavior
Mix
• App iPhone
• Profits
• Financial • Latest Update OS
ratios
• New product launch
• Test iPhone Report
30. • Size
Marketing Mix - Promotion
• Growth
• Stage in life Video iPhone Promotion:
cycle
• Cyclicity
• Seasonality
• Marketing
Mix
• Profits
• Financial
ratios
31. Competitive Factors
• Concentration
• Power Of Buyers
• Power Of Suppliers
• Rivalry
• Pressure From Substitutes
• Capacity Utilization
• Entries and exits
32. • Concentration 4 Largest Market Share Firm
• Power Of
Buyers
• Power Of
Suppliers
BlackBerry
• Rivalry
• Pressure From
Substitutes
• Capacity
Utilization
• Entries and
exits
Apple Smartphone Android
Window
Phone
33. • Concentration
Percentages of Market Share 2010
• Power Of
Buyers
• Power Of
Suppliers
• Rivalry
• Pressure From
Substitutes
• Capacity
Utilization
• Entries and
exits
34. • Concentration Power of Buyers
• Power Of
Buyers
• Power Of
Suppliers More powerful – Good Economics
•
Principle purchasers of the iPhone
Rivalry
• Pressure From
Substitutes
• Capacity Susceptible to price sensitivity
Utilization
• Entries and Alternative choices
exits
35. • Concentration Power of Suppliers
• Power Of
Buyers • Software
• Power Of
•
Suppliers
Rivalry
• Interact in a compelling way.
• Pressure From
Substitutes
• Barriers to entry
• Capacity
Utilization
• Worry about integration from its
• Entries and
exits
suppliers
• Not beholden to the whims of
powerful suppliers.
36. • Concentration Rivalry
• Power Of
Buyers
• Power Of
Suppliers New Entrants
• Rivalry
• Pressure From
Substitutes
• Capacity
Utilization
• Entries and Bargaining Bargaining
exits Power Of Rivalry Within Power Of
Suppliers Industry Customers
Threat Of
Substitutes
38. • Technological
• Economic Technological
• Social
• Political Latest Software
• Regulatory • Most advanced mobile operating system
Face time
• 2 camera 2 view
• Video calling is a reality
Retina display
• Highest-resolution screen
Multitasking
• Give everything undivided attention
HD video recording
• Shoot. Edit. Share. All in HD.
39. • Technological
• Economic Economic
• Social
• Political
• Regulatory Sell in the modern countries
• high speed network coverage
Target audiences includes:
• Young people (20-35 years old)
• Affluent teenagers
• “Mobile” employees (work outside of the
office)
40. • Technological
• Economic Social
• Social
• Political Population growth leading to the expansion
• Regulatory of cell phones sectors.
People depend more and more on mobile
communication everywhere.
Social networking
• Facebook, Twitter, Blogger and etc.
Entertainment
– App Store, Game Center, iPod and etc.
41. • Technological
• Economic Political
• Social
• Political
All iPhones sold in Malaysia are
• Regulatory
fully factory unlocked, although
iPhones purchased in
Malaysia, similar to other
countries, are only covered by a
local warranty. This is unlike
Apple's other products such as
Mac, iPod and iPad which have
international warranties (iPad can
only be serviced in countries
where they have been officially
launched).
Apple is also try the best to keep
the better living environment
42. • Technological
• Economic Regulatory
• Social
• Political End user software licience agreement
• Regulatory
iTunes Store terms and condition
Sales policies
• Apple global online support site (AGOS)
Trademark, Copyright and Intellectual
Property
Repair term and condition (AppleCare)
44. • Product Form
Super Premium iPhone Competitors
• Product
Category Level Of Competition Definition Competition
• Generic
• Budget
Product Form Super Premium BlackBerry Phone
Android Phone
Window 7 Phone
Product Category Mobile Phone Nokia
Sony Ericsson
Samsung
HTC
LG
Motorola
45. • Product Form
Super Premium iPhone Competitors
• Product
Category Level Of Competition Definition Competition
• Generic
• Budget
Generic Laptop/Desktop HP/Toshiba/Dell
PlayStation3 Sony
Xbox3 Microsoft
Television/Radio TV3/NTV7/Astro
PDA/Table PC Samsung/Dell
eBook/iPad Apple/Other
Budget Pirated Mobile Phone Many
Resident Phone
Low Quality Mobile
Phone
IDD Calling Card
47. Value Chain Analysis
China –
Shenzhen
Assembly
Facility Taiwan
–
Facilities of
camera,
circuitry,
connectors,
stainless
casings
US – Singapore
Facilities of
touch –
screen, Facilities of
specific CPU,
parts processing
Source: http://www.shmula.com
chips
Supply Sales and
Operation Distribution Service
chain Marketing
48. Comparison Table
Criteria iOS - iPhone BlackBerry Window Mobile Android
Phone
Video Call Facetime - WiFi 3G Network 3G Network and 3G Network
only MSN
Bluetooth Same Device All Device All Device All Device
Only
Touchscreen All Some Model All Almost All
Email All All All All
Internet 3G and WiFi 3G and WiFi 3G and WiFi 3G and WiFi
Office Software View only View only Edit and view View only
External Memory Nope Support Support Support
Card
49. Comparison Table
Criteria iOS - iPhone BlackBerry Window Mobile Android
Phone
App The Most Few Few Many
Pricing High And Quality High And High And Quality High, Economics
Economics And Budget
Manufacturing Own Own Samsung, HTC Almost All Brand
Support In Market
Selling Point DiGi And Maxis All All All
Signal No Good Good Good Good
51. Customer Analysis
• Who buys and uses the product
• What customer buy and how they use it
• Where customers buy
• When customers buy
• How customers choose
• Why they prefer a product
• How they respond to marketing programs
• Will they buy it (again)?
52. Who buys and uses the product
• 15-25 years
High School and College aged people will
demonstrate social uses.
Example: Facebook, MSN…
• 26-45 years
This group will be used to determine
business application and social/personal
use. Example: Office, E-mail…
• 46 years and above
This group will give us a plan to market to
more senior well-refined group
53. What customer buy and
how they use it
Source:
The Nielsen Company
(http://blog.nielsen.com/nielsenwire)
54. Where customers buy
• Sale network completed in Malaysia
• Quick and easy handover to customer
• Sale with package data plan in price low
• Control the quality sale service
• Large customer in market
55. When customers buy
• Starting Year ( Jan – March )
A lot of new products will launch
Too many compititor in market
• Ending Year ( Oct – Dec )
A lot of product will be low price sale
To clear the end year stock
57. Why they prefer a product
Source: http://tech.fortune.cnn.com/2010/03/31/survey-android-surges-iphone-stalls/
58. How they respond to marketing
programs
• Good respond with the Maxis and DiGi
with great sales iPhone.
• Many mutimedia company summit their
APP to Apple for iPhone.
• Example: iBanking, iNewspaper, iMaxis
• 600,000 IPhone 4 Pre-orders in One Day
59. Will they buy it (again)?
Source:
The Apple iPhone: Successes and Challenges for the Mobile Industry, @2008 Rubison
Consulting, Inc.
60. Will they buy it (again)?
Source:
http://blog.wired.com
62. Market Potential and Sales
Forecasting
Worldwide Mobile Communications Device Open OS
Sales to End Users by OS (Thousands of Units)
OS 2010 2011 2012 2015
Symbian 111,577 89,930 32,666 661
Market Share (%) 37.6 19.2 5.2 0.1
Android 67,225 179,873 310,088 539,318
Market Share (%) 22.7 38.5 49.2 48.8
Research In Motion 47,452 62,600 79,335 122,864
Market Share (%) 16 13.4 12.6 11.1
iOS 46,598 90,560 118,848 189,924
Market Share (%) 15.7 19.4 18.9 17.2
Microsoft 12,378 26,346 68,156 215,998
Market Share (%) 4.2 5.6 10.8 19.5
Other Operating Systems 11,417.40 18,392.30 21,383.70 36,133.90
Market Share (%) 3.8 3.9 3.4 3.3
Total Market 296,647 467,701 630,476 1,104,898
Source: Gartner (April 2011)
Source: http://www.gartner.com/it/page.jsp?id=1622614
63. Market Potential and Sales
Forecasting
Source: Garnes August 2011
60
40 Symbian
Android
Research In Motion
iOS
20 Microsoft
Other Operating Systems
0
2010 2011 2012 2015
70. Key Of Sucessful Factor
Consumer-oriented Factors
Technology Marketing Skill and Distribution
Capability
------------------- ------------------- ------------------- --------------------
- Internet driven - Well-know and - Value added - A strong network
force well-respected (cheaper, faster, of wholesale
- Replacing brand name more convenient distributors/
communication than the dealers
- Market alternatives)
tools segmentation - Fast introduction
- Next generation - Design and and application of
- Targeting and innovation
experience Pricing services
expertise
effectiveness
“This is a difficult industry, part of it is technology; part of it is
fashion…”
71. Element Of A Product Strategy
• Statement Of Objective
• Selection Of Strategic Alternative
• Selection Of Customer Targets
• Choice Of Competitor Targets
• Statement Of The Core Strategy
• Description Of Supporting Marketing
Mix
• Description Of Supporting
Functional Programs
72. Statement Of Objective
• Our new product will focus in:
Everyone can effort a smartphone
Complete all function in a smartphone
Never let behind the technology
Customer First
Service in good quality
Make the life different
Everyone Everyplace Online/Internet
73. Selection Of Strategic Alternative
• Follow past competitor experience
we find out the local network of sale
was the best way
• But we will increase our corporate
partner to all local company
74. Selection Of Customer Targets
• Our Target Market:
18 year old and below
Let the smartphone become one of part
study
All can enjoy fun of internet
Get the latest information
Simple and easy
19 to 25 year old
Easy and carry to online/internet
Study or work in easy communication
Fastest and easy network
75. Selection Of Strategic Alternative
• Our Target Market:
25-55 year old
Work Group
Need internet and smartphone to help in
daily work
Email and latest information as a tool to
communication
Everyway everyplace internet
Share data or information
Business and security safe network
Fastest, quick and easy
76. Selection Of Strategic Alternative
• Our Target Market:
55 year old And Above
Keep content to each other
Get the latest information
Easy and simple to use
Family In one world
78. Choice Of Competitor Targets
• All the brand in market are
competitor target
• Never look down or miss any new
brand into market
• Accept any new idea and improve our
product
• Keep developer future function
including only imaging
79. Statement Of The Core Strategy
• Cost/Price Strategy
No different spec
No different price
Base from storage memory
• Nonprice Strategy
Setup APP center
Add value for their smartphone by
purchase APP
80. Statement Of The Core Strategy
• Quality
One to one exchange in warranty
period
• Status and image
High customer value
• Branding ( 4E )
Easy
Experience
Economics
Everyone
85. Our APP Store
• Over 10000 APP online
• Every month got 1000 APP summit
application
• 80% will pass and release in APP
Store. Cost register APP USD 9.99
• 5 Major APP will been discount:
Government
Charity
Education
Research
86. Our APP Store
• Entertainment
Game
Music
Video
Info
• Application
MS Office / Google Doc / Open Office
Flash Player / HTML 5.0
Support All Website
87. Our Marketing Plan
Place
• All Local Network
Price
• 1TB – RM 2000
• 0.5TB – RM 1500
Promotion
• Multimedia – TV / Newspaper / Magazine / Internet
• Structure – Mall / School / Company / University
Product
• Executive – 1TB
• Premium – 0.5TB
89. Sources Of Information
• Secondary Data
Internal Sources
Customer Communications
Consultants
Trade Press
Internet
Promotional Literature
Trade Associations
News Releases
Electronic Databases
Government
Business Press
10Ks
Patent filings
Annual Report
Local Newspaper
90. Secondary Data Figure 1-0
Source:
Wikipedia, the free encyclopedia
(http://en.wikipedia.org/wiki/File:IPhone_sales_per_quarter_simple.svg)
91. Secondary Data Figure 1-1
Data and references
Apple's fiscal year ends in September.
This means that Q1 includes the holiday season, which accounts for jumps in the data.
The latest model of the iPhone has been traditionally released at the end of June (Original iPhone iPhone 3GS,iPhone 4)
or July (iPhone 3G) each year, which accounts for the increased sales in Q4.
For simplicity, the availability of a new model in the last days of Q3 is not shown graphically.
1.↑ Apple Inc. (25 July 2007). Apple Reports Third Quarter Results. Press release. Retrieved on 2008-01-23.
2.↑ Apple Inc. (22 October 2007). Apple Reports Fourth Quarter Results. Press release. Retrieved on 2008-01-23.
3.↑ Apple Inc. (22 January 2008). Apple Reports First Quarter Results. Press release. Retrieved on 2008-01-23.
4.↑ Apple Inc. (23 April 2008). Apple Reports Record Second Quarter Results. Press release. Retrieved on 2008-04-23.
5.↑ Apple Inc. (21 July 2008). Apple Reports Record Third Quarter Results. Press release. Retrieved on 2008-07-21.
6.↑ Apple Inc. (21 October 2008). Apple Reports Record Fourth Quarter Results. Press release. Retrieved on 2008-10-21.
7.↑ Apple Inc. (21 January 2009). Apple Reports First Quarter Results. Press release. Retrieved on 2009-01-22.
8.↑ Apple Inc. (22 April 2009). Apple Reports Second Quarter Results. Press release. Retrieved on 2009-04-22.
9.↑ Apple Inc. (22 July 2009). Apple Reports Third Quarter Results. Press release. Retrieved on 2009-07-21.
10.↑ Apple Inc. (19 October 2009). Apple Reports Fourth Quarter Results. Press release. Retrieved on 2009-10-19.
11.↑ Apple Inc. (25 January 2010). Apple Reports First Quarter Results. Press release. Retrieved on 2010-01-25.
12.↑ Apple Inc. (20 April 2010). Apple Reports Second Quarter Results. Press release. Retrieved on 2010-04-20.
13.↑ Apple Inc. (20 July 2010). Apple Reports Third Quarter Results. Press release. Retrieved on 2010-07-20.
14.↑ Apple Inc. (18 October 2010). Apple Reports Fourth Quarter Results. Press release. Retrieved on 2010-10-18.
15.↑ Apple Inc. (18 January 2011). Apple Reports First Quarter Results. Press release. Retrieved on 2011-01-18.
92. Secondary Data Figure 2-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
93. Secondary Data Figure 3-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
94. Secondary Data Figure 4-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
95. Secondary Data Figure 5-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
96. Secondary Data Figure 6-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
97. Secondary Data Figure 6-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
98. Secondary Data Figure 7-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
99. Secondary Data Figure 8-0
Source: Does iPhone change everthing? , Spire Research and Cosulting 2010
100. Secondary Data Figure 9-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
101. Secondary Data Figure 10-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
102. Secondary Data Figure 10-0
Source:
Metrics Highlights, May 2010 By AdMob Mobile Metrics
110. Reference
1. Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/File:IPhone_sales_per_quarter_simple.svg
2. Copyright Canalys 2000-2011. All rights reserved http://www.canalys.com/pr/2011/r2011013.html
3. AdMob Mobile Metrics Highlights, May 2010
4. The Mobile Web Device Report, Netbiscuits, July 2010
5. The Mobile Web Device Report, Netbiscuits, Edition 1, February 2010
6. Sprire Research and Consulting Pte Ltd, http://www.spireresearch.com
7. Maxis http://www.maxis.com.my/personal/iphone4/landing.asp
8. DiGi http://www.digi.com.my/iphone/index.html
