Apple Inc. Marketing Functions and Strategy Essay

Words: 6473
Pages: 26

Apple Inc. marketing functions and strategy

Module Code: 203MKT
Module Title: Marketing Management
Lecturer: Ng Siah Heng
Group members:
LE THI DOAN QUYNH G1148492T
RACHELLE BENGALA F2302665K
WU YONGXIN G0948676W
JIANG ZHIQIAN G1327308T

Apple Inc. marketing functions and strategy

Module Code: 203MKT
Module Title: Marketing Management
Lecturer: Ng Siah Heng
Group members:
LE THI DOAN QUYNH G1148492T
RACHELLE BENGALA F2302665K
WU YONGXIN G0948676W
JIANG ZHIQIAN G1327308T

Coventry University Coventry University

Table of Content
1.0 Executive Summary…………………….…………………….4
2.0 Introduction ……………………………………………………4 2.1 Introduction…………………………………… ………4 2.2 Mission Statement of Apple
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Its purpose was to produce and sell computers. By January 1977, it was named as Apple Computer Inc which was later changed to Apple Inc in January 1997. This was a reproduction of its focus shift to consumer electronics.
Apple is one of the leading information technology organization in the industry and the third world’s largest mobile phone developer. In its first six years of business, Apple’s earnings raised from $793,000 to $76,714,000. By 1983, Apple Computer had annual net sales of almost $1 billion and 4,645 employees. In 2008, it was entitled as the most respected company in the United States. In 2008 to 2012 it was the world’s most well-liked company. Apple is publicly owned and is the world’s largest publicly traded corporation in terms of market capitalisation. The company has 72,800 full time permanent employees and 3,300 full time temporary employees worldwide. Its revenue for the year 2013 was $170 billion. Apple’s success is mostly attributed to its late co-founder Steve Jobs but even with his passing on, Apple Inc. is still solid and flourishing ( Apple,2014). Apple is in fifteen countries with 437 retail stores as of October 2014.
Mission Statement of Apple
Apple designs Macs which is the finest personal computers in the world, together with OS X, iLife, iWork, and proficient software. Apple are front-runners with the digital music uprising together with its iPods and iTunes online store. Apple