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Apple Computer Marketing Essay

2728 words - 11 pages

IntroductionApple Computer Inc. designs, develops and markets a line of portable digital music players called iPods. Since launching the product line in the fall of 2001, the company has expanded the iPod product line to include related accessories and services, including the online distribution of third-party music and audio books. Last year the iPod product line generated more than 55% of revenues from the sales of all digital music players (Salkever, 2004). With that kind of success, the company should expect increased competition from competitors, new and old. The company should also expect that it will increasingly become a target of special interest groups about everything from Apple's environmental policies to their community relations programs or lack thereof. To address these emerging issues, this marketing plan will outline a marketing strategy that will help Apple Computer Inc to develop new markets for its iPod product line.Situational AnalysisCurrent Product AnalysisProduct Attributes of the iPodAs a digital music player, the iPod keeps up to 10,000 songs in your pocket, compatible with Mac OSX or Windows 2000/XP and weights only 5.36 ounces. Its battery life can play up to twelve hours continuously. It shuffles songs in the main menu and it even keeps appointments and organizes contacts with a calendar and to do lists. Other added accessories also enable the iPod to have language support with voice notes and even stores photos (www.apple.com).PricingThe Mac iPod is available in 20GB and 40GB models for $299 and $399 respectively (www.apple.com).DistributionIPods are available online at the Apple Store, which is open 24 hours a day. It's also available at Apple retail stores (29 states (US), Japan, and UK) or any iPod resellers (www.apple.com).PromotionThe Apple ingenuously promote the iPod as the largest legal download of songs offering more than one million tracks from all four major and more than 600 leading independent labels. This download capability also offers 30-second previews of all songs including hundreds of exclusive and pre-release tracks and many rare, out-of -print albums (www.apple.com).Apple also promotes its extensive support and service plan for the iPod owners to have a peace of mind for a small price of $59, which included accessories and software. This AppleCare Protection Plan offers up to two years of world-class support via phone, email or web (www.apple.com).Description of current market(s)Description of the target market approach/strategyA professor of marketing at York University in Toronto who has conducted research about high-tech consumers has recently said that the iPod isn't simply an updated Walkman. The iPod is actually a revolutionary device that transforms listeners into "cyborgs" through a process called technotranscendence where IPod and user form a cybernetic unit (www.markus-giesler.com). We're always talking about cyborgs in the context of cultural theory and sci-fi literature, but this is...

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