SINCE 1976

How was Apple

founded?
In the Mid of 1996 Apple Inc. was founded by Steve Jobs and Steve Wozniak
and in the early of 1997 the company incorporated in Cupertino, California.
At the beginning of their company, Apple was known for computers which
they introduced to the market as Macintosh in the late 90’s. Later on in 2001
when Apple introduced iPod Music player and released their very own music
station which they named as iTunes in 2003, the company was booming in
the market. After a successful period, Apple established itself as a leader in
the electronics and music industries. Then they brought three more new
products iPod Touch, iPhone and, iPad in Apple’s shelf in 2007. In 2015 Apple
was the most significant public corporation in the World. From the very
beginning to the early of 2018, Apple’s turnover estimated around US$ 1
Trillion, and in today’s date, Apple’s stocks are flying high in the share
markets.
 What is SWOT?
*
?
SWOT is a tool which is used for
analysis, in other words it's a process
of Market Research.
S STRENGTH
HARMFULL
W WEAKNESS
INTERNAL WEAKNESS
O OPPORTUNITIES

T THREATS EXTERNAL T H R E AT S
 Unique First to Market
Apple always comes Apple introduced
with unique and few products which
innovative ideas in were new to the
the technology market with niche
market. competitors.

APPLE PRODUCTS
A RANGE OF REVOLUTIONARY TOOLS FOR
Productivity Authentic
Apple is concerned
Apple always tries to
ENHANCING YOUR LIFESTYLE. keep up the pace with
about their product
quality, and they try
the technology
hard to make
market.
premium products.
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 STRENGTH
1. Apple is the second most valuable brand in the world estimated value
around $76 Billion.
2. They have five different brands earning more than $4 billion each year. (
Diversified income)
3. Strong patents portfolio, more than 15,000 patents.
4. Their investments in R&D are reaching almost $4 billion a year.
5. Apple has an excellent brand image as they are introducing their innovative
products to consumers since 90’s with good and premium product quality.
6. They have access to cheap cash reserves.
7. They have active corporate social responsibility (CSR) projects.
8. Their products are localized.
9. They have a highly skilled workforce.
10.Goodwill and prominent with their products to consumers.
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 WEAKNESS
1. Apple's investments in R&D are below the industry average.
2. They have to rely on other suppliers for raw materials.
3. Apple has poor customer services, and they are not cooperative
with customers all the time.
4. They have a tremendous amount of employee turnover.
5. Apple has many other high-cost infrastructures.
6. Most the of the Apple products are high priced, making them
unaffordable to many.
7. They are a bit slower on implementing new features on their
products while others are rushing to be the latest.
8. They have a high debt level around ($3 billion)
9. The firm owns and struggles on too many brands. (Brand Dilution)
10. They have a reduced presence in the World’s largest markets.
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 OPPORTUNITIES
1. Exponential market growth in the smartphone sector.
2. Apple has a growing demand for renewable energy.
3. New technologies in the market that would drive production costs by 20% is in
development.
4. As they have excellent branding, they can increase their sales by lowering their
profit margins.
5. Apple has their potential to build all the raw materials for their products, for which
they are dependent on the third party. Thus it will be able them to save much
money.
6. Government’s incentives for ‘specific’ industry.
7. The economy is expected to grow by 4% next year.
8. A mass number of population is tending to buy Apple products online, which is
officially offered by Apple Inc.
9. Expansion of the distribution network, an expanded distribution network can help
Apple reach more customers in the Global market.
10. Apple has the probability to explore new product lines as their current product
lines are tremendously successful. However, with further innovation, the company
can develop and introduce new products.
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 THRE ATS
1. Apple’s biggest threat is its competitor. Every company has competitors, as like that Apple has many, but the
most significant company is Samsung.
2. Labor cost is also a threat to Apple because in some countries labor costs are getting higher, and therefore the
production cost might be affected due to inflation of other expenses.
3. Rising raw materials cost can be a big issue because every product needs to set in an affordable range where
the mass population can afford their products.
4. Currency fluctuation can occur with a disastrous impact on the market and can affect the prices of the raw
materials and products too.
5. Rivalry companies are chasing towards latest technology, and this might be a threat too because if the
company fails to keep up the pace with others, then Apple will not be able to satisfy their consumers with their
products.
6. Political reasons should matter because if any uncertain Governmental decision has been made regarding the
company such as increasing the import and export taxes or stopping the shipments, it could turn into a
significant loss for the company.
7. Legal issues such as implementing lawsuits against the company.
8. The aging population is a fact which the company should be aware of because all of their products are not
targeted to a specific population.

page 8
Business Model

Research Finance Invest

Apple's total Apple invested
Apple signed revenue in US$ 2.8 Billion
up with R&D, 2018 till in R&D, which
which is like today’s date is is known as
the most around $26.6 research and
prominent Million, and development
Research and their R&D firm for
Development investments research on
team. are about $14 technology.
Million.
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APPLE MARKETING
STRATEGY

page 10
 Competition Option 2
Convenience

Apple

Expensive Affordable

Inconvenient

page 11
Funding

Fund Category Fund Category

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 THANK
YOU
AHANAF HOSSAIN

ahanafhossain.aj@gmail.com
COURSE: MARKETING MANAGEMENT
FACULTY: FARHINA RASHID