1

Table of Contents 1. Executive summary ................................................................................................................ 3

2. Introduction ............................................................................................................................ 4

3. Task – Apple most valuable brand for the year 2013 ............................................................ 5

3.1 Innovative of CEO ........................................................................................................... 5

3.1.1 Stave Jobs.................................................................................................................. 5

3.1.2 Time Cook ................................................................................................................ 5

3.2 Innovative capacity .......................................................................................................... 6

3.2.1 Apple has launched successful innovations activities .............................................. 7

3.3 Product enhancement ....................................................................................................... 8

3.3.1 Apple Radio .............................................................................................................. 8

3.3.2 iPad ........................................................................................................................... 8

3.3.3 IOS 7 ......................................................................................................................... 8

3.3.4 Apple TV .................................................................................................................. 8

3.3.5 iPhone 5S and 5C ...................................................................................................... 8

3.4 Marketing strategy ........................................................................................................... 9

3.4.1 Corporate culture ...................................................................................................... 9

3.5 Extensive research and Development ............................................................................ 10

3.6 Advertisements and differentiation ................................................................................ 10

3.7 Level of product line ...................................................................................................... 10

3.8 Design ............................................................................................................................ 11

4. Suggestion for apple sustain the No 1 position .................................................................... 12

4.1 Focus on Innovation ....................................................................................................... 12

4.2 Focus on the consumer................................................................................................... 13

4.3 Excess market share ....................................................................................................... 13

4.4 Building Brand Loyalty ................................................................................................. 13

2

4.5 Advertising ..................................................................................................................... 14

4.6 Product Quality .............................................................................................................. 14

4.7 Reinvest.......................................................................................................................... 14

5. Conclusion ........................................................................................................................... 15

6. Recommendation ................................................................................................................. 16

7. Reference ............................................................................................................................. 17

3

1. Executive summary

This report an analysis and evaluation the current and forthcoming market success of Apple

Inc. The methods of analysis include CEO, innovation, marketing strategic, produce

enhancement as well as any other reasons. Other analysis includes Apple’s future market

marketing strategic activity.

Success brand Apple’s CEOs are continued innovated and changed the Apple brand. Most

valuable brand of Apple is currently increasing the innovative and browser in market in short

team activity as well as number one leader in the long-run. Apple Inc. has attracted a lot of

customers in one way or another. Highly advanced technology, simplicity design, and the

sense of luxury are the main features integrated in these products. Apple’s product

enhancement is totally continued to produce. The introduction of Apple improved version of

an existing product, in order to extend the product life cycle by keeping it in the growth stage.

Apple reduces the variety of choosing to make easy the purchasing activity to consumers.

The Apple's market success percentage is high. Apple focus exceeds industries and touch

basic concepts of this products. Apple will focus to concern high income consumer but also

currently focusing middle income consumer for future market achievement. The

advertisement of Apple wants to express of the innovation and standard.

The information analyzed show that all the marketing activity is good. In Apple business

performance is high profit margin but some of areas of advertisement and public relationship

are poor performance in Apple.

The report finds the prospect of the Apple current position is positive. The report also

analysis the recommendation include improve the advertisement, improve the sponsor

activity and Apple design interesting to remember long days.

4

2. Introduction

Every business organization probably has marketing success in their business. Apple has

achieved the market success in 2013. It is an American multinational corporation that designs

and markets consumer electronics, computer software, and personal computers. Apple Inc.

produced the personal computer revolution in the 1970s with the Apple II and since then has

been reinventing and innovating not only computers, but also other electronic goods and

services.

The Company’s products and services include iPhone, iPad, Mac, iPod , Apple TV, a

portfolio of consumer and professional software applications, the iOS and OS X operating

systems, iCloud, and a variety of accessory, service and support offerings. The Company also

sells and delivers digital content and applications through the iTunes Store, App Store,

iBooks Store, and Mac App Store. Apple Inc was first start by Stave Jobs, but later after

some years he death, but Time Cook was been next CEO.

The innovator of apple is Steve Jobs who born in San Francisco, California, on February 24,

1955, to two University of Wisconsin graduate students who gave him up for adoption. Smart

but directionless, Jobs experimented with different pursuits before starting Apple Computers

with Steve Wozniak in 1976. Apple's revolutionary products, which include the iPod, iPhone

and iPad, are now seen as dictating the evolution of modern technology. He died in 2011.

Stave Jobs was right that the company quickly became an Apple success to world business.

Because. Apple’s beautiful packages, ease of use and well-designed features.

The strategic analyze which was finished will surly help to sustain no 1 position in world

competitive market.

5

3. Task – Apple most valuable brand for the year 2013

Apple has climbed up to No 1 position from No 8 position. There are so many factors are

affect to apple’s success. It talk about everything from Stave Job tend and business model to

secrets internal management ideas. The mention below that Apple reasons are successful can

be first brand in 2013.

3.1 Innovative of CEO

3.1.1 Stave Jobs

The CEO of Stave Jobs was past innovator of Apple, His ability to innovate in the technology

product over the years. He was continually created Apple products which has founded an

amazing selection of new products, thinks differently about every aspects of business about

product design to marketing to communication and analyzed the world ideas with desire,

using technology and art as a platform. Stave Jobs’ 7 secrets were Apple success.

Apple computer with Stave Job is a lead user in 1976 and created the Apple 1 and Apple 2

computers. He was lead user computer engineer, ahead of the general population. He

influences tactics as the leader’s actions that help changing the audience’s attitude, values, or

goals. He used socialized power on occasion even “falling in and out of love easily” with

people who worked for him but also pressure tactics and coercive power which resulted in

him being exiled.

Stave Job's Think different concept likes about leadership and innovation. Think different

was about his best ideas differences to others and others business.

3.1.2 Time Cook

Time Cook is the CEO of Apple Inc and was board of director. He has different definition of

innovation than others. Innovation doesn't necessary mean diving into a new category. It is

simple features enhance can be achieve.

Tim Cook has plans to capitalize on developing markets and build on the success of the

iPhone, iPad and etc. Apple’s CEO cares about Apple’s overall strategy in many business

6

areas, focus on its best-selling products among competition, focusing on its commitment to

continue bringing innovative products to the field. The company makes in revenues through

its apps and iTunes business, but products remain the central of Apple’s overall strategy.

Time Cook called the opportunities presented by smartphone. Over the next few years as a

great opportunity for Apple brand. It is hinting iPhone 4GS for later year 2012, in a move to

keep momentum rolling in the marketplace on its popular mobile devices.

3.2 Innovative capacity

Apple continues to impress and amazing both the business community and individuals

consumers. Over the few years, Apple has become routinely to list the way that Apple has

changed the world. The reason for their success is ability to be more innovative than their

competition from strong research and development team are able to come together and come

up with new.

Apple was first ranking in by the important the innovation ideas. The three process of

innovation is working with apple of process of new ideas, technology development and

marketing activities for the Apple success. It makes iMac, iPod, iPhone and iPad new

innovations will drive new business for Apple.

Apple has always ability to produce demand product that was previously unheard. For

example, the original success for the iPod and iTunes previously, consumers would listen to

music either on a CD or the radio. The invention of the iPod and iTunes allowed consumers

to liters music without the required bulk of CDs. Music could easily be stored on a computers

without a need a for a CD cabinet.

Apple has ability to dominate in every sector they choose to enter, whether that is in home

computers (Mac), music (iPod, iTunes) or mobiles (iPhone). They enter a sector and instantly

they control it.

7

The key to innovative is the willingness and desire to be different. Every product they ship

sells instantly. Apple is not afraid to try something unheard of before. This courage is now

synonymous with Apple.

3.2.1 Apple has launched successful innovations activities

Apple is Successful in innovation activities

3.2.1.1 iPhone

The nicknamed the Jesus Phone by followers a smart with three years then still hasn’t been

produced by competitors. iPhone's touch screen technology is the most advance and capable

technology of all the device, iPhone's application program produces thousands of grate

application Store.

3.2.1.2 iTunes

Attractive software with an important business model that demonstrated that individuals

would indeed forfeit for music if the value was fair and interface was easy enough and

Provide multiple products, touch points to buyers so they can buy, Creativity begins with

asking questions through , iTunes Capture the changing landscape and ecosystem of the

markets and buyers.

3.2.1.3 iPod

The fashionable MP3 player is started to entertainment.

3.2.1.4 Apple store

The iPhone and the application store allow developers to create application. The quietest

fraction of Apple's revolution is continuously updating its stores.

3.2.1.5 Apple TV

It is slowly growing into the television innovation.

8

3.3 Product enhancement

The introduction of Apple improved version of an existing product, in order to extend the

product life cycle by keeping it in the growth stage. Apple time to time considers about

product produce and satisfied by product new update to care their all consumer. It is so many

reasons to be a royalty brand. Many aspects of Apple’s product development are fascination

many over the years. This is the framework on which every Apple product development is

hung.

Apple product designers likely design the product where the entire product conforms to their

vision. This is opposite way to compare than Samsung and Microsoft, Nokia, IBM and etc.

Instead of the design being grateful to the manufacturing, finance or manufacturing

departments, these all conform to the will of the design department controlled. The Apple

product security features building loyal to new products and to design.

Apple launched 5 new products in 2013 that is success band. Also apple improved the version

and innovated more through the Apple Store.

3.3.1 Apple Radio

Free radio service will success iTunes.

3.3.2 iPad

Touch capacity increases with display likely produced with the Radio.

3.3.3 IOS 7

Operating systems was released from last version to 6.1.6

3.3.4 Apple TV

Release an actual television.

3.3.5 iPhone 5S and 5C

Smart phone released continued from 4G, 4GS and 5G

9

3.4 Marketing strategy

Apple is really successful came up. It keeps things simple in marketing because one product

in mobile. In this case of iPhone minimizes the decision making process for the consumer by

making things simple. But, some of companies had more variety of mobile. That is really

hard for knowable about as many mobile purchasing consumers and it has too many options

to choose the consumer.

Apple has a different approach to selling its products. The company knows about consumers

than sales. So, all of marketing activities are satisfied by the consumers.

Apple store delight their consumer, it look different customers can use them.

Apple’s customer to feel important and so has good teaching educational support from

iTab.

Apple sales people are trained not to sell products. They are there to help customers solve

problems. This is the way to understandings customers.

TV Expansion Possibilities Apple TV is slowly expanding into the television realm. If it

takes market share away from TV like in 2013. It is high competition with Samsung and

Sony.

iPhone apps application Store produces thousands of small programs that delight by

consumers.

The design likely to iPhone appeals to many users.

3.4.1 Corporate culture

Organizations corporate culture is an important factor in business. Apple is a great example

of a company with strong corporate culture. Apple is known for its ability to come out with

path-breaking products and there is a significant story behind it. Experts associate Apples

innovation with its corporate culture. In this organization, the work culture is driven by a

passion for new products and it seems to be no end for challenges or opportunities. In

addition, the hard work ethics at Apple is wonderful, which is a great factor in the successful

company. Apples work environment is casual and very relaxed, but with a very strong

commitment to deadlines. The work cultures at Apple can me summarized as fun, yet

demanding.

10

Apple is also focusing a lot on career opportunities, employability security, and benefits

offered to the employees by the company. Finally, something that was infused into the

company’s culture right from the beginning was the demand for absolute secrecy and

insistence on control.

3.5 Extensive research and Development

Apple started the building the innovation Loop campus and each activity on the campus was

constrained to R&D. in the campus every building was named as R&D. Apple increased its

workforce by employees as the technology oversized strengthened its R&D activities.

3.6 Advertisements and differentiation

A person has been known about apple well its advertisement, which are planned to imitate a

set up marketing brand it’s to creative persons. The most noticeable advertisement includes

the Super Bowl Commercial in 1984, Think different 1990 campaign and the 2000 iPod

people.

Apple's Apple, portable music player have been showcased as a part of modern art.

In 2013, its advertising efforts focused around special events and keynotes at seminars such

as the Apple Expo and Mac world Expo.

3.7 Level of product line

Apple manufactures marketing and design of personal computers and related services,

peripherals, software and networking solutions. It has also develop various markets and is

engaged in designing a wide range of portable music players beside related services and

accessories include the online distribution 3rd party audio and music books.

11

3.8 Design

The competition’s imitation keeps improving and Samsung, LG, Sony Ericsson and HTC

have created a great android phone. The Apple is high price to compare than their

competitors but the design of product is grate design. Every Apple consumer more favored

much about great that design. Competition in design example of IOS 7 released very likely.

12

4. Suggestion for apple sustain the No 1 position

The global market is heavy competition among the international brand of Apple, Google,

Coca Cola, I.B.M., Microsoft and etc. Traditional multinational corporations are still

considered leaders in technology and quality.

Apple is the product which best shows global marketing. The Apple trade mark is recognized

by 95 per cent of the earth's population. Apple still sales when is most popular brand in the

world. The first and second years were heavy completion on Google and Coca Cola brand.

Second brand of Google is first point of call when deepened on searching the information.

There was a time when Google was not the search engine of choice. The internet was littered

with many search engines such as Yahoo, Ask Jeeves, AltaVista, Lycos, Excite, Infoseek,

Hotbot, and all the web, etc. but, the Google is leader in search engine. Two reasons are

Google to develop a better search technology and Google home page had a clean design.

Coca-Cola is one of the most recognizable brands around the world. Coca Cola is widely over

the 13 years Coca Cola was successful no 1 brand in business world. Coca Cola is successful

in the business world. The reasons are the management, strength, marketing, and performance

and leadership. It will keep the business more organized. From management, strength is core

in business.

There are several key planning factors for sustain no1 position and competitive success in

business. Apple is able to concern retaining no1 position in business plan that will be the

Apple’s success. Those are the factor mention below.

4.1 Focus on Innovation

Innovation is most important all international companies. The Innovation that probably had

more deep effect on many aspects of Apple's product. The Apple will more focus exceed

industries and touch basic concepts of fairness in international boundaries. When Apple

create business plan, it have to focus the innovation of Apple's success. Apple has to focus on

success through the Apple’ application store. It will be something great. Apple revenue is

high that in Apple mobile during the last three years.

13

Now, Mobile phone is high demand overt the world and the Apple‘s more profit depending

on iPhone. The Apple released the 5S and 5C last years. So, Apple is more important to

concern the iPhone than any product when producing to selling to market.

4.2 Focus on the consumer

All successful businesses today are based on focusing on the consumer. If a company meets

the requirements of its consumers then you have a sure for business success. Apple also more

concerns their consumer by taking clear actions to differentiate their products. Apple concern

high income consumer before but that last iPhone 5C not only concern high income consumer

but also middle incomer consumer. The last version of Apple’s iPhone 5C focused the Indian,

China and over the all Asian consumer. If Apple focus consumer needs. It can success is the

volume and value of sales.

4.3 Excess market share

Capturing market share is one of the planning on business. Apple, Google, Coca cola and

other competitor are trying to reach the same target audience, so Apple need to determine

those things that help separate from the competition. Look excess of market share support of

upgrade features and product features that are relevant to Apple industry.

Once a company is a major player then it has considerable advantages to draw upon. These

advantages are based on having a higher return on capital than its rivals and the opportunity

to invest this return into fresh investment. Such areas for investment are marketing, product

research and development, and other aspects of sound business growth.

4.4 Building Brand Loyalty

Strong brand image is related to brand loyalty. The more consumer demands are satisfied, the

more consumers are attached to a brand and retained by default. Also, Apple’s brand image

involves the purchase rate that is boosted by effective advertising campaigns and marketing

14

strategies. In doing so, the corporation expands its customer base and enhances customer

loyalty by meeting customer needs and raising customer satisfaction.

4.5 Advertising

Advertising is important to sustain the more market share as well the no 3 Coca cola

Company more concern advertising rather than pricing. The Advertising has significantly

effects all the cultures.

Advertising of Apple activity is low than other competitors. Apple also should sponsor to

international cricket, football, Olympic and etc. Apple’ advertisement should more focus the

youth market segment by the allocating suitable budgets.

4.6 Product Quality

To stay ahead of the competition, Apple need to make sure that the quality of your product

remains high. Imperfect product costs of Apple money in repairs and replacement products,

and it costs your customers time and money as well. Develop a product inspection standard

that makes sure each product is operational when shipped, and create a manufacturing

standard that offers a return on Apple customers' investment through durability and

reliability. For example, iPhone is high quality than Samsung, Nokia, Sony Ericsson and LG.

so consumer purchase increased last three years and the iPhone is leader in mobile market.

4.7 Reinvest

Reinvesting profits is the key to ongoing business development. If profits are made today it is

important to make sure of a base from which profits may be made tomorrow. In the 2012s

Apple has concentrated its profits on re-investment. Apple reinvests the $10 billion share

buyback in 2012 march. But Apple more concerns the dividend

15

5. Conclusion

This study reports insight into the success of Apple. The focus has been the ways in which

Apple business activity identified and developed. As is evident from the result, the process

whereby CEO confident market advancement.

Apple is technological industry. Apple has a lot of investment at R&D and has to be

proactive in order to complete with their competition industry. The innovation of Apple

ideas, technology and marketing activity are archived the brand succeed in 2013. As the

Apple concentrated products.

As Apple Inc is increasing profit and trying to do something interesting for their products.

Appple needs to make extreme change. Apple Inc is more focus on customer support and

improves the innovation. Apple has accepted the new technology on playing movie,

downloading, IOS and etc.

The Apple products are high price and low product variety than competitors in world market.

It may be brand image to Apple but cannot catch another consumer. The apple advertising

effect is few than last thirteen year market leader of Coca Cola.

I should follow some object to sustain the no1 position in world market such as improve the

innovation, focus the consumers and more invest to excess the market share.

16

6. Recommendation

Apple brand is associated with innovation, simplicity, excellent customer services, and

unique customer experience.

However, on the other hand, Apple's band is associated to a poor or lack of corporate

social responsibility, compare to its competition. But, Microsoft and Coca Cola donated

an estimate early year to various organizations. As the result, Apple brand will improve

and customer goodwill and perception also it will strength.

Apple also should design such as those are interesting and which may remember in

customer mind for a long time.

Apple should continue to use Apple Store to give customer the ultimate shopping

experience for instance. Apple would not give opportunities for consumer. example,

touch and use sample. Apple produced that are displayed in all Apple stores.

Apple should also sponsor in events for example like cricket, football, Olympics and etc.

thorough which Apple communicate the huge population of different countries. Its grate

platform to keep in touch with the customer.

17

7. Reference

Innovation Management and new product development. Fourth edition / Paul Trott.

http://www.apple.com

http://en.wikipedia.org/wiki/Steve_Jobs

http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/

http://www.ibtimes.com/5-new-apple-products-2013-radio-ios-7-iphone-5s-more-slated-

release-beginning-march-1006898

http://pando.com/2013/07/10/apples-most-important-innovation-turns-five-today-how-

the-app-store-changed-business/

http://understandingthemarketprocess.wordpress.com/critical-success-factors-of-coca-

cola/

http://www.horebinternational.com/two-reasons-why-google-succeeded/

http://www.businessinsider.com/8-innovation-secrets-of-steve-jobs-2010-9

http://www.macworld.com/article/2025514/predictions-what-apple-will-release-in-

2013.html