13. Market share 2011 Canaccord Genuity Apple 65% 39.1 Apple
75% iPad 4 24 11.12 Apple 14 Kindle Fire 7 Amazon 15 $199 (~5,970
)
14. 6W 1H1. (Who is in the target market?) Apple Graphic Design
Desktop Publish eMac application 2. (What does the consumer buy?)
iOS 3. (Why does the consumer buy?) Apple premium Apple Apple
Lifestyle Apple Premium Brand PC Apple Premium Price Premium
Brand4. (Who participates in the buying?) Apple Brand Brand
Apple
15. 5. (When does the consumer buy?) 6. (Where does the
consumer buy?) 4 iStudio iBeat 3 U-Store 4 AR Apple Authorized 7.
(How does the consumer buy?)
16. Marketing Strategy (4 Ps) Product- Product Line
(Diversified) Apple Apple - Apple Differentiation Differentiation
Apple Design Price- Premium Priced Premium Brand Place- Built to
order online- Apple Apple Apple - AT$T Apple Apple Ipod Apple Apple
Apple Promotion- Word of Mouth ( apple Apple ) apple 85 % Apple
Apple
17. - Apple Apple Design Apple Apple (Graphic User Interface) -
Apple Apple Apple Business Model 1. Value Preposition offer Apple
Innovation Graphic Design Desktop Publish 2. Revenue Model business
model Revenue Model Internet business model Apple 6 1. iPhone 36%2.
Desktop 28%3. iPod 22%4. 7%5. Software , 4%6. Hardware 3%
18. Advertising revenue model 3. Market Opportunity identify
market value Apple 3 PC Notebook, MP3 Player Smart Phone PC
Notebook PC Notebook Apple Design, OS, , Mac Window PC PC Notebook
Apple
19. Five Forces Model AnalysisThe Threat of New Entrants () Mac
: PC Notebook iPhone : iPhone iPhone , Google smart phone iPod :
Apple iPod iPod file MP3 AAC iTunes iPod The Bargaining Power of
Customers () Mac : internet , , , iPhone : Customer smart phone
iPod : Windows Macintosh iPod Apple Customers
20. The Bargaining Power of Suppliers () Mac : Supplier 2 PC
Notebook Supplier (OS) Supplier iPod iPhone : Apple ( Shared value
activity ) SupplierApple Supplier The Threat of Substitute Products
and Services () Mac : PC Notebook PDA, SmartPhone iPhone : iPhone
iPod : flash memory iPod 15 GB Body Mac : PC Notebook HP Dell
iPhone : smart phone , application, , , smart phone Motorola, HTC,
ASUS, NokiaBlackBerry iPod : iPod Sony Network Walkman NW-HD1 Sony
music player
21.
22. Jeffrey L. Cruikshank. . (The AppleWay). . .., 2550. .
silicon valley. . ,
2550.www.bloggang.com/viewdiary.php?id=momotoy&month=11-2011&date=14&group=11&gblog=11