marketing analysis and planning for apple computers

7/29/2019 Marketing Analysis and Planning for Apple Computers

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Student ID: 1014955

Module Name: MNGT 7902

Assignment Title: Final

Effective Number of Words Used: 2743 (Excluding Tables, Bibliography and Appendix)

I confirm that I have read the University regulations on plagiarism, and that this assignment is my own

work.


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In Let My People Go Surfing, Patagonia's Yvon Chouinard describes how he started his sustainable venture andall the elements that contribute to its triple bottom line. Now it's your turn. For your final assignment, create anoriginal SUSTAINABLE marketing plan for the same organization that you analyzed in your midterm.

In the midterm, you completed the first part of a marketing plan: the analysis of the existing market. Now, youwill complete the marketing plan by setting goals, repositioning the brand, and creating a marketing mix all tomake your company sustainable or to promote your company's sustainability. You will use the frameworks andtheories from class readings and discussions, and support all of your ideas with research.

If you analyzed a very large organization, particularly one with operations in many countries, you should create asmall plan for either one division or a small, specific market. Do not try to create a marketing plan for an entiremultinational corporation.

MAKE SURE THIS IS A PLAN, NOT A REPORT. As an MBA, you're expected to lead and generate ideas. Youdon't have to be a creative wizard, but you should be able to make decisions and recommendations.

DO NOT SUBMIT A BUSINESS PLAN. Indeed, do not copy from your entrepreneurship class plan or any otherpaper. You may use the same ideas, but write new text. Also, do not discuss your company finances or opera-tions here unless they directly relate to marketing.

MAKE SURE THAT THE PLAN PROMOTES SUSTAINABILITY. No attempts at greenwashing please.

PAPER OUTLINE

Write your paper in the following order. Create separate sections, not a continuous essay.

I. Cover Sheet + Table of Contents. Does not count toward word total.Note: do NOT put your name anywhere in your paper.

II. Introduction + Goals (20 points). Approximately 500 words.1. BRIEFLY describe your organization. It must be the same one from your midterm. Please limit this

to key information; do not provide the corporate history.2. Describe the TARGET MARKET. This could be any of the stakeholder categories from your mid-

term, though most likely it will be the CUSTOMERS. If you want to target a different customer seg-ment, explain your change. (If you're targeting just one part of the organization's total market, ex-plain why.)

3. Describe your GOALS for this marketing campaign in terms of BOTH the 3B's (Brand, Buzz, andBehavior) and the 3BL (People, Planet, Profits). Be sure that the goals are specific, qualitative, andquantitative. What should your plan achieve by the time it's completed?

III. Marketing Mix (20 points). Approximately 2000 words.

Based on your goals and analysis, create a marketing mix. Again, this is not a report. Demonstrate your originalthinking here. Be sure to explain all your decisions (the WHY) and justify your decisions with research. (A boss orclient would likely ask you to support your changes to current practices.)

Product:What is the company's current product? (I recommend that you pick just one if the companyhas many products and services.) What will you change about it? How is your product different or bet-ter than the competition? What makes it sustainable?

Price: What is the company's current pricing strategy? What will be your new pricing strategy, and why?Show the old price, the new price AND competitive price. (That's 3 different numbers.)

Place: What is the product's current distribution? How would you change that distribution and why?How will your distribution compare to the competition?

Promotion: This should address what YOU will do in the FUTURE.

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1. What is the company doing now in terms of promotion? (Keep this very brief.)2. List all of your planned promotional activities and media. (Minimum 3 media types.)3. Describe just ONE of your new promotions:

o WHEN and WHERE it will runo WHAT it will look like and sayo HOW MUCH it will costo WHAT STAGE(S) OF AIDA it will serve.

o HOW you will measure this promotion's effectiveness. (Use one of the metrics strategieswe discussed in class.)

IV. Repositioning + Map (20 points). Approximately 100 words.You analyzed your organization's current position on the midterm. Now describe its NEW desired position thatwill result from this plan. Create a POSITIONING MAP featuring 2 criteria, your brand in its new position, yourtarget segment, and at least 1 competitor.

V. Marketing Budget & Implementation Calendar (20 points). Approximately 400 words.1. Create a detailed OBJECTIVE-AND-TASK MARKETING BUDGET. Do NOT include ordinary opera-

tional expenses, such as office space, salaries or cost of materials. Rather, your budget shouldshow just marketing expenses, including all promotions. You must research and use actual costs.Remember, in order for it to be an objective-and-task-based budget, you need to show how eachmarketing expense will contribute to your goal. For example, a $100,000 website will attract 25,000visitors who will produce $1 million in sales.

2. Create a timeline of specific dates and activities.

VI. Reference Notes + Bibliography (20 points). Does not count toward word total.Include reference notes in the body of the document. Support all of your data and arguments using respectedsources (no Wikipedia)! In addition, list ALL of your sources again in the bibliography. Your bibliography formatshould treat websites like publications, with complete title, author and publication information.

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Introduction and Goals

Description

Apple Inc. is an American based company founded by Steve Jobs and Steve Vozniak that designs andmanufactures computer hardware, software, consumer electronics (iPads, iPhones, iPods) and resells third-

party digital content (iTunes and App Stores). As of 2012, Apple has also 395 Apple Stores worldwide providingadditional services such as the Genius bars in additional to sales of Apple products as well as accessories andsoftware.

Target Market

The target market for Apple products are consumers with the purchasing power of the middle and up-per classes. Apple targets people and not markets as Asay (2010) explained. There is no clear target definedsuch as gender, age group or other specifics. The cost of purchasing any Apple product is commonly high; assuch, the target market for Apple are consumers that are not sensitive to price (Arvidson, 2011), we are talkingabout the purchasing power or the middle and upper class.

Goals

The demands and growth in small consumer electronics have grown exponentially since the introduc-tion of the first iPod in October 2001. Ever since all the releases have been focused on the most recent fea-tures. Often during Keynote presentations there has been reference to Energy Star qualifications and someother environmental friendly features but without true emphasis. Apple may not be a highly sustainable com-pany or completely environmentally friendly, but efforts have been done in the recent years and the public shouldbe made aware of it as well as encouraged to take an active part in that process.

The goal is to promote the sustainability measures taken by Apple by ensuring that all the environmentallyfriendly steps and features Apple has taken over time are put to the forefront. This will allow the creation of and

awareness campaign, as well as attract environmentally conscious consumers, that may have disregarded Ap-ple in the past.

3Bs:

Brand: This Campaign will add another dimension for Apple of being environmentally conscious and sustainablein addition to it being technologically forward and innovative. it will define Apple as a sustainable technologycompany but also as a pioneer in its market to address and possibly educate on sustainability and the impacton the environment of evolving technology.

Buzz: Apple users have always been faithful to the brand. The products have become over the years bigger(iMac), thinner (iPad), lighter (iPhone), Apple has always explained the thought put in the achievement of these

improvements. As users marvel usually at those changes, very few are aware of the impact these changes haveon the tally of the total carbon footprint. The excitement created by this knowledge and openness by Apple toexplain will very surely well received and demonstrate that Apple is conscious of the issues at hand and dedi-cated to contribute to the best of its ability. By being at the forefront, this will allow other companies to take thesame direction and all them to become more sustainable in the future.

Behavior: The expected behavior will be:1. To increase visits to the Apple and Environment Pages on the website2. Increase usage of the Apple Recycling Program3. Consistent decrease of the Apple Total Carbon Footprint4. Engage the community and users at large to contribute ideas and suggestions to the campaign/program.

Before the launch of the campaign, data will be collected on current website visits (click-through) to the Envi-ronmental and Recycling pages on the Apple website, on the current trends of these relevant topics in the sup-port and community sites as well the press and social media trends and activity.

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Following the launch of the campaign, data will be collected and measured after 1 month, 3 months, 6 monthsand yearly after the first year.

Behavior 1 will be measured by usual website traffic analysis

Behavior 2 will be measured by monitoring increased requests for recycling compared to the previous yearsas the baseline data collected prior to launch.

Behavior 3 will take a longer time to measure as the impact in spread across all the business units from con-

ception to the final product being finally sold. Behavior 4 will be measured by monitoring press and social media for impact as well as feedback and surveys

from staff and consumers on Apple Support and Community sites.

TBL:

People: Apple is an Equal Employment Opportunity and Affirmative Action Employer (Apple Inc., 2012b); it evenis committed to diversity by being an Equal Opportunities employers (Apple Inc., 2012a).

Planet: Apple has been previously accused of not being environmentally friendly. In A Greener Apple, SteveJobs (2010) explained that Apples mistake was that in their communications, Apple usually tends to focus oncurrent accomplishments. He admitted that Apple had neglected sharing with its Stakeholders the informationon how Apple was becoming greener. Jobs then provided in detail the plan for removing toxic chemicals fromproducts as well as further details on the ongoing recycling program started in 1994.

Profit: in August 2012 Apple became the most valuable company in History (Benzinga, 2012). With the com-pany continuously innovating, and being ahead of competitors with products like the iPad; Apple has had finan-cial success. By keeping the product lines simple the company is able to cut the spending on materials andcosts thus being sustainable.

Marketing Mix

Product

The iPad is a tablet (Apple, 2012c) looking like a larger iPhone or iPod Touch and uses the touch screen abilityto use it. Some of its basic features include: internet browsing, email, music and video purchasing and viewingand many other applications that can be used in the iPhone already.

Since its launch in 2010, the iPad has seen four generations released:1. iPad in 20102. iPad 2 in 20113. The New iPad 2012 (March)4. iPad Mini 2012 (October)

All these iPads have come with the same 2 memory sizes (16, 32 or 64GB) and two connectivity possibilities(wifi only and wifi + 3G)

However, the iPads evolution has also had an impact on the size and weight of the product in addition to thematerial used to produce it.

The first generation iPad weighted for the Wifi model 680 grams and the latest mini generation has a total wightof 310 grams making it lighter by a little more than half, which also indicates that less material has been used toits production. In addition, the total greenhouse gas emission for the first iPad is of 130kg CO2e (Apple, 2012d)compared to the recent mini generation generating only 95 kg CO2e (Apple, 2012e).

Stated on both Environmental Reports the features to reduce environmental impact (Apple, 2012e) such as:

Arsenic-free display glass

Mercury-free LED-backlit display Brominated flame retardant-free

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PVC Free

Recyclable aluminum enclosure

Power adapter that outperforms strictest global energy efficiency standards.

The iPad line has been evolving naturally with the environment and the impact created in mind. As such, thereis no need to change the product as it is environmentally conscious. However, by looking into other tabletmanufacturers such as Samsung, there is a large contrast in the presentation and ease of use to find the rele-

vant information pertaining to Green measures.

Having checked on their recent product the Galaxy Tab 2 7.0, the website unlike Apples does not have an Envi-ronmental page. If they do, it is not displayed in any of the header or footer of the site where it can easily foundor accessed. On the Apple website, the Apple and the Environment page may also not be in the forefront but itis quite easily found, which is a clear positive in comparison to Samsung. In addition, even a simple Googlesearch of the Galaxys Environmental Impact did not render any usable results. As such, Apple is already muchbetter than the Samsung competition in that regard.

What makes Apple and the iPad more sustainable in terms of comparison with Samsung, is the clear consciouseffort to reduce and abandon usage of materials with a negative environmental impact. However, the changeneeded here, is to have the Environmental Report (Exhibit A) part of the product and informational documenta-tion present in every product sold.

Price

The pricing for the latest iPad mini remains in the same model as the previous generations. The factors arememory size as well connectivity.

Black or White 16 GB 32 GB 64 GB

Wifi $329 $429 $529

Wifi and Cellular $459 $559 $659

Table 1: Current iPad Mini PricingIn the United States, users can purchase the cellular data plans from 3 companies: AT&T, Sprint and Verizon(Apple, 2012f).

In keeping with Apples usual high pricing strategy, there is no surprise to the high price tag attached to the newsmaller model. However, Apple offers discounts through the Education Store and other educational promotionsthroughout the year.

For this campaign, I would recommend lowering the price of the iPad Mini model Wifi only, by offering a discountof $50 for the entire wifi only line as seen in Table 2:


Wifi $279 $379 $479 Table 2: iPad Mini Campaign PricesBased on the assumptions of journalists and bloggers prior to the release of iPad mini, the competitive price linewould be as shown in Table 3:


Wifi $249 $349 $449

Table 3: iPad Mini Competitive PricingAt this rate, Bajarin (2012) explained that journalists and bloggers believes Apple would take on tablets readilyavailable on the market that are priced at $199 or less.

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The Campaign Pricing for the Wifi only iPad mini is situated in between what would have been the Competitivepricing and Apples current pricing. Even though it is higher than competitors such as the Amazon Kindle FireHD priced at $199, it is of a much higher standard than any other tablet of its size.

Place

iPads and all Apple products are sold online, in Apple Stores and other retailers across the globe. However, forthis Campaign, I would recommend selling the repriced iPad mini ONLY in Apple Stores and the Online Apple

Store.

The limitation in sales locations could be seen as a negative, however as we are promoting sustainability andbeing environmentally proactive the reduction in Transportation needs will result is an immediate reduction in thecarbon footprint. This also directs the focus on the goal at hand which is to promote Sustainable behaviorswithin the business and the users. By explaining clearly the reasoning behind those steps, there should be nonegative impact or reaction.

Apple has a history of making video interviews always floating on the website to explain new products orfeatures. The same would be applied to the campaign at hand by using those proven methods.

No other similar company has dedicated stores like Apple does with the Apple Stores. They rely on online salesand well as other retailers to sell and promote their products. As such, it would be quite difficult for Apples

competitors to be able to behave in the same manner and restrict sales of their products in one location only.Of course, there is the possibility of working closely with one retailer; however retailers in general collaboratewith hundred if not thousands of brands and it would difficult to dedicate complete attention to one project athand. Whereas Apple has everything already set and it would require staff training and making the campaignmaterial available and ready for use.

Promotion

Currently Apple uses various methods for Promotions such as:

Public (PR) Announcements

Email newsletters

Various Tv Spots

Printed Advertising

For the Campaign, thepromotion will be displayed inthe following media:

Apple Newsletter Email

Apple Website Modification

Public (PR) Announcements

The New Promotion will start inMarch 2013 to coincide withthe usual iPad release andannouncement schedule. It will

run on the Apple website in anintroductory phase beforebeing released on other media.

In memory of Steve Jobs andthe letter A Greener Applethat he wrote in 2010, thePromotion name will use thisdenomination.

The promotion will be locatedin the United States.

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Title: A Greener AppleDescription: Because Apple is not only about Technology, we are about the people. Because we care, we haveimplemented for the past years measures to reduce the carbon footprint and now we want you to join us in ourjourney.

Apple is a marketing machine and has never shied away from marketing costs. The cost involved in therefurbishing of the site will be mostly calculated in man-hours. As the creative staff and webmasters are already

employees of the company.

Two stages of AIDA will be covered:

Interest: the major purpose of the promotion is to create awareness and distinguish Apple products from itscompetitors by offering what they are not which is Environmental awareness.

Action: the reduced price of the iPad mini associated with the promotion is the cherry on the cake. The click tobuy the promotional iPad mini is important from a profitability point of view, but in the spirit of creatingawareness and being educational, any click to the Environment and recycling pages would also be wantedactions.

Under the Campaign header, the Apple website will be remodeled as such:

Homepage: Central Banner of the Campaign and clear link to the Apple and Environment Page and the link ofthe Recycling Page.

Homepage Footer to now include the recycling as part of the permanent site.

Each Apple product in the Online Store will display the Environmental Report attached to it in the same spiritof the Technical Specifications.

In the Cart and the Check Out Pages, an additional element will be added to the Recycling Program andencourage buyers to recycle their older models if they are no longer useful.

Every Apple product purchased will contain within its packaging the Environmental Report as well as theRecycling information needed with links to the relevant pages on the Apple website.

Measuring the success of the promotion will be accomplished by obtaining:

Sales Figures of the re-priced iPad Mini.

Website Traffic Analysis of the relevant pages (such as Google Analytics)

Increased usage in the recycling program (comparison with base data from previous years).

Repositioning Map

Map: Position of the Promotional iPad Mini

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High Price

High Quality

iPad Mini

Kindle Fire HD


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Currently, the iPad mini is labeled as a high quality and a high priced tablet. With the promotion, the quality ofthe iPad will not be affected in any way, but the price reduction will make it closer with the competition of theKindle Fire HD. Even with the slightly higher price tag, the amazing quality of the iPad can easily justify the extradollars associated with its cost.

Marketing Budget and Implementation Calendar

In 2013 the iPad mini is expected to account for half of the potential 100 Million iPad total sales (Crothers,2012). Out of the 50 million iPad mini sales, the target of the promotion is to actually contribute to the sales of10 million units.

Apple is not leaning heavily on advertisements to sells products (Edwards, 2012).

Unit Sales Price

Targeted Unit Sales

Total Sales

$279.00

10,000,000.00

$2,790,000,000

Table 1: Targeted Total Sales RevenuesApple 2012 Annual Report (Apple, 2012g) states that the marketing budget for 2012 was of $1.0 billion dollarsand with 58,310,000 iPads sold in total.

Public PR Announcement

Email Newsletter

TV Spot

Videos

Retail Store

Website RefurbishmentCopy and Graphic Layout

Environmental Reports per product

Staff Training

Total Costs

Preparation At Launch Total

$5,000

$2,000

$500,000

$100,000

$50,000

$2,500$10,000

$5,000

$30,000

$47,500 $657,000 $704,500

Table 2: Projected Costs for the PromotionThe Total ROI is:

Total Sales 2,790,000,000Total Costs

Total ROI

$704,500

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Table 3: Total ROI

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The implementation timeline is as follow:

Q4 2012 Q1 2013 Q2 2013

Project and Budget Approval

Preparation of all Apple productsEnvironmental Reports

Preparation of Environmental Re-

ports brochures to be added to Ap-

ple products.

Beta version of Apple Website pre-

pared for approval

Graphic Design Completed

Copy Completed

Apple Store Promo Material Ready

Staff Training

Environmental Reports Added to

Apple Products

Announcement of Promotion

Start of Promotion

New Website and Online Store

Launch

Campaign Data Measure 1

Campaign Data Measure 2

Dec-11 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13

Table 4: Implementation Plan Q1 and Q2 2013. As stated above, monitoring measures will still be held at 6 months and one year to allow modification in theCampaign if necessary and allow to publish results.

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Bibliography

Apple Inc. (2012a).Jobs at Apple. [ONLINE] Available at:http://www.apple.com/jobs/us/accomodation_drugfree.html. [Last Accessed 1 November 2012].

Apple Inc. (2012b).Jobs at Apple. [ONLINE] Available at: http://www.apple.com/jobs/us/. [Last Accessed 1November 2012].

Apple Inc. (2012c).iPad. [ONLINE] Available at: http://www.apple.com/ipad/specs/. [Last Accessed De-cember 10, 2012].

Apple Inc. (2010d).iPad Environmental Report. [ONLINE] Available at:http://images.apple.com/environment/reports/docs/iPad_Environmental_Report.pdf. [Last Accessed De-cember 11, 2012].

Apple Inc. (2012e).iPad mini Environmental Report. [ONLINE] Available at: iPad mini Environmental Re-port. [Last Accessed December 10, 2012].

Apple Inc. (2012f).iPad Mini Apple Store. [ONLINE] Available at:http://store.apple.com/us/buy/home/shop_ipad/family/ipad_mini. [Last Accessed December 10, 2012].

Apple Inc. (2012g).Form 10K for Apple Inc.. [ONLINE] Available at:http://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdf. [Last Accessed December 1, 2012].

Arvidson, E. (2011).eHow tech. [ONLINE] Available at:http://www.ehow.com/info_8737092_target-audience-mac-apple-computers.html. [Last Accessed 1 No-vember 2012].

Asay, M. (2010).Apple Doesn't Target Markets It Targets People. [ONLINE] Available at:

http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/. [Last Accessed December1, 2012].

Bajarin, T. (2012). Why the iPad MiniIs Priced at $329. [ONLINE] Available at:http://techland.time.com/2012/11/05/why-the-ipad-mini-is-priced-at-329/. [Last Accessed December 10,2012].

Crothers, B. (2012).Apple iPad Mini sales set to eclipse new iPad. [ONLINE] Available at:http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/. [LastAccessed December 14, 2012].

Edwards, J. (2012).Apple Has Doubled Its Ad Budget To $1 Billion A Year. [ONLINE] Available at:http://www.businessinsider.com/apple-has-doubled-its-ad-budget-to-1-billion-a-year-2012-11. [LastAccessed December 10, 2012].

Jobs, S. (2010).A Greener Apple. [ONLINE] Available at: http://www.apple.com/hotnews/agreenerapple/.[Last Accessed 1 November 2012].

Kahney, L. (2002).Apple: It's All About the Brand. [ONLINE] Available at:http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677. [Last Accessed December 10,2012].

Samsung (2012). GALAXY Tab 2 7.0. [ONLINE] Available at:http://www.samsung.com/hk_en/consumer/mobile/mobile-phones/mobile-tablet/GT-P3110ZWATGY-spec.[Last Accessed December 1, 2012].

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http://www.samsung.com/hk_en/consumer/mobile/mobile-phones/mobile-tablet/GT-P3110ZWATGY-spechttp://www.samsung.com/hk_en/consumer/mobile/mobile-phones/mobile-tablet/GT-P3110ZWATGY-spechttp://www.apple.com/hotnews/agreenerapple/http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/http://techland.time.com/2012/11/05/why-the-ipad-mini-is-priced-at-329/http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/http://www.ehow.com/info_8737092_target-audience-mac-apple-computers.htmlhttp://www.ehow.com/info_8737092_target-audience-mac-apple-computers.htmlhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://store.apple.com/us/buy/home/shop_ipad/family/ipad_minihttp://store.apple.com/us/buy/home/shop_ipad/family/ipad_minihttp://www.apple.com/ipad/specs/http://www.apple.com/ipad/specs/http://www.apple.com/jobs/us/accomodation_drugfree.htmlhttp://www.samsung.com/hk_en/consumer/mobile/mobile-phones/mobile-tablet/GT-P3110ZWATGY-spechttp://www.samsung.com/hk_en/consumer/mobile/mobile-phones/mobile-tablet/GT-P3110ZWATGY-spechttp://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677http://www.apple.com/hotnews/agreenerapple/http://www.apple.com/hotnews/agreenerapple/http://www.businessinsider.com/apple-has-doubled-its-ad-budget-to-1-billion-a-year-2012-11http://www.businessinsider.com/apple-has-doubled-its-ad-budget-to-1-billion-a-year-2012-11http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/http://www.cbsnews.com/8301-205_162-57559231/apple-ipad-mini-sales-set-to-eclipse-new-ipad/http://techland.time.com/2012/11/05/why-the-ipad-mini-is-priced-at-329/http://techland.time.com/2012/11/05/why-the-ipad-mini-is-priced-at-329/http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/http://www.ehow.com/info_8737092_target-audience-mac-apple-computers.htmlhttp://www.ehow.com/info_8737092_target-audience-mac-apple-computers.htmlhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://files.shareholder.com/downloads/AAPL/2225563288x0x610219/112dd7d2-e33a-44ad-b4ea-8870c5dd9281/AAPL_10K_FY12_10.31.12.pdfhttp://store.apple.com/us/buy/home/shop_ipad/family/ipad_minihttp://store.apple.com/us/buy/home/shop_ipad/family/ipad_minihttp://images.apple.com/environment/reports/docs/iPad_Environmental_Report.pdfhttp://images.apple.com/environment/reports/docs/iPad_Environmental_Report.pdfhttp://www.apple.com/ipad/specs/http://www.apple.com/ipad/specs/http://www.apple.com/jobs/us/http://www.apple.com/jobs/us/http://www.apple.com/jobs/us/accomodation_drugfree.htmlhttp://www.apple.com/jobs/us/accomodation_drugfree.html


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Exhibit A

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marketing analysis and planning for apple computers

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