displays,wireless connectivity and networking
solutions, accessories.
iMac , Mac mini, mac Pro, Power Mac,
and Xeserve product lines ,MacBook,
iBook, MacBook Air, MacBook Pro, and PowerBook produck lines
2. Marketing in Mobile Industry
In mobile product industry, Apple uses different strategy. Although Apple is maintaining the same brand and product image, and positioning itself in a similar manner, it is targeting on broader users. As a result, Apple possesses large marketshare in this sector. This sector consists of three products: an iPod, an MP3 player, iPhone, a smart phone, and an iPad, a
marketshare by 1% each year and what was around 4% in year 2005 have increased to 7.5% by the end of 2008.
Apple has always been known not only for its creative designs but its smart advertisement also. Its first Mac ad, 1984, directed by the famous movie director Ridley Scott was a huge success, followed by the more well-known ‘Think Different’ series, the silhouette iPod advertisements
Incorporated in 1871, leading company in Finland
Diversified business portfolio >> Concentration on mobile &IT
#1 telecommunication company in Europe
(+) Strong know-how in mobile phone manufacturing
(+) Wide range of mobile devices
(+) Strength in SCM
(-) Challenged by Apple& RIM
(-) Lack of distinctive
competitiveness
(-) Drop in marketshare
49%(2006)->45%(2008)
OS
3) Brand Preference
Next chart shows the Mp3 player brand preference of 20s and college students.
Over half of 20s like ‘iPod’ made by Apple, and then iriver follows. However, in short, 20s and college students are not really want ‘Yepp’. Brand preference data might reflect to future sales and future marketshare. In terms of that, future success possibility of Yepp woul