Apple Computers

1
Apple Computers
Strategic Planning for. . .

• Amy Cook
• Mia Crampton
• Jessica Eagon
• Chelsea Lister
• Rachel Littell
• Patrick Przeacznik
• Curt Weathers

2
Apples Mission

• Apple is committed to bring the best personal
  computing experience to students, educators,
  creative professionals and consumers around the
  world through its innovative hardware, software,
  and internet offerings.

3
Background

• Steve Jobs
• Start of the personal computer revolution
• 1980s invention of Macintosh
• Trendy desktop and notebook computers
• OS X operating system and professional
  applications
• Digital music revolution

4
Internal Factors

• Steve Jobs - CEO
• Pixar Studios
• iPod
• iTunes
• iMovie
• Tiger OS X
• Trend-setter for young generations
• Capability improvement
• Stock has nearly tripled within 3 years

5
External Factors

• Microsoft is still the computer industry
  powerhouse
• Business attitude Apple is not as good as PCs
• Apple is just a trend
• Public misconception of Apple computers

6
Communication Audit

• Apple.com
• Education
• Art
• Professionals
• Business Investors

• Apple.com/business
• Mac OS X Tiger for Small Business
• Windows Mac Compatibility PDF
• Microsoft Office
• QuickBooks
• FileMaker Pro
• Profiles of Offices using Apple

7
Communication Audit continued

• Apple Stores Business Days
• Every Wednesday in November
• The Press
• Business Week
• Fortune
• CNN

• Events
• Macworld San Francisco
• Apple Expo Paris
• IBC Amsterdam
• Photo Gallery
• Telluride Film Festival

8
S.W.O.T. Analysis

• Situation
• Mac OS X
• Tiger (operative system reliability)
• iPod
• iTunes
• Younger generation interested in Apple products
  (prosperous market)
• Financial stability
• Microsoft partnership
• New iMac G5
• Versatile product range

9
S.W.O.T. Analysis

• Weaknesses
• Lack of acceptance among world businesses
• Apple computers have an identity of being trendy
• Personal Computers are still more popular
• Consumers lack trust for Apple

10
S.W.O.T. Analysis

• Opportunities
• Business and office use segment
• Home and personal computers public
• Expansion in digital music market
• TV broadcasting in portable multimedia devices

11
S.W.O.T. Analysis

• Threats
• Personal computers that continue to dominate the
  computer industry among the personal computer and
  business computer publics.
• Other portable multimedia device manufacturers
• Microsoft
• Stock market stability.

12
Problems

• Seen as only an artist computer
• Viewed as incompatible with most software
• Thought of as expensive
• Predominately used by at home users
• Offers more than iPod technologies and
  capabilities

13
Opportunities

• Appealing to corporate markets with new OS X
  version Tiger
• Focusing on the photo editing software
  capabilities
• Expanding on iTunes and iPod technologies
• Using Apple recent good buzz against
  competitors like Microsoft
• Bringing in more revenue then previous years

14
Main Opportunity

• Appealing to corporate markets with new OS X
  version Tiger

15
Our PR Plan
16
Main Message

• Macs are not only for artists and the young hip
  generation, they are also built for business
  professionals.

17
PR Objective 1

• To increase awareness about Macs capabilities in
  business software programs among business
  professionals by 40 within a year.

18
Strategy

• We will use an IT magazine, such as T3, and the
  Wall Street Journal or NY Times because most
  business professionals utilize these sources for
  up-to-date information.

19
Tactic

• Pitch a story about Macs current business
  software programs, such as the new OS X Tiger and
  its comparison to PC software programs.

20
PR Objective 2

• To change attitudes about Macs business-related
  software programs among business professionals by
  30 within a year.

21
Strategy

• We will use business and computer conventions and
  special event because not only does our key
  public attend these events, but using
  face-to-face communication is the most
  persuasive. High ranking officials from every
  department will present controlled communication
  to the key public.

22
Tactic

• Use a display of our business software programs
  including demos and samples for our publics to
  try out. Well also have individual brochures
  that explain (a) general computer problems and
  ways Mac can solve them, (b) information about
  each software program, and (c) how Macs and PCs
  are compatible.

23
Method of Evaluation

• Question and Answer segments during the
  convention(s), documented
• Surveys before the convention to determine
  attitudes about Macs
• Surveys following the convention to see if and
  how attitudes have changed
• Note any media coverage after our stories are
  published
• Listen to word of mouth

24
Ethical Considerations

• Our PR Plan not only focuses on its own interests
  but also those of the publics by
• Letting business professionals test the programs
  at the convention(s) so they can make their own
  decisions about Macs
• Providing information on how to solve general
  computer problems