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Contents
Company description
Situational Analysis
Tactical marketing programs
Advancing into Korea market
Conclusion
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1976 - Apple 1
1977 - Apple 2
1979 - Computer Market
1985 ? Leaving
1991- PowerBook
1997 ? Come Back / iMac
2001 ? iPod
2004 ? iTunes
2007 ? iPhone / iPod touch
1984 - Macintosh
2xxx - iPad
History of Apple. Inc
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Mission Statement
“Change the world
by brining computer
to masses”
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About CEO
Goal-oriented
Leadership
Passion
Think different
Culture dictator
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iPhone
Mac-Mini
Macbook
Apple TV
iPod
iPad
Mighty-Mouse
Current products
iMac
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iPod
- STP
Segmentation
Who to segment?
T…(생략)
(1) Skimming strategy
(2) Product Mix Pricing Strategy
(3) Optional-product pricing Strategy
(4) Product bundle pricing Strategy
(5) Price-Adjustment Strategies
① Internet - internet banner on NAVER
② Partnership with Fashion Brand
④ Indirect advertisement in Korea
⑤ `iPod your Mercedes` (2008)
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rtise
Poster
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(2) Promotion In Korea
① Internet - internet banner on NAVER
② Partnership with Fashion Brand
④ Indirect advertisement in Korea
singer`s M/V SG wanna be
⑤ `iPod your Mercedes` (2008)
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(3) Special Promotion -
" iPod Here, There, and Everywhere !"
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(4) Public Relations
< Recycling Program >
< Extended Warranty >
Customers complained about Battery
Enough battery running time
Extending Warranty
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Place
(1) Offline Apple store
(2) Online store
(3) Home Shopping, Agencies, Shopping mall
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Advancing
2004년
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2006년 Korean Market
Share
But...
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Strong Rivals in Korea
i-river
Yepp
i-audio
Why...
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Many of Replacement
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Poor Distribution Structure
Korean preference and tastes
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