Towards preparation of a formal marketing plan, it is important to develop a consensus surrounding strategy and approach to be used. Through example, this paper seeks to formulate marketing strategy for Apple and its portable digital music player ' the iPod. This paper describes the company, the products marketed; provides a situational analysis; analyzes its e-business model; determines market research and market intelligence needed to develop strategy; and concludes with formulation of an e-Marketing Strategy.
Apple Computer (Apple) designs, manufactures, and markets personal computers and related software, services, peripherals and networking solutions. It also designs, develops, and manufactures a line of portable digital music players along with related accessories and services including online distribution of third-party music, audio books, music videos, short films and television shows. Apple's products and services include the Macintosh line of desktop and notebook computers, the iPod digital music player, the Xserve G5 server and Xserve Raid storage products, a portfolio of consumer and professional software applications, the Mac OS X operating system, the iTunes Music Store, a portfolio of peripherals that support and enhance Macintosh and iPod product lines and a variety of other service and support offerings. Apple business strategy focuses on bringing the best personal computing and music experience to students, educators, creative professionals, businesses, government agencies and consumers through its innovative hardware, software, peripherals, services and View More »