Apple Computers
Amy CookMia CramptonJessica EagonChelsea ListerRachel Littell
Patrick PrzeacznikCurt Weathers
Strategic Planning for. . .
Apple’s 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.
Background Steve Jobs Start of the personal computer
revolution 1980’s invention of Macintosh Trendy desktop and notebook
computers OS X operating system and
professional applications Digital music revolution
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
External Factors Microsoft is still the computer
industry powerhouse Business attitude: Apple is not as
good as PC’s Apple is just a trend Public misconception of Apple
computers
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
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
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
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
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
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.
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
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
Main Opportunity
Appealing to corporate markets with new OS X version ‘Tiger’
Our PR PlanOur PR Plan
Main Message
Macs are not only for artists and the young hip generation, they are also built for business professionals.
PR Objective 1
To increase awareness about Mac’s capabilities in business software programs among business professionals by 40% within a year.
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.
Tactic
Pitch a story about Mac’s current business software programs, such as the new OS X Tiger and its comparison to PC software programs.
PR Objective 2
To change attitudes about Mac’s business-related software programs among business professionals by 30% within a year.
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.
Tactic Use a display of our business
software programs including demos and samples for our publics to try out. We’ll 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 PC’s are compatible.
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
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