EXECUTIVE SUMMARY 6
APPLE COMPUTERS 6
MARKETING AND COMMUNICATIONS OBJECTIVES 6
TARGET MARKET 7
TACTICS 8
ACTIONS 8
SITUATION ANALYSIS 9
HI-FI MARKET 9
MARKET SIZE 10
FUTURE GROWTH 11
BUYER BEHAVIOUR 12
DMU (Decision Making Unit) 12
STARTER "PROBLEM RECOGNITION" 12
ADVISER "INFORMATION SEARCH" 13
DECIDER, PURCHASER AND END USER 13
BRAND LOYALTY 13
TARGET MARKET/MARKET SEGMENTATION 14
COMPETITION 15
SONY 15
TECHNICS 15
DENON 15
YAMAHA CORPORATION 15
DISTRIBUTION 16
HI-FI SPECIALIST RETAIL OUTLETS 16
WHOLESALE OUTLETS 16
ONLINE STORES 16
APPLE'S OWN RETAIL STORES 16
APPLE CO. 16
PEST ANALYSIS 17
POLITICAL FACTORS 17
ECONOMICAL FACTORS 17
SOCIAL FACTORS 18
TECHNOLOGICAL FACTORS 18
OBJECTIVES 19
MARKETING OBJECTIVES 19
SHORT-TERM 19
LONG-TERM 19
COMMUNICATIONS OBJECTIVES 20
SHORT-TERM 20
LONG-TERM 21
STRATEGY 21
SEGMENTATION 21
TARGET MARKET 22
OBJECTIVES 23
POSITIONING 23
STAGES 23
INTEGRATION 24
TOOLS 24
TACTICS 25
ACTION 26
Magazine: 26
Billboards 27
Newspapers: 27
Internet and Direct Marketing: 28
TV: 28
Radio: 28
Publicity-public relations: 28
Sales Assistants 29
Exhibitions 30
Apple Centres Promotion 30
After Launch campaigns 30
CONTROL 31
3 M'S 32
MEN/WOMEN 32
MONEY 32
MAGAZINE AND NEWSPAPERS 32
BILLBOARDS 33
INTERNET AND DIRECT MARKETING 33
TV AND RADIO ADVERTISING 34
SALES MANAGER AND ASSISTANTS 34
EXHIBITION 34
MINUTES 35
TABLES 36
TABLE 1: UK: DETAILED SPENDING DATA FOR SPECIFIC ELECTRICAL MARKETS, 1997-2002 (ã MN) 36
TABLE 2: VALUE OF THE AUDIO-VISUAL EQUIPMENT MARKET, BY PRODUCT CATEGORY, 1996-2001 37
TABLE 3: TOTAL AUDIO-VISUAL PRODUCTS MARKET, 1996-2001 37
TABLE 4: THE FORECAST UK HOME LISTENING MARKET BY SECTOR BY VALUE 2001-2005 38
TABLE 5: RESIDENT POPULATION OF THE UK BY SEX AND AGE.
2000. 38
TABLE 6: SECTION ABC1 OF THE POPULATION. 39
TABLE 7 AGREEMENT WITH THE STATEMENT "I TRY TO KEEP UP WITH TECHNOLOGY", BY SOCIO-ECONOMIC GROUP, 2000 40
APPENDIX 41...
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