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