Management Essay

1106 words - 5 pages

Wykorzystanie narzędzi marketingowych w działalności firmy na przykładzie firmy Apple Inc.

1.Charakterystyka badanego podmiotu

Wszystko zaczęło się w 1976 roku. 21-letni Steve Jobs[1], 25-letni Stephen Wozniak[2] oraz straszy od nich 41-letni Ronald Gerald Wayne, który szybko opuścił szeregi firmy. Od samego początku firma Apple charakteryzowała się innowacyjnymi pomysłami i rozwiązaniami. Charakterystyczną cechą firmy Apple jest wprowadzanie coraz to nowszych i lepszych produktów na rynek(Apple zakłada, że użytkownicy muszą wymieniać telefony przynajmniej raz w roku, aby móc korzystać z wszystkich funkcjonalności i co najciekawsze – nie kryje się z tym, a społeczność taki ...view middle of the document...

2. Analiza SWOT
Technika analityczna SWOT polega na posegregowaniu posiadanych informacji o danej sprawie na cztery grupy (cztery kategorie czynników strategicznych):
Strenghts (mocne punkty)
Weakness (słabe punkty)
Opportunities (szanse)
Threats (zagrożenia)

|Strenghts ( mocne punkty ) |Weakness(słabe punkty) |
|Styl / Marka |Cena |
|Baza użytkowników |Ograniczone kanały dystrybucji |
|Innowacyjne zastosowania |Słaba bateria |
|Łatowość obsługi |Brak oprogramowania z linuxem |
|Komputeryzacja telefonu | |
| | |
| | |
|Opportunities (szanse) |Threats (zagrożenia) |
|Nowe pomysły/aplikacje |Podobne rozwiązania w innych firmach |
|Rozpowszechnianie iTunes |Niezwykle bogaty rozwinięty rynek |
|Nowy rynek |Nowe zastosowania u konkurencji |
| | |

STRENGHTS (mocne strony)

Bardzo ciekawy i ładny wygląd stanowi bardzo mocny punkt iPhona. Prostota telefonu jest niesamowita, przysłowiowy „Kowalski” nie miał by problemów z obsługą aparatu. Do mocnych punktów można zaliczyć różnorodność zastosowań. W jednym zdaniu można powiedzieć, że firmie apple inc udało się schować Internet w jednej kieszeni. Różnego rodzaju komunikatory (skype, gadu-gadu, facebook) mapy i nawigacje, „gazety” internetowe. Wszystkie te informacje można uzyskać za pomocą tego urządzenia

WEAKNESS( słabe strony)
Na pewno cena. iPhone nie jest tanim urządzeniem. Cena tego aparatu wynosi 500£ w Anglii. W Polsce to wydatek rzędy 2500 złotych. Jak widać nie jest to gadżet dla każdego. Trzeba też zwrócić uwagę na baterię. Prze częstym używaniu aparatu, trzeba go ładować codziennie. Są oczywiście możliwe metody zaoszczędzania na baterii, ale wiąże się to...

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