Kleinke, 1
Victoria Kleinke
Principles of Marketing
Tuesdays and Thursdays
8:00AM­9:40AM

Final Market Planning Project Paper
Executive Summary
: Apple Inc. is a publically traded company that focuses on designing and manufacturing upscale electronics for personal and professional use.
Apple started with redesigning and modernizing the personal computer and since then has innovated electronics such as personal music devices, or MP3 players, smartphones, tablets, computer software, smartphone applications. Apple has also developed two of the most iconized media browsers including iTunes and the App
Store. Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak after Wozniak developed and built a revolutionized version
A SWOT analysis is used to evaluate a company’s
Strengths, Weaknesses, Opportunities and Threats. Strengths can be defined by internal capabilities, resources, positive situational factors that help the company achieve its goals and serve its customer base while weaknesses can be looked at as internal limitations and negative situational factors that could possibly interfere with the company’s performance. Opportunities include favorable factors that would allow the company to reach more customers and exploit its advantages and threats are unfavorable external factors such as other companies, similar products, or a change in trends that challenges a company’s performance.
Apple Inc.’s strengths when it comes to the iPhone 6 and 6 Plus are numerous.
When comparing the iPhone 6’s to the older iPhone 5s and 5c, there was a lot of improvement based off of customer insights, design improvements and platform

Kleinke, 4 software updates. Apple also made sure that for someone upgrading from an older version of the iPhone, there was a fluent transition. Through the ability to transfer contacts, photos, etc. through the iCloud, and the familiar but upgraded user friendly interface, new and old customers with Apple Inc. has created an effortless transition.
Apple also has done an