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To offer the best possible personal computing technology, and to put that technology in the hands of as many people as possible.

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Apple’s corporate objectives:

· To achieve the highest share on the PC market musical players market.

· To achieve the highest customer satisfaction.

· To decrease environmental impact by cutting the waste from production and packaging by as much as possible.

· To provide products, services and solutions of the highest quality and deliver more value to our customers that earns their respect and loyalty.

· To achieve sufficient profit to finance our company growth, create value for our shareholders and provide the resources we need to achieve our other corporate objectives.

· To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs.

· To grow by continually providing useful and significant products, services and solutions to markets we already serve and to expand into new areas that build on our technologies, competencies and customer interests.


Aims and objectives of my planned promotional strategy

The initial objectives of my planned promotional strategy for Apple were to create awareness of the Apple and its products and to introduce a new method of promoting new Apple noise-cancelling headphones on the airplane by firstly showing an advert in the in-flight magazines that are built in the seats of the airplanes, as well as give the headphones out to the passengers to rent and try when watching a movie or listening to the music on the airplane. The main aims were that it would effectively allow to show the main features of the product to all potential customers, promote the image and popularity of the Apple brand, and allow people to actually try the new headphones on and experience all of the advantages of using them, as well as increase awareness of the brand.

One of the reasons why my proposal would perfectly fit with the company’s objectives is because it is also suggesting to use new methods of promotion, that have not been previously used by Apple before and view growth in the market for noise-cancelling headphones as an opportunity to grow. In addition to this, Apple has large promotional budgets, one of the firms with the highest quality and customer satisfaction, and due to the fact that my promotional strategy is going to be relatively cheap, in comparison to some other methods of promotion, it also makes it appropriate for Apple.

Firstly, I’m going to discuss all strengths and weaknesses of my first method of promotion which involves giving out the headphones to try to the passengers.


The main strengths of this method of promotion are:











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Читайте в этой же книге: Free samples and point of sale promotion | Andrex advert | B) How and when each form of promotional activity is used | Internal factors | External factors | Respondents | E. Never | F. Buy headphones and get a free iTunes voucher | The overall average | Promotion 1 |
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Promotion 2| On average, long-haul passengers on the main European airlines watch on-board TV during 80 minutes

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