Marketing Audit Approach

Marketing audit approach

The death of Apple Computer was predicted many times throughout the company's history. The price point for the Apple and Macintosh computers were higher than other PCs. Consumers thought there was not enough software available for the Mac. Consumers also felt that only graphic designers needed the computing power that the Mac offered. The introduction of the iMac in 1998 and the iPod in 2001, along with innovative advertising, changed many consumers' opinions (Wikipedia, 2006). This paper will focus on a marketing audit of the Apple iPod.

Action plan

Topic choice - September 30, 2006

Gathering of data - October 3, 2006 - October 31, 2006

Analysis of data - November 1, 2006 - November 3, 2006

Write up of audit - November 4, 2006

Submission of audit - November 5, 2006

Key resources

Apple.com

University of Phoenix library

Articles on Internet which discuss the marketing of the iPod

Areas to research and discuss

First, the marketing audit will present research on environmental aspects. What cultural changes have affected the market? Does Apple use cultural influences to the best of its abilities? What makes the iPod's technology better than competitors? What adjustments has Apple needed to make as technology advances? Has Apple been able to change customers' negative perceptions of the brand through its marketing? Does Apple understand the needs of a potential iPod user?

Apple's marketing objectives for the iPod will also be discussed, along with Apple's strategies