2. Apple Computers Amy Cook Mia Crampton Jessica Eagon Chelsea Lister Rachel Littell Patrick Przeacznik Curt Weathers Strategic Planning for...

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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.

13. 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

14. 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

15. Main Opportunity Appealing to corporate markets with new OS X version ‘Tiger’

16. Our PR Plan

17. Main Message Macs are not only for artists and the young hip generation, they are also built for business professionals.

18. PR Objective 1 To increase awareness about Mac’s capabilities in business software programs among business professionals by 40% within a year.

19. 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.

20. 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.

21. PR Objective 2 To change attitudes about Mac’s business-related software programs among business professionals by 30% within a year.

22. 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.

23. 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.

24. 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

25. 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