Studiekompasset.dkKlasse: HHX 3. år · Fag: SRP, Afsætning A, Engelsk A …
Studieretningsprojekt
ENGELSK A OG AFSÆTNING A
Apple
HHX 3. år
Hh3b ibc aabenraa, hhx
Mette Andreasen og Kirsten Lindegaard
Aabenraa, fredag d. 27. november 2015
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Side 2 af 39
IBC - Aabenraa
Studieretningsprojekt
2015/2016
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Fag:
Vejleder:
Afsætning A
Kirsten Lindegaard
Engelsk A
Mette Andreasen
Område
Apples brug af storytelling
Besvarelsen skal have et omfang på mellem 15 og 20 normalsider, medmindre andet er angivet i opga-
veformuleringen.
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Side 3 af 39
ABSTRACT
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This paper examines the circumstances linked to the big IT-company Apple. The assign-
ment accounts for the history of the company, and how it changed the world through their
products and advertisements. The studies in this paper also analyse the behaviour linked
to buying an Apple product and how Apple try to affect their target group through story-
telling, and in the end a discussion on what is due to Apples success.
Through the analysis of the buying behaviour, with help from articles about the demogra-
phy of Apples target group, tables and statistics, this paper finds its arguments. This paper
is made by using scientific methods as the quantitative, the qualitative and the comparative
analyse methods. The study shows that Apple’s brand is so strong, that the buying motive
band-waggon plays a major role. Based on the point made in the analysis of the buying
behaviour, the results also show that not many costumers buy Apple’s product due to their
technical qualifications. The analysis of the Apple product presentation also shows that
storytelling plays a big role, when Apple is marketing their new products. The research
point to the fact that Apple has won the war against their opponents due to the fact, that
iPhone is the top selling smartphone ever. This paper shows that iPhone is more than a
phone, and the product is also advertised this way. The results of the paper also show that
through beautiful design and innovation Apple has found the key to success. The study
also proves that through storytelling and through a focus both on the history and the future,
Apple will find its success.
Jeg bekræfter herved med min underskrift, at opgavebesvarelsen er udarbejdet af mig. Jeg har ikke anvendt
tidligere bedømt arbejde uden henvisning hertil, og opgavebesvarelsen er udfærdiget uden anvendelse af uret-
mæssig hjælp og uden brug af hjælpemidler, der ikke har været tilladt under prøven.
Dato: _______________ Underskrift: ________________________________________
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Side 4 af 39
INDHOLDSFORTEGNELSE
OPGAVEFORMULERING ....................................................................................................................
ABSTRACT ...........................................................................................................................................
INDHOLDSFORTEGNELSE .................................................................................................................
1. INDLEDNING ................................................................................................................................ 5
2. REDEGØRELSE ............................................................................................................................. 6
2.1 APPLES HISTORIE .................................................................................................................... 6
2.2 IPHONE ................................................................................................................................... 6
2.3 STEVE JOBS ............................................................................................................................ 7
2.4 BRANDING PÅ DET AMERIKANSKE MARKED ........................................................................ 7
2.4.2 THINK DIFFERENT ........................................................................................................... 8
2.4.3 GET A MAC ...................................................................................................................... 9
2.4.4 PRODUCT PLACEMENT ................................................................................................... 9
3. ANALYSE ..................................................................................................................................... 10
3.1 KØBSADFÆRDSANALYSE AF IPHONE 6 .............................................................................. 10
3.1.2 MASLOWS BEHOVSPYRAMIDE ..................................................................................... 10
3.1.3 BOSTON-MODELLEN FOR APPLE-PRODUKTER .......................................................... 10
3.1.4 P-L-C-KURVEN FOR IPHONE 6 ...................................................................................... 11
3.2 KØBSADFÆRDSANALYSEN ................................................................................................. 11
3.3 HVORDAN PÅVIRKER APPLES DERES MÅLGRUPPE – OG HVILKEN ROLLE SPILLER
STORYTELLING? ......................................................................................................................... 18
3.3.1 SÅDAN PÅVIRKER APPLE MÅLGRUPPEN ..................................................................... 18
3.3.2 APPLES BRUG AF STORYTELLING ................................................................................ 19
4. VURDERING ................................................................................................................................ 22
4.1 HVAD LIGGER TIL GRUND FOR APPLES SUCCES? ............................................................... 22
4.1.1INNOVATION OG UNIKT DESIGN ................................................................................. 22
4.1.2 VENTETIDEN VÆRD ...................................................................................................... 23
4.1.3 KUNDETILFREDSHED .................................................................................................... 23
4.1.4 CSR ................................................................................................................................. 24
4.1.5 THE BRAND TO HAVE ................................................................................................... 25
4.1.6 APPLE OG FJENDERNE ................................................................................................. 26
4.1.7 SAMARBEJDE MELLEM PRODUKTER ........................................................................... 26
LITTERATURLISTE ...........................................................................................................................
BILAG ..............................................................................................................................................
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Side 5 af 39
1.' INDLEDNING
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Side 6 af 39
2.' REDEGØRELSE
2.1 APPLES HISTORIE
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Side 7 af 39
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Side 8 af 39
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Side 9 af 39
2.4.3 GET A MAC
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Side 10 af 39
3.' ANALYSE
3.1 KØBSADFÆRDSANALYSE AF IPHONE 6
3.1.2 MASLOWS BEHOVSPYRAMIDE
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Side 11 af 39
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3.2.1KULTURELLE FORHOLD:
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Side 12 af 39
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3.2.2 SOCIALE FORHOLD:
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4L=9'(2**%&'*"0'K&"'%0'K" */)/%'5<2& '. % &'" ),/.'= )% < '# $ " &% ,'$ F '$ % 0 1 % 0 % B'4" 0 '. % ,'< G&%'",'* " 0 '# % )<'
#2*'<24#%0'5"&'#<G&,'<%.'",'1F'-.'21'=&-1%'@>>>'4&20%&'$F'%0'*2=/)9'`0'$%&#20'.%&'#4")'5"<%'0P'
*2=/)B'4/11%&'21#F'$F'5</)4%'*2=/)%&'5"0#'<%00%&'5"&B'21'0F&'5"0'#%&'E$$)%O$&2.-4,%&'/'K/)* 'q# % '= /O
)"1':rB'#F'%&'.%,'.%'$2#/,/<%'&%K%&%0N%1&-$$%&'.%&'#$/))%&'/0.9'W%&'/.%0,/K/N%&%&'4-0.%0'#/1'*%.'#/0%'
<%00%&B'42))%1"%&'T'21'#4-%#$/))%&%0%'/'K/)*%0%B'.%&'21#F'5"&'/R520%#9'W%&'=)/<%&'#4-%#$/))%&%0'
"),#F'%0'<%&,/4")'2$/0/20#)%.%&B'."'#4-%#$/))%&%0'/44%'5"&'021%0'%4#$%&,</.%0'%))%&'-.."00%)#%'/0O
.%0'K2&'/R520%#B'*%0'5"0'5"&'.%&/*2.'*-)/15%.'K2&'",'$F</&4%'"0.&%'*F)1&-$$%&'%0.'.%*'#2*'
#4-%#$/))%&%0'#%)<',/)5L&%&9''
'
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
??
'5,,$QaaXXX9K2&=%#9N2*a#/,%#a,2..5/620a:>?Ja>Ja?>aX5",O4/0.O2KO$%&#20O$&%K%&#O"0O/$520 % a''
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 13 af 39
3.2.3 PERSONLIGE FORHOLD:
!
3.2.3.1 Alder, beskæftigelse og indkomst:
!
W%&'4"0'.%0'0%,2$'"0<%0.,%'"0")P#%',"1%#'/'=% ,& " 1 ,0 /01'/1%0 B'."'.%'$ % & # 2 0 )/1 % 'K 2 &5 2 ). ' /0 . % = G&%&'
,/01'#2*'").%&B'/0 . 4 2 * # ,'2 1 '= % # 4GK,/1%)#% 9'V%&'%&'/01 % 0 ',P . % )/1'K2 & #4 % )'$ F '5 </)4 % '" ). % &#1 & - $ $%&'.%&'
=&-1%&'5</)4%',%)%K20%&B'*%0'021%,'4-00%'.21',P.%'$FB'",'1%00%*#0/,#").%&% 0 'K2 &'/R 5 2 0 % '# ,/1 % &9'
HKL)1%'%0 '/0 ,% &0 % ,- 0 . % & #L 1 % )# % B'% &'. % 0 '1%00%*#0/,)/1%'/R520% ' = &- 1 % & '0 % *)/1'=)% < % ,'G).&%'/'. % ' # % O
0%#,%'$"&'F&B'="#%&%,'$FB'",'1%00%*#0/,#").%&%0'/'-0.%&#L1%)#%0B'.%&'/0.%="&'2<%&':>>>'&%#$20O
.%0,%&B'<"&'N/&4"':@'F&9'EK'"))%'.%*'.%&'5"<.%'4L=,'.%&%#'/R520%'/0.%0'K2&'.%,'#/.#,%'5")<%'F&B'<"&'
1%00%*#0/,").%&%0'0G#,%0'7@'F&9''
V%,'#%#'21#F'/'.%0'KL&2*,"),%'"0")P#%B'5<2&)%.%#'/R520%O=&-1%&%0'2K,%#,'5"&'%0')G01%&%'-.."0O
0%)#%B'.%&'&%#-),%&%&'/'%0'=%.&%'=%#4GK,/1%)#%'21'%0'5L3%&%'/0.42* #,9'V%,,%'4"0'5G01%'#"**%0'
*%.B'",'/R520%B'#2*'21#F',/.)/1%&%'0G<0,B')/11%&'/'.% 0 ' 5 L 3&%'$&/#4)" # # % B'2 1'."'+ " *#-01')"<%&',%)%O
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K20%&9'''
'
3.2.4 PSYKOLOGISKE FORHOLD:
!
3.2.4.1 Behov:
!
W%&'4"0'*"0'*%.'K2&.%)'"0<%0.%'M"#)2X#'=%52<#$P&"*/.%B'#2*'.%,'%&'=)%<%,'132&,'/'=/)"1'D9'`0'
,%)%K20B'2 1 '% 0 '/R 5 2 0 % '/# G&B'%&'/44%'%0'5<%&."1#<"&%B'*%0'.%,'%&'.%&/*2.'%0'<"&%B'.%&'4L=%#'*%.'
%0'K2&<%0,0/01'21'%0'K2&5F=0/01'2*'",'.%00%'4"0'52).%'/'*"01%'F&9'V%,'#4")'.21'K2&#,F#'&%,9'`0'
,%)%K20'< /)'$ )" N% &% '# /1 ')" <% & % '$ F 'M " # )2 X # '= % 5 2 < #$ P &" */.%B'0G&*%&% '# /4 4% &5 % . # = % 5 2 < % 0 %B'."'
.%00%'%&'</1,/1B'K2&'",'4-00%'42**%'/'420,"4,'*%.'"0.&%9'H'=/)"1'D'#%#'. % ,B'5 <2 &)% . % # '% 0 '/R 5 2 0 % 'D '
$)"N%&%&'#/1'/'M"#)2X#'=%52<#$P&"*/.%B'21'.%0'% &'$ )" N % &% ,'5%&B'."'.%0'/'K2&52).',/)'.%',/.)/1%&%'1%O
0%&",/20%&'"K',%)%K20%&',/)=P.%&'*%1%,'*%&%9'V%,'=%52<'*"0'KF&'2$KP).,'<%.'%,'4L='"K'%0'/R520%B'%& '
%,'"0.%,'%0.'5</#'*"0'4L=%&'%0'5%),'02&*")'K"#,0%,,%)%K20'%4#%*$%)</#9'i%.'/R520%'2$KP).%#'21#F'
%,'=%52<'2*'",'4-00%'"0<%0.%'.%'#2N/")%'*%./%&B',"1%'=/))%.%&B'#$/))%'#$/)'21',3%44%'*"/)#'T'21'*%O
1%,'*%&%9'V%,'%&'#3G).%0,'",'%0'/R520%'=)/<%&'4L=,'/'K2&*'"K'-)/1%<G1,B'K2&'&/1,/1'*"01%'*%00%#4%&'
5"&'%0'1"**%)',%)%K20')/11%0.%'.%&53%**%'T'21'.%&K2&'=)/<%&'%0'/R520%'4L=,'#2*'%0'2$1&".%&/01'
,/)'%0'"0. % 0 '*2=/)9''
'
!
!
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 14 af 39
3.2.4.2 Købemotiver:
!
V%,'%&'.%'KG&&%#,%'.%&'4L=%&'%0'/R520%'-.'K&"'.%'K-04,/20%))%'4L=%*2,/<%&9'W<2&'*"01%'<%.'*20'
5<2&'12.'%0'$&2N%##2&'%0'/R520%'5"&B'%))%&'5<2&'1&"K/442&,%,'%&9'eK,%'%&'=%#)-,0/01%0'2*'",'4L=%'%0'
/R520 % ', " 1 % ,'- .'K&"'"0 . &% 'K 2 &- . # G,0/01 % &9 'V%'K-04 ,/2 0 %))%'4L=%*2,/<%&'#$/))%&'.21'/0.B'0F&'.%0'
%<%0,-%))%'4-0.%'#4")'<G)1%B'2*'5"0'</)'5"<%'?DB'DJ'%))%&'?:I'1/1"=P,%9''
V%,'%&'.%&/*2.'.%'#2N/")%'4L=%*2,/<%&'.%&'#4-==%&'4L=%&%'/*2.' % 0 '/R520% 9'W%&'4"0'.%&'/#G&'"&O
1-*%0,%&%#'K2&B'",'%0'/R520%'%&'%,'$&2.-4,'.%&'K").%&'/0.'-0.%&'4 L = % *2,/<%, '= " 0 . OX"11209''
E$$)%'5"&'K2&*F%,'",'=&"0.%'#/,'$&2.-4,'#F'12.,B'",'*"01%'4L=%&'%0'/R520%'K2&./'3#!$#*$3#!$&//#$&-M
3*#$"&*9$c21)%'</)'* F#4%'*%0%B'",'4L=%&0%'5"&'#4P4)"$$%&'$FB'0F&'.%'K-).#,G 0./1,'2<%&#%&'.%'K-04O
,/20%))%'4 L = % * 2 ,/< % &B'2 1 '4 L=%&'%0'/R520%'-.'K&"'"&1-*%0,%&B'#2*'%4#%*$%)</#B'",'"))%'"0.&%'5"&'
.%0B'21'K2&'",'#4"=%'#,",-#9''
V%&'4"0'.21'<G&%'K2&#4%)'$FB'5</)4%0'/R520%'*"0'4L=%&9']F&'*"0'%4#%*$%)#'-.'21'4L=%&'%0'
/R520 % '@ B '. % & '- . 4 2 *'/':>? : B'4 " 0 ' *"0'5% ),'4 )"&,'"&1- *%0,%& % 'K2 &B'",'.%,'%&'="0.OX"1120O%KK%4,%0'
.%&'#$/))%&'/0.B'."'.%&'5%),'4)"&,'/'."1'K/0.%#'"0.&%B'=%.&%'#"*,'%0.."'=/))/1%&%'"),%&0",/<%&',/)'%0'
/R520 % '@ ' T'*%0'1F&'%0'?COF&/1'5"0.%)##42)%%)%<'#2*'3%1B'-.'21'4L=%&'.%0'#,L&#,%'/R 5 2 0 % 'D #'$ )- # '
*%.'?:I'1/1"=P,%',/)'0G#,%0'I > > > '4&2 0 % & B'4"0'*"0'21#F'"&1-*%0,%&%B'K2&'",'<%= )% 0 O%KK%4,%0'#$/)O
)%&'/0.9'82&'5</)4%0'5"0.%)##42)%%)<'5"&'#6#-!/16$=&-1'K2&'%0'#F'#,2&',%)%K20B'*%.'#F'*%1%,'5-42*O
*%)#%'$FU'
'
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 15 af 39
3.2.5 KØBSADFÆRD:
!
Købsroller i købsbeslutning
Købsroller
Forklaring
1: Initiativtager
W%&'4"0'.%,'<G&%'%,'K"*/)/%*%.)%*B'%0'<%0B'%0'
42))%1"'%))%&'%0'4G&%#,%B'.%&'0G<0%&Q'^`3B'5"&'.-'
</&4%)/1'#,"./1'.%0'.%&',%)%K20^'%))%&'^W"&'.-'#%,'.%0'
0P%'/R520%'D9'V%0'%&'#F'K%.B'#4")'.-'/44%'5"<%'
.%0U^'
2: Influent
V%,,%'4"0'<G&%'/1%0'%0'42))%1"B'<%0'%))%&'"0.%,B'.%&'
42**%,%&%&'$FB'",'.-'2<%&<%3%&'",'4L=%'%0'/R520%9'
V%,'4"0'<G&%'.%'#/1%&B'",'.%,'%&'12.'/.pB'21'",'.%'%&'
1)".%'K2&'.%&%#'%1%0'/R520%B'%))%&'.%,'4"0'<G&%'%0B'
.%&'*%0%&'",'*"0'4"0'KF'=%.&%',%)%K20%&',/)'#"**%'
$%01%9''
3: Beslutningstager
eK,%'%&'=%#)-,0/01#,"1%&%0'.%0B'.%&'#%)<'#4")'5"<%'
%0'/R520%9'H'%04%),%',/)KG).%B'4"0'.%,'.21'<G&%'%0'
K2&G).&% B '.%&'%4#%*$%)</#'1/<%&'%0',/)'#/,'="&0'/'
1"<%B'%))%&'%0'N5%K'.%&'#4")'=%#)-,,%'2*'5"0#'
</&4#2*5%.'#4")'1F'2<%&',/)B'",'"))%'*%."&=%3.%&%'
5"&'/R520%#9'H')"01,'.%'K)%#,%',/)KG).%'%&'
=%#)-,0/01#,1"1%&%0'.21'.%0B'.%&'=)/<%&'%3%&%0'"K'
.%0'0P%'/R520%9''
4: Disponent
W</#'%0'$%&#20'<G)1%&B'",'5"0'1%&0%'</)'5"<%'%0'
/R520% B'1 F & '5 " 0 '2 K ,% # ,'2 1 # F '# % )< '0 % . '/' .%,"/)=-,/44%&'
#2*'820"B'%))%&'$F'0%,,%,'K2&'",'4L=%'.%09'H1%0'4"0'
.%,'.21'<"&/%&%B'5</#'.%,'%4#%*$%)</#'%&'%0'
K2&G).&% B'. %& '4L=%&'%0'/R 5 2 0 % ',/)'#/,'= " &0 9'
5: Konsument
H'*/,',/)KG).%'*%.'%0'/R 5 2 0 % B'< /))%'4 2 0 # -*%0,%,'
21#F'2K,%'<G&%'.%0'#"**%'#2*'./#$20%0,%09'W</#'
3%1'1F&'- . '21'4L=% &'% 0 '/R520%',/)'*/1'#%)<B'% & '. % ,'
0",-&)/1</#'21#F'*/1'.%&'#4")'"0<%0.%',%)%K20%09'
H1%0'4"0 '. % ,,% '< " &/% &% B'. " '. % ,'4" 0 '# 4 % B'" ,'. %,'% & '. %0 '
KL&2*,"),%'#L0'%))%&'.",,%&'.%&'#4")'=&-1%'*2=/)%0B'
%K,%&'5-0'5"&'KF%,'.%0'/'1"<%'"K'#/0'*2&'21'K"&9'
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 16 af 39
3.2.6 KØBSADFÆRDSTYPER:
'
V"0#4'%O5"0.%)#"0")P#%'5"&'/':>?J')"<%,'%0'"0")P#%'/'#"*"&=%3.%'*%.'R2#,'V"0*"&4'21'c%,#B'.%&'
4"0'#%#'/'=/)"1';9'V%0'</#%&B'",'*G0.'%&'*%&%',/)=L3%)/1%',/)'",'4L= % '% )% 4 ,&2 0 /4 '2 <% &'/0,%&0% ,,% ,B '2 1 '
.%,'</#%&'"),#FB'",'5</#'.%&'%4#%*$%)</#'#4")'4L=%#'%0'0P'/R520%',/)'.",,%&%0'/'KL.#%)#."1#1"<%B'#F'
%&'.%,'2K,%'*"0.%0'.%&',"1%&'.%00%'=%#)-,0/019'V%,'4"0'21#F'4204)-.%&%#B'",'."'*G0.'%&'(N$2<%&O
)%10% '# 2 *'.%'% &'- 0 . %&'4",%1 2&/%0'%)% 4 , &2 0 /4 B'",'.%'21 # F'4L=% &' /R 5 2 0 %0B'#%)< '5 < /# '. %,'%&'4G&%#,%0 '
.%&'5"&'=%#)-,,%,'#/1'K2&B'",'5-0'12.,'4-00%',G04%'#/1'%0'0P',%)%K209'H'=/)"1'I'#%#'.%'K/&%'K2&#4%))/1%'
4L=#".KG&.#,P$%&9'W%&'4"0'.%&'"&1-*%0,%&%#'K2&B'",'%0'/R520%'1F&'-0.%&'4",%12&/%0'\42*$)%4#'
".KG&.\'."'.%&'K2&'.%,'KL&#,%'%&'%0'#,2&'/0<2)<%&/01#1&".B'."'%0'/R520%'%&'%,'$&2.-4,'.%&'5"&'#,2&'
/0.K)P. % )# % '$ F ' 4-0.%# '# % )< /*"1%B'21'*% . '% 0 ' $ &/#'$F'2<%&'@>>>'4&20%&'5"&'%,'#F."0,'4L='21#F'%0'
#,2&'L4202*/#4'=%,P.0/019'V%&'%&'#"*,/./1'21#F'#,2&'K2&#4%)'$F'*G&4%&0%B'021%,'*"0'</&4%)/1'2$)%O
<%&B'5</#'*" 0 '5 " &'5 " K,'K)% &% 'K2 &# 4 % ))/1% ',% )% K2 0 % &9'` 0 '+"*#- 0 1O,%)%K20'2 1 '% 0 '/R 5 2 0 % '4 " 0 '*"01% '" K'
.%'#"**%',/01B'*%0'.%&'%&'21#F'$-04,%&B'5<2&'.%'%&'</.,'K2&#4%))/1%9'c21)%'</)'*%0%B'",'%0'/R520%'
%&'*%&%'=&-1%&<%0)/1B'0%**%&%'",'K/0.%'-.'"KB'*%0#'"0.&%'</)'*%0%B'",'.%,'%&'K2&.%)'",'%0'E0.&2/.'
1/<%&'=&-1%&%0'K)%&%'*-)/15%.%&'K2&'",'$%&#20)/11L&%'.%09''
'
3.2.7 BESLUTNINGSPROCESSEN:
!
H'.%0'0 PO4)"##/#4%'4L=#".KG&.'=%1P0.%&'=%#)-,0/01#$&2N%##%0'*%.'%0'$&2=)%*%&4%0.%)#%9'V%,'
4"0'<G&%'",'%0#',%)%K20'%&'1F%,'/'#,P44%&B'%))%&'",'.%0'%&'#F'1"**%)B'",'.%0'/44%')G01%&%'4"0'KL)1%'
*%.'.%'4&"<B'.%&'#,/))%#',/)',%)%K20%&'/'."19'H'=/)"1'C'%&'.%&' -."&=%3.%,'%0'*2.%)'K2&'.%0'/0#$/&",/20#O
.&%<0%'4L=#".KG&.B'.%&'*2.#",'.%0'0PO4)"##/#4%O".KG&.'/44%'-.#$&/01%&'"K'%0'$&2=)%*%&4%0O
.%)#%B'*%0'.%&/*2.'"K'%0'/0#$/&",/209'H'*2.%))%0'#%#'.%&B'",'.%,,%'4"0'<G&%'K&"'%0'<%0B'%0'&%4)"*%'
/'K3%&0#P 0 % ,'%))%&'$F'/0,%&0%,,%,9'W%&'4"0'4-0.%0B'$F',&2.#'"K'",'5"0'%))%&'5-0'5"&'%0'1"0#4%'<%)K-0O
1%&%0.%'*2=/)B'=)/<%'/0#$/&%&%,',/)'",'4L=%'.%0'0P%'/R520%'D9'8G))%#'K2&'.%',2',P$%&'4L=#".KG&.'%&'
.21B'",'/0K2&*",/20##L10/01%0'5L&%&'-0.%&'=%11%9'cF&'.%0'%<%0,-%))%'4L=%&'5"&'/0.#%,B'",'5"0'
*"01)%&'%0'0P',%)%K20B'%))%&'%&'=)%<%,'/0#$/&%&%,'"K'%4#%*$%)</#'%0'42))%1"'*%.'%0'0P',%)%K20B'=%O
1P0.%&'5"0'",'-0.%&#L1%'*"&4%.%,9'W%&'K/0.%#'.%&'K/&%'K2&#4%))/1%'/0K2&*",/20#4/).%&m'.%'$%&#20O
)/1%B'42 **%&N /% ))% B ' 2KK%0,)/1%'4/).%&'#"*,'$%&#20%0#'%1%0%'%&K"&/01%&9'R%&#20%0'4"0'<%.'",'#$L&1%'
#/0%'<%00%&B'K"*/)/%*%.)%**%&'21'"0.%,',/)'&F.#B'/0.%0'5"0'4L=%&'#/0',%)%K20B'#L1%'/0K2&*",/20%&9'
V%&0G#,'"0<%0.%&'$%&#20%0'.%'42**%&N/%))%'4/).%&B'/'K2&*'" K'",'$%&#20%0')G#%&'2*'K2&.%)%'21'
-)%*$%&'<%.'/R520%'$F'/0,%&0%,,%,9'V%&0G#,')G#%&'$%&#20%0'021)%'"&,/4)%&'.%&'5"0.)%&'2*B'5<2&K2&'
*"0'#4")'4L=%'%0'/R520%'T'21'21#F'021)%'.%&'5"0.)%&'2*B'5<2&K2&'*"0'/44%'#4")9'V%,,%'%&'.%'2KO
K%0,)/1%'4/).%&9'+)-,,%)/1,'"0<%0.%&'$%&#20%0'#/0%'%10%'%&K"&/01%&9'MF#4%'#4")'$%&#20%0#'1"*)%'
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 17 af 39
/R520 % '= "&%'2$.",% &%# B'#F'< %. '5" 0'1 2. ,B '5<".'5"0'1F&'/0.',/)9'`))%&'*F#4%'5"&'5"0'5"K,'%0'+"*O
#-01'KL&B'21'*F#4%'<"&'.%,'%0'#F'.F&)/1'2$)%<%)#%B'",'$%&#2%0'="&%'.#3E$",'.%,'#4")'<G&%'%0'/R520%'
0-9'
cF&'*"0'#L1%&'/0K2&*",/20%&'KL&'%,'4L='"K'%0'/R520%B'4"0'.%,'<G&%'* %1%,'K2&#4%))/1 ,'5 < 2 &'#,2 & '2 $ O
)%<%,'&/# /4 2 '*"0'5 " &9' c 2 1)%'-0. % & #L1%&'* "&4%.% ,'K 2 &'# *"&,$5 2 0 % # ' - ,&2 )/1 , ')G01%B' *%0#'" 0 . & % 'K2 & O
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Side 18 af 39
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3.3.1 SÅDAN PÅVIRKER APPLE MÅLGRUPPEN
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Side 19 af 39
3.3.2 APPLES BRUG AF STORYTELLING
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4.' VURDERING
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4.1.1INNOVATION OG UNIKT DESIGN
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4.1.2 VENTETIDEN VÆRD
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4.1.4 CSR
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Side 25 af 39
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4.1.5 THE BRAND TO HAVE
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Side 26 af 39
4.1.6 APPLE OG FJENDERNE
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4.1.7 SAMARBEJDE MELLEM PRODUKTER
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Side 27 af 39
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5.' KONKLUSION
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Side 28 af 39
LITTERATURLISTE
Bøger&og&film&
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Links:&
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Side 29 af 39
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Side 30 af 39
BILAG
!
BILAG 1:
Brand Management, af Tilde Heding, Charlotte F. Kundtzen og Mogens Bjerre, 2009. Side 182.
BILAG 2:
Plus in Flubber 1997, og House of Cards 2013
BRAND!
CONSUMER!
CONSUMER!
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Side 31 af 39
BILAG 3:
Kilder:
https://www.apple.com/dk/pr/library/2015/01/27Apple-Reports-Record-First-Quarter-Results.html
http://www.strategicmanagementinsight.com/products/swot-analyses/apple-swot-analysis-2014.html
http://www.huffingtonpost.com/news/apple-tax-evasion/
SWOT-model for Apple
Interne sider
Stærke sider
Svage sider
•'
Markedsledere for en række produkter i
hele verden
•'
Utroligt stærkt brand
•'
Godt image
•'
Økonomisk styrke,
Nettofortjeneste på 13.1 mia. kr.
•'
Bruger ikke så mange penge på mar-
kedsføring som konkurrenterne
•'
Styrket CSR
•' Høje priser i forhold til konkurrenterne
•' Store problemer i, at Apple produkter
ikke kan anvendes med ikke-Apple-pro-
dukter
•' Dårligt forhold til IBM, Intet og Micro-
soft
Eksterne sider
Muligheder
Trusler
•'
Et teknologisk samfund, der bruger flere
og flere penge på mobiler, computere og
tablets
•'
Innovative ansatte,
Design og kvalitet går hånd i hånd
•'
Mulighed for at reducere priserne ved
hjælp af den gode økonomi og glim-
rende fortjeneste
•' Apple har gennemgået store ændringer
siden Steve Jobs’ død, og er gået væk fra
nogle af deres kærneværdier
•' Apple-produkter er blevet mainstream,
og er ikke længere et nicheprodukt
•' Apple skal forsøge at holde sig væk fra
skandalerne, som den netop overstået
skatteskandale.
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 32 af 39
BILAG 4:
Kilde: www.idc.com/getdoc.jsp?containerId=prUS#.UWXUaStMStU
BILAG 5
BILAG 6
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Side 33 af 39
BILAG 7
Kilde: http://detailfolk.dk/uploads/cmslinkupload/51_file_5017.pdf
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 34 af 39
BILAG 8
Kilde: Afsætning af Lene Jenricg, Kurt Jepsen, Peter Scmalz og Lise Aarosin Bind 1, side 2009
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 35 af 39
BILAG 9
Uarbejdet af Casper Kiefer Kalmar med begreber, udtryk og faglig information fra artiklen
”Forbrugerens købsadfærd ligner en krusedulle” af Eva Sttensig, fra www.danskerhverv.dk
Person'
Ven,!klassekammerat,!
kollega,!familie!
Fjernsyn'
Reklame,!film,!doku>
mentar,!nyhedsudsen>
delse!etc.!
Radio'
Reklame,!nyhederne,!
andet!program,!fx!
Monte!Carlo!der!har!
en!speciel!indvirkning!
på!mange!unge!
Internettet'
Facebook,!YouTube,!
reklamer!i!videoer,!
bannere,!annoncer,!
onlinebutikker!
Fysiske'blade'
Ugeblade,!magasiner,!
aviser!
Fysiske'butikker'
Tilbud!i!pris,!mængde>
tilbud,!mulighed!for!at!
prøve!varen,!se!varen!i!
virkeligheden,!røre!
den!
Køb'
Ikke'køb'
Tilfreds'
Ikke'tilfreds'
Informationssøgning'
Internettet,!anmeldel>
ser,!venner,!eksperter!
(arbejder!i!detailbutik>
ker!fx) !
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Side 36 af 39
BILAG 10
Kilde: www.apple.com, www.samsung.com
!"#$%&'(")*"&' +,-./%&%,0/01#$&23%4,'5567' 8&%."1'.9':;9'02<%*=%&':>?@'
Side 37 af 39
BILAG 11
Kilder:
Samsung: http://i-cdn.phonearena.com/images/reviews/138016-image/Samsung-Galaxy-Core-Review-
001-box.jpg
og
iPhone: http://media.idownloadblog.com/wp-content/uploads/2012/09/iphone_5_box_header.jpg
!!
BILAG 12
Kilder:
Samsung: http://www.techarp.com/article/Samsung/Galaxy_S6_Unboxing/S6_box_01.jpg
og
iPhone: Privatfoto taget af
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Side 38 af 39
BILAG 13
Kilder:
http://phandroid.com/wp-content/uploads/2012/09/it-doesnt-take-a-genius.jpeg
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Side 39 af 39
BILAG 14
Kilder:
http://www.agencedesmediassociaux.com/wp-content/uploads/2010/05/Apple-Vs-Microsoft-
550x335.png
!