Les limites de la stratégie de communication d’Apple : Un nouveau nom corporate et une diversification du marché

Exposé Entreprises & gestion Communication

Date de publication :

07/05/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

4 pages

Niveau :

expert

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Literature Review
Background information
Methodology
Results
Discussion

Résumé :

Limits of apple's communication strategy: New corporate name and market diversification (titre original)

"apple Reinvents the Phone" titled the press release apple published on its website on January 9th 2007, at the time Steve Jobs, the company's CEO, was presenting his brand new product to the world, during the MacWorld conference in San Francisco, USA. The event resulted in massive media coverage, and many newspapers described the brand new Iphone as no less but a revolution. The analysis of the media launch of one of the most awaited products of 2007 presents three major interests: the firm needed to communicate with the general public -potential customers of its products-, but also to "sell" the concept of iPhone to mobile telephone carriers all over the world, and therefore increase its power on current and future negotiations. A third economic objective was to incite potential investors to increase its stock value. A challenge for public relations: one global announcement for three target groups with different focuses. For this research two countries were selected: the USA, where apple's corporate headquarters are located, and England, for a more European point of view. Articles from main newspapers in these countries were carefully selected and analysed around our main thesis: apple did not work enough on selecting which message was going to be transmitted by which media and confused its audience with too many information. The agenda-setting theory will be used to determine the on what message the media focused, in comparison to the initial message apple wanted to communicate. Ralph E. Frede's "roadblocks to communication" (1973) theory will help to determine whether or not apple's strategy was optimized.