International marketing plan-a case of apple inc PDF

1
INTERNATIONAL MARKETING PLAN-A CASE OF APPLE INC.
Student
University

2
Executive Summary
International marketing is the use of principles of marketing in multiple countries by
firms. It involves the process of planning and application of the marketing plans in areas of
price fixing, promotion and distribution of goods or services to achieve satisfactory
exchanges of objectives for individuals and organisations.
A marketing plan is an all-inclusive blue print that summarizes an enterprise’s overall efforts
in marketing. The marketing procedure is attained by use of the marketing mix aimed at
making awareness to the consumers of the products, ideas or services on offer. Apple Inc. is
competing in a global market and its marketing plan in the marketing mix application is to
ensure that the company increases the market share of its anticipated iPhone7 smartphone
(Richter 2002).
Marketplace Environment; the plans takes a looks at the global market arena for Apple Inc.
which is full of competition, and constant innovation due to the many players in the
technology industry.
Target Market and positioning. The plan contains the target market of Apple Inc. and its
products positioning. The firm targets the high end users for its products portfolio and this is
a strategy for a niche market specialisation.
Benefit to the company. The marketing plan comes in handy for the company’s efforts to
deepen and retain the present market .This will be achieved by highlighting areas that the
company should focus on especially the emerging markets with a high concentration of
middle income groups. This customer base will be able to bring in more sales to the company
and help it achieve its short and long term objectives.

3
Table of Contents
Table of Contents
Table of Contents.......................................................................................................................5
APPLE INC.MARKETING PLAN........................................................................................7
Introduction.............................................................................................................................7
Background................................................................................................................................8
Industry Background...............................................................................................................8
Company Background............................................................................................................8
Apple Inc. Objectives.................................................................................................................9
Importance of these objectives..........................................................................................10
Situation analysis.....................................................................................................................10
Business Environment..........................................................................................................10
Political Situation..............................................................................................................10
Competitor Analysis..........................................................................................................11
SWOT Analysis of iPhone7..............................................................................................11
Marketing Strategies................................................................................................................14
Positioning Strategy..............................................................................................................14

4
Marketing Mix Strategy........................................................................................................14
Product...............................................................................................................................14
Price...................................................................................................................................15
Place..................................................................................................................................15
Promotion..........................................................................................................................15
Marketing Implementation and Control...................................................................................16
Action plan............................................................................................................................16
Budget...................................................................................................................................16
Monitoring and Control Mechanism........................................................................................17
References................................................................................................................................18