Strategic Marketing Plan for Apple in Australia

This report discusses the strategic marketing plan for Apple in Australia, including strategic alternatives, strategy selection, strategic objectives, marketing mix development, and more. The report suggests that Apple should use product differentiation strategy to introduce new models of phones and electronic peripherals with advanced features and high quality to attract potential clients in the Australian market. The report also suggests that the marketing mix development will assist Apple to achieve its strategic objectives and goals in the Australian market.

management STRATEGIC ALLIANCE
Marketing Strategy & Planning
Consumer analysis
Name of the Student-
University Name

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Table of Contents
Introduction...........................................................................................................................................1
Strategic alternatives.............................................................................................................................2
Strategy selection..................................................................................................................................3
Strategic objectives................................................................................................................................5
Marketing mix development..................................................................................................................7
Conclusion.............................................................................................................................................9
References...........................................................................................................................................11
Appendix.............................................................................................................................................14

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Introduction
With the ramified economic changes and complex business structure, every
organization needs to take their strategic business decisions to achieve the certain goals and
objectives. There are several internal and external factors which need to be undertaken by the
organization before taking strategic marketing plan. In this report, strategic markeing plan
such as Marketing Mix, Matrix analysis and other tools have been used to make the effective
business decision making. There are several strategic alternatives have been undertaken to
address the marketing opportunities and evaluate strategies across appropriate marketing mix.
This report also analysis consumer trends and interpret them to inform busienss decision
making. In this report, Apple Incorporation has been taken to undertaken for the proper
strategic marketing plan.

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Strategic alternatives
There are several strategic alternatives which could be undertaken by Apple
Incorporation to expand its busienss in Australia. However, the main problem will be related
to collecting the required amount of information. Strategies are the long term planning which
are undertaken by the organization to achieve the certain goals and objectives (Siguaw, &
Simpson, 2015).
There are three main three strategic alternatives which would be considered by the
Apple to overcome the possible issues and problems in their work program.
Cost leadership
It is the business strategy which will assist Apple to grab the potential market in
Australia. In Australia, many of the people have found issues to buy the electronic apparels
and products such as phones and gadgets from the Apple. This strategy will assist Apple to
lower down the cost of its some of the products so that the potential buyers could easily buy
products from these companies. Nonetheless, Apple needs to install new technologies and
system process in its value chain activities which could easily lower down the cost of its
electronic apparels and products such as phones and gadgets offered in market. In addition to
this, as per the Porter’s Top Line Generic Strategies, company has faced issue of the market
threats comes from the new rivals such as Xiomi, Samsung and Sony. These all competitors
could easily grab the market as they are already offering their phones and electronic apparels
at very least cost. In addition to this, Apple is lacking with the cost leadership Competitive
Strategies in market which might be the negative factors for the future potential growth of the
business. The marketing mix has also reflected that electronic apparels and products such as
phones and gadgets offered should be introduced with the new product life cycle to reduce
the gap identified in the Australian Market (Solomon, 2014).
Product differentiation strategy
It is the strategy which assists Apple to grab the potential clients from the market. It is
analyzed that Apple has strong brand image in market. Apple has strong brand image in
market which has been developed by using the product differentiation strategy. It is analyzed
that company needs to use this product differentiation strategy in Australian Market as well.

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People in Australia are more inclined towards buying the high quality advance technologies
electronic apparels and products such as phones and gadgets. The main problems which have
been found by using Porter’s Top Line Generic Strategies are related to grabbing the potential
clients in Australia. Apple needs to use proper marketing strategic program such as social
media, offline centres and shops which could easily grab the potential clients in Australia.
Nonetheless, the high quality advance electronic apparels and products such as phones and
gadgets will assist Apple to set up strong brand image in market. It will also influence the
components of the marketing mix such as price, product and people. These three main
components will be influenced by this product differentiation strategy of Apple which will
assist company to grab the potential clients in market (Wei, Samiee, & Lee, 2014).
Customized business strategy
This strategic program will assist organization to grab the potential clients in Australia who
are more inclined towards buying the customized products. It is analyzed that Apple may find
issue in collecting the data to customized electronic apparels and products such as phones and
gadgets as per the client’s need, perception and social values. Apple needs to manage these
values and it will assist in increasing the market share of company on international level. The
main influence of this strategy will be on the components of the marketing mix such as price,
product and people, process. These four main components will be influenced by this
Customized business strategy of Apple which will assist company to grab the potential clients
in market (Boshyk, (2016).
Strategy selection
There are several strategies which could be undertaken by the Apple in order to
mitigate its busienss problems and issues. However, the best one which supports Apple to
overcome all the possible issues while expanding its business in Australia is product
differentiation strategy (Schmidt, Spann, & Zeithammer, 2014). This strategy has been
already adopted by Apple while selling its high quality advance technologies electronic
apparels and products such as phones and gadgets in other captured market. In Australia,
people are more inclined towards buying the advance phones and other high quality advance
technologies electronic apparels. Apple is already having strong brand image which will
easily assist it grab the potential clients in Australia. It is analyzed that Apple Company could

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easily use product differentiation strategy to sell its products in Australian Market. It is
analyzed that if company could use this product differentiation strategy then it could easily
attract more clients in market (Fern&es, Ferreira, & Moura, (2016).
Budget to implement the product differentiation strategy
Details Cost (AUD $ in Million)
Hiring of sales person 2
Hiring employees
Employees salary= 2K* 13 employees=26K
Hiring expenses = 10K
Directors salary= 6k*2 =12K
3
Administration expense 4
Advertisement expenses 4
Compliance expenses 2
Cost for vendors contract 3
Cost related with licenses 2
Research and development 10
Escalations amount 10
Total cost 40 Million

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(Fern&es, Ferreira, & Moura, (2016).
Product differentiation strategy
It is the strategy which will assist Apple Incorporation to overcome all the associated issues
and threats of the market. This product differentiation strategy is followed to mitigate the
product life cycle threat. Company by issuing new product life in market could easily
increase the demand of the products and goods in market. It will eventually increase the
overall outcomes and market share at large (Goi, 2015). Therefore, product differentiation
strategy will assist Apple to make changes in its products and will provide the different
customized products to Australian people to achieve the certain goals and objectives. This
top line marketing strategy assists in changing the existing work functions and also assists in
achieving the set objectives and goals (Rushton, Croucher, & Baker, 2014). Apple needs to
hire expert employees in Australia who could understand the needs and demand of high
quality advance technologies electronic apparels and products such as phones and gadgets in
market. In order to implement this new strategy, Apple may require high amount of costing
in its value chain activities. It is assessed that company needs to introduce the new phone
models and electronic apparels which could assist in grabbing the potential clients in
Australian market (Johnston, & Bate, 2013).
Strategic objectives
The strategic object is set by the organization to achieve ultimate objectives and goals.
It is assessed that strategic objective could be achieved by company when the proper strategic
programs is being set by the company. Marketing objectives often integrates an
organization’s marketing goals, policies, action sequences and convert them into cohesive.
Every group is expected to take that strategic goals and develop set of tactics to achieve the
goals and objectives (Rosati, & Conti, 2016). The process system work of the Apple in
Australia needs to be changed with the changes in the work process system of Australia. It is
analyzed that company need to use the product life cycle stage in Australia to attractiveness
of the clients in market. The strategy which has been chosen for the Apple is product
differentiation strategy which will assist company to strengthen the attractiveness of its newly
offered mobile phones and electronic peripherals. However, Apple has already set up strong
brand image while selling its mobile phones products in market. In addition to this, product
differentiation strategy of Apple will also focus on setting up strong marketing plan. This

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plan focuses on using the promotional strategic plan (Mohd, Idris, & Momani, 2013). Apple
needs to use online marketing and cyber computing system to promote its newly developed
phones and other electronic peripherals. The marketing strategy of Apple focuses on
connecting with the people in Australia. It is assessed that by using the online cyber
computing system Apple could easily strengthen the awareness of its products in market. It is
analyzed that business need marketing to help capture the market share and introduce
customers to new products and services (McKenzie, 2017). Apple by deploying the
marketing tactics such as social media, engagement program, TV ads public relation and
other methods could easily strengthen the awareness of its products and services in market
(Rashid, & Ghose, 2015). It is analyzed that apple could easily use the several marketing
strategies such as penetration, market development, product development or diversification.
In this case, Apple wants to expand its business market with its new market development.
The choice strategy in order to achieve the certain set objectives will depend upon the several
factors such as marketing factors, client’s views and objectives, undertaken tactics and use of
online marketing methods. There are main three main strategic objectives which will be
undertaken by Apple while selling its new products and services in Australian market
(Schmidt, Spann, & Zeithammer, 2014).
Market identification
It is key objectives of marketing strategy which assist organization to meet its general and
specific objectives. Apple has been indulged in selling products the electronic apparels and
products such as phones and gadgets in market. In this case, the main marketing objective of
company would be to identify the potential market and clients. However, after collecting
information from the Australian market, it is inferred that most of the people are inclined
toward buying the electronic apparels and products such as phones and gadgets which are
high in quality and costing of the same is less. Apple firstly needs to introduce the new
product life cycle of the electronic apparels and phones which would be available for the
clients at least cost (Siguaw, & Simpson, 2015). It will not only assist company to tap the
new market but also assist in grabbing the potential client in market. Therefore, Apple has to
use the product development strategy in Australian market which will require company to
introduce the new product to achieve the certain goals and objectives. However, Apple
Company needs to make high amount of initial investment in the Australian market to set up
the new venture and retails stores. Nonetheless, capturing the clients through online cyber

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computing system will also increase the overall turnover. Apple needs to tie up with the big
online giant portals such as Amazon and flipchart to sell it’s newly introduced the electronic
apparels and products such as phones and gadgets. It will not only assist in creating core
competency in product differentiation strategy in market. Targeting clients would be easy for
the Apple if it uses proper sales planning and online marketing strategy (Wei, Samiee, & Lee,
2014).
Positioning
It is related to hovers in a middle ground between the busienss objectives and markeing
objectives and implements the undertaken strategies for both. The position marketing
objective of Apple is related to boil down to how business wants customers to perceive its
potential clients. It is analyzed that branding and positioning is somewhere different from
each other (Abam, 2018). It is considered that branding deals in emotional responses, visuals
undertaken and culture build around the company. It highly influences the stakeholders and
set up strong nexus between the stakeholder’s objectives and organizational development. It
is considered that Apple needs to brand company as innovative company which sales unique
the electronic apparels and products such as phones and gadgets in market and position itself
by leading the market for the selling of i-Pad as the market leader for tablet computers.
Marketing mix
Apple needs to determine its marketing mix as one of the main objective of its marketing
mix. It is related to change its all product, process, price and psychological factors of its
offered products and services in market (Brinckmann, & Kim, (2015). It is analyzed that if
Apple decides its marketing mix helps business to clarify issues, marketing factors and all the
associated factors which may influence the sales of newly introduced the electronic apparels
and products such as phones and gadgets in Australian market. It will also assist Apple to
develop the product differentiation strategy by identifying how customers get the product or
service and how much the business can tentatively expect to make (Armstrong, Kotler,
Harker, & Brennan, 2015).
Marketing mix development
The marketing mix states the set of actions, tactics, company uses which promotes
company’s brand and newly introduced product in market. It is the main imperative strategy

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which is used as strategic tool of the marketing tool. The marketing mix development is the
key steps to identify the customers’ needs and demand in particular market and it also assists
in customizing all these associated factors as per the clients. The main imperative factor is
related to identify the potential clients in market. In this marketing mix development, product
differentiation strategy has been chosen (Arrawatia, 2018). It is analyzed that product
differentiation strategy is the strategy which assist company to add on more features and
quality in its existing electronic apparels and products such as phones and gadgets. The
product refers to item that actually being sold in the market. Apple has made changes in its
existing products and services by using the product differentiation strategy. The main impact
of this strategy is seen on the research and development department of company. It is
analyzed that if company uses its innovative technologies in its busienss then it will result to
changes in its existing products and services in market. The main change would be to manage
the existing electronic apparels and products such as phones and gadgets in Australian market
as per the client’s need and demand in Australian market (Boehe, & Cruz, 2010).
It is analyzed that the main impact of product differentiation strategy would be on the one of
the main most relevant and appropriate marketing mix component of company is product.
There are several products offered by Apple such as electronic apparels and products such as
phones and gadgets (McDonald, & Wilson, 2016). The product differentiation strategy will
demand Apple to make changes in its research and development department (Brace, 2018). It
will result to development of new type of electronic apparels and products such as phones
and gadgets which will be customized as per the needs and demand of clients. However, on
international level, company has followed price skimming strategy which has allowed

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company to set up high price in market. Nonetheless, in Australian market, Apple could use
product differentiation strategy to grab the potential clients (Br&, & Roll&, 2018). It will
allow company to reduce the marketing gap and captured the low income group people who
finds hard to buy electronic apparels and products such as phones and gadgets offered by
Apple at particular range. By using the product differentiation strategy, it will allow company
to add more innovative features and develop new advance electronic apparels and products
such as phones and gadgets. This new electronic apparels and products such as phones and
gadgets will attract more clients in Australia and also assist in setting up strong positioning.
However, product differentiation strategy assists in capturing the potential client who wants
to buy branded products and at the same time wants to make less expenses. It is analyzed that
Apple needs to hire more IT expert employees in its sales team who could increase the
visibility of its offered products in Australian market. The main beneficial point for Apple is
to use the online social media platform to strengthen the market visibility of its offered
products in Australia Market. The newly hired sales person will take all the imperative
decisions for increasing the awareness of the products and services offered in market. After
analysing all these details, it could be inferred that Apple should focus on using the online
marketing channels and using innovative technologies in its research and development
system which could assist company to develop new electronic apparels and products such as
phones and gadgets for the betterment of clients in Australia (Burch Jr, 2018). The main
strategic tool which could be used to measure the effectiveness of the product differentiation
strategy is related to increasing the quality and features of the new electronic apparels and
products such as phones and gadgets. There will be main product development, penetration
and market development strategy which needs to be followed by Apple while introducing its
new electronic apparels and products such as phones and gadgets. The product development
strategy will assist company to lower down the complexity of the business and increase the
overall turnover of company (Marketing Mix., 2018). This strategy could be used by Apple to
attract more clients in Australian market.
Conclusion
There are several factors which affects the marketing strategy of the busienss while
tapping the new market. Apple Company already has strong position in market which may
positively impact the business growth and effective busienss functioning. After analysing all
these details, it could be inferred that Apple needs to use product differentiation strategy in

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Australia which would strengthen the marketing strategies of Company. Now in the end, it
could be inferred that Apple needs to lower down the cost of its electronic apparels and
products such as phones and gadgets and introduce new technologies and system process
which will satisfy clients more as compared to its existing international products in market.

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Appendix

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