Strategic Marketing Plan for Apple in Australia

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.