Business Plan for Apple iPhone Folding

Running Head: Business Plan 0
Apple
Business Plan
11/14/2018

Business Plan 1
Executive Summary
Apple is the most popular and unique electronic brand in the world based in Cupertino,
California. Their products range from smartphones to personal computer to the operating
system to music players is all of the high quality, simplistic and innovative. It is one of our
most growing and most popular products are the Apple iPhone. The Apple iPhone, first
initiated on June 29, 2007, was the first cellular phone of its time to use a touchscreen to
cooperate with a computer tablet. The mission statement of Apple is mainly about its
products and technology and focuses on more factors i.e. fulfill social responsibility of the
society, serve to the people and deliver performance and value through technology. Their
vision statement is to enhance product quality, innovation, deep collaboration, and product
excellence. Their main objective is to become a market leader in the technology market,
expand sales to consumers, attain profit and maintain large market share as well as high-
profit margin. They should invest in the business as technology is changing rapidly and even
the biggest companies in the world. In the following, an effort has been made to discuss the
marketing and sales plan, financial feasibility, operational and action plan.
Marketing and sales plan
Nature of the products and mode of promotion
Apple iPhone is the only smartphone that has the only ability and capability to pay and
sustain in the market. Apple has numerous innovative features in one phone such as a 5 MP
camera with full HD video recording, wireless and 3G technology, video support, sensor and
location tracking. In addition, there are new features, which have enhanced the product such
as video recognition framework as Siri and iCloud. The hardware is improved to be
compatible with new applications being added, presents a package of values for business
specialists to regular phone consumer and gaming enthusiasts (Munoz, 2017).
The customer segments are students and middle age up to age approximately 50 including
both men and woman internationally. The main reason behind reaching a mass population is
their innovative features and services that connect with different people. The iPhone product
has “something for everybody”. It is noted that young adults are targeted who are willing to
pay on such items and enjoy having luxuries as it can hold the interest of consumers by
constantly upgrading the technology. They should promote its product through digital

Business Plan 2
marketing strategy as it can encourage customers by attractive promotional offers. It utilizes
innovative strategies such as online, mobile app, and social media in order to enhance
reputation in the market (Hansson and Mattsson, 2017).
Customer analysis and pricing policy
The customers chosen for the product are the repeat buyers, which are named as loyal Apple
users, as well as first-time users who lastly end up being Apple iPhone, loyal customers. They
are technology freak customers, which are ready to shell out extra money and replace the
older phones with the new phone having the latest technology and features. It will continue to
increase expectation and demand to attract consumers as technology is upgrading and
smartphones get cheaper, it will provide a great opportunity to induce them. The anticipated
sales over the first year would be 878 million which can be lead in the smartphone market.
Sales can be increased in festivals such as Diwali in which customers purchase more and
advantage can be gained (Giachetti, 2018). They should utilize a market skimming strategy
for the iPhone folding with the storage capacity of 64 GB is priced at $1491, which is $100-
200 more than the previous with more technology that is advanced and features. It enhances
the product line of generation of iPhone and gains a lot of respect and recognition from
customers to drive the sales of the products. It is an improved and upgraded version than the
previous iPhone generation, which is profitable for the company (Wagner, 2017).
Mode of communication
The communication medium to interact and connect with a customer should be paid
advertising which would be trade specific for the target audience. It could “Be smart and get
the iPhone, a product like no other”. Digital marketing advertising is anticipated to have an
immense growth period and they should use Integrated Marketing Communication Strategy
as a major source to reach its customers. Market intelligence can be maintained by doing
market research to enter into a new market or invest further into the existing market. They
should generate revenue by achieving a higher level of awareness of iPhone folding among
the targeted users so that market shares are higher in the entire global market can be
achieved. They should provide special offers to customers as in Diwali Mega Challenge
coupons can be given to them. They should provide a high-level service and suit the
customers’ needs and preferences. They should make online advertising by describing the
product feature and make customers fall in love with products by being memorable and
entertaining. They should advertise on magazines with some beautiful captions to display the

Business Plan 3
HD quality with an excellent camera. They should permit customers to imagine and think
while wondering what more can iPhone do (Reichhart, 2014).
Promotional Strategy
The iPhone folding is being distributed through the way of level of two and three channels. In
the initial stage, Apple distributes them in its own retail store with many of its other Apple
products. Then, they distribute the iPhone folding to other retail stores like Wal-Mart,
Amazon, and Flipkart etc. After that, customers are capable to make purchases online through
its digital store, Apple.com. This gives customers the ability and capability to buy products
online and make purchases digitally. The various combinations of distribution channels
enhance the exposure of revenue generation and product sales. The best sort of promotional
strategy can be used is product placement which induces customers to buy products
effectively. An integrated promotional strategy should be embraced to have an effective
promotion for the iPhone. They should especially target one single segment by which they
can generate sales and profit from all ages and income status. The only way for Apple to
reach to their customers is through their known customers and loyal customers, which can
increase sales and profit. They should give emphasis to the brand importantly, which connect
to the iPhone groundbreaking advantage and maintain on a regular basis to generate public
awareness (Zhou and Gupta, 2018).
Key people
The business plan should involve the key people who will work in the business are marketing
officer, finance officer, and operating officer. These people can help in managing a business,
building the brand, and attain profits for the future success. They should advance their
business idea, synchronize the department, and work according to that. They should build a
network and association, which can give benefit to the organization long-term future success
and development. They should capable to promote the products and services effectively and
efficiently. They should always deliver good customer service, which will help to generate
revenue and sales effectively. Communication and negotiation should be properly done with
potential investors, employees, suppliers, and customers. It will reflect the positive image in
the minds of the customers. They should motivate and lead the staff that will help to build a
good relationship and enhances productivity. They should maintain good networking and
effectively manage skills and capabilities to achieve the goals and objectives, which will
contribute to the success of the organization. They should collaborate and teamwork to