Marketing Plan for Apple: Reviving Market Dominance

Running Head: Marketing Management
Apple
Marketing Management
Marketing Plan
Table of Content

Marketing Management P a g e | 1
Brief Background...................................................................................................................................2
Situation Analysis..................................................................................................................................3
Reasons for Failure................................................................................................................................3
Marketing Strategy of Apple..................................................................................................................4
Market Segmentation........................................................................................................................4
Advertising Campaign for Apple............................................................................................................5
Marketing Mix.......................................................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8

Marketing Management P a g e | 2
Brief Background
Apple incorporation was founded in the year 1977 by Steve Jobs and Steve Wozniac at the
back of a garage. Ever since, in the last 42 years that company has grown from 2 member company
to 123,000 people company spawning a revenue of USD 229.34 Billion in the year 2017(Laszlo,
2017). Apple success mantra is guided by constant product and business innovation, the company
has been riding high on the success due to its persistent innovation and its ability to always exceed
the customer expectations (Wagner & Hollenbeck, 2014). The company however during 70s and
early 80s was not doing well as was expected from it, John Sculley, then CEO of Apple was not
comfortable working with the founder Steve Jobs, and hence the board throw Jobs out of the
company in 1985. Further, Steve Jobs went ahead with his quest for technology by inventing a
company called next and creating 1st animated film, Apple continued to fall beyond control. In the
year 1997, the Prodigal son, Steve Jobs was hired back and the Tech enthusiast made Apple as the
world’s biggest technology company (West, Ford & Ibrahim, 2015).
The purpose of the assignment here is to create a marketing plan for Apple to revive its
market dominance and have a competitive edge against its biggest competitor IBM.