Apple Marketing Plan

Running Head: APPLE MARKETING PLAN
Title
Name
Institutional Affiliation

APPLE MARKETING PLAN 2
CONTENTS
APPLE COMPANY BACKGROUND................................................................................................3
Apple’s 2018 Sales Assessment:........................................................................................................3
1. MARKETING PLAN............................................................................................................................4
Objectives aligned with Potential Strategies....................................................................................4
Price....................................................................................................................................................5
2. BUDGET AND CONTROLS...............................................................................................................7
Brand Positioning..............................................................................................................................7
Budget Allocation..............................................................................................................................7
3. Marketing Mix Variables:....................................................................................................................7
Business Situation and Marketing Mix Strategies..........................................................................8
3. LEVELS OF PRODUCTS....................................................................................................................9
Apple smartwatch Series 4: Product Levels:...................................................................................9
Core Benefit:......................................................................................................................................9
Actual Product:....................................................................................................................................10
Augmented Product:...........................................................................................................................10
PRODUCT PRICING:............................................................................................................................11
Distribution..........................................................................................................................................12
Promotion.............................................................................................................................................13
Action Plan:.........................................................................................................................................14
References................................................................................................................................................15
APPENDIX..............................................................................................................................................17
A) BCG MATRIX.........................................................................................................................17
C) Promotional Budget for Social Media Marketing.................................................................18

APPLE MARKETING PLAN 3
APPLE COMPANY BACKGROUND
Apple Inc. is an American conglomerate, headquartered in California USA, which is
renowned worldwide for its exclusive differentiated products such as iPod, iPhone, smartwatch,
iOs, Macintosh, etc. The company was formed by Steve Jobs and Steve Wozniak in 1976. The
formation of Apple stated by Boone & Kurtz (2013) was no less than a miracle as it brought a
revolution in the then-dilapidated computer industry. The company as of today has more than
504 retail outlets in nearly 24 countries where it is meeting the changing consumer demands of
its 1.3 billion users. In 2018 alone, the company's annual revenue reached to breathtaking $US
265.595 billion of which $9 billion was generated from the meagre Australian population which
constitutes just 0.33% of the total world's population (Khan, Alam & Alam, 2015).
Apple’s 2018 Sales Assessment:
Apple is a luxury brand. It is generally quoted that an Apple user is always an Apple user.
This is because of its high speed iOS operating system which gives a unique user experience to
its customers. In 2018, the company recorded its highest profit of which more than 82% was
generated from the sales of its iPhones. iPhone sales in 2018 reached around 218 million units,
and in Australia, only Apple's profit increased from $255.4million in 2017 to around $396.6
million (Johnson, Li, Phan, Singer & Trinh, 2012).

APPLE MARKETING PLAN 4
1. MARKETING PLAN
Objectives aligned with Potential Strategies
According to Lehman & Hashlam (2013) At the same time that an organisation set up its
promotional mix and began to understand its four Ps plan: thing, location, cost, and
improvement. Apple is to integrate goals and techniques for what it has planned to do and how to
achieve the objectives. Apple Inc., pioneer of advertising on the Innovation Showcase, rarely
progresses and points out its products, but it is hard. It concerns the movement arrangement to
collect and achieve the goals.
Product
Chen et al. (2016) stated that Apple only produces premium products so that it can
sustain the large market share and make a high profit from its premium pricing strategy.
Objective 1- Keep on developing breakthrough products. With each product that brings
something new and exciting to the world, Apple has made a name for itself to become a trend-
setter.
Strategy- Apple needs incredible teamwork and a solid, innovative workgroup so as to fabricate
noteworthy items (Johnson et al., 2012). A lot of their work will be without benevolence and
won't almost certainly limit the future potential for current achievement.
Objective 2- The development for future innovation is continually changing to enhance
and manage, and even the significant organisations can be deserted. The customer will
dependably purchase the following huge thing, and it is hard to accomplish brand dedication.
Apple should hence keep driving the sergeant in the realm of advancement.
Strategy- to excel in the product range the market study is vital for Apple and to also know what
the customer wants next while making improvements after getting feedback.