Marketing Strategy and Plan for Apple Company

RUNNING HEAD: Marketing Strategy and Plan 0
APPLE COMPANY
Marketing Strategy and Plan
(Student Name)
9/21/2018

Marketing Strategy and Plan 1
Table of Contents
Introduction................................................................................................................................2
Background of Company...........................................................................................................2
Mission of the company.........................................................................................................3
Objective.................................................................................................................................3
Marketing Objectives.................................................................................................................3
Marketing Strategy.....................................................................................................................4
SWOT Analysis......................................................................................................................4
Segmentation Targeting and Positioning................................................................................6
Marketing Mix........................................................................................................................6
PESTLE Analysis.......................................................................................................................8
Market Analysis.........................................................................................................................8
Competitive Analysis.............................................................................................................8
Industry Analysis....................................................................................................................8
Marketing Budget for Apple......................................................................................................9
Promotional Budget Plan.........................................................................................................10
Implementation Plan................................................................................................................10

Marketing Strategy and Plan 2
Recommendation......................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................12

Marketing Strategy and Plan 3
Introduction
In the competitive market, advancement of technology in the electronic devices plays a vital
role in the business world. Companies need to use strategy tools in the activities of marketing
(Baker, 2014). The big brand Apple has carried different strategies on innovation, being
among the market leader in the competitive industry. The Apple has gained the brand value in
the market with the advantage of its strong financial position and excellent data access
manager (McLaughlin and Bridgman, 2018). The company also has faced some
disadvantages such as changing management and ineffective use of the cloud. In the external
environment, Apple is famous for their smartphones while it needs to be beware of the
competitive rivalry arising out of technological advancement (Nagle and Muller, 2017). The
uncertain economic condition and pressure from regulatory bodies has created a great impact
on the company (Baltes, 2015).
The company is continuously trying to stand in the fluctuating market; various strategies have
been adopted by the company and continuously focusing on innovation (Khan, Alam, and
Alam, 2015). The company has a planning to launch a new product in the market. It is in the
pipeline and about to come within next one year. The company is working on launching
Digital Single-lens reflex camera which has a probability to be launch in December of next
year.
In the following context, there will be a detailed discussion on the way product will be
introduced in the market, in which there will be a detailed analysis of market which covers
situational analysis, the targeting market, segmentation and the promotional activities that has
a planning for the new product. There will be an overview of various marketing strategies
that will be used to launch the product and the process of implementing the plan in the market
for the final product to be launch or introduce.

Marketing Strategy and Plan 4
Background of Company
Steve Wozniak and Steve Jobs introduced Apple on April 1, 1976. It has been represented as
a multinational technology-based company. Headquarter of the company is in California.
Apple has over 240 stores which cover all over the world (Fang, Zhang, and Li, 2014). Apple
is known for consumer goods and evaluating its value requires understanding its products and
consumers. It has established a unique reputation in the electronic industry of consumer with
a strong consumer base. The company began to transform itself into a mobile device
company, integrating its products into every days life (Nicolas Marin Ximenez and Sanz,
2014). The company has introduced and designed various electronic devices which include a
personal computer, mobile phones, watches, portables digital music, and other media devices.
The Apple is dealing with the products of iPhone, Ipad, Macbook, Apple Tv, Airports, iPod, I
watch, Ios App Store (Piao and Kleiner, 2015). It covers various ranges in the same products.
Apple developed, design and sold computer software, computer electronic and also deliver
online services.
(Source: HEFFX Australia, 2018)

Marketing Strategy and Plan 5
Company Mission
The main mission of the Apple is to provide innovative hardware, software as well as internet
offerings to the customers around the world. Apple designs Mac that which will be
considered as the best personal computer in the world along with professional software, OS
X, iLife and iWork. The iPods and iTunes online store leading in the digital music revolution.
The company has focused on reinventing the mobile phones with its revolutionary features
and App Sores. It defines the future of mobile media and computing devices with iPad of
Apple (Pace, 2017).
The company has a mission to ensure to meet the standard of social responsibility at a great
level by providing safe working condition, treat employees fairly and adopt environmentally
responsible manufacturing process wherever products of Apple are made (Clarke and
Boersma, 2017).
Objective
 The main objective of Apple is to introduce products which are a free-from hassle that
provides service and employment for the customer.
 The company focus to create ground-breaking products with an objective to deliver
something new and exciting to the world.
 The next strategic objective is to manage stable competitive advantage and must
provide world-class innovation and integration through deliver quality goods and
services and empowering themselves to defeat their competitors in the market
condition.
 Enhancing and expanding investment of the company in research and development
(Guler, Gannon and Sicchio 2016).