MARKETING STRATEGY AND PLAN OF APPLE ANALYSIS 2022

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan for Apple Watch Series 6
[The Case Study: Apple Moves into Fashion Business with Watch Launch]
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MARKETING STRATEGY AND PLAN1
Table of Contents
A brief background..........................................................................................................................2
Discussion........................................................................................................................................2
1. Current situation analysis........................................................................................................2
2. Goals and SMART marketing objectives................................................................................3
3. Segmentation, targeting and positioning.................................................................................4
4. Marketing strategies.................................................................................................................5
4.1 Marketing mix elements....................................................................................................5
4.2 Standardization vs. adaptation...........................................................................................7
5. CSR value proposition.............................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

MARKETING STRATEGY AND PLAN2
A brief background
The popularity of wearable devices such as traditional watches began to fall with the
growing popularity of smartphones across the globe. However, the global marketplace seems to
have changed again more in the recent few years. The wearable devices market is expanding
again with major companies such as Apple offering technologically advanced innovative fashion
watches. Therefore, this study is about constructing a marketing strategy and plan for Apple's
‘Watch Series 6’ to be sold in Australia.
Discussion
1. Current situation analysis
Organizational analysis
Apple already has a wider recognition in the Australian market, which should also be
advantageous for its new range of watches. Apple charges a premium for its products and
ensures that the customer has enough reasons to pay for it. As outlined in the case study, Apple’s
new watches are set to kill the market with its easy to use features and fashionable designs.
Environmental analysis
Smartwatches can affect the environment, human health and societies. Smartwatches
consume more power and utilize scarce resources. It generates large streams of electronic waste
that are hard to recycle. It may end up being another product of the consumer goods that is mass

MARKETING STRATEGY AND PLAN3
consumed and mass disposed of as fashionable smartwatches will have short-lived innovation
cycles (Rybakova, Doyko and Zobnina 2019).
Customer analysis
According to the data of the 'Worldometer', the current population of Australia is
25,435,124 (Worldometers.info 2020). As of 2019, Australia is second only to Switzerland in
terms of the largest median wealth per adult. As of Q2 2018, average Australian earnings stood
at A$85,982 per annum, inclusive of overtime and bonuses (Livingin-australia.com 2020).
Competitor analysis
The Australian Smart Wearables marketplace is occupied with many big names such as
Apple, Samsung, Fitbit, Fossil, Armani and Michael Kors. The smartwatches of Samsung and
FitBit are more suitable for tech-savvy people (Chuah et al. 2016). Contrary to the offerings of
Samsung and FitBit, Apple’s Watch Series 6 will be more appealing to a wider population of the
customer. Apple has taken the tough technology out of its watches for the ease of use for a large
population of the customer.
2. Goals and SMART marketing objectives
The ultimate goal will be to acquire the majority of shares in the fashionable watches
market as well as the overall smart wearables industry. The SMART objectives will be as
follows: