Marketing Plan for Apple Inc.

This assignment presents two detailed marketing plans for Apple Inc. The first plan focuses on developing a new product for its vast customer base, while the second plan outlines communication strategies to promote this new product to the target audience. The report analyzes relevant theories and proposes specific measures for both plans.

Marketing
Communication

EXECUTIVE SUMMARY
The present report has presented a fine illustration of marketing communication that
plays an utmost important role into the business organisations like Apple Inc. It has imposed two
major plans of marketing and communication with a newer launch of goods and services for
users. Apple Inc. have a recognisable position into the market where it is famously known for its
vital sense of innovation that always prove to be a succeeding prospect of business for them.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Marketing Plan............................................................................................................................1
PART 2............................................................................................................................................6
Communication Plan...................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Communication is a leading requisition of each and every enterprise where it primitively
exists with the foremost aspect of making a fine interaction with all its organisational
stakeholders. Marketing is hereby referred as another major prospective of businesses (Shimp
and Andrews, 2013). Here, the present report is based on similar set of demonstration upon the
marketing communication of Apple Inc. It is a well-recognised international firm of technology
with some profound products of consumer electronics and computer software with certain online
services as well.
PART 1
Marketing Plan
Company overview with analysis of current marketing situation
This is mainly with reference to depict the marketing concept of Apple enterprise where
it is generally stated to be a philosophical practice by the organisations. It is a step wise
procedure in which the quoted company is primarily required to determine the existing needs and
demands of their clients and users. This subsequently works as a vital assistance of addressing
the identified preferences of their customers in order to frame some better conclusions for the
success of entire organisation. This basically exits with a relative facet of fulfilling the
preferential needs and demands of users by efficaciously satisfying them in a significant manner.
This together renders a major competitive benefit to the cited entity with a relative supporting
constituent of acquiring sales of goods and services that automatically rises their level of income.
This is with reference to analyse the current marketing situation of Apple where it is
splendidly known for some of its remarkable products like Mac, iPod, iPad, iPhone and Apple
watch, etc. Apple is continuously recognised to be on the position of a great marketer since a
long time where it is incisively focused upon implicating four leading elements of marketing mix
(Yeshin, 2012). Such prior aim of Apple clearly specifies about their vital objective of
coordinating their varied business activities with the prevalent condition of their market. As a
result of this, Apple has led to exist with the most satisfied number of clients and users where it
has efficiently addressed their preferences.
This has also rendered a prior competitive advantage to Apple where they are clearly
leading the market in comparison to their competitors like Motorola and Sony. Apple is also
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enforcing the crucial components of marketing mix for its vital purpose of business expansion
where it has used almost all its associative factors of product mix with an intact arrangement of
promotional activities. It has given a significant contribution of marketing mix in their
succeeding approach of operating business all over the globe where it is referred to be the most
estimable firm. However, they mainly include products under the range of premium pricing with
a successful strategy of promoting them through their assorted channels of distribution.
The current marketing situation of Apple Inc. can be analysed by applying two vital
models of SWOT and PESTLE. The SWOT analysis model depicts about the intrinsic
environment of the organisation with reference to assess the ongoing proceedings of the cited
entity (Marketing planning, 2015). Such internal analysis largely serves the company to
primarily acknowledge their exact positioning in the market as a lateral approach to frame some
substantial plans for future. It mainly consists of 4 major factors, as described below- Strengths- The major strengthening factor of Apple is referred to its strong positioning
of leadership with a broad range of its product and services. This has lead to build a
strong image of its brand with raised profitability ratio. It also comprises with a
sophisticated substructure of their supply chain management which depicts their higher
margins of sales and revenues. Weaknesses- A less compatible range of products and services by Apple is stated to be
its leading drawback where its implicated policy of pricing has also taken a
controversial turn. It is where some of its products are often stated to suffer with some
major technical issues as well. Opportunities- The investment strategy by Apple is state to be one of its biggest
opportunity where it can also refer to build a wide range of diversified products and
services.
 Threats- An aggravating competition from India and China with an abandoned
reputation in tax scandals is referred to be a major threatening factor for Apple where
they may also need to deal with raised manufacturing costs in the future.
However, it is together important for the enterprise to work with a contingent clause of
ascertaining the extrinsic factors that can directly influence their major organisational decisions
as a pessimistic mean of disruption into it. The PEST analysis model will largely serve Apple to
determine their vital external factors that tends to set up their structural imposition of the market
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(Green, Whitten and Inman, 2012). Such imposition directly interrupts into their functional
arrangement where they are recommended to vigorously pursue the below mentioned
components- Political constituents- This is referred to the political factors prevailing into the markets
of Apple where currently it is working under a stabilised environment with free trade
policies. Economic constituents- These elements relates to some vital market implications as a
mean of defining their inflation rates, exchange rates and rate of interest, etc. This
together depicts about the trends of employment into the nation where Apple is presently
working with a stabilised economic reform. Socio-cultural constituents- These components vitally states the altering preferences of
the customers residing in operational markets of Apple where a rising usage of social
media by accessing mobile phones is the latest prevalence of its market. Technological constituents- Apple has always referred to lead the technical prospect of
its market by enforcing all latest applications into its products and services. Such
technical integration with a rising trend of cloud computing and apps into the market
apparently seems to work as a major benefit for Apple organisation.
Objectives with strategic implementation of segmentation, targeting and positioning (STP)
After overviewing the company with their meticulous strategies of marketing, one can
precisely refer to their major objectives of enlarging into the rising number of markets by
developing some outstanding products. This mainly refers to their improved version of some
existing products like iPhone, iPod, iPad and software of Mac. They are largely referring to
begin with a collaborative prospect of working with various networking entities in their extended
areas (Seele and Lock, 2015). This further aids them to render the exact requirement of their
customers. In addition to this, Apple is hereby referring to launch a new product in the market.
This is with respect to introduce their 2nd version of smart-watch that will be known as Apple
Watch 2. With this peculiar objective it has largely aimed to follow an STP marketing of its
commodities. This is fundamentally referred to a 3 stage formulation of goods and services to
frame a targeted set of plan for marketing. It comprises with three leading elements of
segmentation, targeting and positioning, as described below-
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 Segmentation- This is referred to the foremost element into which Apple has hereby
referred to segregate its entire market into a proportionate method. It is where the quoted
firm is hereby referring to enforce a demographic segmentation of the entire market with
an ease of building distinctive product for each of its segmented audience (Next, 2015).
Apple Inc. have thus focused upon a demographic segmentation of its Apple Watch 2 as a
mean of designing it for two different age groups of young and old age people. Such form
of segmentation also aims at the income level and gender of customers where Apple have
also referred to make a distinct price strategy for both its segmented groups along with
some different designs for males and females. Targeting- It is referred to a subsequent procedure of marketing into which the
segmented customers are precisely analysed on basis of their potent requisitions. This is
mainly in order to address the differentiated needs of each of the segmented clients and
users by Apple into the above portion of segmentation. Differentiated strategy of
targeting is hereby opted by Apple where it has created a distinguished plan for the old
age customers into which their watches will consist of an additive feature of heart rate
monitor to constantly display the pulse rates of old age people. However, the watches
designed for youngsters will comprise with GPS to track their routes, etc., and can also be
connected with their smartphones. Furthermore, the scheming art is same for both the
groups on the basis of their gender where males will have a steel band with curved
circular and semi rectangular dial of black and grey colour, whereas, the females can get
a leather look straps with different shapes and colours of their dial. The pricing factor is
yet another vital consideration that plays a critical role for both the organisation and its
audiences. Apple has hereby referred to introduce premium pricing produces for its old
age set of customers, whereas the youngsters will be charged at a relatively minimised
cost. Positioning- It is an ultimate stage of STP marketing into which Apple will hereby refer
to broadcast the differential orientation of its product for both the targeted set of clients
and users. It hereby requires them to propagate the leading benefits of their product that
should together fetch a liable interest of the customers. The old age customers are hereby
related to a healthy factor of using the watches where they can constantly monitor their
movements in order to balance their pulse rates (Steizel and Rimbau-Gilabert, 2013). The
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young age users are hereby referred to attain another beneficial percept of heading
towards a directional way, even if they are unsure about the exact address or location,
then their watch will be constantly guiding them.
Tactics and Action
This is mainly to depict the leading factors that are required to affect the implemented
tactics and action plans of Apple. It is also referred to make a vital impact upon the behaviour of
the consumers by together apportioning a competitive advantage to the firm. However, this has
also includes some prime elements of its customers, suppliers, products and sometimes to
determine their competitive placement in the market (Sah and Fugh‐Berman, 2013). It is where
Apple should vigorously focus upon fulfilling the exact needs of their clients and users by
simultaneously referring to the applied strategies of their competitors. This will largely assist
them to work into a controlled format with a balanced outlook of budget with no prior wastage of
the accessible resources.
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PART 2
Communication Plan
Theory of promotional mix
The promotional mix theory plays very important role in the task of making the selection
of one effective promotional mix. One of the theory with regard to the same is AIDA. This
theory entails that the Apple should make such effort which tend to attract attention of buyers
towards firm's product (Joseph, 2011). For example, if through theory manager of cited company
has assessed that social media platform is being regarded as one of the most effective platform
which lead to attract attention of many buyers. Thus, by making the selection of same Apple can
get the benefit in the form of increased profit and sales.
Targeted audience and their response
As per the detailed study, the target audience for the plan will be youngsters and old age
people. In this, social media and other communication tools can be used by the organisation
because it is most common medium which is accessed by young age people as well as old age
people (Belch and et. al., 2014). By having appropriate targeting of customers the goals and
objectives can be accomplished in desired manner. Moreover, management will focus on
creating interest by using diverse methods. It is also significant to ensure that the company is
creating desire among customers to meet goals and objectives.
Story Board.
 Use our watch and remain fit.
 Ensure about healthy life.

CONCLUSION
This report have finely articulated the two leading plans of marketing and communication
for Apple Inc. It has therefore defined some applicable measures of both the plans where it has
firstly planned to create a new product for its large base of customers. Into the secondary section,
it has planned to communicate about such enforcement to its targeted segment of clients and
users with some principle application of theories.
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REFERENCES
Books and Journals
Belch, G. E., et. al., 2014. Advertising: An integrated marketing communication perspective.
McGraw-Hill Education.
Green, K. W., Whitten, D. and Inman, R. A., 2012. Aligning marketing strategies throughout the
supply chain to enhance performance. Industrial Marketing Management. 41(6).
pp.1008-1018.
Sah, S. and Fugh‐Berman, A., 2013. Physicians under the influence: social psychology and
industry marketing strategies. The Journal of Law, Medicine & Ethics. 41(3). pp.665-
672.
Seele, P. and Lock, I., 2015. Instrumental and/or deliberative? A typology of CSR
communication tools. Journal of Business Ethics. 131(2). pp.401-414.
Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Steizel, S. and Rimbau-Gilabert, E., 2013. Upward influence tactics through technology-
mediated communication tools. Computers in Human Behavior. 29(2). pp.462-472.
Yeshin, T., 2012. Integrated marketing communications. Routledge.
Online
Joseph, K. O, 2011. Integrated Marketing Communication: A Catalyst for thr Growth of E-
Business Management [Online]. Available through:
<http://www.medwelljournals.com/fulltext/?doi=sscience.2011.64.73> [Accessed on 1st
Aug 2016].
Marketing planning. 2015. [Online]. Available through:
<http://businesscasestudies.co.uk/business-theory/marketing/market-planning.html>.
[Accessed on 1st Aug 2016].
Next. 2015. [Online]. Available through: <www.next.co.uk>. [Accessed on 1st Aug 2016].
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