Marketing Plan for Apple

This marketing plan outlines the strategy for the successful launch of Apple's new product, the Apple Watch Mini. It includes aims and objectives, SWOT analysis, marketing mix, competitive analysis, and more.

MARKETING ESSENTIAL

TABLE OF CONTENT
 INTRODUCTION
 MARKETING PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing plan is a report that outlines marketing strategy of the
industry.
 The planning process is an essential part of the marketing activities
that help the company in developing products or services in the
industry that meet the need of the target market.

Marketing plan for Apple

Executive Summary
 This marketing plan for apple Inc. has been developed with the aim
of successful launch of the new product by the industry. For that
purpose it includes aims and objective, SWOT analysis, marketing
mix, competitive analysis, etc. that help in the effective outlining of
marketing research. The new product is Apple watch mini that is
the series of smart watch.

Marketing Aims and Objectives
The aim of the industry is to provide innovating simple and easy to use products. Following
are the objective of Apple Inc.;
 To grab 15% of the market of non-Apple user within the 2-3 years after new product
launch.
 First year objective- we are aiming of 2% share of the UK market through unit sales
volume of 4,46,000.
 To expand the investment rate to 25% to provide the customers what they want.

SWOT Analysis
Strengths
 Innovation is the biggest strength of the industry. The iWatch
has innovative features that added value to the products.
 Apple is well known for their cool essential gadgets like
iPods as well as for the great technological innovation such
as; the original Macintosh.

CONTINUE..
 Weaknesses
 The price range settled by the company is the biggest
weakness or more cost conscious consumers.
 The battery capacity limit in the new product is also a
downfall for Apple Inc.

CONTINUE..
 Opportunities
 The demand of iWatch is increasing after increase interest
of consumers in health and fitness.
 Software use in iWatch, allow new existing features to be
brought and they have opportunity that future version will
also be hardware upgradeable.

CONTINUE..
 Threats
 There are strong competitors of iWatch that is the threat for
apple such as; Xiaomi, Samsung, Fitbit.
 Concern of public over privacy issue in the smart watch also
appears as a threat for the industry.

Segmentation and target market
selection strategy
Segmenting:
 On the basis of geography, the segment area for the new product is mostly
developed countries and will extend to the emerging marketing in the coming
months.

CONTINUE..
 Targeting:
 As per the strategy, Apple have targeted only selected countries to begin
with.
 The pricing strategy targets the middle income level consumers too.

CONTINUE..
Positioning:
 The product will position as innovative smart watch with
customisable different chains.
 The product support 3000+ apps from the day of launch.

Marketing mix
 Product
 Price
 Place
 Promotion

Business model

Competition
 In the recent years, Apple has faced more serious competition for
all the products. In the context of smart watches the most powerful
competitors are; Fitbit, Motorola, Samsung. The series of Apple
watch is the market leader with over 40% share. Samsung and
Garmain two are the closest rivals challenge the industry by
growing their market share.

USP Apple
Apple never marketed their USP or communicated this USP with expensive
advertisements; instead they provided the USP with the products that spoke for
themselves and offer unique characteristics. But the new product sell with various
proposition;
 Health and fitness tracking
 Hotel or car key placement
 Digital touch communication
 Siri
 Security of data

Monitoring and evaluation
 The marketing plan will be monitor and evaluate through collecting consumer's
feedbacks and reviews that will help in understanding the effectiveness. Along
with it, marketing manager of the industry also evaluate the sales that also help in
understanding if the marketing plan worked efficiently or not. There are various
evaluation tool that help in monitor the marketing plan such as; market share
analysis, cost-profitability analysis, VRIO method, etc.

CONCLUSION..
 From the present analysis of the marketing plan it has been evaluated that Apple
is the market leader in every product but in the smart watch product line the
company is facing intense competition. Thus, for the new launch product a
marketing plan has been developed that consist strength and weakness of the
company in various areas and present opportunity to beat the competition and
achieve the target.

REFERENCES
Books and Journals
 Baker, M. J., 2016. What is marketing?. In The Marketing Book.(pp. 25-42). Routledge.
 Barker, T. and Richardson, W., 2015. Level of Integration Between the Accounting and
Marketing Functions Based on Firm Performance. In Proceedings of the 2000 Academy of
Marketing Science (AMS) Annual Conference. (pp. 396-396). Springer, Cham.
 Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
 Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.