Strategic Analysis of New Product Development for Apple: A Report

This report provides a comprehensive analysis of Apple's new product development strategy. It begins with an introduction to Apple's background, mission, and vision, followed by an examination of its marketing objectives and strategies. A detailed SWOT analysis is presented, highlighting Apple's strengths, weaknesses, opportunities, and threats. The report then delves into segmentation, targeting, and positioning, along with a marketing mix analysis covering product, place, price, and promotion. A PESTLE analysis assesses political, economic, social, technological, environmental, and legal factors impacting Apple. Market and competitive analyses are conducted, including industry analysis and a review of marketing budgets and promotional plans. An action plan and recommendations are provided, culminating in a conclusion summarizing the key findings and strategic implications for Apple's future product development efforts.

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Contents
Introduction................................................................................................................................5
Background of the company......................................................................................................6
Mission of the company apple...................................................................................................6
Apple’s Vision statement...........................................................................................................7
Marketing objective of Apple....................................................................................................8
Marketing strategy:....................................................................................................................8
SWOT Analysis.....................................................................................................................8
Strengths of the company Apple................................................................................................8
Innovative products:...............................................................................................................8
Leadership position:...............................................................................................................9
Distribution:...........................................................................................................................9
Customer focused:..................................................................................................................9
Profits.....................................................................................................................................9
Steve Jobs...............................................................................................................................9
Layout & Innovation–..........................................................................................................10
Weaknesses of Apple...............................................................................................................10
Matching expectations of the customers:.............................................................................10
Incompatibility:....................................................................................................................10
Dependency:.........................................................................................................................10
Opportunities for apple............................................................................................................11

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Apple Cars:...........................................................................................................................11
Technological advancement:................................................................................................11
The growth in market:..........................................................................................................11
Iwatch and Apple TV:..........................................................................................................11
Threats for Apple.....................................................................................................................11
Segmentation Targeting and Positioning.................................................................................12
Marketing mix..........................................................................................................................13
Product:................................................................................................................................13
Place.....................................................................................................................................14
Price:....................................................................................................................................14
Promotion.............................................................................................................................14
Pestle analysis of Apple...........................................................................................................15
Political factors.....................................................................................................................15
Economic Factors.................................................................................................................16
Social Factor.........................................................................................................................16
Technological Factor............................................................................................................16
Environmental factors..........................................................................................................17
Legal factors.........................................................................................................................17
Market analysis........................................................................................................................18
Competitive Analysis...............................................................................................................18
Industry Analysis.....................................................................................................................21

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Threat of New entrants.........................................................................................................21
Bargaining power of the suppliers.......................................................................................21
Threats of substitute services and products..........................................................................21
Rivalry among the existing competitors..............................................................................22
Marketing Budget for Apple (In million Dollars)....................................................................22
Promotional Budget Plan (In million Dollars).........................................................................22
Action Plan...............................................................................................................................23
Recommendations....................................................................................................................25
Conclusion................................................................................................................................25

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Introduction
Apple is deemed one of the world's foremost and most excellent tech labels. Innovative and
distinctive characteristics were given by apple products in each of its various products, which
are recognised for the immeasurable position in business and in the sector. Apple products
have both creative and unique features for each product range. Often noted for the
dysfunctional position in the market, this multinational corporation. The business a also based
on a target and since its inception revolutionized the personal computer landscape. The two
college dropouts who co-founded Apple were Steve Jobs and Steve Wozinak, and now one of
the world's top and growing IT businesses in the IT market. This is the rising IT company in
the world and the biggest one (Machado, Cant, and Seaborne, 2014).
In researching the apple past, the firm Apple takes great pride in the creativity, rendering this
very successful, for example: by the launch of Newton in 1993, Apple became a leader on the
PDA market and later introduced IMac simple to use in 1998 and the improvements after
1998. It released in 1999 and updated since 1999 a very highly stable operating system. In the
year 1999 when the IBook was released, Apple has one of the critical points. It finished their
commodity matrix and made their job-formulated product mix plan. This also allowed the
Apple business to have a desktop and portable computer in both the professional and the
market division’s portable device (Chen, & Ann, 2016).
In the accompanying sense, the way in which the drug will be launched on the market will be
discussed in detail, including the market analysis, the consumer sector, the segmentation and
the promotional activities expected for the new product. There will be a summary of different
advertising methods to initiate the project, as well as the mechanism by which the campaign
to create or launch the final product is introduced on the market.

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Background of the company
From April 1, 1976, Steve Wozinak and Steve started working for Apple and were also
known as a technology-based conglomerate. The company's head office is in California.
Apple has about 240 shops around the globe. The Apple company is known for its consumer
goods and assesses the interest needed to understand markets, brands and customers with a
strong customer base.
In the electronics industry the business has a very special and positive image and also has a
strong customer base. The company has started to become a mobile device business that
incorporates its goods into everyday life. The firm has developed and produced various
electronic gadgets that included PCs, watches, mobile telephones and other consumer items.
The goods of iPhone, iPad, Macintosh, Apple TV, Airports, iPod, I screen, iOS app store
(Piao & Kleiner, 2015) are the focus of Apple. In the same items, they cover various ranges.
Apple is producing, creating and distributing mobile, wireless and web computer software
(Fogliasso and Williams, 2014).
Mission of the company apple
Over the last few years, the company's business objective has shifted. The corporation is
focused on changing the industry climate, which is one of the factors on what an organization
can do. The business recognizes the demand and sector shifts. Apple's present assignment
statement is as trails
Apple creates Macs, which composed with OS X iLife, iWork and practical requests are one
of the best separate processors in the biosphere with the best individual processors in the
world. Through their IPods and ITunes online shop, Apple drives the digital music boom.

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With its ground-breaking IPhone and APS Apple has reinvented the mobile phone, shaping
the potential of communal phones and IPad computers (Brown and Maloney, 2013).
Apple’s Vision statement
The business strategy has a major influence on corporate management when it comes to
decisions taken by organization executives to put the dissimilar businesses in which the
business functions to a future of leadership. Under the leadership of Tim roast the business
Apple presents a new mission declaration that says what (HEFFA, 2018)
The company believes they are on the face of the earth, so that fantastic goods can be
produced and this does not change or change, because the business relies continuously on
creativity and trusts in doing simple things rather than complex things. The company
considers that the key technology behind its goods must be owned and controlled. The
organization is also persuaded that it says no to different products and spends more on the
few that are truly important to the business. The organization relies more on intense
teamwork and the cross-pollination of groups of the company to make it easier for others to
develop
Marketing objective of Apple
The target of the company is to expand or wider the objectives to the customer who have
not used the products offer by Apple and thus the main impartial of advertising a new
creation to be (Khan, Alam, and Alam, 2015)
 To upsurge the sale of the product by around 25 per cent
 To upsurge the revenes of the company for 29 per cent

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 To be a leader in the dealer of DSLR in all the markets in which the company
operates
 To uplift the share of the market by 15 per cent
 To make people aware and encourage them to buy the products by the company apple
 Expanding the existing market by 25% until the next year
 To revolutionize and command the movement for the upcoming knowledge
 To enlarge their cable nationwide and open apple stock internationally
Marketing strategy:
SWOT Analysis
Strengths of the company Apple
Innovative products: Apple from the outset of ground-breaking products is one of the
major strengths of the business. It has introduced many popular products, which is one of the
company's main strengths. MacBook, IPods, IPhone, IPad, Iwatch come in at the top. Apple
is able to cover everything a person needs (Lake and Drake, 2014)
Leadership position: Apple is one of the ecosphere's foremost skill businesses in terms
of income generated and the second-largest smart phone maker. The US Corporation was the
first to reach $700 billion and was the world's largest publicly traded organization in 2014.
Distribution: Apart from these outlets, Apple runs about 470 shops in 17 countries and
markets products through its trading partners, internet platforms and other specialty retail
stores. One of the best experiences is visiting an apple store. In fact, Apple introduced the
genius bar to address the consumers ' entire problem in the retail shop itself. Apple therefore
has a historic focus on sales and service delivery.

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Customer focused: The company apple continuously strategizes its product with the
emphasis on the customers while possession their attention in the future. They continuously
focus on imagining things which even the customers cannot imagine as per Steve Jobs, if the
customers are asked about what they want and by the same he is given the same thing, he will
want somewhat else. This philosophy is the motive of achievement for Apple (Learn
Marketing, 2018).
Profits–The profits that it manages over its goods are one of Apple's key benefits as a
business. As a technology pioneer with leading brand equities, Apple retains a wide margin
for investing in research and development and brand structure. Additionally, the assessing
strategy does not divide the level on the market and Apple is always distributed to different
retail stores at the same amount.
Steve Jobs–Apple is also a precious individual in the knowledge manufacturing, one of the
key factors and leader. In the way that he has guided his own men and how he has taken his
identity with him, he is an example to all the advertisers. Apple has been run by Tim cook
since 2011, when he left the planet and reveals his creativity as a business (Londhe, 2014).

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Layout & Innovation–
Apple's best part and its excellent store stock is both the layout and its innovation. In its
product design, Apple has always been gentle and sleek. At the same time, a computer is
driven to provide optimum efficiency under this exquisite design. The Mac is another
program that is renowned for its reliability and performance (Gupta and Prinzinger, 2013).
Weaknesses of Apple
Matching expectations of the customers: Apple has played a major role in the
industry since the 1980s and the company's aspirations are rising every day.
Incompatibility: Apple, as a corporation, is one of the main issues because a large
proportion of goods are inconsistent with apps from third parties, so when people buy a
product, in fact they join an apple world, and then stick with the same product and these
impacts significantly on the decision-making processes of customers.
Dependency: In accordance with the different products which Microsoft and Google have,
it has only 7-8 items in its portfolio. Apple is therefore extremely dependent on each
commodity. If one product fails, the business apple would lose 10%. Apple therefore has a
specific need to expand the product portfolio (McLaughlin and Bridgman, 2018).
Opportunities for apple
Apple Cars: With the launch of Facebook, division takes place, WhatsApp and others
Google is growing 10 dissimilar ways, and Apple wanted to discovery any new crops that
could be launched by Apple. The Electric vehicle that is now to be unveiled in 2020 is being
based on Ios. One can suppose great belongings from Apple as well, like every other
company of Apple.

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Technological advancement: Technological advances are always an advantage in the
technical sector. And we can anticipate the one company in the next few years even more
innovative MacBook and other goods.
The growth in market: Apple is a growing company and is the most significant in
developing countries ' increasing GDP, which then raises premium brand consumption.
Iwatch and Apple TV: Iwatch and apple TV have two devices that may even further
improve their popularity, both of which are highly targeted towards the future, because apple
Iwatch already has 50% of the smart watch market share in the United States, where digital
presence grows. (Nagle and Müller, 2017).
Threats for Apple
Market Diffusion in smartphones: One of the main threats of the entry of other mobile brands
in the demand for apple. I0S absorbs market share like anything, now has a market share of
47.5 per cent, while Apple's market portion is 47.5 per cent. Google is used by firms such as
HTC, Lg, Lenovo and everyone in the Smartphone industry (Kilambi, Laroche, and Richard,
2013).
Laptop competition: MacBook is one of the best in the country; Dell and Sony are also
increasingly competitive in the notebook segments. Over the years Dell has released many
fine versions including the extra-terrestrial one. Everyone loves Apple as a company, and
MacBook faces a tough competition from other manufacturers.
IPOD substitute smartphones–IPOD experienced a significant 52% decrease relative to 2013
in 2014. Smartphones have largely surpassed music players because of the different ways in

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which you can use and hold songs. Thus Ipod is no longer unique in its features. (Other
"Rock only artists" find it difficult to be on the market too).
Segmentation Targeting and Positioning
 Apple utilises the subdivision of the market: To order to divide the goal into different
categories depending on preferences, desires, Apple uses the market segmentation. It
helps the corporation to understand the different aspects of its target marketplace. The
business classification is focused on behavior, psychograph, demographic and
geography, which are discussed in the following paragraphs.
 Geographic segmentation: the company wants to launch the DSLR around the world
and it also wants to deliver the products in its stores across the globe in order to attract
the maximum amount of customers for the product. It wants to advertise the product
in every possible manner (Ritala, Golnam, & Wegmann, 2014).
 Demographic: one of the main targets of the company is clienteles who consist of the
people with the age group among 18-42. The people who are linked with the business
and technological world and also the people who have their income between medium
to high as these customers would be able to buy the DSLR by the company Apple
 Psychographic: The business decided to put the initiative into putting high-class
amateur cameras and gentry on the market, and consumer who uses the most
entertainment devices. The organization will also market this product on YouTube
because most of the time they use DSLR and cameras (Nicolas Marin Ximenez, and
Sanz, 2014).
 Behaviour: The benefits apply to a decent value for money allocation to the future
customer. Depending on the individual's job, the use of the substance can be low,
medium or large. It can be used to collect memories for any purpose .