University Marketing Course: CW2 Brand Extension Report on Apple Inc.

This report provides a detailed analysis of Apple Inc.'s brand extension strategy. It begins with an executive summary and introduction, outlining the methodology used, which includes primary and observational research. The report explores Apple's target market, utilizing STP (Segmentation, Targeting, and Positioning) marketing planning. It then delves into a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors influencing Apple's expansion. The Ansoff Growth Matrix is applied to evaluate market development, market penetration, product development, and diversification strategies. Tauber's brand extension options, including product packaging, features, and brand positioning, are considered. Finally, a comparative analysis using Porter's Five Forces is conducted to assess the competitive landscape, including bargaining power of suppliers and buyers, threat of substitution, threat of new entrants, and competitive rivalry. The report concludes with an overview of Apple's new product launch, the iPhone 12 Pro Max, and its potential impact.

Module:
Principles of Marketing
Title:CW2 Brand Extension Report
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Table of Contents
Executive Summary.............................................................................................................15
Logo.....................................................................................................................................15
Contents Page ......................................................................................................................15
Introduction..........................................................................................................................15
Methodology........................................................................................................................15
Findings................................................................................................................................15
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Appendix 2 Copy and Paste your Presentation Slides with Speaker Notes.
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