Marketing Report: Apple's Electric Car Launch and Market Analysis

This report provides a comprehensive overview of Apple's marketing plan for the launch of its electric car. It begins with an executive summary outlining the key components of the marketing plan, which includes PESTLE and SWOT analyses, target market identification, and marketing strategies. The report then delves into the company's background, highlighting its history and product line, followed by a detailed market environment analysis using the PESTLE framework to assess political, economic, social, technological, legal, and environmental factors. A SWOT analysis identifies Apple's strengths, weaknesses, opportunities, and threats. The report recommends a demographic segmentation strategy targeting specific age and income groups, along with a marketing strategy that emphasizes product portfolio expansion, price skimming, and guerrilla marketing techniques. The report concludes with references to cited sources.

MARKETING
Apple

Executive summary
 The marketing is all about the action or
business of buying, selling and promoting
products and services comprising act of
advertising, market research and offering
products to the end customers. This
report comprises the overview of the
marketing plan along with the
background of the company, market
environment analysis and marketing
strategy.

Overview of the marketing plan
The marketing plan includes the steps to be
undertaken for the launch of the electric
car. The marketing plan will include:
 Pestle analysis
 SWOT analysis
 Target markets
 Marketing strategy

Company background
Apple was established in 1976 and is
headquartered at California. The company
launched its first product in 1976 which is
Apple 1 computer. Apple is having limited
product line in the form of Mac, iPhone, Apple
watch, Music, iPad, TV and music.
Apple has been recognized as the word’s
greatest IT Company when it comes to
revenue, largest technology company in
terms of the total assets and largest phone
producer with 123,000 employees

Market environment analysis
Pestle analysis
Political factors: The trade between China
and US has created political issue to the
Apple as it affects performance and the
market share in the Chinese market (Park,
2015).
Economic factors: The products and
profitability of Apple is affected by the
increased labor cost.
Social factors: The increasing social media
trend has created both opportunities and

To be continued…
 Technological factors: The company has
attained a huge opportunity to exploit by
providing clout connected devices and
applications.
 Legal factors: The compliance is compulsory
and company can face law suit and penalties
which can cause spoiled brand image.
 Environmental factors: Pollution and
environmental side effects are great concern
for China which influences to the producing
costs and regulations.

To be continued…
SWOT analysis
Strengths
 The innovative products are the key strengths of
Apple. The company has offered hit products on the
regular basis (Kirshner, Levin, and Nediak, 2017).
 The design and technology used by Apple makes it
the most fantastic brand.
Weaknesses
 Several products of Apple are incompatible with 3rd
party software and accessories.
 Apple is having narrow product portfolio as there
are 8-9 products in the portfolio.

To be continued…
Opportunities
 The company can make use of the technology in
the advancement of the Iphones, MacBook’s and
Iwatches.
 Apple has established itself globally and now has
realised opportunity to launch Apple car.
Threats
 Apple faces the major threat as market is
penetrated by other brands in the segment of
smartphone.
 There is severe competition in the segment of the
laptops.

Recommendation for
product
Apple has planned to launch electric cars as
a new product category. For the production
of the electric cars, Apple will hire
employees from the renowned companies
like Mercedes, BMW, Ford and more. The
cars will be enabling with an autonomous
driving system as a core technology
(Sharma, Davcik, and Pillai, 2016).

Target market
Apple will target on the basis of the
demographic segmentation.
 Apple will target to the people above the
age of 35 and the persons belonging to
the higher income group.
 On the basis of the gender, Apple will
recognize the females looking in compact
cars and what majors look in a car
(Zhang, 2017).

Marketing strategy
The marketing strategy develops the marketing mix
strategies:
 Apple has already established product portfolio now
the company will add electric cars from cars to
warranties.
 Apple will make use of the price skimming strategy
and guerrilla marketing (Prasad, Venkatesh, and
Mahajan, 2015).
 Apple will make use of the retailers and dealership
outlets in order to reach maximum number of
customers.
 The promotions will take place through the social
media marketing.

References
Kirshner, S.N., Levin, Y. and Nediak, M., 2017. Product
upgrades with stochastic technology advancement,
product failure, and brand commitment. Production and
Operations Management, 26(4), pp.742-756.
Park, S.H., 2015. Factors and Characteristics of Political
Likeability as a Source of Public Relations: Focusing on
the Likeability Factors in South Korea. Indian Journal of
Science and Technology, 8(13), p.1.
Prasad, A., Venkatesh, R. and Mahajan, V., 2015.
Product bundling or reserved product pricing? Price
discrimination with myopic and strategic
consumers. International Journal of Research in
Marketing, 32(1), pp.1-8.