Marketing Plan Report: Apple Inc. Plus 2 New Product Strategy

This marketing plan report analyzes Apple Inc.'s strategy for launching a new product, likely the "Plus 2." The report begins with an introduction and executive summary, outlining the company's mission, vision, and objectives. It then delves into the STP (Segmentation, Targeting, Positioning) analysis, followed by a SWOT and PESTLE analysis to assess internal strengths and weaknesses and external opportunities and threats. The report also covers the 7 Ps of marketing (Product, Price, Promotion, Place, Packaging, Positioning, People) and presents a budget and evaluation/monitoring plan. The report emphasizes Apple's customer-centric approach, innovation, and sustainability efforts. It highlights the competitive landscape and the importance of maintaining a strong brand image. Finally, the report provides a list of references used in its creation.

MARKETING
ENVIRONMENT

TABLE OF CONTENTS
■ INTRODUCTION
■ EXECUTIVE SUMMARY
■ MISSION
■ VISION
■ OBJECTIVES
■ STP
■ SWOT
■ PESTLE
■ 7 PS
■ BUDGET
■ EVALUATION AND MONITORING
■ REFERENCES

INTRODUCTION
■ A marketing plan is an outline regarding the organization's strategy to launch its product.
■ It deals with the overview of the brand's marketing objectives and the current position in the markets at both
global and global levels.
■ This is based on marketing the new product of Apple Inc. Plus 2.
■ Apple is a MNC tech company that produces various technological products such as mobile phones, laptops,
etc.

EXECUTIVE SUMMARY
■ This presentation is based on understanding the unique selling proposition (USP) of Apple.
■ It has involved the objectives, mission and vision of the company to gain knowledge about the current
marketing tactics and planning.
■ This has also included about the SWOT and PESTLE models along with focusing on the 7 Ps.
■ Moreover, it shed light on the segmentation, targeting and positioning (STP) with assessment of evaluation and
monitoring in accordance to the budget.

MISSION
■ Its mission is to design the best personal computers and professional software to make the customers
experience enriching and convenient.
■ This also emphasis on bringing revolutionary changes in the music through digital tools like iTunes and iPods.

VISION
■ This highlights the needs of customer oriented experience through using software and innovative hardware in
providing the best services to their customer base.
■ It also aims at bringing innovative changes in the way people uses technology and creating robust customized
products.

OBJECTIVES
■ To enhance the customer base by using innovation and technology
■ To maintain the quality and privacy in terms of features that enhances the customer base

STP
■ Segmentation- The segmentation of customers' range is between 25 to 45 years of age and in the metropolitan
cities of the world such as London, Paris etc.
■ Targeting- The targeting is the established markets of Apple.
■ Positioning - The positioning of Apple's new product is based on quality aspects to reach the optimum levels.

SWOT
■ Strengths: Apple has a loyal customer base that makes the pricing and technology proficient and support in
reaping the economic benefits. It has also focusing on sustainability by using recycling materials.
■ Weaknesses: There is absence of competition and thus, it has led to lack of promotional activities and no
marketing strategies. The products are not compatible with other software or devices and making it difficult
when needs repairing or changing.

CONTI…
■ Opportunities: The distribution network for Apple is vast and has give platforms to the technical team for
creating something new and innovative. Moreover, there is a need to launch the green technology to build the
sustainable environment and this is another area that aids in promoting durable and smart wearable
technologies.
■ Threats: The major issue is the illegal dealing of its products and has seen threats due to counterfeits of the
products. Moreover, this leads to loss of their revenues and profits that act as major challenge.

PESTLE
■ Political factor: Apple has been the undisputed companies and is dependent on the countries like China for
lower cost manufacturing and thus, it might be vulnerable to the Chinese political scenarios and impact the
Apple's dominant positioning.
■ Economic factor: The currency rate of US dollar is always strong and thus, sometimes it leads to fluctuations
for the middle class income holders.
■ Socio-cultural factor: The people with high end consumers are making the use of Apple as style statement.
Along with this, its marketing strategy has received criticism, however its quality and features are in compact
form.

CONTI…
■ Technological factor: This is the area where it is unbeatable from it competitors like Samsung, Google etc. Its
innovative features and unique add one are making it different and making it the best in the mobile
technological sector.
■ Legal factor: It has found the subsidies and legislation aspects to be intact and it helped in maintaining the
reputation and brand image in the markets all around the world
■ Environmental factor: Their aim is to become environmental friendly and promote sustainability through
adoption of recycling and using materials

7 PS
■ Product- This has unique and diverse features that showed the company's competency in context to innovation
■ Price- It has been related to the specifications of the technology implemented
■ Promotion- This includes corporate identity, social media platforms, advertising, sales and PR.
■ Place- It has wide range of places that aid in distribution strategy and involves stores, online apple store,
telecom companies and retailers who has been given the authority with corporate resellers
■ Packaging- The focus is on eco friendly ways to promote sustainability and expands the shelf life.
■ Positioning- This has a well established loops of channels to know about the exact positioning and is based on
demographics and geographic as well.
■ People- It involves all the age groups

BUDGET
RESOURCES ESTIMATED COST (in Dollars)
Advertising tools 2500
Manpower 1500
Materials for billboards etc. 2000
Total 6000

EVALUATION AND MONITORING
■ This is done through consistent efforts in testing and also investing huge amounts on the Research and
Development.
■ Moreover, it has a strong base of technical team who together functions and bring innovative products or
services

REFERENCES
■ Byrd-Bredbenner, C. and et.al., 2017. The marketing plan and outcome indicators for recruiting and retaining
parents in the HomeStyles randomized controlled trial. Trials. 18(1). p.540.
■ Cunningham, L.J., 2019. Creating the Level Up Festival: Marketing & Production Plan (Doctoral dissertation,
The University of Mississippi).
■ Hao, J. and et.al., 2018. Cooperative membership and farmers’ choice of marketing channels–Evidence from
apple farmers in Shaanxi and Shandong Provinces, China. Food Policy. 74. pp.53-64.

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