University Marketing Plan Report: Apple iPhone Strategic Analysis

This report provides a comprehensive analysis of Apple's iPhone marketing plan. It begins with an executive summary, followed by a detailed situational analysis, including market summary, target market demographics, market needs, trends, and growth. A SWOT analysis identifies Apple's strengths, weaknesses, opportunities, and threats. The report examines competition, product offerings, keys to success, and critical issues. The marketing strategy section outlines Apple's mission, objectives (marketing and financial), target markets, positioning, strategies, and marketing mix. The report highlights Apple's focus on premium customers, high-quality products, and innovative marketing approaches. The analysis underscores the importance of brand equity, software productivity, and the challenges posed by competitors. The report concludes by referencing relevant academic sources to support the analysis. Desklib offers this and other past papers and solved assignments for students.

Running head: MARKETING PLAN FOR APPLE IPHONE
MARKETING PLAN FOR APPLE IPHONE
Name of the Student
Name of the University
Author Note

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MARKETING PLAN FOR APPLE IPHONE
1.Executive Summary
The report is based on the analysis of the market plan of Apple which is based on the
different types of factors that are related to the industry. The company has been operating in
the technology industry by providing the premium products to high income group customers.
The product that has been considered in the report is the Apple iPhone which is a flagship
product of the company. The objectives of the company have also been analysed in market
plan in an effective manner.

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MARKETING PLAN FOR APPLE IPHONE
Table of Contents
2.Situational Analysis....................................................................................................3
2.1Market Summary.......................................................................................................3
2.1.1Target Market.....................................................................................................3
2.1.2Market Demographics........................................................................................3
2.1.3Market Needs.....................................................................................................4
2.1.4Market Trends....................................................................................................4
2.1.5Market Growth...................................................................................................4
2.2SWOT Analysis........................................................................................................5
2.2.1Strengths.............................................................................................................5
2.2.2Weaknesses........................................................................................................5
2.2.3Opportunities......................................................................................................5
2.2.4Threats................................................................................................................5
2.3Competition...............................................................................................................5
2.4Product Offering........................................................................................................5
2.5Keys to Success.........................................................................................................5
2.6Critical Issues............................................................................................................6
3.0Marketing Strategy....................................................................................................6
3.1Mission......................................................................................................................6
3.2Marketing Objectives................................................................................................6
3.3Financial Objectives..................................................................................................6
3.4Target Markets..........................................................................................................6
3.5Positioning.................................................................................................................7
3.6Strategies...................................................................................................................7
3.7Marketing Mix..........................................................................................................7
References......................................................................................................................8

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MARKETING PLAN FOR APPLE IPHONE
2.Situational Analysis
Apple is an organization which operates in the technology industry of the United
States of America. The headquarter of the company is located in Cupertino, California. The
main operations of the organization are in designing, developing and selling the computer
software, consumer electronics, online services. The various hardware based products of the
company include, iPad, iPhone, Apple Watch, Apple TV, Home Pod. The software products
of the organization include, macOS, iOS, iTunes, Safari Web browser, iWork. The
organization was founded in the year 1976 by Steve Jobs and Steve Wozniak. The company
has been operating for many years in the technology industry with a wide range of premium
products that are targeted towards a particular group of customers (Apple. 2018).
2.1Market Summary
The company has huge information about the market in which Apple has its
operations. The organization is able to provide the customers with the appropriate products
with information that they have about the market.
2.1.1Target Market
The target market of Apple includes, the younger generation, the business people and
the others who belong to the premium income group.
2.1.2Market Demographics
The demographics of the market of Apple Inc. comprises of different types of factors
like, demographics and psychographic.
Demographic – The age and the gender of the customers are an important factor for
the products of Apple that are bought by the customers. The company also uses the premium
for the purpose of reaching out to the customers (Gummesson, Kuusela and Närvänen 2014).

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MARKETING PLAN FOR APPLE IPHONE
Psychographic – The personalities, activities, values and the attitudes of the
consumers are related to the to the purchase of iPhone from the market. The interests of the
customers towards iPhone are based on the interests that they have in high tech products.
2.1.3Market Needs
Apple Inc. has provided many products and services to the premium customers of the
company. The customers of the organization belong to the premium group and more
concerned about the quality of the products rather than the prices. The services that are
provided to the customers are of the highest quality and the staff of the stores are also
committed towards this.
2.1.4Market Trends
The trends in the technology market changes with time and this has caused many
changes in the products and services that are offered to the customers. The customers of the
company are present in many countries of the world. The global reach of the company is also
increased with the help of the services that are provided to them (Helm and Gritsch 2014).
2.1.5Market Growth
The growth in the smartphone market has increased the competition for Apple iPhone.
The customers of iPhone have been divided into the various high level smartphone
organizations that operate in many countries of the world. The sales of Apple have been high
due to the huge demands of iPhone among the different groups of customers. However, the
increase in number of customers has affected the sales of the company.

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MARKETING PLAN FOR APPLE IPHONE
2.2SWOT Analysis
2.2.1Strengths
The brand equity of Apple and the innovation related tag that has been given to the
company is the main strength. The software of the company is highly productive in nature.
2.2.2Weaknesses
The high price and restrictions are some major weaknesses of Apple in the industry.
2.2.3Opportunities
The potential of the phones is high and advancement of technology is also fast.
2.2.4Threats
The biggest threat to the company is the Android based technology and the major
smartphone companies.
2.3Competition
Apple faces huge competition in the market from the companies like, Samsung,
Google and Xiaomi which also provide the similar types of products like those which are
offered by
Apple Inc. (Hult and Ketchen 2017)
2.4Product Offering
The first iPhone of Apple was launched in the year 2007 and became the flagship
product of the company since then. The organization then updated the product every year
from the launch of the first phone. Apple Inc. has been offering this product to the premium
customers for many years after its launch with many updated features.

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MARKETING PLAN FOR APPLE IPHONE
2.5Keys to Success
The main factor that has led to the success of Apple are the high quality products and
the premium services that are provided to the customers in the various stores.
2.6Critical Issues
The major issues that have been faced by the company are related to the lack of the
reach to customers other than the premium group.
3.0Marketing Strategy
Apple has become a huge brand in the industry of technology with the help of the
huge revenues that have been generated by the company. The main strategy of the company
is to present the products that are innovative and unique in nature (Olson et al. 2018).
3.1Mission
The current mission statement of Apple is “Apple designs Macs, the best personal
computers in the world, along with the OS X, iLife, iWork and professional software. Apple
leads the digital music revolution with its iPods and iTunes online store”.
3.2Marketing Objectives
The major marketing objectives of the company is to increase the customer base in
various areas and segments.
3.3Financial Objectives
The financial objectives of the organization are to improve the financial position and
aim to sustain its operations against the tough competition that is being faced in the
smartphone market (Öztamur and Karakadılar 2014).

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MARKETING PLAN FOR APPLE IPHONE
3.4Target Markets
The target market of Apple includes the music lovers, the teenagers, the businessmen
and many more.
3.5Positioning
Apple Inc. has been able to position itself in the smartphone market in an effective
manner. The position of the company is highest in terms of quality.
3.6Strategies
The major strategy of the entire marketing plan is to position Apple Inc. at the
topmost position in the industry (Schlegelmilch 2016).
3.7Marketing Mix
Products – The main product of Apple that has been a flagship of the brand include
different iPhones of the company which include various updated products.
Place – The stores of Apple are exclusive and are located in premium locations of
different cities. The retail trade partners of the company have been used for the distribution of
the products.
Promotion – The promotions that are done by Apple are elegant and smart which has
been the major focus of the company.
Price - The prices of the innovative and unique products of Apple are quite high
according to their quality (Song et al. 2018).

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MARKETING PLAN FOR APPLE IPHONE
References
Apple. (2018). See what we announced.. [online] Available at: https://www.apple.com/
[Accessed 7 Jun. 2018].
Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by
recasting supplier/customer roles. Journal of Service Management, 25(2), pp.228-240.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International Business
Review, 23(2), pp.418-428.
Hult, G.T.M. and Ketchen, D.J., 2017. Disruptive marketing strategy. AMS Review, 7(1-2),
pp.20-25.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
Öztamur, D. and Karakadılar, İ.S., 2014. Exploring the role of social media for SMEs: as a
new marketing strategy tool for the firm performance perspective. Procedia-Social and
behavioral sciences, 150, pp.511-520.
Schlegelmilch, B.B., 2016. The Future of Global Marketing Strategy. In Global Marketing
Strategy (pp. 221-249). Springer, Cham.
Song, R., Moon, S., Chen, H.A. and Houston, M.B., 2018. When marketing strategy meets
culture: the role of culture in product evaluations. Journal of the Academy of Marketing
Science, 46(3), pp.384-402.

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MARKETING PLAN FOR APPLE IPHONE