MKT82210 Marketing Plan: Launching Apple's New DSLR Camera

This report details a comprehensive marketing strategy and plan for Apple's launch of a new Digital Single-Lens Reflex (DSLR) camera. It includes a background of the company, its mission, and marketing objectives, followed by a SWOT analysis, segmentation, targeting, and positioning strategies. The report also outlines the marketing mix (product, price, place, promotion), a PESTLE analysis, market and competitive analysis, and a marketing budget with a promotional plan. The implementation plan covers the introduction of the DSLR camera, focusing on its unique features, target market, and promotional activities. The report concludes with recommendations for Apple to enhance its market position and achieve its marketing objectives in the competitive camera market.

RUNNING HEAD: Marketing Strategy and Plan 0
APPLE COMPANY
Marketing Strategy and Plan
(Student Name)
9/21/2018

Marketing Strategy and Plan 1
Table of Contents
Introduction................................................................................................................................2
Background of Company...........................................................................................................2
Mission of the company.........................................................................................................3
Objective.................................................................................................................................3
Marketing Objectives.................................................................................................................3
Marketing Strategy.....................................................................................................................4
SWOT Analysis......................................................................................................................4
Segmentation Targeting and Positioning................................................................................6
Marketing Mix........................................................................................................................6
PESTLE Analysis.......................................................................................................................8
Market Analysis.........................................................................................................................8
Competitive Analysis.............................................................................................................8
Industry Analysis....................................................................................................................8
Marketing Budget for Apple......................................................................................................9
Promotional Budget Plan.........................................................................................................10
Implementation Plan................................................................................................................10

Marketing Strategy and Plan 2
Recommendation......................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................12

Marketing Strategy and Plan 3
Introduction
In the competitive market, advancement of technology in the electronic devices plays a vital
role in the business world. Companies need to use strategy tools in the activities of marketing
(Baker, 2014). The big brand Apple has carried different strategies on innovation, being
among the market leader in the competitive industry. The Apple has gained the brand value in
the market with the advantage of its strong financial position and excellent data access
manager (McLaughlin and Bridgman, 2018). The company also has faced some
disadvantages such as changing management and ineffective use of the cloud. In the external
environment, Apple is famous for their smartphones while it needs to be beware of the
competitive rivalry arising out of technological advancement (Nagle and Muller, 2017). The
uncertain economic condition and pressure from regulatory bodies has created a great impact
on the company (Baltes, 2015).
The company is continuously trying to stand in the fluctuating market; various strategies have
been adopted by the company and continuously focusing on innovation (Khan, Alam, and
Alam, 2015). The company has a planning to launch a new product in the market. It is in the
pipeline and about to come within next one year. The company is working on launching
Digital Single-lens reflex camera which has a probability to be launch in December of next
year.
In the following context, there will be a detailed discussion on the way product will be
introduced in the market, in which there will be a detailed analysis of market which covers
situational analysis, the targeting market, segmentation and the promotional activities that has
a planning for the new product. There will be an overview of various marketing strategies
that will be used to launch the product and the process of implementing the plan in the market
for the final product to be launch or introduce.

Marketing Strategy and Plan 4
Background of Company
Steve Wozniak and Steve Jobs introduced Apple on April 1, 1976. It has been represented as
a multinational technology-based company. Headquarter of the company is in California.
Apple has over 240 stores which cover all over the world (Fang, Zhang, and Li, 2014). Apple
is known for consumer goods and evaluating its value requires understanding its products and
consumers. It has established a unique reputation in the electronic industry of consumer with
a strong consumer base. The company began to transform itself into a mobile device
company, integrating its products into every days life (Nicolas Marin Ximenez and Sanz,
2014). The company has introduced and designed various electronic devices which include a
personal computer, mobile phones, watches, portables digital music, and other media devices.
The Apple is dealing with the products of iPhone, Ipad, Macbook, Apple Tv, Airports, iPod, I
watch, Ios App Store (Piao and Kleiner, 2015). It covers various ranges in the same products.
Apple developed, design and sold computer software, computer electronic and also deliver
online services.
(Source: HEFFX Australia, 2018)

Marketing Strategy and Plan 5
Company Mission
The main mission of the Apple is to provide innovative hardware, software as well as internet
offerings to the customers around the world. Apple designs Mac that which will be
considered as the best personal computer in the world along with professional software, OS
X, iLife and iWork. The iPods and iTunes online store leading in the digital music revolution.
The company has focused on reinventing the mobile phones with its revolutionary features
and App Sores. It defines the future of mobile media and computing devices with iPad of
Apple (Pace, 2017).
The company has a mission to ensure to meet the standard of social responsibility at a great
level by providing safe working condition, treat employees fairly and adopt environmentally
responsible manufacturing process wherever products of Apple are made (Clarke and
Boersma, 2017).
Objective
 The main objective of Apple is to introduce products which are a free-from hassle that
provides service and employment for the customer.
 The company focus to create ground-breaking products with an objective to deliver
something new and exciting to the world.
 The next strategic objective is to manage stable competitive advantage and must
provide world-class innovation and integration through deliver quality goods and
services and empowering themselves to defeat their competitors in the market
condition.
 Enhancing and expanding investment of the company in research and development
(Guler, Gannon and Sicchio 2016).

Marketing Strategy and Plan 6
Marketing Objectives
Apple has a target to expand or wider their sale to those customers, who have not used any
product of Apple yet. Therefore, the main objective of marketing a new product is to be
(Ocasio and Joseph, 2017):
 To lead as a supplier of DSLR in all market in which the company operate
 To increase the sale of the product by twenty-five percent
 Increase the revenue of the company by twenty percent
 To uplift the market share of the company by at least ten percent
 Encourage the existing customers to increase the use of the product
 Expand the existing market by twenty-five percent till the next year
 Innovate and dictate the movement for future technology
 Expand nationwide chain of Apple store globally
Marketing Strategy
SWOT Analysis
In the SWOT analysis, if Apple represents the achievement of the company used its
competitive advantage to become the dominant player in the technology industry. It identifies
all the key strength, weakness, opportunity and threat that may affect the company most. The
analysis is explained in below points (Coorevits, Schuurman and Logghe, 2016).

Marketing Strategy and Plan 7
(Source: Brandingbeard, 2018)
Strengths
 Core competencies
The company is expertise in technologies which is the biggest strength lies in the focus they
have on their core competency. The company develops and design its own hardware,
software, application and services that allow the company to introduce DSLR which
represent a unique, innovative and easy to approach the customers.
 Brand image
The company Apple is the most recognizable and valuable brands in global. The company
has an image in the market of developing highly innovative, well functioned and well-
designed products as well as great customer experience and sound financial performance.
Thus, the DSLR can easily take a step in the market because of the brand image of the
company.
 Premium products
The products of the company are of premium quality therefore only premium class customers
are the target of the company. DSLR also include in the premium product thus, it would be

Marketing Strategy and Plan 8
easy for the company to target the customer because the premium customer is the existing
user of the company.
 Strong advertisement and Marketing Capabilities
Apple is a well-known brand in the world. The company has a strong advertisement and the
marketing strategies of the company are at a string level, therefore, the company can launch
their new product which is DSLR in the market through advertisement and marketing
capabilities.
Weakness
 Complex device
The company may face the issue of a complex device. As the product is not easy to
understand by the new people which may create lag in purchasing DSLR by the customers
 Expensive product
The product of the company is always quite high. The company faces the issue of targeting
the customers as they can target only premium customers for the product which limit the
market segmentation of the customer. The company may lag in the pricing of the product
because the price is quite high for the DSLR which may stop the customers to buy the
product.
 Inability to satisfy the mass market
Apple caters more to the specialist group than the mass market and thus they have been more
successful with mobiles that customers want primarily because of their attention to details.

Marketing Strategy and Plan 9
The company unable to safety market which may give them volume but instead need to focus
on value.
Opportunity
 New Market
The technology of optical has expected to grow in near future; therefore it is the opportunity
for the company to enter in the optical market with a strong research team working in this
domain.
 New technology
The company is known for the innovative product in the market therefore, Apple can
maintain their image by introducing new technology in the market. It is the opportunity for
the company to introduce a new product which is DSLR in the market.
 Expansion of brand
It is the opportunity for Apple to expand their brand in the competitive market by introducing
DSLR or entering in the market of optical technologies.
 New Segment market
The company target the new segment market for DSLR such as young people, professional
photographers which help the company to cover the huge market in the competitive world.
Threat
 Competition

Marketing Strategy and Plan 10
Apple as a company does not have any threat but as a product, each of the products is I facing
a strong threat from the competition. The company is launching a new product which is going
to face competition especially from other brands such as Nikon, Canon, Casio, Kodak,
Panasonic and Olympus.
 Changing trend in the technology
The changing trend in the technology creating a huge threat to the business engaged in this
sector primarily because of the cost to be invested in research. Therefore, the company may
face such issues while introducing the DSLR.
Segmentation Targeting and Positioning
Apple utilizes the market segmentation to subdivide the target into various categories which
are based on their demands, interest, and needs. It helps the company to recognize the aspects
of their target market. The segment of market is based on behavioral, psychographic,
demographic and geographic which are explained in below points (Al-Refaie and Bata,
2016):
 Demographic - The main target for the company is customers consist of individuals
with the age group between 18 to 42 years old, professionals who are associated with
technology and corporate customers with the range of income between medium to
high.
 Geographic- the company has a target to launch the DSLR all over the world and
deliver the product in every store of the company to cover maximum customers for
the product.

Marketing Strategy and Plan 11
 Psychographic – The Company has decided to put efforts on those customers who
mainly use the camera for entertainment purpose and for amateur photographing and
the gentry of high class in the market.
 Behavioural- the benefits cover good price-quality proportion with the potential user.
The uses of the product can be low, medium or high it depends on the work of the
individual. It can be used for any occasion to capture the memories.
Marketing Mix
While marketing the product, Apple requires designing a marketing mix which is effective
and includes price, product place and promotion to achieve the desired goal (Londhe, 2014).
The marketing mixes are explained in below points:
(Source: LearnMarketing, 2018)
Product
The DSLR of Apple is the new product in the market. The company high spot its unique
features to attract the customers. The features cover:
High resolution