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Apple Marketing StrategyApple Inc. Marketing StrategyMKT 501 / December 13, 2015Juan Bowling, Franklin Duncan, Deyanira Cabeza
Apple Marketing StrategyTable of ContentsEXECUTIVESUMMARY1-2SITUATIONANALYSIS(FRANKLINDUNCAN) 2-3INDUSTRYOVERVIEW2SWOT ANALYSISFIGURE12INTERNALMARKET2EXTERNALMARKET3TARGETMARKETANALYSIS(FRANKLINDUNCAN) 3-4DEMOGRAPHICOFTARGETMARKET3PSYCHOGRAPHICOFTARGETMARKET4BEHAVIORSOFTARGETMARKET4STRATEGIESAPPEALINGTOMARKET4MARKETINGMIX(JUANBOWLING) 4-7PRODUCTSTRATEGY4PRICINGSTRATEGY5DISTRIBUTIONSTRATEGY5PROMOTIONALMESSAGING6MEDIAPLAN6PROMOTIONALADVERTISINGPLAN6POSITIONINGSTRATEGY7COMPETITIVEANALYSIS(JUANBOWLING) 7-8COMPETITIVEANALYSISFIGURE27COMPETITORSSTRENGTHS& WEAKNESSES8COMPETITORSPRICING8COMPETITIVEADVANTAGE8CHALLENGES/ CONTINGENCYPLANS(DEYANIRACABEZA) 8-9INTERNALRISKS8EXTERNALRISKS8HOWRISKSWILLBEAVOIDED9RECOMMENDATIONS/ GROWTHPLAN(DEYANIRACABEZA) 9-10DESCRIPTIONOFGROWTHPLAN9STRATEGIESFORMARKETPLAN9STRATEGIESFORPRODUCTDEVELOPMENT9STRATEGIESFORMARKETDEVELOPMENT9STRATEGIESFORDIVERSIFICATION10CONCLUSION(FRANKLINDUNCAN) 10
Apple Marketing Strategy1.0 Executive Summary (Franklin Duncan)Apple Inc. headquarters in Cupertino California, established April 1, 1976, founded by SteveJobs, Steve Wozniak, and Ronald Wayne. Apple Inc. is a consumer-electronic based industry. This marketing strategy paper will specifically focus on Apple’s retail and online sales of the iPhone. Apple’s iPhone is a global leader in smartphone production, with Apple selling 169.2 million iPhones in FY2014 (Apple Inc. SWOT, 2015). Additionally, the smartphone market is growing and Apple intends to be the leader in smartphone sales. According to the SWOT analysis, Apple is maximizing opportunities, showcasing strengths, while simultaneously keeping their weaknesses low, and combating threats on every front. Apple’s greatest strength is their operating system, it spans across multiple devices that allow Apple products to integrate seamlessly with each other, moreover, all media content can be foundon iTunes and shared across all Apple devices (Apple Inc. SWOT, 2015). Apple Pay is Apple’s greatest opportunity for growth; “according to industry estimates, the global mobile payment transaction value reached approximately $235 billion in 2013 with approximately 245 million mobile payment users” (Apple Inc. SWOT, 2015). Apple’s major weakness is over reliance on iPhone and iPad sales, Apple’s smartphone market share declined to 12% in the third quarter of 2014 (Apple, 2015). Finally, Apple’s primary threat is operating in emerging and overseas markets due to premium pricing and strict local market laws (Apple Inc. SWOT, 2015).