MARKETING PLAN

Marketing Plan for Apple

Marketing Plan for Apple

Executive Summary

Apple Inc. is engaged in the production and designing of media-centric products Mac, iPhone, iPad, iPod, and other electronic devices including music players, peripherals, etc. As Apple is already involved in the production of iPhone, it is quite a reasonable time to enter the market of normal cell phones. Although there are several rivals in the cell phone industry but Apple, can find an edge due to its extraordinary management capabilities and core competencies in the market of electronic goods. The new launched cell phone will be named as “iMob”. The name represents core essence of Apple's brand identity, as the initial letter is “I” and Mob represents the short form of cellular mobile. In other words, the consumers can communicate now through the cheaper device (as compared to iPhone) more easily (Boulton, 2009). The new brand will be sold initially through the website than the dealers will be appointed for the large scale selling after the introductory stage. Initially, the “iMob” will be launched in the United States, but after getting a reasonable customer base, the product will be launched globally because cell phone companies like Nokia, Samsung, etc. are playing worldwide, so “iMob” will have to play globally against these players to grasp maximum market share. However, the paper has all the required marketing activities needed for the marketing plan of iMob. The paper comprises of the situational analysis along with the brief details about all the activities needed in the launch of new brand by Apple (Miles, 2003).

Current Marketing Scenario

Apple continues to grow faster than industry in all categories. New manufactory plants and sales offices are continually introduced to regions in order to save time and cost. The exact relationship model provides the powerful differentiator for the company to deliver satisfaction to customers of all sizes and types. Apple has focused most of resources to support large commercial and formal organizations segment to sustain its growth by delivering superior services over competitors. In fact, Apple sells more computer systems to business organizations than any other company in the world. To adapt market change, Apple extents product categories to consumer electronics for better growth opportunities (Fortune Magazine, 2010).

Apple, Inc. currently holds retail operations in eleven different countries, which it divides into five separate operating segments; the Americas, Europe, Japan, Asia-Pacific and retail sales. Though the majority of the Company's net sales generated within the Americas operating segment, Apple's concentration in the Asia-Pacific region has shown the highest levels of growth as countries with emerging markets like China continue to show increases in consumer demand for the high-tech devices Apple produces (Apple Inc, 2010).

However, Apple is entering the cell phone market for the first time, but it is highly expected that the new launched cell phones will attract the maximum number of customers due to the goodwill of Apple in the market. Moreover, the marketing will play a vital role in the succe4ss of the product right from its introductory ...