MARKETING PLAN

Enhancing the Marketing Plan

Enhancing the Marketing Plan

Introduction

Apple Inc., Formerly known as Apple Computer Inc., is a multinational company U.S. base that designs and sells consumer electronics, from computers and computer software. Among the best-known products of the company's computers are Macintosh, the iPod, the iPhone and the iPad, the media player iTunes, the office suite iWork, the multimedia suite iLife and software for professionals such as Final Cut Pro and Logic Pro. In 2010, the company comprises of 46 600 employees for an annual turnover of 65.23 billion dollars and operates 301 Apple Stores in 10 countries and an online store that sold the hardware and software from Apple but also from third parties (Mehling, 1997).

Discussion

Company's Competitors, Strengths and Weaknesses

It is also important to conduct a Competitive Analysis to examine and analyze the main competitors that are serving the same market. This should be done at the beginning of the overall market plan in order to determine if the launching of your product is a viable and profitable endeavor. There are several competitors of Apple Computer Inc in the cell phone market which includes Nokia, Samsung, Motorola, Sony Ericson etc. These all companies are giants and are playing in the market of cell phones since many years. In a nutshell, Apple will have to face a tough competition in this market (Tyrer, 1996).

Differentiation

Selling Direct Apple differentiates itself among competitors by dealing with customers directly. People can customize their own PC online rather than of surfing through retailers looking for merchandise that fits them. This is the win-win situation for both sides which helps to save time, cost and energy. Apple even has more knowledge to answer customer's queries than anyone in retailer shops because they manufacture products. The business converses to expertise planners inside associations thus correct information can be assembled for future improvements.

Specific Growth Opportunities

Apple Inc. has announced the new executive leadership team with a mix of senior vice-presidents and business leaders from an outside company. The action of Michael Apple's return as CEO and board restructured is to improve the company's financial performance since 2005. Due to internal organizational structure and a few layers of management, communications with customers have become efficient. Apple begins to combine direct model concept with traditional distribution channels in order to reach more customers and organization levels in different regions.

Strengths:

Apple has a strong brand image which offers a perimeter above competitors.

Healthy financial performance reinforces confidence of investors and allows for future growth of capital for opportunities.

Heavy invention through strong R&D provides an opportunity towards market position.

Weaknesses:

Financial condition might be weak by the patent infringement lawsuit that has an adverse impact on the operating results.

Apple criticized for antenna problems in the latest version of the iPhone. Moreover, its admission policies of the iTunes Store applications and user freedom are very restrictive.

Differentiate Closest Competitor.

Apple computer differentiate from other company through focusing entirely on the youth. They primarily target teenagers and youngsters but gradually it will serve all classes of the customers like middle age ...