MARKETING PLAN FOR APPLE

Marketing Plan for Apple

ABSTRACT

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 paper aims to describe the exact relationship model provides the powerful differentiator for the company to deliver satisfaction to customers of all sizes and types. In this paper, Apple has focused most of the 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. The paper describes the adapt market change, Apple extents product categories to consumer electronics for better growth opportunities. The paper also includes the projected financial plans for the company and in the end it also gives suggestions and recommendations.

Marketing plan for Apple

Introduction

Apple Inc. is engaged in the production and designing of computers, iPhone 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 regular 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 “Apple Com”. The name represents Apple as the company and “Com” as the communication device. In other words, the consumers can communicate now through the cheaper device (as compared to iPhone) more easily. The original brand will be sold initially through the website than the dealers will be appointed for the large-scale selling after the preliminary stage. Initially the “Apple Com” 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, and Sony Ericson etc. are playing worldwide, so “Apple Com” will have to play globally against these players to grasp maximum market share (Apple.com, 2008).

Situation Analysis

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 pivotal role in the success of the product right from its initial phase. The marketing department will create awareness about the latest product, and then customers will be persuaded towards the new cell phone (BBC.CO. UK, 2006).

Market Summary

“Apple Com” will primarily target teenagers and youngsters, but gradually it will serve all classes of the customers like middle age and elders. As far as the classes are concerned “Apple Com” will target middle, upper-middle, and elite customers. In other words, all classes and all age groups will be targeted gradually. The different models of the phones will be launched in order to cater the needs of all age groups and all ...