Project (E-Commerce Marketing Plan)



Table of Contents

Company overview3

SWOT4

Strength4

Weaknesses4

Opportunities5

Threats5

Channels6

E-marketing program7

Email Marketing8

What are they doing wrong in their program?10

Email Marketing is getting old10

Under-usage of Social Media Marketing10

Mismanagement of Direction10

Recommendations for improving their e-marketing program12

Effective Social Media Marketing12

Management of Direction14

Effective use of E-mail14

TV Advertisements15

IMC15

Summary17

References19

Project (E-Commerce Marketing Plan)

Company overview

Apple Inc. designs, develops, and markets personal computers which include hardware and software, smart phones, music players and music online. The company recorded total revenue of $108,249 during the Fiscal year 2011(Michaels, 2011). The growth of Apple incorporation has been phenomenal in the past 5 years. The company claims the 4th position in the fastest growing US companies list in the last five years of Fortune Magazine (FORTUNE 500 2012). Despite the financial crunch globally, Apple has continued to grow without discounting its product and services. Steve job, the co-founder of the company, who led the corporation to the state today, is gone now. Apple has stopped to focus on 'next big thing' like Steve Jobs use to do. Also, the company paid dividends to its stock holders after almost a decade. All these police describe that, company is moving away from the policies and direction of Steve Jobs.

The developed countries like USA, Canada and UK along with other parts of Europe are becoming saturated. Growing economies in Asia, like India, China, and Malaysia represent the new potential markets which apple needs to focus. To capture the larger global chunk of pie, apple has to understand, communicate and deliver value to diverse stakeholders, with customers being the most important. Electronic marketing presents a good potential of targeting segments globally with lesser costs. Apple has maintained its diversity of communication channels, and many practitioners take lessons out of creative idea of ads that have really done as Steve Jobs use to say, 'let's put a dent in the universe'. However, company will likely to face some quick and brut change in its direction and polices due to change of leadership. Also, the market landscape is very dynamic with new players like Samsung challenging in Laptop and smart phones market, Apple will have to come up with something more innovative and new.

SWOT

SWOT stands for Strength, Weaknesses, Opportunities, and Threats. It is one of the most basic strategic tools that are often used to assess the situation of the company by relating its internal and external environment (David, 2006).

Strength

The brand of Apple Inc. is very strong and recently it is recognized by the 'BrandZ' as one of the most valuable brand in the world. Apple is also the world's largest US Company in the history. The loyal customers wait for every new launch of the company hours before stores are open. The company gets media coverage for its launches on all channels; this is the power of brand. Apple does not reduce its prices and avoid foreign discounts, which makes it less vulnerable to price wars.

The product line of apple is well diversified, ranging from PCs to MP3 players, smart phones, and even online sales of ...