Updating iPad to being a multi tasking device is that right - Marketing Plan



1.0 Executive Summary

The main purpose of this paper is to develop a marketing plan for updating ipads to make it a multi tasking device. The marketing plan for this product is comprised of the external and internal environmental analysis of the company, and the trends in the mobile industry. The marketing plan also includes the description of the product and the different strategies including the target market and positioning strategies. The marketing plan also covers different contingency plan, and the marketing research objectives. In short, this marketing plan is the complete description of the products, and the strategies through which it is targeting its market in order to get an edge over its competitors. The paper makes an analysis on the mobile industry, and the major rulers in the mobile industry. In order to mention the analysis on the mobile industry and the major competitors and threats of the mobile industry Porter's five forces model and PESTLE analysis have been used. By discussing the SWOT analysis, this paper highlights the strengths, weaknesses, opportunities and threats prevailing in the industry. Later on, the different marketing objectives and the financial objectives have also been discussed in this paper. The paper also highlights the mission and objective of the iPad. The control section in this paper discusses the ways through which the product will be evaluated and its results will be controlled.

Table of Content

2.0 Situation Analysis5

Porter's Five Forces Model5

The threat of entry of new competitors (new entrants)5

The threat of Substitutes6

The bargaining power of buyers6

The bargaining power of suppliers6

The degree of rivalry between existing competitors7

PEST Analysis7

Political Factors7

Economical Factors7

Technological factors8

Legal Factors8

2.2 SWOT Analysis10

Strengths10

Weaknesses10

Opportunities10

Threats11

Trends11

2.3 Competition11

2.4 Product (Service) Offering12

2.5 Keys to Success12

2.6 Critical Issues14

3.0 Marketing Strategy14

3.1 Mission16

3.2 Marketing Objectives16

3.3 Financial Objectives17

Sales Forecast17

The following is iPad' sales forecast for three years17

3.4 Target Markets19

3.5 Positioning19

3.6 Strategies19

Creative Strategy20

Communication Strategy & Testing20

Customer Relationship Strategy21

Channel Strategy21

Market Development Strategy22

Price Strategy22

3.7 Marketing Mix23

3.8 Marketing Research23

4.0 Controls24

4.1 Implementation25

4.2 Contingency Planning25

5.0 Conclusion25

References26

Updating iPad to being a multi tasking device is that right - Marketing Plan

2.0 Situation Analysis

Research and development department is a very key concept in analyzing the competition of the industry. Therefore, for any industry it is necessary that, its research and development department should be feasible (Bailey, 2004). The technology industry is comprised of highly risky and expensive research and development department. The research and development (R&D) department of the technology industry is lengthy, and the competition is very intense. The situational analysis of technology industry in United States can be discussed with the description of Porter's Five Forces Model.

Porter's Five Forces Model

The threat of entry of new competitors (new entrants)

The technology industry of USA is facing problems of entry of new competitors. The new competitors are entering in the industry, thus increasing the competitive trend in the market. There are many iPad and wireless technologies in the technology industry. The technology industry is highly regulated with the government regulations. The government has imposed regulations on the import and export ...