Apple Iphone Marketing Plan: Business English Class 1

Apple iPhone Marketing Plan
Business English Class 1

Home
Content
Executive summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research & Implementation

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Executive Summary
By fulonglong

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Executive Summary
The Past Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU, RAM and basic textual video chips) less than what is considered a personal computer today. Apple was responsible for creating the desktop publishing market due to their innovative programmers, PageMaker and LaserWriter. Between 1983 and 1996, Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful over 100 million units were sold within 6 years.
Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation
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Executive Summary
The Present January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple Inc. He also reveals the long anticipated iPhone, a combination of an Internet-enabled smart phone and the iPod. In June 2008, he announces that the iPhone 3G would be released in July 2008, this newer version added support for 3G Networking and assisted GPS navigation, among other things. The Future Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product.
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Executive Summary
The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power.
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By shixiaobei

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Situational Analysis Political Situation

Taxation is something that governments put and Apple should study this as country by country case to anticipate profitability, and pricing strategy. Importing laws in the world with GATT are in favor of trading.
Economical Situation
Economic growth world wide is in a big recession which need careful manipulation. Potentiality of the market is decreasing but it is higher than any others in the Telecom sector.
Socio-Cultural Situation Population growth leading to expansion of the sector. It needs for cell phones. People depend more and more on mobile communication everywhere. Literacy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Different social views that may affect product should be taken into consideration (e.g.: Boycotting American products in the Islamic world)
Situational Analysis Technological Situation

Level of technology in the world is increasing. Fixed phone lines capacity and development attempts. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy.
Competition Situation
There are 19260 cell phone producers in the world, but there are no more than 15 big companies competing at the world level Market.
Situational Analysis Environmental Situation

The global concern with the Global Warming issue & other pollution effects concerning the packaging material and radiation of the cell phones . The demand of the international environmental approvals is a must (if there is any) .
Sales Situation
Cell phones industries are one of the most profitable industries everywhere and the Market is increasing.

SWOT Analysis
By liudengke

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Strengths
Innovative The iPhone has an innovative touch screen. It also has many functions of other mobile products all in one device
Compatibility The phone will work with iTunes and with other Mac/Apple products and OS software tools which means limitless potential for upgradeability.
Ease-of-Use The all-new touch screen interface
recognizes multi finger gestures, just as the human hand normally behaves.
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Strengths
Brand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.
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Strengths
Price iPhone would be sold at a reasonable price for its value. Quality Scratch resistant screen durable and light metallic finish software suite resistance to computer viruses.
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Opportunities
Increasing demand and expansion to a new target segment As technology advances and smart phones get cheaper Apple will attract consumers and get iPod users to upgrade to iPhones. Upgradeable iPhone software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable.
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Opportunities
Partnerships Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones, which reduces costs in marketing and increases revenue through long-term agreement deals.
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Weaknesses
Image The Apple brand is not targeted towards
business people and does not have a reputation as being compatible with the corporate world.
Price Apple does not yet offer lower priced models

for more cost conscious consumers.
User Interface Touch screen interfaces suffer

from the problem of gorilla arm
* Gorilla arm is a side-effect that humans face when using touch screens for long times as
humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.
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Threats
Increased competition Smart phones are easier to make now more than ever. More companies may enter the market, and competitors or even Apple contractors can maneuver around patents to create similar devices. Downward pricing pressure The iPhone is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of iPhones. Difficulty expanding into Asian market There is less hype and interest in Asia since smart phones are better known and already widely used.
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Threats
Competition (Palm) - Palm has the longest history in PDA market and has experience-developing software for mobile devices. It is also a well-known brand for businesspeople. Existing software is well established and compatible with many products for this market. The market is familiar with Palm products; significant switching costs are involved in going to an iPhone. Palm can add many similar capabilities to their products that match the iPhone and expand to a wider market through lower cost and higher-power products.
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By yaoxiping

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plan
Set an aggressive buy achievable objective for the first and second years of market : 1. First-year Objectives - We are aiming for a 2 percent share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000. 2. Second-year Objectives - are to achieve a 10 percent share based on sales.
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Extend on the Apple brand name and link to the established meaningful positioning.
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Extend on Apples image of innovation, quality, and value.
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Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary.
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Target Market
Differentiate the iPhone from other PDAs on the market. Primary customer targets is the middleupper income professional to coordinate their busy schedules and communicate with colleagues, friends and family.
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Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Primary business target is to partner with : 1 large cell phone service providers, AT&T,
Verizon, Sprint and Cellular One

2 large enterprise software firms where information is critical to the end user.
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Target Market (cont.)
Secondary business target is mid-to mid-size corporations that want to help managers and employees stay in communication or access critical data on the go. Market segment will consist of companies with $10$50 million in annual sales.
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Positioning
Using product differentiation, positioning the iPhone as the versatile, convenient, value-added device for personal and professional use.
Focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access.
The iPhone will be promoted as both professional and hip.
.
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The 4Ps Marketing Mix Strategy
By Gaozhan

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Product
Full year warranty along with an optional three-year Apple Care warranty Same high-end taste as all other Apple products Special edition version to be launched Launching a cheaper version after the original one was released several months ago with less advanced features along with a more advanced version for professional use Adding the following features to the iphone (large disk storage capacity, lower weight, thinner device, long battery life, 4G wireless, GPS and improved camera)
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Price
Set the base model at a cheap price of $349
A more advanced model for $399

Special limited edition iPhone for special prices Generally lower our prices to ensure we establish market dominance in as short of time as possible
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Place
Massive rollout worldwide at all reputable major retailers
Massive rollout Online, Showrooms and in all cell phone providers

All Apple Stores the Apple website will dedicate themselves to the iPhone Eye catching displays will be found at all physical stores featuring the iPhone to make the product stand out from the pack Apple Stores will have the iPhone on display a full month before its worldwide release
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Promotion
Integrate Apple message of revolutionary communications and audio/visual experience together in all media advertisements Differentiate the iPhone against others is the touch screen functionality Emphasize Apple brand prominently and associate the iPhone with the iPods groundbreaking lineage Original but tasteful advertisements at the same time A massive TV campaign is planned before launching the iPhone featuring a soon to be legendary ad to be the talk of the country

Advertising will be appearing on a regular basis to maintain general public awareness
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By lipeiyan

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Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up Executive Summary
High School and College aged people will demonstrate social uses The 25-45 years group will be used to determine business application and social/personal use
Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation
The 45 years and above will give us a plan to market to more senior wellrefined group We will ask for feedback on iPhone features, and implement those changes most important to the end user in the next generation iPhone We will allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refine future iPhone models We will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as they are our best customers.
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Implementation
Compensation system workers $5 incentive pay for every non reject phone they produce $10 per phone six sigma quality program each worker $5000 each year for best practice training use control measures to closely monitor quality and customer service satisfaction consumers can contact the main headquarters about any possible technical problems by using Apple Customer Service Bar and a customer service phone number stored in the phone book
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Implementation
In case of slow sales
Offer iPhone to customers who have purchased other Apple products $10 per phone six sigma quality program, which will lead to: demonstrate the product for consumers, it will promote synergy and lure buyers. develop deep relationships with two very different segments: those who have it and those who aspire

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Thank you

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Apple Iphone Marketing Plan: Business English Class 1

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Apple iPhone Marketing Plan

Business English Class 1

Marketing Research & Implementation