Apple Inc.’S Marketing Plan: Phase I
Apple Inc.’s Marketing Plan: Phase I
Nicole Eighmy, David Gutierrez, Savanna Johnson,
Gary Sewell, Deanna Sheer
MKT/421
August 27th, 2012
Rick De La Pena
Apple Inc.’s Marketing Plan: Phase I
Most people own a smartphone, yet do not own a watch. Those people probably use their smartphone as their watch but have to reach into a pocket or purse to check the time. So our team asks: why not a smartphone that can be worn as a watch? Team A will create a new product or service for an existing organization. Team A will be developing a new product for Apple Inc., an iWatch. Our team will also give an overview of the existing organization, Apple Inc. A description of the new product will be clarified. An explanation of the importance of marketing to our selected organization’s success will be expounded upon. A SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends) analysis on the new product will be given as well. Finally, the marketing research approach Team A will use to develop the marketing strategy and tactics for this new product will be described. Gary Savanna Our team is responsible for the general marketing of this new product. The iWatch will reinvent watches in many different aspects. An explanation of the importance of marketing to our company’s success will be expounded upon. First, and foremost, Apple is the world 's most valuable publicly traded company in the world (Burrows, 2012). Apple first surpassed Exxon as the world’s largest listed company in August 2011 (Burrows, 2012). Here at Apple we focus on what people do with our products, not what our products do (Chazin, 2007). We are selling potential customers an experience, or a sense of fitting in and feeling good about the product that they purchased from us. Another marketing strategy that we use here at Apple is to not invent anything new, yet improve on existing designs and functionality (Chazin, 2007). Apple did not invent the
Nicole Eighmy, David Gutierrez, Savanna Johnson,
Gary Sewell, Deanna Sheer
MKT/421
August 27th, 2012
Rick De La Pena
Apple Inc.’s Marketing Plan: Phase I
Most people own a smartphone, yet do not own a watch. Those people probably use their smartphone as their watch but have to reach into a pocket or purse to check the time. So our team asks: why not a smartphone that can be worn as a watch? Team A will create a new product or service for an existing organization. Team A will be developing a new product for Apple Inc., an iWatch. Our team will also give an overview of the existing organization, Apple Inc. A description of the new product will be clarified. An explanation of the importance of marketing to our selected organization’s success will be expounded upon. A SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends) analysis on the new product will be given as well. Finally, the marketing research approach Team A will use to develop the marketing strategy and tactics for this new product will be described. Gary Savanna Our team is responsible for the general marketing of this new product. The iWatch will reinvent watches in many different aspects. An explanation of the importance of marketing to our company’s success will be expounded upon. First, and foremost, Apple is the world 's most valuable publicly traded company in the world (Burrows, 2012). Apple first surpassed Exxon as the world’s largest listed company in August 2011 (Burrows, 2012). Here at Apple we focus on what people do with our products, not what our products do (Chazin, 2007). We are selling potential customers an experience, or a sense of fitting in and feeling good about the product that they purchased from us. Another marketing strategy that we use here at Apple is to not invent anything new, yet improve on existing designs and functionality (Chazin, 2007). Apple did not invent the
References: Burrows, D. (2012). CBS Money Watch. Retrieved from http://www.cbsnews.com/8301- 505123_162-57368264/apple-is-the-worlds-biggest-company-again/ Chazin, S.M. (2007). Marketing Apple. Retrieved from http://www.marketingapple.com/Marketing_Apple_eBook.pdf