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Apple iPhone Marketing Plan
•Executive Summery
 •Situational Analysis
•SWOT Analysis
•Marketing Objectives
•Marketing Strategy
 •Implementation
•Budget
•Control

Executive Summery
The Past
– Steve Jobs, Steve Wozniak and Ronald Wayne established Appleon April 1, 1976 in order to sell the Apple 1 Computer Kit that was handbuilt 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 personalcomputer today. Apple was responsible for creating the desktop publishingmarket due to their innovative programmes, PageMaker and LaserWriter.Between 1983 and 1996 Apple experimented with a number of failedconsumer target products including digital cameras, portable CD players,speakers, video consoles and TV appliances. Market share and stock pricesdecreased. In 2001, Apple introduced the iPod portable digital audio player.The product was phenomenally successful – over 100 million units were soldwithin 6 years.

Executive Summery
The Present
– January 2007, Steve Jobs, the CEO and Co-Founder of Apple,announces that Apple Computer Incorporated would now be known as AppleInc. He also reveals the long anticipated iPhone
, a combination of anInternet-enabled smartphone and the iPod. In June 2008, he announces thatthe iPhone 3G would be released in July 2008, this newer version addedsupport 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 featureswhen releasing new versions of any product.

Executive Summery
The iPhone
targets consumers who need to store information andcommunicate or people who want entertainment on the go. Apples targetsegments consist of professionals, students, corporate users, entrepreneurs,and health care workers. Currently, the market for high-end phones like theApple iPhone is small. Few people want Internet, video, and PDA features inone device because of the high price. The smart phone market is still relativelysmall compared with general phone market. The market will rapidly increase incoming years due to lower prices and greater power.

Situational Analysis
Political Situation
•Taxation is something that governments put and Apple should bestudy this as country by country case to anticipate profitability, andpricing strategy. •Importing laws in the world with GATT are in favor of trading. •Countries are very variable in stability of, so we should study eachcountry case by case. Economical Situation

•Economical growth world wide is in a big recession which needcareful manipulation •Potentiality of the market is decreasing but it is higher than anyothers in the Telecom sector.

Situational Analysis
Socio-Cultural Situation
•Population growth leading to expansion of the sector needs for cellphones. •People depend more an more on mobile communicationeverywhere.

•There is educational growth in the world.
•Culture’s perception of the technological devices is positiveworldwide. •Literacy & illiteracy level is not affecting using cell phones butaffecting high technological cell phones, this fact needs to beconsidered. •Acceptance of imported products in some countries are less if there is local provider.

•There are different social views that may affect product should beconsidered (e.g.: Boycotting American products in the Islamicworld)

Situational Analysis
Technological Situation
•Level of technology in the world is increasing.
•Internet level of awareness & usage for individuals & industrialaspect are increasing worldwide •Fixed phone lines capacity and development attempts.
•New technologies in the cell phones are increasing.
•Future plans for technological linkage between cities, universities,colleges, hospitals and other institutes are increasing and can...
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