Iphone Marketing Plan
Table of Contents
Executive Summary5
Mission Statement6
Situational Analysis6
Industry Environment6
Political & Legal Forces6
Socio-Cultural Forces7
Technological Forces7
Economic Forces7
Competitive Environment8
Internal Environment9
Corporate Cultures9
SWOT10
Strengths10
Weaknesses11
Opportunities11
Threats12
Marketing Strategy13
Objectives13
Target Markets13
Strategies15
Positioning17
Marketing Mix19
Product19
Quality19
Design20
Features20
Packaging21
Price21
Promotion24
Sales24
Advertising24
Distribution27
Channels27
Financials28
Controls29
Marketing Organization29
Implementation30
Contigency31
References32
Executive Summary
The Apple iPhone was released on June 29, 2007 (Apple Inc.). Anticipation for the product started six months earlier, the moment Apple publically hinted of the launch; and was clearly seen by the crowds waiting in line outside retailers. The record-breaking consumer response to the release of the iPhone was due to the position Apple placed itself within the smart phone market. Strategic marketing ignited a buzz for the new product that has stayed lit for the past five years. Apple’s iPhone has remained on top of the smart phone market share since its release.
However, in the past five years the release of multiple comparable products has given Apple a reason to expect a decrease in their market share. In order to avoid this decline we propose Apple penetrate a new market and once again be the innovative trend setter their brand has become known for.
As of today Apple has always targeted professionals, students and individuals between the ages of 18-35. This demographic is the main market for smart phones, but the truth is the demographic that has seen the most increase in smart phone purchases over the past five years are “tweeners” (children aged 8-12).
Apple’s primary goal is to remain at the top of the market while gaining market share. We propose the following recommendations for
Executive Summary5
Mission Statement6
Situational Analysis6
Industry Environment6
Political & Legal Forces6
Socio-Cultural Forces7
Technological Forces7
Economic Forces7
Competitive Environment8
Internal Environment9
Corporate Cultures9
SWOT10
Strengths10
Weaknesses11
Opportunities11
Threats12
Marketing Strategy13
Objectives13
Target Markets13
Strategies15
Positioning17
Marketing Mix19
Product19
Quality19
Design20
Features20
Packaging21
Price21
Promotion24
Sales24
Advertising24
Distribution27
Channels27
Financials28
Controls29
Marketing Organization29
Implementation30
Contigency31
References32
Executive Summary
The Apple iPhone was released on June 29, 2007 (Apple Inc.). Anticipation for the product started six months earlier, the moment Apple publically hinted of the launch; and was clearly seen by the crowds waiting in line outside retailers. The record-breaking consumer response to the release of the iPhone was due to the position Apple placed itself within the smart phone market. Strategic marketing ignited a buzz for the new product that has stayed lit for the past five years. Apple’s iPhone has remained on top of the smart phone market share since its release.
However, in the past five years the release of multiple comparable products has given Apple a reason to expect a decrease in their market share. In order to avoid this decline we propose Apple penetrate a new market and once again be the innovative trend setter their brand has become known for.
As of today Apple has always targeted professionals, students and individuals between the ages of 18-35. This demographic is the main market for smart phones, but the truth is the demographic that has seen the most increase in smart phone purchases over the past five years are “tweeners” (children aged 8-12).
Apple’s primary goal is to remain at the top of the market while gaining market share. We propose the following recommendations for
References: (2012). Marketing analysis of apple inc.. Retrieved from http://writepass.co.uk/journal/2012/11/marketing-analysis-of-apple-inc/ Albanesius, C BrandZ. (2013). Brandz top 100 most valuable global brands 2013. Retrieved from http://www.millwardbrown.com/brandz/2013/Top100/Docs/2013_BrandZ_Top100_Chart.pdf Guglielmo, C Keller, K. (2012). Marketing Management. (14th ed.) Pearson MarketWatch Yahoo Finance. (2013). Apple Inc. (AAPL). Retrieved from http://finance.yahoo.com/q/ bs?s=aapl+Balance+Sheet&annua