Marketing Management of Apple Brand Extension

Only available on StudyMode
  • Download(s) : 316
  • Published : November 17, 2012
Open Document
Text Preview
LSBF

Marketing management

Course work Marketing management

Page | 1

LSBF

Marketing management

Executive summary
This course work was undertaken as part of the assessment in Marketing Management module. It focuses on new product line extension in the example of Apple Inc.’s recent product iPad and comes up with a marketing plan for the extension to it. New product extension is in the form of utilizing iPad as an external monitor and in the future as a control device over other electrical equipment that have some user interface to connect. Work findings are that there are positive macro- and micro-environments coupled with excellent internal operations create good opportunities to develop new products and find ways of extending their life-cycle. iPad’s new extension should give lots of benefits both financially and in terms of innovativeness and brands perception in the market as innovative and futuristic. Most appealing part of the product is that current marketing strategy doesn’t have to change much in terms of 4Ps, expenses would be minimal but the effect of introduction will have major impact on both product itself and the brand in general.

Page | 2

LSBF

Marketing management

Table of Contents
Introduction .................................................................................................................... 4 Background ..................................................................................................................... 6 Product extension ............................................................................................................ 7 Marketing plan ................................................................................................................ 8 Objective ................................................................................................................................. 8 Situation analysis .................................................................................................................... 8 5Cs – Company ................................................................................................................... 9 5Cs – Collaborators........................................................................................................... 13 5Cs – Competitors............................................................................................................. 15 5Cs – Climate.................................................................................................................... 16 5Cs – Customers ............................................................................................................... 18 SWOT Analysis .................................................................................................................... 20 Marketing Strategy ............................................................................................................... 21 Product .............................................................................................................................. 21 Promotion .......................................................................................................................... 22 Price .................................................................................................................................. 23 Place .................................................................................................................................. 23 Financial implications........................................................................................................... 24 Individual Critical Reflection on Learning Outcomes ................................................... 25 References ..................................................................................................................... 26

Page | 3

LSBF

Marketing management

Student ID: A4004645

Introduction...
tracking img