Strategic Marketing
STRATEGIC MARKETING Mid-Term Assignment
2013-2014
Table of Contents
1. Executive Summary……………………………………………………………………….3
2. Introduction………………………………………………………………………………..4
3. Organisation Description…………………………………………………………………..5
3.1. SWOT Analysis……………………………………………………………………6
3.1.1 table; SWOT Analysis……………………………………………………………7
3.2. Financial Situation…………………………………………………………………….8
3.3. Competitors……………………………………………………………………………8
4. Methodology……………………………………………………………………………….9
5. Findings……………………………………………………………………………………9
6. Recommendation…………………………………………………………………………..9
6.1 Newness for the organisation and for the market and portfolio……………………….9
6.2.Market Strategy……………………………………………………………………….10
6.3 Customer Value Proposition………………………………………………………….10
6.4 Market Segmentation…………………………………………………………………10
6.5 Positioning Statement………………………….……………………………………..11
6.6 Branding………………………………………………………………………………11
6.7 IMC objective………………………………………………………………………...12
6.8 IMC strategy……………….…………………………………………………………12
6.9 IMC mix………………………………………………………………………………12
7. Conclusion………………………………………………………………………………..12
8. Bibliography………………………………………………………………........................13
9. Appendix…………………….............................................................................................14
9.1 SWOT Table........…………………………………………………………………….14
9.2 Apple Financial Statement............................................................................................15
1. Executive Summary
It has been discussed that the launch of Apple’s new offering iPrint Air will add significant value to the brand and to its customers as new needs, arising from the fast-paced development of technology and from changing consumer preferences, are not yet being satisfied. This paper introduces and analyses the case of Apple launching the offering iPrint Air; the organisation is described with the help of a SWOT analysis. Furthermore, the most relevant competitors and their
2013-2014
Table of Contents
1. Executive Summary……………………………………………………………………….3
2. Introduction………………………………………………………………………………..4
3. Organisation Description…………………………………………………………………..5
3.1. SWOT Analysis……………………………………………………………………6
3.1.1 table; SWOT Analysis……………………………………………………………7
3.2. Financial Situation…………………………………………………………………….8
3.3. Competitors……………………………………………………………………………8
4. Methodology……………………………………………………………………………….9
5. Findings……………………………………………………………………………………9
6. Recommendation…………………………………………………………………………..9
6.1 Newness for the organisation and for the market and portfolio……………………….9
6.2.Market Strategy……………………………………………………………………….10
6.3 Customer Value Proposition………………………………………………………….10
6.4 Market Segmentation…………………………………………………………………10
6.5 Positioning Statement………………………….……………………………………..11
6.6 Branding………………………………………………………………………………11
6.7 IMC objective………………………………………………………………………...12
6.8 IMC strategy……………….…………………………………………………………12
6.9 IMC mix………………………………………………………………………………12
7. Conclusion………………………………………………………………………………..12
8. Bibliography………………………………………………………………........................13
9. Appendix…………………….............................................................................................14
9.1 SWOT Table........…………………………………………………………………….14
9.2 Apple Financial Statement............................................................................................15
1. Executive Summary
It has been discussed that the launch of Apple’s new offering iPrint Air will add significant value to the brand and to its customers as new needs, arising from the fast-paced development of technology and from changing consumer preferences, are not yet being satisfied. This paper introduces and analyses the case of Apple launching the offering iPrint Air; the organisation is described with the help of a SWOT analysis. Furthermore, the most relevant competitors and their
References: FORBES MAGAZINE (2012) Be Visionary. Think Big. Forbes Magazine. (December) GLOBAL GRAPHICS (2013) Mobile Printing [WWW] Global Geographics Software GUGLIELMO, C. (2013) Apple Loop. Cook unveils mission statement, iOS 7 get colourful, new iPhone in the fall. Forbes Magazine, (June), p.1. HULL, P. (2012) Be Visionary. Think Big. Forbes Magazine, 19th Dec, p.1. Strategic Management Insight (2013) Swot Analysis of Apple. Strategic Management Insight, (February) JOHN LINCOLON (2011) What is the art of delivering customer experience? – The experience is the proposition REUTERS (2013) Apple Inc. (Aapl.o) [WWW] Reuters. Available from: http://www.reuters.com/finance/stocks/companyProfile?symbol=AAPL.O [Accessed: 12/11/13] SCHEFFLIN-EMRICH, K STRATEGIC MANAGEMENT INSIGHT (2013) SWAT Analysis of Apple [WWW] Strategic Management Insight. Availble from: http://www.strategicmanagementinsight.com/swot-analyses/apple-swot-analysis.html [Accessed: 11/11/13]