Uop Mkt 421: Marketing Plan Phase I

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Marketing Plan Phase I

MKT 421
April 14, 2013
Lisa Cox
Marketing Plan Phase I
Organizational Overview
“Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market this year with its revolutionary iPhone (Apple, 2013).” This mission statement provides a quick overview of Apple and how the company has become a well-known name in many homes and businesses around the world.

The main company store is located in Cupertino, California, but the service does not stop there. There are 390 retail stores open around the world (Campbell, 2012), and the internet has provided Apple with the ability to fulfill the supply and demand of its products to anyone, anywhere. The ability to provide products to individuals all over the world is important to a company with many different product lines. Apple provides consumers with a variety of products that range from iPods, iTunes, iMacs (laptops and desktops), iPads (tablets), iPhones, Apple TV, iCloud (virtual storage), and many other accessories and applications for all of these product lines (Apple, 2013). However, the one product Apple has yet to release is the iTooth, a wireless ear piece for talking on the phone, listening to music, and several other tasks. New Product Description

The iTooth headset features extremely compact and light-weight construction, voice activated calling and answering, fast recharge, wideband audio and dual Noise Blackout microphones. The headset is compatible with all iPhone’s and other Apple products and provides additional support for advanced Bluetooth features such as call waiting and voice-activated dialing. Just pair the iTooth with your Apple devices and enjoy the rewards that are in store. Since the iTooth is voice activated there is no need to push a button anymore, to answer the phone just simply speaks what you want it to do and the iTooth will do everything for you. When you connect the iTooth to your Apple device you are going to have a secure connection. No need to worry about the device losing your connection to the iTooth. We are introducing the new Importance of Marketing

If any business is to be successful, it must announce or make known its product to the potential buyers. After all, Gillette, the founder of the Gillette razor empire was fond of saying “All business is 90% advertising.” With Apple it is no different. For us to be successful, consumers must know about our product, its advantages over competition and what makes Apple different from other companies that are in the same marketplace. Essentially, marketing for Apple allows our name to be constantly on the consumers’ minds, to be associated with high quality, innovative products that are cool and hip. If the marketing strategy is executed properly, chances are that will be reflected with higher sales for Apple. Essentially, marketing develops a strategy that directs a company’s resources to expand its products, and is thus fundamental in the company’s success. That is exactly what is happening with the introduction of the Bluetooth for Apple. By introducing this new product, all the while marketing it in conjunction with our existing products, most notable the iPhone, we anticipate our sales to increase accordingly. Additionally, we expect to increase our customer base with the Bluetooth technology. To get the full effect of marketing, Apple will incorporate a yearly, all-encompassing plan for the entire business, with special focus the Bluetooth technology. Basically, marketing will expose all our potential customers to our new product, which will give Apple an...
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