Strategy and Positioning Paper
April Francis, Brooke Burasco, Danilo Murphy, Francisa, Marsalis Hall, Zarahy Martinez MKT/421 Team D
April 6, 2015
Strategy and Positioning Paper
In this paper Team D will discuss strategy and positioning on Apple IPhone7. This paper will describe overviews of the organization, the product or service, SWOT analysis and many more marketing plan. Team D will also write a written positioning statement. An Overview of the Organization/Description of Product or Service The organization or company Apple Inc. was founded by Steve Jobs in 1976. Steve Jobs died in 2011 and Tim Cook took over in his place as the new CEO. This massive technology company is one of the largest companies to market cell phones, computers and online services to everyone across the United States. Apple is second behind Samsung Electronics which is the largest information technology company by revenue. Apple has more than 70,000 employees around the country working in 400 plus location outlets. There is a huge need for technology in the age in time and Apple delivers on every end. Everywhere we turn there is a need for more technology advancement in the world we live in. Technology has taken over in every way possible and Apple is in the business of giving everyone the Apple experience. In America today people are always in constant use of their cell phones and using the internet. From downloading new music to texting and surfing the net, Apple products allow everyone to gain access to a new world through their products. Apple’s products are famous and the most well-known products are the IPAD, IMAC, ICLOUD, ITUNES, IPOD and the IPHONE. The IPHONE allows users to talk, text and surf the internet. Also it allows users to video chat but for Apple users it is called FACETIME. This type of video chat is only allowed to be used by people who own IPHONES. People with different phones are not able to access the FACETIME application. As far as downloading music is concerned Apple users have the ITUNES application on their IPHONE. This also is only for APPLE users because the ITUNES application will not download on any other phone but the IPHONE. These products are compatible which one another and are for the use of and are specifically for Apple users only. That is the benefits of being an Apple user because each individual product is designed only for those who want the “Apple Experience”. These products allow customers to download new music, contact their family and friends, video chat and also text. Work related spreadsheets and documents can be created on some of these products such as the IMAC and IPAD. Apple had dominated the technology industry with many promotions advertised by famous individuals. IPHONES are among the most popular items sold which gains people’s attention when seeking a new phone to purchase.
A SWOT analysis of organization and offering Apple IPhone SWOT analysis is a company that have intends, produces cell phones, music players and related services, personal computers, peripherals and software and networking solutions. Apple is a company market position that can be measure by strong operating performance and can also increase confidence of investors.
Apple strengths are brands reputation, retail stores, and customer’s loyalty combined with expanding closed ecosystem, they are a company leading innovation in mobile device technology and Apple is a strong financial performance 10,000,000,000 cash gross profit margin 43.9% and no debt). Apple weakness are to decrease marketing shares, long-term gross margin decline and high price and patent infringements. Apple has so many opportunities for their growth or tablet and smartphones markets, their damages from patent infringements, they are a strong growth of mobile advertising market, they have high demands of IPad mini and IPad and increasing demand for cloud based services. Apples threats has...
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Staff Reporter (media@realty today.com) March 17, 2015
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