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Apple Marketing Plan
187
Apple Marketing Plan
Five Forces
Characteristics
of the environment
Competitors
Executive Summary
April 1, 1976
Cupertino, California
Introduction
Steve Jobs, Steve Wozniak, Ronald Wayne
Apple Inc.
Jesper Junhamn
Karolina Sramkova
Xavier Garcia
The truth is that the world’s most innovative company does not have a fixed formula or approach for developing new products.
SWOT
"Fight Club"
- Executive Summary
- Situational Analysis
- Marketing Objectives
- Marketing Strategy
- Budget
- Conclusion
Situational Analysis
Conclusion
PESTEL
Effective and attainable marketing strategies
- Characteristics of the environment
- Competitors
- Five Forces Analysis
- PESTEL
- SWOT Analysis
Design
Apple's brand is worth US$118.9 billion.
It is the world's most valuable brand.
Simplicity
High customer satisfaction level
Marketing Objectives
Tactics
How you actualize your marketing strategies
and determine the amount of time and money you will spend executing you plan
- For a product
- Overall Objectives
- Empathy
- Steve Jobs mindset
Marketing Strategy
The Marketing Mix
- How does Apple reach their goals?
"Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful; that’s what matters to me." - Steve Jobs
Product
Price
- Portable computers
- iPhones
- Mp3 players
- iPads
- Accessories
- iTunes
- The AppleiPad is priced at a minimum of $499.
- The Apple iPhone costs begin at $99.
- The Apple iPod Classic is priced starting at $249.
- The Apple iPod Nano costs $149.
- The Apple Mac Book costs $999
Marketing objective - What you need to achieve
Marketing strategy - How you get there
Place
- Apple, Inc Headquarters are located at Cupertino, California.
- Present across the globe
- Apple has over 200 retail stores worldwide
Strategy?
Tactics?
Promotion
The Marketing Mix
Product Price
Place Promotion
- The online Apple Store offers free shipping for orders over $50.
- The online Apple store offers iTunes gift cards
- Apple has packaged back-to-school offers, including some aimed at college students.
Budget
Strategy
How you get there!
- Create products that makes life better, easier, funnier and cooler
- A product that is easy-to-use, clean and simple
The Marketing Budget
Marketing and advertising is critical to the development and sale of innovative products and technologies.
___________________________________
= 200,000 units sold
Break-even analysis
$50million(fixed cost)
$500(revenue/unit) -$250(variable cost/unit)
Profitable after the sales volume exceeds 200k.