The paper "Emerging Business Models and Strategies for Mobile Platform Providers" is a great example of a Marketing Case Study. The marketing plan report is about Apple Company’ s move to introduce android phone as a new product. The company is facing stiff competition from Samsung, Nokia, Blackberry companies that introduced android as well as windows phones. The main focus is on marketing strategies that will help Apple’ s android products to penetrate the market. Besides, the report has used certain models like the 4Ps model of the marketing mix, Porte’ s five forces, and Ansoff’ s Growth Matrix in recommending to the senior management the best ways of marketing this product.
Equally important is value creation and relationship marketing that might enable the company to build a competitive advantage. The report finally makes recommendations to the top management and draws an overall conclusion of the entire report. The development of android applications in tablets and smartphones has changed the technological market by a huge storm in which companies like Apple are considered in their markets (Emerald 2014, p. 10). Android as an operating system has been adopted by many mobile operators like Samsung since it has been well received in the global electronic market (Gold 2013, p. 17).
Most android phones can handle certain tasks that contemporary phones are not capable of (Kenney & Pon 2011, p. 246). Apple’ s marketers noted with a lot of concern that the company was losing its customer base to other companies that had already introduced the android phones and tablets (Apple 2014). Apple has shown an interest in adapting the android system by exclusively buying the manufacturing rights from the famous Google Company.
Therefore, the company is introducing an existing product into an existing market. The company will, therefore, use its product lines as well as the existing strategies to enter the market. Besides, the company strives to design its unique android phones and tablets so as to enter the fiercely competitive Android market. To enter the market successfully, there is a need to carry out effective marketing by considering all market factors and models. Briefly, this report uses different marketing models and combines them with existing strategies of Apple to design a marketing plan for Apple’ s senior management. The 4Ps model (marketing mix).
Apple is introducing a new product into the market that requires a better understanding of all marketing mix. The 4Ps model will enable the company to do a proper feasibility test to ensure that the product penetrates the already established android market (Alan & Fiona 2013, p. 206). These Ps stand for product, place, price, and promotion. The model will enable Apple to select the right product at the right place at a reasonable price while undertaking the best promotional strategies (Emerald 2008, p. 11).
By definition, the marketing mix is the various choices that organizations make when introducing new products into the market. To help in understanding the marketing mix, EJ McCarthy developed a 4Ps model (Hå kan & Alexandra 2005, p. 113). With regard to product, Apple Company must know fundamental needs of their customers as well as the way they will use this android product. In this case, the user interface of the product must be put into consideration. Product branding is also an important element of the first P thus Apple must make its android brand unique to its consumers (Wolfgang 2002, p. 279).
A recent market audit of Apple has shown that Apple has the strongest brand loyalty. The report also maintains that Apple has maintained its dominance in technology in the phone technology sector. Therefore, to stay competitive, the company must consider other options in the market and varieties that will enable it to beat the stiff competition from Nokia, Blackberry, and Samsung (Arnold 2013). The analysis below is an inference from the marketing audit that was carried out by marketing experts.
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