The paper "IMC Plan for Apple Inc" is a good example of a marketing case study. Apple Inc. , which was formerly known as Apple Computer, Inc. , is involved in designing, manufacturing and marketing of personal computers, allied software, services, peripherals and other application-based solutions. Products and services include the Macintosh line of desktop and notebook computers; the iPhone, Smartphone; the iPad, tablet; the iPod line of portable digital music players a portfolio of consumer and professional software applications; the Mac OS X operating system and the iTunes Store. Being a truly global company, Apple operates in various geographical locations which include European, Asian, Japanese markets and of course the domestic market of the United States.
It is headquartered in Cupertino, California, USA. This assignment endeavors to put forward an Integrated Marketing Communication plan for Apple Inc. The assignment resorts to a thorough situational analysis before arriving at the IMC plan. The plan has been developed keeping in mind clear objectives which need to be achieved. SITUATIONAL ANALYSIS INTERNAL ANALYSIS AREA RESOURCES Financial resources Very good gross Margin 31% Zero Liability (Debt-free company) Integrated equity base over the years Organizational resources Philosophy and methodology for continuous innovation Management structures and working methods designed to promote employee commitment and involvement: non-hierarchical, teamed based structures Physical resources Continuous investment in R& D through development centres Increasing the marketing channels i. e.
company-owned stores, online stores, other retail stores Technological resources Achieving continuous technological breakthrough Access to a microprocessor and other allied technology through alliance. Human resources Has a history of overdependence on one man which is too risky Frequent leadership change Absence of any proper succession planning Reputation resources Established market reputation as an innovative firm Market reputation for quality and performance Value for money products and services INTERNAL FUNCTIONAL ANALYSIS FUNCTIONAL AREAS CAPABILITIES Distribution Increasing the marketing channels i. e.
company-owned stores, online stores, other retail stores An almost equal share of domestic and international sales. Human resources Capable and visionary leadership Importance of employee commitment and job satisfaction favouring motivation, innovation and learning Marketing Effective brand-name products: values of individuality (i-phone, iPad, i-pod and iTunes) Build customers’ loyalty through various application-based services like i-Tune and Apple stores. Product strategy: Range of products to suit wider choices The wide price range with added and core features Importance of style and image with innovation Management Dedicated to innovation an performance Open to changes Manufacturing Effective capacity to introduce advanced process technologies and to expand capacity Product innovation and design quality An effective balance between product differentiation and economies of scale and scope R& D Innovative design features Continuous investment in R& D MACRO ANALYSIS FACTOR ISSUE ANALYSIS EFFECT ON INDUSTRY International World economy changing rapidly, becoming highly competitive and unstable. Reduction in trade barriers, through establishing trade agreements. The Globalization movement - improvements in IT, and telecommunication The emergence of new economies & country development – causing new markets for opportunity. Increased competition (Negative) Acquisition of cost-effective labour & material(Positive) Reduction in trade barrier (Positive) Newmarket Avenue (Positive) Ruling: Positive Economic Increasing individual income. Ongoing global slowdown Increasing Unemployment levels. Interest & taxation rates. Increased affordability (Positive) Reduction in overall demand (Negative) Reduction in affordability (Negative) Falling Margins (Negative) Ruling: Negative Political Impact of international trading barriers. Government & attitude towards IT industry Creating international trading agreements (Free trading agreements) with countries Regulations & agency – uncertainty with international trading, (Negative) Encourage industry expanding (Positive) International trading agreements ease entry into the country (Positive) Ruling: Positive Technological Improvements & development of technology. IT revolutions & innovation in telecommunication & transportation. Technology integration into the industry Telecommunication / Internet capability. Improved communication & innovation at a global level (Positive) More efficient manufacturing operations/procedures (positive) Achievement of the economy of scale and scope (Positive) International marketing, fast product delivery to Markets (Positive) Ruling: Positive Legal Industry regulations, patent protection and copyright laws. Class action lawsuits (Like that against Microsoft Inc. ) Corporate social responsibility. Patent & Copyright – supports innovation & growth (Positive) Prevents monopoly & dominant control (Positive) but at the same time damage industry reputation (Negative) Brings corporate ownership (Positive) Ruling: Positive Social / Cultural The change in social attitude & behaviour towards product quality of computers and phones Influence of education/literacy Social issues – concern for obesity Recent movements of multiculturalism immigration into the Western world. Quality innovative products bring satisfaction and enjoyment (Positive) Increase product acceptability.
through more rational to buy a product (Positive) Reduces physical movement to great extent.
Also attracts youngsters to remain indoor. (Negative) Multiculturalism – change in religious beliefs & country custom, must change marketing & software and application platform (Negative) Ruling: Balanced Demographic Changes in work – knowledge workers have become the focus, thus people have become highly mobile. Need faster, mobile aids (Positive) Ruling: Positive Sustainability Continuously rapid changing environment, due to globalization. The increasing issue of ‘ global warming’ & ‘ climate change’ – encouraging companies to become ‘ green’ : recycling, waste management, environmentally friendly. Change is continuous, uncertain, unstable (Negative) Establishment of renewable energy source which is not cost-effective (Negative) Ruling: Negative