The paper 'Marketing Strategies for Apple Inc " is an outstanding example of a marketing case study. The iPhone belongs to the smartphones’ family that is produced and sold by Apple Inc and performs several functions including email, social networking, playing games and video shooting, among others. The main purpose of this strategic marketing plan is to increase the awareness of customers regarding the functions of an iPhone, with the aim of increasing sales and market share and extending brand name and image. This plan will provide the business’ SMART objectives and hierarchy of strategies in relation to the marketing of the iPhone. The strategic marketing plan will also present an analysis of the smartphones’ industry based on Porter’ s five forces, as well as macro and micro-level analyses to assess the industry’ s attractiveness.
Moreover, it will discuss the relevance of marketing research to the business’ marketing decisions. Lastly, it will talk about the significance of the overall segmentation, targeting, positioning and differentiation strategies to the business. Introduction The iPhone denotes a series of smartphones that are manufactured and promoted by Apple Inc.
They initially used to run the iPhone operating system, but currently use iPhone operating system 4, which was released in June 2010. The first series of the iPhone was launched in 2007, while the latest iPhone 5 was released in September 2012. An iPhone can perform a number of functions including shooting video, taking photos, sending and receiving emails, playing music, sending texts, playing games, social networking and GPS Navigation. In other words, it combines the services of a cell phone, internet and email with a video and music player, which increases its usability.
As the functions, soft-ware system and speed keep on upgrading, the growth of the iPhone globally is rapid (Kubasiak, Varsalone, & Morrissey, 2009). This paper will provide a strategic marketing plan for an iPhone. The relevance of the mission Blokdijk (2008) maintains that the promotion of iPhones had really changed the way mobile phones ought to be made, as well as set a yardstick for other types of mobile phones to the trail. The mission of the marketing plan is to create more awareness of the iPhone among customers, especially in relation to its functions.
Despite the rapid growth of the iPhone across the globe, there are many people who still do not know how to use an iPhone or the services that an iPhone can offer over ordinary mobile phones. The mission of the strategic marketing plan is crucial in the marketing of the iPhone since increased awareness will open opportunities for drawing new customers. SMART objectives The strategic marketing plan for the iPhone consists of a number of objectives. To start with, the plan aims at increasing the current iPhone market share in the Australian smartphones’ industry by 5 percent in the next twelve months.
In addition, the plan intends to attain a 15 percent increase in the sales of iPhones in the coming two years. Another objective of the plan is to extend the brand name of the business, as well as its image regarding quality, value and innovation, which are all engraved in the latest series of the iPhone. The current strategic marketing plan is also intended to assess the current awareness of the iPhone and customers’ responses so as to make the necessary adjustments in future marketing campaigns for the product.
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