Essays on Marketing Plan in order to Increase the Sales of Apple iPhone Case Study

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The paper "Marketing Plan in order to Increase the Sales of Apple iPhone" is a perfect example of a marketing case study. In 1976, Steve Wozniak and Steve Jobs established apple and there relationship strengthened after Wozniak created building boxes to make free phone calls for long-distance successfully and this was a huge invention at that time. They then developed an apple computer 1 and later a van and calculators sales boosted the company as a whole. They concentrated on selling computers to local people and this lay the foundation of the company. In 1978, the company grew in a big way throughout America through 100 dealers and they launched their new products like Macintosh and several sophisticated gadgets such as iPad, iPhone, iPad touch just to mention but a few.

To date, the company had giant branches which are fully operational such as Apple USA, Apple Europe, Apple Pacific and Apple Products. Apple Inc is one of the most successful companies in the world with over 30 years of existence and has brought about a lot of changes in the computer industry. However, the issue of iPhone is marred by a lot of competition from the ever-increasing competition in the Smartphone industry.

The bigger question is what the company would do so that there can be increased allocations of the iPhones in order to maintain and improve the market position. Also, how should Apple implement a unique retail strategy which will, in the long run, affect the products decision making and what trends should be implemented so as to maintain a competitive advantage and most importantly increase the customer base (Sharma, Nick & Li Yuan, 2007)? 2.0 iPhone SWOT Analysis In this section, the focus is on the internal and external factors that affect the performance of the company (Panagiotou, 2003) 2.1 Strengths Innovative product- the touch screen is a very unique facility compared to other mobile products and also has all feature of other mobile products combined into an iPhone. Compatibility- the iPhone is very compatible and versatile and is capable of working well with all the other products of apple such as iTunes and most importantly is its compatibility with may other software products and is not limited on the far the upgrading can go.

The new features that are compatible with Apple are limitless. Easy to use – The new innovative touch is a technology that is very easy to use bearing in mind that the touch feature on the iPhone is very different than other touch products and can easily be compared as compared to other products. Brand Image – Apple is a well-known brand and is well known for its innovative products such as the iPod and the Mac computer (Lloyd, 2001). Good Price – for just $500, there is the combined smartphone into the iPhone and all the latest features and is more easy and accessible than other smartphones in the market.

The current price is good and valuable. 2.2 Weaknesses Corporate Brand Image – The Apple brand is not as receptive towards business people. i.e. it does not have a strong reputation such as the BlackBerry in the entire market. Price Variety – The iPhone has one set price and does not vary for other consumers in the market (Brennan & Yihong Xia, 2001). Using Touch features – continued use of the iPhone is associated with uncomfortable mobility while using the iPhone and problem that has been referred to as ‘ Gorilla arm’ 2.3 Opportunities Increased demand and Expansion into New Target Segment – Apple will continually target various markets that enjoy the use of an easily accessible phone.

However, an idea of converting the iPad consumers into upgrading into the iPhone is a vital strategy in increasing the customer base. Upgrading – the new innovative technology can always be added to the gadget and the new feature continued updates into the latest technology an asset.

A new feature being upgradable is also a very important platform. Partnership – Apple can combine with other mobile phone companies and flood the market with iPhones and in the long run, increase the customer base. On the other hand, this will reduce the costs of marketing and will increase the revenue in the company.


8.0 References

Aaker, D., Robert J., (2001), “The Value Relevance of Brand Attitude in High-Technology Categories,” Journal of Marketing Research, 38, 485-493.

Beeler, Amanda (2000) ”Virtual ads grab more attention from marketers” (Advertising Age, vol. 71, iss. 23, p. 93)

Brennan, Michael J., Yihong Xia (2001), “Assessing Asset Pricing Anomalies,” Review of Financial Studies, 14(4), 905–942.

Jaworski, B,. J., Kohli, A.K., & Sahay, A. (2000). Market Driven Versus Driving markets, Journal of the Academic of Marketing Science, 6(2), 45-54.

Dedrick, J., Kraemer, K.L., Linden, G. (2011) “The Distribution of Value in the Mobile Phone Supply Chain.” Telecommunications Policy 35(6): 505-521

Decker, Susan (2011). “Apple escalates Samsung fight with ITC case.“ Bloomberg News.

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Lloyd, S 2001, Brand power, Business Review Weekly, 29(29 November), 49-54.

Linden, G., Dedrick, J., Kraemer, K.L. (2011). “Innovation and Job Creation in a Global Economy: The Case of Apple’s iPod.” Journal of International Commerce and Economics, 3(1), 223-239.

Panagiotou, G. (2003), Bringing SWOT into focus, Business Strategy Review, 14(2), 8-10.

Rao, V., R., Manoj, K., Agarwal, Denise D., (2004), “How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?,” Journal of Marketing, 68(4), 126 141.

Sharma, A., Nick Wingfield, Li Yuan. (2007) “How Steve Jobs Played Hardball In iPhone Birth,” Wall Street Journal, p. A1.

Wingfield, N., (2006), “'Boot Camp' May Boost Sales of Apple's Macs,” Wall Street Journal, 6 April, 247(80), B1B4.

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