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Apple Marketing Strategy Analysis

MKT 521 Group Paper

James Elder, Sergio Godoy, Paige Jennings,

David Kerry, Olayinka Oki, & Daniel Williams

Texas A&M University – Commerce

Contents

Executive Summary 3

Situation Analysis 5

Industry Sector Description 5

SWOT Analysis 5

Target Market Analysis 7

Demographics 8

Psychographics and Behaviors of Target Market 9

Strategies Appealing to Market 9

Marketing Mix 9

Product Strategy (Product Mix) 9

Pricing Strategy 10

Distribution Plan 10

Promotional Message 10

Media Plan 10

Promotion & Advertising Plan 10

Positioning Strategy 11

Competitive Analysis 11

Product 11

Price 12

Promotion 12

Place 12

Competitors’ Strengths and Weaknesses 13

Challenges / Contingency Plan 14

Internal Risks 14

External Risks 15

How Risks Will be Avoided 16

Recommendations / Growth Plan 16

Description of Growth Plan 16

Strategies for Market Penetration 16

Strategies for Product Development 16

Strategies for Market Development 17

Strategies for Diversification 17

Conclusion 17

References 17

Executive Summary

Introduction

Apple is a technology company and the world’s largest retailer of digital entertainment media and smartphones. Apple’s achieved a market position as an industry leader by exploiting a strategy of being the first to market with new and emerging technologies embedded in new products as well as a digital music streaming service offering exclusive artist content. The product mix include the iPod, iPhone, iPad and iWatch introduced to the global marketplace with scheduled obsolescence in strategically planned product upgrades to create demand (Simmons, 2007; Kotler, & Keller, 2009; Kerin, & Peterson, 2010; Meredith, & Shafer, 2013). Apple sustained economic growth in a recessive economy by...