At&T Strategic Marketing Plan 2011

THE FOUR MARKETEERS

AT&T Strategic Marketing Plan

2011

AMBA 650 Week 9

03/10/2011

1.0 Executive Summary 3

2.0 Situation Analysis 4

2.1 Mission 4

2.2 Product or Service Description 4

2.3 Value Proposition 4

2.4 SWOT 4

2.5 Critical Issues 5

3.0 Market Analysis 6

3.1 Macro Environment 6

3.2 Market Size and Growth 6

3.3 Market Trends 7

3.4 Target Market Segments 8

3.5 Customer Analysis 8

3.6 Need Analysis 9

3.7 Competitive Analysis 9

3.7.1 Direct Competition 10

3.7.2 Indirect Competition 10

4.0 Strategy 11

4.1 Marketing Objectives 11

Table: Market Analysis 11

4.2 Financial Objectives 11

4.3 Positioning Strategy 11

4.4 Product Strategy 12

4.5 Price Strategy 12

4.6 Distribution Strategy (Direct and Indirect) 13

4.7 Integrated Marketing Communications Strategy 15

4.8 Branding 18

4.9 Marketing Research 19

5.0 Financial Analysis 20

5.1 Break-Even Analysis 20

5.2 Sales Forecast 20

5.3 Expense Forecast 22

6.0 Implementation and Control 22

6.1 Implementation 23

6.2 Controls 23

6.3 Marketing Organization 24

Org. Chart: AT&T 24

6.4 Contingency Planning 25

7.0 Appendix 26

7.A1 Consolidated Balance Sheet 26

7.A2 Consolidated Statements of Cash Flows 27

7.A3 Consolidated Statements of Income 28

7.A4 Statements of Segment Income 29

7.A5 Supplementary Operating and Financial Data 30

Reference List 31

1.0 Executive Summary

Apple Inc. (AAPL) is a leading provider of digital portable entertainment devices, computer systems, software and music. One of its most successful devices is the Apple iPhone 3G. This ground-breaking cell phone has the capabilities to perform as a phone, PDA, MP3 Player, GPS Device and more. Coupled with the distinctive and robust online distribution system iTunes, the capabilities of the iPhone are limitless.

Partnering with AT&T, the iPhone is set to outpace its competitors with the nation’s strongest cellular network to date. The iPhone...