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Marketing Plan - Apple

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Submitted By poysyn
Words 3359
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Marketing Plan
Apple iPhone

Table of Contents

Executive Summary | …………………….……………………. | 3 | Situational Analysis | …………………….……………………. | 3 | Marketing Strategy | …………………….……………………. | 8 | Financials | …………………….……………………. | 13 | Controls | …………………….……………………. | 16 | Summary | …………………….……………………. | 17 |

Executive Summary The Apple iPhone targets consumers who desire to have constant access to the internet, media, and communication. The market for smart phones compared to standard cell phones is relatively small but will increase in the future. Currently apple has roughly 4.2% of the global handset market share. The goals of this plan are increase market share to 6% by July 2012 and to increase to 10% by January 2013. To acquire 5 additional fortune 500 contracts to utilize the iPhone.
Situational Analysis
Market Summary: The current market for smart phones is small but constantly growing. The market will continue to increase as prices and capabilities continue to change. Competition in the market is also growing rapidly. The target markets that exist are educational community, businesses, professionals, medical community, and technology savvy individuals. The general target market will be those in the middle class to the upper class.
SWOT Analysis: Current strengths of Apple iPhone: * Innovation: Touchscreen, power, product customization, Siri voice control * Brand identity: Apple is well known in the computing and phone market as a high quality product. * Quality: The iPhone is carefully crafted and is a high quality product that maintains resale value. * Price: Older versions of the iPhone are now available at discounted prices to cater to the more price sensitive consumers. * Versatility: The iPhone can have software updated from consumer’s computer or Apple Store.
Current weaknesses of Apple iPhone: *...

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