...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...
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...Agency Problems and Dividend Policies Around the World Rafael La Porta, Florencio Lopez-de-Silanes, Andrei Shleifer and Robert W. Vishny* January 1999 Abstract This paper outlines and tests two agency models of dividends. According to the “outcome” model, dividends are the result of effective pressure by minority shareholders to force corporate insiders to disgorge cash. According to the “substitute” model, insiders interested in issuing equity in the future choose to pay dividends to establish a reputation for decent treatment of minority shareholders. The first model predicts that stronger minority shareholder rights should be associated with higher dividend payouts; the second model predicts the opposite. Tests on a cross-section of 4,000 companies from 33 countries with different levels of minority shareholder rights support the outcome agency model of dividends. The authors are from Harvard University, Harvard University, Harvard University and University of Chicago, respectively. They are grateful to Alexander Aganin for excellent research assistance, and to Lucian Bebchuk, Mihir Desai, Edward Glaeser, Denis Gromb, Oliver Hart, James Hines, Kose John, James Poterba, Roberta Romano, Raghu Rajan, Lemma Senbet, René Stulz, Daniel Wolfenzohn, Luigi Zingales, and two anonymous referees for helpful comments. 2 The so-called dividend puzzle (Black 1976) has preoccupied the attention of financial economists at least since Modigliani and Miller’s (1958, 1961) seminal work...
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...[Course Title] [Instructor Name] [Date] Apple iPad Marketing Plan Executive Summary To survive in the global and competitive business environment, it is essential for a company’s to conduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Apple’s iPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Apple’s strategies. Apple’s latest ipad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Apple’s marketing strategy will be focusing upon the product design, brand positioning, price and promotion of iPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the company’s position. Apple’s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through its innovative products. Apple will use competitive marketing strategy for its iPad where two such strategies can be developed which are differentiation and Focus to make iPad a success in the global market. Marketing planning and strategies can become highly effective if Apple focuses upon its strategic human resource...
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...Executive Summary Past College dropouts, Steve Jobs and Steve Wozniak, founded Apple Computers, Inc. in 1976. Their vision was to build computers that were user-friendly, yet small enough for consumers to have them in their homes or offices. The first Apple computers were built in Jobs’ garage and were sold as motherboards (CPU, RAM, and basic textual video graphics). These computers were sold without a monitor, keyboard or casing; which were later added in 1977. The second Apple computer (Apple II) modernized the industry with the introduction of it’s first-ever color graphics. Company sales jumped from $7.8 million in 1978 to $117 million in 1980. Apple Computers, Inc. went public on December 20, 1980, selling 4.6 million shares priced at $22 per share. This was the largest initial public offering since Ford in 1956. Between 1986 and 1996, Apple experimented with various consumer products such as digital cameras, portable CD players, and TV appliances but was unsuccessful in penetrating the markets for these products. These failures resulted in share and stock prices plummeting. By 1997, Apple asked Steve Jobs to become the interim CEO and help the company. This decision became the turning point of the company; with the introduction of new products such as the iPod, iTunes, iPhone, etc. These sectors became the company’s most profitable products. Present Apple continues to be innovative and remain focused on satisfying personal consumer demands. ...
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...Executive Summary The Company designs, manufactures and markets personal computers and related software, services, peripherals and networking solutions. Apple computers also designs, develops, and markets a line of portable digital music players along with related accessories and services. The company’s situation, marketing strategies and mix relate to the quality value of Apple products and services such as the Macintosh line of desktop and notebook computers, the iPod line of portable digital music players, the Xserve server and Xserve RAID storage products, a portfolio of consumer and professional software applications, the Mac operating system, the iTunes Store, portfolio of peripherals that support and enhance the Macintosh and iPod product lines, and a variety of other service and support offerings and sells its products worldwide through its online stores, its retail stores, its direct sales force and third party wholesalers, resellers and value-added resellers and sells products for the purpose of education, consumer, creative professional, business as well as government customers. Situational Analysis History/Background Apple Computers was incorporated under the laws of the State of California last January 1977 as Apple designs, manufactures and markets personal computers and related software, services, peripherals and networking solutions. The Company also designs, develops and markets a line of portable...
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...Sensodyne is a toothpaste marketed for individuals with sensitive teeth[1] and/or dentine hypersensitivity. It is a registered trademark of GlaxoSmithKline which acquired it in 2001 in the purchase of Block Drug which developed it.[2] The root of the tooth, or the dentin, is made up of microscopic "tubules" or pores. In some people, the root becomes exposed because of gum recession or gingivitis. Because the tubules are porous, hot and cold sensations (from hot or cold foods or drinks) can reach the nerve endings easily; the nerves fire, causing a sensation of pain or sensitivity. Sensodyne works because the potassium ions and fluoride penetrate the dentinal tubules and depolarize the nerve, which blocks pain transmission. According to Nickolson (2007), “a dentifrice for desensitizing dentinal hypersensitivity needs to be used for at least two weeks to have an effect, and continued use is needed to avoid relapse” (p. 88). Sensodyne Dentinal hypersensitivity is a common problem with one in four adults suffering from this affliction. If you feel a sharp pain when brushing your teeth, eating hot / cold foods or even chewing something fibrous, chances are you might be suffering from sensitive teeth. It is usually caused when gums recede and therefore, the dentine is exposed. Dentine contains the channels to the nerves, when triggered by hot/cold/sweet/sour food or while brushing your teeth, will transmit the pain signal to the nerves. The most common trigger for sensitive teeth...
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...brand equity of Apple Inc. is largely comprised of five product lines, two functional solutions, or two types of customer-based services. The industry, in which Apple competes, therefore, depends on the methodological classification of its products. The diversification of markets enhances Apple’s value chains, as a result. In a product lines based system Apple competes in five markets, including the PC industry with its Macintosh computers and Xcode software of MAC OS X, the consumer electronics industry with iPod, the electronic mp3 distribution with iTunes, the mobile market with the iPhone, and digitized medium with the AppsStore specifically designed for its products such as iPhone and iPad. This classification instrument aligns Apple with most electronic and digital products manufacturers from both domestic and globally competition. The major competitors for each industry are the direct substitutes, which include: PC | Consumer Electronic | ditial music distributors | Smartphone | Acer | AVG | CD Bbaby | Blackberry | Asus | Blackberry | Catapult | Google | Compaq | Dell | Ditto | HTC | Dell | HTC | DMD | LG | eMachines | IBM | Emubands | Motorola | Gateway | Intel | IODA | NEC | HP | Microsoft | Musicadium | Nokia | Lenovo | Nokia | RouteNote | RIM | Samsung | Samsung | The Gene Pool | Samsung | Sony | Sony | Tuenecore | Sharp | Toshiba | Sony Ericsson | TuneCore Inc | Sony Ericsson | Second, the two functional solutions redefined Apple products into...
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...Apple iPad Marketing Plan Executive Summary To survive in the global and competitive business environment, it is essential for a company’s to conduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Apple’s iPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Apple’s strategies. Apple’s latest ipad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Apple’s marketing strategy will be focusing upon the product design, brand positioning, price and promotion of iPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the company’s position. Apple’s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through its innovative products. Apple will use competitive marketing strategy for its iPad where two such strategies can be developed which are differentiation and Focus to make iPad a success in the global market. Marketing planning and strategies can become highly effective if Apple focuses upon its strategic human resource management and make continuous efforts...
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...P1: Describe how marketing techniques are used to market products in two organisations. In this unit I am going to pick two organisations and describe how marketing techniques are used to market products in these two organisations. The first organisation I am going to choose is Nike. Nike is an American multinational corporation that is involved in the design, development and worldwide marketing and selling of sporting equipments such as running shoes, tracksuits etc. Nike also sells accessories and unique footwear that attracts the eyes of so many people including celebrities. Nike has used various marketing techniques to get to the stage it’s at today and I am going to be describing what techniques it has used. My second organisation is apple. Apple is a Multinational Corporation that is known for the sales and design of computer electronics, computer software and personal computers. In recent years, apple came out with products such as I pads, I phones etc. These products became very popular in a short period of time thus giving apple an upper hand over its competitors. Marketing technique is the overall marketing plan that is designed to meet the needs and wants of customers. There are four main marketing techniques which are: Market penetration, market development, product development and Diversification. Market penetration: This is an activity that an organisation takes in order to increase the market share of an existing product or promoting a new product...
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...* What is scenario planning? Under what conditions is it useful? How important do you think scenario planning is as a context for international marketing planning? Scenario planning is defined as strategic planning method that organization use to make flexible long term plans based on generating a number of “what if” situations and then options on how they might respond to those situations( Keeley, 2011). In other word scenario planning a method for learning about the future by understanding the nature and impact of the most uncertain and important driving forces affecting the business. It is strategy tool used to discover potential future environments in order to understand how today’s strategic decisions will have an impact on an organizations in times to come. The key elements in scenario planning are “creative thinking, imagination, an informal methodology and use of qualitative, subjective information” scenario planning does not predict the future; rather it considers the complete scope of likely forces that might have impact on an organization. These may be intellectual, natural, social, political, economic, cultural or technological. Scenario planning is an important strategic tool for the business. Marketers can make choices through the scenario planning. The options can be screened by matching them to possible scenarios. Scenario planning provides tools for an organization to respond critical changes. It provides methods for understanding...
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...marketing Appendix 1 Marketing Plan The Marketing Plan: An Introduction (pp A1–A2) As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch a new product or build sales for existing products. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies develop marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan Unlike a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope. It serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, the finance department must arrange funding to cover the expenses, the human resources department must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout will vary from company to...
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...Paper Environmental Scan Paper According to BusinessDictionary.com, “an environmental scan is the vigilant monitoring and evaluation of a firm’s external and internal environments for detecting early signs of opportunities and threats that may influence current and future plans” (BusinessDictionary.com, 2011). In strategic planning, an environmental scan can help an organization increase understanding of the internal and external environmental factors that are required to reach the long-term goals of the company. This paper’s purpose is recognizing and exploring the external and internal situations of two successful organizations, Apple and Coca Cola. Also, to examine the competitive advantages and strategies used by these organizations, as well as sustaining value in an increasingly competitive market through creative strategic business plans. Another area being explored is the measurement guidelines used to substantiate the strategic effectiveness for these organizations and the effectiveness of these measurement guidelines. Internal and External Environments The whole process can be seen as beneficial knowledge for managers wishing to increase the long-term efficiency and develop strategic plans for the business. An organization’s environment can be broken into two separate divisions. First, the internal environment which is generally compiled of the factors or elements directly involved within the company. This would basically include the managers, employees, stakeholders...
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...[pic] |UNIQUE CO., LTD. | |2011 Marketing Plan | |L.JI, W.SHEN, Z.ZHU, L.WANG | MARKETING PLAN FOR U-SMART [pic][pic][pic] Contents 1. Introduction 1 2. Mission statement 3 3. SWOT analysis 3 4. Marketing objectives 5 4.1. Strategic thrust 5 4.2. Strategic objectives 5 5. Strategy 5 6. Product 7 6.1. Branding 7 6.2. General Description of U-SMART 8 6.3. New features of U-SMART 8 7. Distribution 9 7.1. Retail stores 9 7.2. Online stores 9 7.3. Direct sales force 9 7.4. Third-party wholesalers 10 7.5. Retailers 10 8. Price 10 9. Promotion 11 9.1. Advertising 11 9.2. Exhibition 12 9.3. Sales promotion 12 10. Implementation 12 11. Marketing control 13 Reference 15 1. Introduction Unique Co. Ltd., a Japan based company, is a multinational corporation that mainly creates consumer electronics, accompanied with computer software and commercial servers. William Zhu, chairman of the board, established Unique Company on June 1, 1990, in Japan, with the release of the U-KEY1. The period of about 20 years witnessed a rapid development and build vast profits by continuously launching successful innovative products. As of June 30, 2011, the company had approximately 30,333 full-time equivalent employees and additional 1,800 part-time employees and contractors. Unique's core products are personal computer, laptop...
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...Lesson 4 Assessment Tool: Marketing Plan Framework This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business. This Tool can serve as companion activities for Lesson 4. 4.1. Executive summary: This is a summary of the marketing plan, so it is usually prepared after the plan has been completed. It should summarize: Situation analysis results Marketing goals and objectives Proposed marketing actions (strategies and tactics) to meet goals and objectives Proposed marketing budget and key resources that are necessary to implement the marketing actions Expected outcomes of the proposed marketing actions 4.2. Mission Statement: This statement summarizes the guiding principles for your business. Some example mission statements are shown below with the type of information to be included. The three examples are presented in the way that you can see one from a well-established government organization and two from small businesses like yours. Try one on your own after examining the examples. A. Federal Food and Drug Administration (http://www.fda.gov/opacom/morechoices/mission.html): “The FDA is responsible for protecting the public health by assuring the safety, efficacy, and security of human and veterinary drugs, biological products, medical devices, our nation’s food supply, cosmetics, and products that emit radiation. The FDA is also responsible for advancing the...
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...Nokia. Like any other companies, Nokia has been able to use strategies and approaches to meet the needs and demands of their target market. It keeps being the leader in the mobile telecommunications relies on its plentiful experience, technology innovation, and scientific marketing strategy. However, it can be said that the company still needs to consider other strategies to remain competitive in the market because of the cut-throat competition in mobile communication. This can be evidenced by their shares to dramatically down by 20% due to the penetration of their competitor. Nokia must be able to have an intensive marketing plan to ensure success and apparently, their experience to eat the humble pie won’t happen again. With the emergence of Apple Iphones today, the strategy of Nokia relies on growing, transforming, and building the Nokia business to ensure its future success. Although Nokia is an established multinational company, the management must still be able to use different strategy that would sustain Nokia’s competitive advantage and ensure market success. The marketing plan must include the business strategy that Nokia must use which includes the strategic intent, competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. In doing so, Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then the different types of mobile phones...
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