...to describing the necessary tools to properly implement and create this new service for Apple, Inc. Executive Summary Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software, online services, and personal computers. We will be focusing on Apple, Inc. to create a new service that will not only impact Apple's reputation in a positive way, but it will also promote more success. Apple, Inc. has many innovated products that have been popular in our industry, we have decided to incorporate a system in this particular company as popularity, and business success is part of it. We have decided to launch a service to customers with disabilities, this will be intended to help them get the best of information, and training to use the products that Apple, Inc. offers. We have designed a system to be promoted in the stores, online, and via customer service hotline, and also to be delivered via mail. People with disabilities can obtain one visit per year from an Apple's Technician to go and help them get familiar with the product they bought, and the technician will also answer...
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...(PPC) campaign for the Blackberry product line. The goal of this proposal is to increase Blackberry’s website traffic, use the Pay Per Click campaign to target the consumer segment, and maximize the Return on Investment for Research In Motion. Finally, this proposal will present the results of implementing the Pay Per Click campaign. Company Profile Research in Motion (RIM) is the company behind the Blackberry product line. RIM’s product line includes the Blackberry smartphones, the Blackberry playbook tablet, and software for business, accessories, and Blackberry applications. RIM designs, manufactures, and markets wireless solutions for the mobile communications market (rim.com, 2012). Proposal Before the introduction of Apple’s iPhone in 2008, Research In Motion’s (RIM) was the leader in the mobile communications market. However, in 2012 Apple and Google are outperforming RIM (Yarrow, 2012). In an effort to regain market share and reposition within the mobile communications marker, RIM has decided to pursue the consumer segment in addition to maintaining the enterprise market (blogs.blackberry.com, 2012). According to Research In Motion’s (RIM) 2011 annual report, the company invested 2.4 billion dollars in selling, marketing, and administrative spending. The selling, marketing, and administrative expenses increased from 493 million dollars to 589 million dollars; and according to RIM’s 2011 Annual Report, the majority of this increase was for marketing, promotion...
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...Marketing Plan Reda Bouizar Devry University Mktg522 Marketing Plan 1.0 Executive summary The purpose of this marketing plan is to introduce Apple into a new market that has the potential to make the company leading further in the high-tech industry. The proposed product is the iWatch, a smart watch that features Apple’s latest technology. This product will allow the company to penetrate the market of wearable technologies, which will weight 1.4 billion dollars by the year 2018. In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to...
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...Assignment 1: Corporate Responsibility and Marketing Strategies Dustin Quintana Stayer University BUS508 Dr. Brian Grizzell March 6, 2014 Introduction In the corporate world, it is easy to think that the ultimate goal is to make profits. However, it is this type of thinking that can ultimately lead to the failure of an organization. When a company simply thinks of profits, it is likely to find itself in trouble with the government, with stockholders, and with the public. In today’s world, more so than ever, it is important for a company to thinking about its ethical and social responsibilities to its employees, its consumers, its shareholders, and to the general public. By focusing on ethical and social responsibilities, a company is likely to be able to gain recognition as a good employer, a good investment, and a good company to purchase products and services from. One company that has come into the spotlight in recent years for ethical and social responsibility adherence and violations is Apple. The technology giant is very well known for its products and services and is widely recognized as an industry leader in the development of new technologies in several fields. Apple has even gained a reputation as a good employer. Yet, despite all of this, Apple has not been able to avoid the spotlight for having shortfalls in its ethical and social responsibilities. Examine Apple’s current position on the company’s ethical and social responsibilities, and determine whether...
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...University | Marketing Communications Plan for the Launch of the iPhone 5 | Northumbria University | Marketing Communications Plan for the Launch of the iPhone 5 | Contents Page No. 1.0. Introduction…………………………………………………………………….…………………….2 2.0. Section 1- Campaign Context Analysis……………………………………………..…….2 3.1. Customer Analysis………………………………………………………………...…….2 3.2.1. Demographics…………………….………………………………………….….2 3.2.2. Behavioural Insights……………………..……………………………………3 3.2. Competitive Landscape………………………………………………………………..3 3.3.3. Direct…………………………………………………………………………..…….3 3.3.4. Indirect…………………………………………………………………….………..4 3.3. Market trends & Forecasts…………………………………………………….…….4 3.4.5. PESTEL Analysis………………………………………………….………………5 3.4. Brand Analysis……………………………………………………….…………………….6 3.5.6. Positioning………………………………………………….……………………..7 3.5.7. SWOT Analysis…………………………………………….…………………….7 3.5. Review of iPhone Marketing Communications Activities……………..8 3.6.8. Past Campaign History……………………………………………..……..…8 3.6.9. Implications for the Marketing Plan………………….…….………..9 3.0. Section 2- Marketing Communications Plan (MCP)………………………………10 4.6. Communication Objectives…………………………………………….………….10 4.7. Target Audience ……………………………………………….……………………….11 4.8. Promotional Tools to be Used……………………………..…………………….11 4.9. Suggested Media……………………………………………………………...
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...past decade, the smartphone industry has become a huge market, accounting for 55.1% of the worldwide mobile phone market. (IDC) Companies dealing specifically with technological products are involved in an industry which is fast paced, ever changing, and must constantly be improved upon; this is especially true for the smart phone business. In order to be successful within this market, companies must be able to differentiate their products from those already available and I think one such company has been successful through both innovation and design. Samsung, through their unique marketing strategies, have been able to rise to the top of all current smart phone manufacturers. They have been able to design and produce products which fit their customer’s needs, at an affordable price and created a strong sense of brand loyalty. Most notably in 2008, when Samsung decided to change their marketing strategy to include more focus on consumers and their specific preferences as far as the production and design of their smartphone. This strategy enabled the company to become the leading manufacturer, as well as leading seller, of smartphones within the industry, beating out companies like Apple and LG. In fact, in 2012, Samsung surpassed Apple and Nokia to become the leader in the smartphone market. (EofMS) When looking at the smartphone customer base, a study conducted in 2012 showed that customers preferred more powerful devices and larger screens at a lower cost. According...
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...attributes because it only shows the logo not the products. While advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated. The business Apple uses sponsorship as a promotional mix. They have done this by sponsoring the American TV show American Idol. In return, Apple’s iPod becomes the official digital music player for American Idol, while the iPhone becomes the shows official handset. By doing this it pr0omotes their products, due to American Idol being a popular TV show millions of people will see Apple’s products. Nike use sponsorship as well, they sponsor popular athletes. These include superstars like Ronaldinho, Cristiano Ronaldo, Didier Drogba and Neymar. Cristiano Ronaldo is a prime example; he makes £14.1million per year from being sponsored by Nike. By sponsoring Ronaldo their logo will appear on what he wears. When he plays a football match, he will wear Nike boots and this will create awareness for the football fans watching as they will want to buy the same boots. Ronaldo also goes to photoshoots wearing clothing with the Nike logo on to promote them even more. Direct Marketing Direct Marketing is used across a wide range of consumer and business markets and has made considerable progress in recent years in overcoming its poor image as being just junk mail....
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...Zandi, Cameron Marketing 605 BlackBerry Marketing Campaign Analysis Research in Motion, now operating under the name BlackBerry Limited, was once the leading smartphone maker. The term BlackBerry was coined by Lexicon Branding marketing company, inspired from its keyboard resembling the drupelets of a blackberry. The motivation behind the company name switch from Research in Motion to BlackBerry Limited was to consolidate the company’s brand into a single cohesive global presence and to strengthen its recognition among its operating system, smartphones/devices, and its stock trading name. The telecommunication and wireless equipment company was founded in Waterloo, Ontario, Canada by Mike Lazaridis, who served as CEO until January 22, 2012. He was replaced by John Chen immediately. Chen wanted to change BlackBerry’s strategy by outsourcing manufacturing of its hardware to Foxconn, which is most notable for manufacturing the iPad, iPhone, Kindle, PlayStation 4, Xbox One, and Wii U. The reason behind this move is to have the company focus more heavily on software technology development. The company wants to make the brand name synonymous with work. Blackberry’s new brand focus is software and service centric, making up 54% of the company’s revenues in 2013. Blackberry Limited has a loyal consumer base, and is most recognized for its sophisticated network security system, most notably its advanced encryption capabilities, which allows for secure exchange of e-mails. This...
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...Integrated Marketing Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling...
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...Shark Fin Soup these two case studies shows what happens when consumer behavior and marketing mix in globalization goes very wrong. These two studies reveal how marketer think they are giving a wonderful product and service in the case of Apple's the iPhone and Disney the Shark's Fin Soup. Understanding the consumer’s behavior and the customs and values of the culture impacted these two campaigns. Apologies good media press and changes in the strategy to get the approval of the consumers. Both case studies points out the impact of technology and how it at first affected the campaigns for bad with negative that changed the reputation of both companys. Apple's dilemma was very embarrassing for the company with negative reports and predictions of how the iPhone was going to sell in Japan. The propaganda was already put out to the media about the Japanese saying No Thanks to Apple concerning the iPhone 3. Apple thought that Japan would be ecstatic with the new product but supposedly the opposite occurred with reports of weak showing of the iPhone3. Of course with Apple being the cutting edge in technology and innovation in the western world Japan did not feel the same way about Apple's iPhone3. First Japan was a hard market to try to get into the for Apple and their competition Nokia, and Motorola, whose attempts to grab Japanese customers were futile. So this was going to be a difficult campaign for Apple. At the time Japan was hostile toward western brand including Nokia and...
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...19-20-21-22 row 1 Facebook 1) Facebook has brought a whole new level of personal marketing to the world of business. The social networking web site fulfills people’s desire to communicate and interact with each other and uses that power to help other companies target very specific audiences with personalized massages. The site allows users to create personal profiles with information such as their hometowns, work, educational background, favorite things, and religious affiliation. It encourages them to extend their network by adding other users as friends, and many people try to see how many “friends” they can accumulates. Facebook is fulfilling its mission to give people the power to share and make the world more open and connected. Person marketing is a part of direct marketing, the use of consumer-direct channels to reach and deliver goods and services to customers without using middleman, is crucial nowadays as people’s needs tend to be more specific, so in order to understand them, a one-to-one approach is becoming essential. In addition the traditional channels (such as mass media, rallies, coffee hours, spot TV ads, direct mail) can not guarantee a new and up-to-date way to be know by the audience. People around the world, also politicians and VIPs, use Facebook to push their campaigns and communicate with supporters and fan on a local, personalized basis. Facebook identified its target audience, and gives the tools and...
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...Apple’s Corporate Responsibility and Marketing Strategies Name: Course: Professor: Date: Table of Contents Abstract 2 Apple Products 2 Apple’s current position on the company’s ethical and social responsibilities 3 Impact of publication of ethics and social responsibilities violations made by Apple’s suppliers on Apple’s reputation 5 Methods that Apple can utilize to ensure that its suppliers adhere to wage and benefits standards going forward 6 Apple’s customers willingness to pay more for its products if Apple were to increase the selling prices in order to provide better wages and benefits for suppliers’ workers 7 Analysis of Apple’s current overall marketing strategy and actions that Apple can take in order to improve its competitive advantage in the global marketplace 8 Conclusion 9 References: 10 Apple’s Corporate Responsibility and Marketing Strategies Abstract In the business world, the ultimate mission is not only to make good returns alone. A company that directs all its efforts in profit making alone is destined to untimely failure. This is because it will find itself on the wrong side with the government, stakeholders and the public as a whole. For this reason, any company that aspires to exist beyond its current boundaries must focus on its ethical and social responsibilities to company’s employees, consumers, shareholders and the public fraternity. Such corporate social practices brand a company positively as a good job provider, investor and provider...
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...Apple’s Corporate Responsibility and Marketing Strategies Name: Course: Professor: Date: Table of Contents Abstract 2 Apple Products 2 Apple’s current position on the company’s ethical and social responsibilities 3 Impact of publication of ethics and social responsibilities violations made by Apple’s suppliers on Apple’s reputation 5 Methods that Apple can utilize to ensure that its suppliers adhere to wage and benefits standards going forward 6 Apple’s customers willingness to pay more for its products if Apple were to increase the selling prices in order to provide better wages and benefits for suppliers’ workers 7 Analysis of Apple’s current overall marketing strategy and actions that Apple can take in order to improve its competitive advantage in the global marketplace 8 Conclusion 9 References: 10 Apple’s Corporate Responsibility and Marketing Strategies Abstract In the business world, the ultimate mission is not only to make good returns alone. A company that directs all its efforts in profit making alone is destined to untimely failure. This is because it will find itself on the wrong side with the government, stakeholders and the public as a whole. For this reason, any company that aspires to exist beyond its current boundaries must focus on its ethical and social responsibilities to company’s employees, consumers, shareholders and the public fraternity. Such corporate social practices brand a company positively as a good job provider, investor and provider...
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...Apple has toppled Google as the world's most valuable brand Marketing Management – Assignment Case Study Report CONTENTS CASE DESCRIPTION ...................................................................................................................................... - 3 INTRODUCTION ............................................................................................................................................. - 4 HISTORY .......................................................................................................................................................... - 5 CREDIBILITY CHECK .................................................................................................................................... - 6 HOW APPLE ACHIEVED IT? ......................................................................................................................... - 7 Constantly Improving Products ..................................................................................................................... - 7 Creating New Products .................................................................................................................................. - 7 High Margins ................................................................................................................................................. - 8 Distribution .....................................................................................................
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...Assignment 4: Internet Technology, Marketing, and Security Internet Technology, Marketing, and Security 1 Abstract In this mini-paper, I will evaluate Apple’s website based on its product information, corporation contact information, customization of products for customers, and customer information at purchase. I will evaluate their marketing strategy and competitive advantage its website provides. I will analyze the corporation’s privacy and security policies, and their response to security breaches. Finally, I will recommend two rational methods to ensure greater security for customers. Internet Technology, Marketing, and Security 2 To understand Apple, we must first know the innovative mind behind the company, and it products. Steve Jobs revitalized the company back in the early 1990’s with such products as iMac using effective branding campaigns, stylish designs which caught the attention of consumers. He introduce the world to products such Macbook Air, iPod, and iPhone. These devices later paved the way for his newest intervention Ipad which is primarily a platform for audio-visual media including books, movies, games and apps. Steve Jobs died on October 5, 2001, but not his dream of building products to capture the imagination of consumers. He once stated “your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which...
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