...Market Plan for: iPad 2 Market Plan iPad: 1. Introduction: Apple, Inc. is an electronics and software company headquartered in California, USA. It is well known to people for their innovations in the computer market. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977. It ranks as the world's second largest IT company by its revenue, Samsung being the first. 2. Marketing Situation: * The Exchange Value: Apple's iPad has a price ranging between $499 to $699. Although this may seem as a high price, but in exchange customers recive a high quality product which is durable. * The Strategic Mission: "Technology alone is not enough. Faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That's when you leap forward. That's when you end up with something like the iPad 2" Above is apple's mission statement for the iPad. * The Marketing Goals: * Creating suspense, anticipation and hype before the release of the iPad 2. * The power of perception, so as to be seen as a powerful product. * Since more competitors have emerged since the ipad 1, it is important to have the biggest market share in this market. * The 4Ps also known as the marketing mix , is a set controllable elements used by a company to get that the firm required response in the target market. *...
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...offer quite a bit on the software side as well such as their iOS6 and services such as iTunes. The purpose of this Marketing Plan focuses on the iPad through implementing various marketing strategies and innovations to improve sales and increase its tablet market share. We have found these goals to be attainable through enhancing the iPad’s features. More specifically by making it Adobe Flash compatible, the addition of a USB port, along with an expandable memory slot. 2.0 Situation Analysis Apple’s mission is to be committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Currently Apple holds the title of, “World’s most Valuable Brand.” It is evident that being committed to bringing the best personal computing experience to all its customers is paying off. Focusing on the company’s most recent addition to its products, the iPad; we would like to come up with new features to not only boost sales but make it even more convenient for the user. “The Apple iPad is an attempt to launch a new class of devices, more than a smartphone but less than a laptop” (Hardy, 2010, p.1). Written in 2010, the statement summed its motives up in a nutshell and now being 2012, the iPad certainly has fulfilled that attempt but there’s always room for improvement. First, let us take a look at simple facts...
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...Name] [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...
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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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...MARKET PLANNING Marketing objectives The objectives of the marketing plan are centered on the following three criteria: 1. Inform companies about features and benefits of the iPad and its competitive advantage, leading to a 20% increase in sales in one year. 2. Penetrate the traditional PC-based enterprise through the iPad, in turn increasing Apple’s sales by 20% in one year. ac 3. Maintain Apple’s position as the leader in market share in the tablet category. Target market Our target market is the large corporation with formal IT structure and purchasing channels. The Facts: • Both U.S. and global spending on IT is expected to increase in 2011, with particular growth on hardware (Banerjee). • Study reports that 78% of respondents plan to have tablets officially deployed in their businesses by the end of 2013, with 83% of these businesses planning to deploy the iPad (Berryhill). • Surveys show up to 86% of Fortune 500 firms and 47% of Global 500 companies are either deploying or at least testing the iPad (Berryhill). Today, Apple’s primary target market is the consumer, with little effort exerted to capture the enterprise market. While the numbers above regarding the iPad in corporations are notable, its success stems primarily because of consumerization (employees introducing personal device, such as the iPad, into the corporate environment) and the fact that the iPad had little competition just a year ago. Recently, a variety of competitors have entered the market...
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...Marketing Mix Analysis of iPad Marketing Mix Analysis of iPad Executive Summary Managing and developing marketing mix appropriately is extremely important to firm's marketing and success. In order to marketing product successfully, the right product must be exhibited to right people at the right place, right price and right time. If a firm can manage the marketing mix successfully, as a result, it can be a source of competitive advantage for firms. Each element of the marketing mix should be analyzed and if necessary, adapted to ensure that the right balance is achieved to give the product or service the very best chance of success in the market place. Apple is a successful company and its previous product iPod has a high market share in the global market due to its brand perception and image as s high quality innovative brand. In 2010, Apple launched an innovative product – “iPad” in US, which is a tablet computer with touch screen. Even in the first launching date iPad had been sold 0.3 million units. The product no doubt is getting support of Apple’s brand image and it has changed the way to consumer lifestyle. That is why iPad is thought as a revolutionary who will arouse a wave to electronic industry. Apple’s iPad delivered the value to the customer via marketing mix tools called the 4Ps: Product looks good and works well. Right price. Right place at the right time. Successful promotion helps to a larger output. Apple followed this by innovation and introducing...
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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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...Apple iPad 4 p`s Today, Apple unveiled its new product, the iPad. The much publicized rumor about a tablet created by Apple is now a reality. Tablet pc's have been around for a long time, but what makes the iPad different from the other market offerings? What strategy does Apple have in place in order to make this a runaway hit like its iPhone and iPod product lines? We'll use the marketing mix(4 P's) to see how Apple strategized its goal to make the iPad a bestseller. Marketing Mix is the set of controllable,tactical marketing tools that the firm blends to produce the response it wants in the target market. Price, product, place and promotion are the 4 P's or components that make up a marketing mix. Product The iPad is a tablet device that has several features. It looks like a bigger iPhone or iPod Touch and possess a led touch screen interface. Its dimensions are 9.56 in x 7.47 in. It is also very thin and has a battery life of ten hours. This product has the ability to surf the internet, listen and purchase music, watch videos, view photos, read e-mail, read and purchase e-books and execute multiple applications. In fact, the multiple applications available for the iPhone will be fully compatible with the iPad! There will be different versions of the iPad at launch with different hard drive capacities and 3g capability. There will be a 16 gb, 32 gb, and 64 gb variants. Also all iPads will have wi-fi and are wireless-n capable. The iPad will also feature the latest bluetooth...
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...APPLE IPAD2 MARKETING PLAN LIN,DANDAN ID:0697645 COURSE:MARKETING601 May 9, 2011 * Executive Summary 1. IN PAST Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU,RAM and basic textual video chips) – less than what is considered a personal Computer today. Apple was responsible for creating the desktop publishing market due to their innovative programmers, PageMaker and LaserWriter. Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful – over 100 million units were sold within 6 years 2. IN PRESENT January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple Inc. In 2010, apple inc. introduced the first ipad, in 2011, ipad2 came out. 3. IN FUTURE Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. * Situational Analysis 1. Political Situation •Taxation is...
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...Marketing Plan of the Ipad 3 Apple Inc. Table of Contents 1. Executive Summary Apple Inc., founded in 1977 as Apple Computer Inc. with the introduction of the Apple II microcomputer, 14 is the undisputed leader of personal technology devices and supporting applications. They have continually been the frontrunner of groundbreaking technology. 5 Apple Inc. consistently markets and produces new products. They have been the engineers of many state-of-the-art devices and applications because they stand by their motto, “Think Differently”.6 Apple Inc. understands that spending R & D dollars, currently is an investment that is well worth the cost. When launching the IPad 3 in 2012, Apple Inc. instituted a tiered pricing system based on installed components. Although the company set prestige pricing for IPad 3, as it does for all of its products, because of mass customization, this marketing strategy has been very effective. Another product differentiation of the iPad 3 and Apple Inc. in general, is that the company offers an innumerable amount of complimentary downloads from the iTunes store as well as free training and support for all levels of users.8 Apple Inc. produces a host of electronic devices including the increasingly popular iPad tablet computer. Additional products include personal computers, monitors, all-in-one computers, laptops, software, cell phones, portable digital music players as well as peripheral devices and accessories along with their most...
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...Marketing Mix Analysis of iPad Executive Summary Managing and developing marketing mix appropriately is extremely important to firm's marketing and success. In order to marketing product successfully, the right product must be exhibited to right people at the right place, right price and right time. If a firm can manage the marketing mix successfully, as a result, it can be a source of competitive advantage for firms. Each element of the marketing mix should be analyzed and if necessary, adapted to ensure that the right balance is achieved to give the product or service the very best chance of success in the market place. Apple is a successful company and its previous product iPod has a high market share in the global market due to its brand perception and image as s high quality innovative brand. In 2010, Apple launched an innovative product – “iPad” in US, which is a tablet computer with touch screen. Even in the first launching date iPad had been sold 0.3 million units. The product no doubt is getting support of Apple’s brand image and it has changed the way to consumer lifestyle. That is why iPad is thought as a revolutionary who will arouse a wave to electronic industry. Apple’s iPad delivered the value to the customer via marketing mix tools called the 4Ps: * Product looks good and works well. * Right price. * Right place at the right time. * Successful promotion helps to a larger output. Apple followed this by innovation and introducing new...
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...APPLE IPAD2 MARKETING PLAN LIN,DANDAN ID:0697645 COURSE:MARKETING601 May 9, 2011 * Executive Summary 1. IN PAST Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU,RAM and basic textual video chips) – less than what is considered a personal Computer today. Apple was responsible for creating the desktop publishing market due to their innovative programmers, PageMaker and LaserWriter. Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful – over 100 million units were sold within 6 years 2. IN PRESENT January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple Inc. In 2010, apple inc. introduced the first ipad, in 2011, ipad2 came out. 3. IN FUTURE Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. * Situational Analysis 1. Political Situation •Taxation is...
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...General Information about the iPad The iPad is a line of tablet computers designed and marketed by Apple Inc., primarily as a platform for audio-visual media including books, periodicals, movies, music, games, apps and web content. Its size and weight fall between those of contemporary smartphones and laptop computers. The iPad runs on iOS, the same operating system used on Apple's iPod Touch and iPhone, and can run its own applications as well as iPhone applications. Without modification, the iPad will only run programs approved by Apple and distributed via the Apple App Store (with the exception of programs that run inside the iPad's web browser). Like iPhone and iPod Touch, the iPad is controlled by a multitouch display—a departure from most previous tablet computers, which used a pressure-triggered stylus—as well as a virtual onscreen keyboard in lieu of a physical keyboard. History: Apple released the first iPad in April 2010, selling 300,000 units on the first day[22] and selling 3 million in 80 days.[23] During 2010, Apple sold 14.8 million iPads worldwide,[7][8][9] representing 75% of tablet PC sales at the end of 2010.[24] By the release of the iPad 2 in March 2011, more than 15 million iPads had been sold[25]—selling more than all other tablet PCs combined since the iPad's release.[26] In 2011, it took approximately 73% of the tablet computing market share in the United States.[27] During the fourth quarter of 2011, Apple sold 15.4 million iPads. Before launch Apple's...
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...General Information about the iPad The iPad is a line of tablet computers designed and marketed by Apple Inc., primarily as a platform for audio-visual media including books, periodicals, movies, music, games, apps and web content. Its size and weight fall between those of contemporary smartphones and laptop computers. The iPad runs on iOS, the same operating system used on Apple's iPod Touch and iPhone, and can run its own applications as well as iPhone applications. Without modification, the iPad will only run programs approved by Apple and distributed via the Apple App Store (with the exception of programs that run inside the iPad's web browser). Like iPhone and iPod Touch, the iPad is controlled by a multitouch display—a departure from most previous tablet computers, which used a pressure-triggered stylus—as well as a virtual onscreen keyboard in lieu of a physical keyboard. History: Apple released the first iPad in April 2010, selling 300,000 units on the first day[22] and selling 3 million in 80 days.[23] During 2010, Apple sold 14.8 million iPads worldwide,[7][8][9] representing 75% of tablet PC sales at the end of 2010.[24] By the release of the iPad 2 in March 2011, more than 15 million iPads had been sold[25]—selling more than all other tablet PCs combined since the iPad's release.[26] In 2011, it took approximately 73% of the tablet computing market share in the United States.[27] During the fourth quarter of 2011, Apple sold 15.4 million iPads. Before launch Apple's...
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...Table of Contents 1. Executive Summary 2. Company Background 3. Vision & Mission 4. Micro & Macro – product related 5. KSF 6. SWOT 7. Strategic Thrust 8. Strategic options 9. Recommend Strategy – medium term 10. Strategic Marketing Mix – 4ps – Action Plan (Box) 11. Managing and developing strategic direction e.g. performance measures, control etc. 12. References Executive Summary Company Background Apple Inc. is an American corporation that designs and manufactures computer hardware, software and other consumer electronics. The company is best known for their Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music player. The company headquarters is in Cupertino, California, CEO and co-founder is Steve Jobs and the company boasts 284 retail locations spanning 10 different countries. Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. Steve Jobs was said to own 45% of the company, Steve Wozniak with 45% and Wayne with the remaining 10%. While Jobs and Wozniak were young with little to no assets, Ronald Wayne was older with personal assets and was scared to put these at risk. This resulted in Wayne selling his share of the company back to Jobs and Wozniak for a reported 800$. Today Wayne’s share of the company would be worth over 3 billion dollars. Apple has developed a unique reputation in the consumer electronics...
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