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Suck It Sideways

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Submitted By jackylthirteen
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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 including Samsung, Research in Motion, Cisco and HP. Many of these companies have avoided direct competition with Apple by focusing on the enterprise market (Berryhill). With this strategy Apple is at risk for losing market share.
One report says that non-Apple tablets in 2012 are expected to surge by 134% in 2012 and that Android-based tablets have already grabbed 20% of the market away

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