AppleiPhoneMarketingPlan苹果公司销售计划ppt课件.ppt

Apple iPhone Marketing PlanGroup AssignmentArab Academy for Science, Technology and Maritime TransportationMBA Group HAhmadullah El-Hadidy Basem GaberHany AbdulwahabKareem RaslanMoustafa HanafyTamer YousifApple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Implementation•Budget•ControlApple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlExecutive SummeryThe 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 programmes, PageMaker and LaserWriter. Between 1983 and 2019 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 2019, Apple introduced the iPod portable digital audio player. The product was phenomenally successful – over 100 million units were sold within 6 years.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlExecutive SummeryThe Present – January 2019, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple Inc. He also reveals the long anticipated iPhone, a combination of an Internet-enabled smartphone and the iPod. In June 2019, he announces that the iPhone 3G would be released in July 2019, this newer version added support for 3G Networking and assisted GPS navigation, among other things.The 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. Think DifferentApple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlExecutive SummeryThe iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlSituational AnalysisPolitical SituationTaxation is something that governments put and Apple should be study this as country by country case to anticipate profitability, and pricing strategy.Importing laws in the world with GATT are in favor of trading.Countries are very variable in stability of, so we should study each country case by case.Economical SituationEconomical growth world wide is in a big recession which need careful manipulationPotentiality of the market is decreasing but it is higher than any others in the Telecom sector.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlSituational AnalysisSocio-Cultural SituationPopulation growth leading to expansion of the sector needs for cell phones.People depend more an more on mobile communication everywhere.There is educational growth in the world.Culture’s perception of the technological devices is positive worldwide. Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Acceptance of imported products in some countries are less if there is local providerThere are different social views that may affect product should be considered (e.g.: Boycotting American products in the Islamic world)Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlSituational AnalysisTechnological SituationLevel of technology in the world is increasing.Internet level of awareness & usage for individuals & industrial aspect are increasing worldwideFixed phone lines capacity and development attempts.New technologies in the cell phones are increasing. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phonesLevel of usage of the E- Technology (online bidding, billing, complaints, ging etc) are high and trendy.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlSituational AnalysisCompetition SituationThere are 19260 cell phone producer in the world, but there are more than 15 big companies competing at the world level Market.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlSituational AnalysisEnvironmental SituationThe global concern of the Global Warming issue & other pollution effects concerning the packaging material and radiation of the cell phones The demand of the international environmental approvals is a must (if there is any)  Sales SituationCell phones industries are one of the most profitable industries everywhere and the Market is increasingApple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlS/O AnalysisStrengthsInnovative – The iPhone has an innovative touch screen. It also has many functions of other mobile products all in one device Compatibility –The phone will work with iTunes and with other Mac/Apple products and OS software tools which means limitless potential for upgradeability.Ease-of-Use – The all-new touch screen interface recognizes multi finger gestures, just as the human hand normally behaves. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlS/O AnalysisStrengthsBrand awareness – Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlS/O AnalysisStrengthsPrice – iPhone would be sold at a reasonable price for its value.Quality – Scratch resistant screen – durable and light metallic finish - software suite resistance to computer viruses.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlS/O AnalysisOpportunitiesIncreasing demand and expansion to a new target segment – As technology advances and smart phones get cheaper Apple will attract consumers and get iPod users to upgrade to iPhones.Upgradeable – iPhone software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlS/O AnalysisOpportunitiesPartnerships – Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones, which reduces costs in marketing and increases revenue through long-term agreement deals. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlW/T AnalysisWeaknessesImage – The Apple brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world.Price – Apple does not yet offer lower priced models for more cost conscious consumers. User Interface – Touch screen interfaces suffer from the problem of “gorilla arm”** Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlW/T AnalysisThreatsIncreased competition – Smart phones are easier to make now more than ever. More companies may enter the market, and competitors or even Apple contractors can maneuver around patents to create similar devices. Downward pricing pressure – The iPhone is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of iPhones.Difficulty expanding into Asian market – There is less hype and interest in Asia since smart phones are better known and already widely used.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlW/T AnalysisThreatsCompetition (Palm) - Palm has the longest history in PDA market and has experience-developing software for mobile devices. It is also a well-known brand for businesspeople. Existing software is well established and compatible with many products for this market. The market is familiar with Palm products; significant switching costs are involved in going to an iPhone. Palm can add many similar capabilities to their products that match the iPhone and expand to a wider market through lower cost and higher-power products. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing ObjectivesSet an aggressive buy achievable objective for the first and second years of market :First-year Objectives - We are aiming for a 2 percent share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000.Second-year Objectives - are to achieve a 10 percent share based on sales.Extend on the Apple brand name and link to the established meaningful positioning.Extend on Apples image of innovation, quality, and value.Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing ObjectivesTarget MarketDifferentiate the iPhone from other PDA’s on the market. Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Primary business target is to partner with :large cell phone service providers, AT&T, Verizon, Sprint and Cellular Onelarge enterprise software firms where information is critical to the end user. Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing ObjectivesTarget Market (cont.)Secondary business target is mid-to mid-size corporations that want to help managers and employees stay in communication or access critical data on the go.Market segment will consist of companies with $10-$50 million in annual sales. PositioningUsing product differentiation, positioning the iPhone as the versatile, convenient, value-added device for personal and professional use.Focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip..Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Mix StrategyProductFull year warranty along with an optional three-year Apple Care warrantySame taste as all other Apple productsSpecial edition version to be launched (including the iPhone Beatles edition celebrating their 40th anniversary)Launching a cheaper version in 2019 with less advanced features along with a more advanced version for professional use Adding the following features to the iphone (large disk storage capacity, lower weight, thinner device, long battery life, 4G wireless, GPS and improved camera)Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Mix StrategyPriceSet the base model at a cheap price of $349A more advanced model for $399Special limited edition Beatles iPhone for special pricesGenerally lower our prices to ensure we establish market dominance in as short of time as possible Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Mix StrategyPlaceMassive rollout worldwide at all reputable major retailers Massive rollout Online, Showrooms and in all cell phone providersAll Apple Stores the Apple website will dedicate themselves to the iPhone Eye catching displays will be found at all physical stores featuring the iPhone to make the product stand out from the pack Apple Stores will have the iPhone on display a full month before its worldwide release Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Mix StrategyPromotionIntegrate Apple message of revolutionary communications and audio/visual experience together in all media advertisements Differentiate the iPhone against others is the touch screen functionality Emphasize Apple brand prominently and associate the iPhone with the iPod’s groundbreaking lineage Original but tasteful advertisements at the same timeA massive TV campaign is planned before launching the iPhone featuring a soon to be legendary ad to be the talk of the countryAdvertising will be appearing on a regular basis to maintain general public awareness Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Research•Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up•High School and College aged people will demonstrate social uses•The 25-45 years group will be used to determine business application and social/personal use •The 45 years and above will give us a plan to market to more senior well-refined group Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Research•This research will be done through surveys (via campaign through portals such as, iTunes and other on-line application developed for the iPhone) and interviews (in Apple stores) with the same age groups listed before•To bring the iPhone to the front of the business world it is important to research different ways to grow the 15-25 year old group into business uses of the product •Brand awareness will be an important tool in taking the Apple brand from "social cool" to "business cool".Apple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlMarketing Research•We will ask for feedback on iPhone features, and implement those changes most important to the end user in the next generation iPhone•We will allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refine future iPhone models •We will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as they are our best customers.Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlImplementationCompensation systemworkers $5 incentive pay for every non reject phone they produce$10 per phone six sigma quality programeach worker $5000 each year for best practice traininguse control measures to closely monitor quality and customer service satisfactionconsumers can contact the main headquarters about any possible technical problems – by using Apple Customer Service Bar and a customer service phone number stored in the phone bookApple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlImplementationIn case of slow sales Offer iPhone to customers who have purchased other Apple products $10 per phone six sigma quality program, which will lead to:demonstrate the product for consumers, it will promote synergy and lure buyers.develop deep relationships with two very different segments: those who have it and those who aspireApple iPhone Marketing Plan•Executive Summary•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlBudget•Our break-even analysis assumes wholesale revenue of $500 per unit variable cost of $250 per unit and est. fixed cost of $50 million. Based on these assumptions the break-even calculation is $50 million divided by $500 minus $250 equals 200,000 units sold.•Break-even calculations indicate that Apple will become profitable after the sales volume exceeds 200k. After the first year Apple will make a profit of 1.25 billion minus 50 million in fixed costs.•Recommended price is $350. The markup is 40 percent.•It is predicted that sales volume will increase at least 60 percent from this change; this will decrease the impact of fixed costs and improve opportunities to increase our production scale, which will further improve profits in the long run Apple iPhone Marketing Plan•Executive Summery•Situational Analysis•SWOT Analysis•Marketing Objectives•Marketing Strategy•Marketing Research•Implementation•Budget•ControlControlTo plan our strategy we will meet monthly with the board of Apple, present our information, and make a proposal for continued marketing efforts. Before each meeting our team will meet in private, with each person presenting their own proposal based on the information they have learned. After the initial proposals, we will vote on the best one or come to a compromise. The final proposal sent before Apple is the result of that meeting.。