Apple Company Marketing - Case Study Example

Apple Company Marketing Plan

Introduction

The Apple’s iPhone SE, produced on March 21, 2016 (http://www.apple.com/hotnews/) fits this market analysis because it is one of those innovated, advanced and inspiring product, which enjoys global attention. Apple is rated as a multinational corporation, with its main operation being that of software, computers as well as other electronic devices. The company’s creativity has made it famous enough to make a considerable change in the electronics and computer industry (Carlton, 2007). This essay will explain the company’s current strategic context, reasons for action as well as its competitive environment. Secondly, this market plan will talk about the company’s portfolio of initiative in delivering its market plan, and will also estimate its future situation specifically for the benefits that might come as a result of the plan and how the marketing plan will be delivered. I guess iPhone SE was introduced in 2013

It is worth to arguing that the company is currently facing problems. For instance, the domination of iPhone SE in the technological world has been compromising (Rosato, 2016). The company has received more complaints; scandals on its Excellency have also been recorded in the company’s system, just from the time of its launch. Again, the company has struggled to compete with other competitors. This has also led for the need of a new marketing plan, for the betterment of the company.

Major issues of the company

Due to the newness of the product in the market, it lacks acceptance as expected. That being the case, this market plan will try to find out ways and paths to make the product a success in the market (Thorsen, 2016). Furthermore, this product is working on a very competitive platform, and therefore the only way to overcome it, is to stage a well elaborate plan, for its penetration in the market. One disadvantage to the company is that, it is a multinational corporation, and therefore, fitting into the local governments has been one of its main struggles (Thorsen, 2016).

Purpose of the plan

It is worth agreeing that this plan has been set on purpose. For instance, the Apples’ iPhone SE was a good brand, released 0n 21, March 2016 with several features such as metallic finishes, offers 64-bit A9 Chip, M9 motion processor, battery life which is longer, camera with 12-megapixel, has Wi-Fi, supports 4K video, to mention but a few. With this features, the gadget was thought to be one of the best phone, however, it has not attracted the global market as expected. (Carlton, 2016)

Therefore, the plan has been made on purpose. Here, strategies such as finding more clients, expanding its market will be formulated in the plan, in the name of controlling its adaptation in the market.

Overview of the business strategy

It is important to agree that the company’s business strategy was as follows. It has been majoring on market intermediaries such as resellers, distributors, marketing agencies and financial intermediaries, however, this has not been working as expected, and that is why there is the need for change. Another market strategy of the company was the customer. Some of its markets were; consumer dependence, and resellers markets. However, the plan will add government, international and business market so as to make it rest on a better place. This will be done by the shareholders, through campaign for more marketers, in the name of increasing the acceptability of the product in the market.

Competitors

Some of the competitors of the product in the market are HTC, Samsung and Sony to mention hut three. Though, Apple’s advantage lies on the ability to incorporate technologies such as swiping which further gives it an upper hand, when it comes to customer’s choice. Therefore, it can be mentioned that the company understand well how to use its technological advantage, to overpower its competitors. Due to this, the company has a perfect image, therefore many customers view it as a company which is developed technologically, and therefore many usually find it easy to opt for its products (Webster, 2016).

SWOT analysis of the product

Strength

The product has an improved antenna, quieter in vibration which makes its usability an excellent phenomenon. Secondly, its audio, imaging in general and video can be rated as that of quality nature. Swiping application is the chief significant feature, which many people find worthy. The company has covered international warranty policy for the product. Through this, it is important to argue that this gadget is worthy the try (Webster, 2016).

Weakness

The phone has got short battery life as compared to the previous brands. Besides, it is very slim. For those who do not like slim phones, find this a disadvantage; however its workability is excellent. Even though the product might pricy, it is important to argue that it deserves it (Webster, 2016).

Opportunities

Despite its price, this product can be accepted into the market easily because living standard of many people has increased, and so they can easily afford the product. There is a considerable demand in the high-tech devices across the world, this is because of increased white-collar jobs, therefore, people acknowledge this part of technology and so, it will eventually get into the market without struggle (Webster, 2016).

Threats

iPhone SE is facing one main threat, and this is fluctuation of prices in the market. At times, prices might be low, hence an increased demand, however, at times, the prices of all technological devices in the world might go up, hence causing people to shun from buying the product. In other words, since prices are fluctuant, it can be hard for the company to give it a price tag that might favor the product constantly (Webster, 2016)

Portfolio to deliver the initiatives

To deliver this plan effectively, this company will revisit the general concept of its market intermediaries. This will be done by the company’s focus on issues such as refurbishing its resellers. Also, the company will opt to target the Apple’s Authorized sellers more than the Apple’s premium resellers. This is because, from the previous observation, their authorized sellers have been noted to bring forth more returns to the company than the Apple’s premium resellers. (Dormehl, 2016 )

Secondly, the plan aims at ensuring physical distributors have also been reconsidered into the system. Here, to add to the direct physical distributors through which the company has been majoring on for returns, the plan redirects that the company will major on online distributors more, since this as per practical consideration, has brought about more returns into the company. This can be proven by statistics made by reliable sources, affirming that many people have today majored their business online (Carlton, 2016).

Customers

Even though the company has a considerable number of its customers, there is a need to include technical support team, so as to make a proper follow-up of the Apple’s product from its stores to the consumers. One advantage to this is that customers will feel more or less connected to the company; hence they will be overwhelmed by feeling of them being part of the company. It is a very pertinent way for the company meeting its goal. Besides, in this plan, the company has decided to start focusing on the business markets to a greater degree. It should be noted that previously, the company concentrated on customer-oriented markets alone, however business –oriented markets will be found through this plan (Dormehl, 2016)

In addition, the plan will recognize government-oriented markets. In this regard, the Apple will allow governments to purchase the Apple’s products for their consumers, such as employees as well as public service servants. This will be offered for a very special price plus other privileges. Lastly, and more importantly, the plan will as well recognize international markets since through these international markets; the company will easily establish new resellers as well as stores in other countries. To that point, it is worth agreeing that this company will have the ability to control customers not only on the local platform but also to an international level.

Priorities

The company has allowed for internal warrant policy, and so this is one of its priorities in attaining its market acceptance as expected. Besides, another opportunity of the product will be, due to Apple’s image, many entrepreneurs will love to be associated with it. Therefore, the company will not struggle looking for distributors and sellers. Nonetheless, the company is also very much innovative to the extent that it has offered to sale on special terms plus adding other privileges to the countries that will open up as a government-oriented market.

Areas to improve

The company has noted the frustration through which swiping technology has been causing to the users of iPhone SE, so several measures have been put into consideration to rectify it. The company will make strategies to eradicate counterfeit products as far as it can. Lastly, it aims at producing the product in more different designs and bright, attractive colors so as to fit the desires of people worldwide (Carlton, 2016).

The future situation

Outline of the opportunities

The company’s market segment is as follows:

(Webster, 2016).

The profile of target market

One important thing is that, this company’s target segment is not the same as its competitors’. The company primarily targets all customers, and so gives customers the power to engage in decision making, hence helps in making the Company’s product more technical. Through this, it should be agreed that, the iPhone SE is more much superior to other gadgets. When it comes to service differentiation, the warranty of the company covers all nations, or it could be said that the company’s warrant is available internationally. This is important since it gives its customers a security for their money.

Positioning strategy

The company understands how to cater for clients or customers by providing more and more for them in regards to higher values at a considerable price. In this case, it can be noted that the product has helped the manufacturing segment to specialize on the segment that customers are contented with, which then gives them an opportunity to produce products accordingly. It is through the positioning strategy that Apple’s revenue is noticeable, as in the following graph.

(Betz, 2016)

After the few weeks in the market as noted in the graph, it can be agreed that much are yet to be expected. If the plan is implemented accordingly, its graph will ascend continuously. That being the case, it can be added that since the other plan never reached the company where it was supposed to, this one will make a big difference.

Moving from marketing plan to the delivering results

The best way to do this is to ensure branding is done as expected. The brand name of this product is iPhone SE, and lucky enough, the brand is very much famous. Apart from that, the brand has received quality standard of the American market. That being the case, it should be noted that the product is well considered to be of high quality (Betz, 2016).

How to overcome the company’s problem

As started, both the company and the product need some urgent consideration, to rectify its unstable condition. The first resolution to the problem will be to seek more stakeholders, those who will invest and take the product to the clients as expected. Secondly, the plan aims at seeking more customers. These customers would ensure the business-oriented markets, government-oriented markets have been achieved so as to make the already market of the product more acceptable in the world. If that is not enough, the plan seeks to increase whereabouts of the products in the whole world by the way of advertisement (Wylie, 2016).