Individual Marketing Strategy Report

Individual Marketing Strategy Report Essay example
Masters
Essay
Marketing
Pages 12 (3012 words)
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Marketing Strategy Report: Apple Inc. BY YOU YOUR SCHOOL INFO HERE DATE HERE EXECUTIVE SUMMARY Apple, until 2012, had experienced considerable brand loyalty from several target segments associated with the iPhone and its many upgraded versions. However, recent lack of focus on innovation in product development has eroded some of the firm’s competitive advantages as the iPhone is no longer competitively unique and thus is unable to effectively differentiate…

Introduction

To combat this growing consumer discontent with Apple’s iPhone, it is recommended that Apple redesign its promotional strategies to include lifestyle-relevant celebrity endorsers, change its current pricing structure, and emphasise more on the tangible product benefits as part of the marketing mix to regain competitive advantages and revenue growth. Apple must first, however, identify the psychological and sociological characteristics of its primary profitable market segment, the Achiever group, to accomplish gains in restoring the brand’s reputation. TABLE OF CONTENTS 1.0 Introduction................................................................................................................ 2.0 Situational analysis..................................................................................................... 2.1 PEST analysis................................................................................................. 2.2 SWOT analysis............................................................................................... 3.0 Differential advantage................................................................................................. ...
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