Arab Academy for Science, Technology

and Maritime Transportation

MBA Group H

Apple iPhone Marketing Plan

Group Assignment
Ahmadullah El-Hadidy
Basem Gaber
Hany Abdulwahab
Kareem Raslan
Moustafa Hanafy
Tamer Yousif
Apple iPhone Marketing Plan
Executive Summery

Situational Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Political Situation Marketing Research
Taxation is something that governments put and Apple should be Implementation
study this as country by country case to anticipate profitability, Budget
and pricing strategy. Control
Importing laws in the world are in favor of trading.
Countries are very variable in stability of, so we should study
each country case by case.

Economical Situation
Economical growth world wide is in a big recession which need
careful manipulation
Potentiality of the market is decreasing but it is higher than any
others in the Telecom sector.
Apple iPhone Marketing Plan
Executive Summery

Situational Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Socio-Cultural Situation Marketing Research
Population growth leading to expansion of the sector needs for Implementation
cell phones. Budget
People depend more an more on mobile communication Control
everywhere.
There is educational growth in the world.
Cultures 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.
There 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
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Technological Situation Marketing Research
Level of technology in the world is increasing. Implementation
Internet level of awareness & usage for individuals & industrial Budget
aspect are increasing worldwide. Control
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 phones
Level of usage of the E- Technology (online bidding, billing,
complaints, blogging etc) are high and trendy.
Apple iPhone Marketing Plan
Executive Summery

Situational Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Competition Situation Implementation
There are 19260 cell phone producer in the world, but there are Budget
more than 15 big companies competing at the world level Market. Control
Apple iPhone Marketing Plan
Executive Summery

Situational Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Environmental Situation Implementation
The global concern of the Global Warming issue & other Budget
pollution effects concerning the packaging material and Control
radiation of the cell phones
The demand of the international environmental approvals is a
must (if there is any)

Sales Situation
Cell phones industries are one of the most
profitable industries everywhere and the
Market is increasing
Apple iPhone Marketing Plan
Executive Summery

S/O Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Strengths Marketing Research
Innovative The iPhone has an innovative touch screen. It also has Implementation
many functions of other mobile products all in one device Budget
Control
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

S/O Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Strengths Marketing Research
Brand awareness Apple is well known for cool essential Implementation
gadgets like the iPods along great technological innovations like Budget
the original Macintosh. Control
Apple iPhone Marketing Plan
Executive Summery

S/O Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Strengths Marketing Research
Price iPhone would be sold at a reasonable price for its Implementation
value. Budget
Control

Quality Scratch resistant screen durable and light

metallic finish - software suite resistance to computer
viruses.
Apple iPhone Marketing Plan
Executive Summery

S/O Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Opportunities Marketing Research
Increasing demand and expansion to a new target segment Implementation
As technology advances and smart phones get cheaper Apple will Budget
attract consumers and get iPod users to upgrade to iPhones. Control

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

S/O Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Opportunities Marketing Research
Partnerships Apple can collaborate with many powerful global Implementation
mobile phone companies to flood the market with iPhones, which Budget
reduces costs in marketing and increases revenue through long-term Control
agreement deals.
Apple iPhone Marketing Plan
Executive Summery

W/T Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Weaknesses Marketing Research
Image The Apple brand is not targeted towards business people Implementation
and does not have a reputation as being compatible with the corporate Budget
world. Control

Price Apple does not yet offer lower priced models for more cost
conscious consumers.
Apple iPhone Marketing Plan
Executive Summery

W/T Analysis
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Threats Marketing Research
Increased competition Smart phones are easier to make now Implementation
more than ever. More companies may enter the market, and Budget
competitors or even Apple contractors can maneuver around patents to Control
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.
Apple iPhone Marketing Plan
Executive Summary

Marketing Mix Strategy

Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Product Marketing Research
Full year warranty along with an optional three-year Apple Care Implementation
warranty Budget
Control
Same taste as all other Apple products

Special edition version to be launched (including the iPhone Beatles

edition celebrating their 40th anniversary)
Apple iPhone Marketing Plan
Executive Summary

Marketing Mix Strategy

Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Price Marketing Research
Implementation
Special limited edition Beatles iPhone for special prices Budget
Control
Generally lower our prices to ensure we establish market dominance
in as short of time as possible
Apple iPhone Marketing Plan
Executive Summary

Marketing Mix Strategy

Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Place Marketing Research
Massive rollout worldwide at all reputable major retailers Implementation
Budget
Massive rollout Online, Showrooms and in all cell phone providers Control

All 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

Marketing Mix Strategy

Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Promotion Marketing Research
Integrate Apple message of revolutionary communications and Implementation
audio/visual experience together in all media advertisements Budget
Control
Differentiate the iPhone against others is the touch screen
functionality

Emphasize Apple brand prominently and associate the

iPhone with the iPods groundbreaking lineage

Original but tasteful advertisements at the same time

A massive TV campaign is planned before launching the iPhone

featuring a soon to be legendary ad to be the talk of the country

Advertising will be appearing on a regular basis to

maintain general public awareness
Apple iPhone Marketing Plan
Executive Summary

Marketing Research

Situational Analysis
SWOT Analysis
Marketing Objectives
Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 Marketing Strategy
years, and 45 years and up Marketing Research
Implementation
High School and College aged people will demonstrate social uses Budget
Control
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

Marketing Research
Situational Analysis
SWOT Analysis
Marketing Objectives
This research will be done through surveys (via email campaign Marketing Strategy
through portals such as, iTunes and other on-line application Marketing Research
developed for the iPhone) and interviews (in Apple stores) with the Implementation
Budget
same age groups listed before
Control
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

Marketing Research
Situational Analysis
SWOT Analysis
Marketing Objectives
We will ask for feedback on iPhone features, and implement those Marketing Strategy
changes most important to the end user in the next generation iPhone Marketing Research
Implementation
Budget
We will allow users themselves to design their own ideal iPhone on-
Control
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

Implementation
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Compensation system Marketing Research
Incentive pay for every non reject phone they produce Implementation
each worker $5000 each year for best practice training Budget
Control
use control measures to closely monitor
quality and customer service satisfaction
consumers 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

Control
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
To plan our strategy we will meet monthly with the board of Apple, Marketing Research
present our information, and make a proposal for continued marketing Implementation
Budget
efforts. Before each meeting our team will meet in private, with each
Control
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.