Marketing Plan of Apple V

Executive Summary


This report is basically about the marketing plan for launching Apple iPhone 4 in Australian market. The marketing plan is explained with the help of marketing objectives, Critical issues, Porters five forces model, and SWOT analysis of the product, Marketing strategies, and finally recommendation for change an implementation.

Different methods are used to analyze the different aspects in this marketing plan, SWOT and Porters five forces analysis are used. Different marketing strategies such as promotion strategy, pricing strategy, distribution strategy etc are used.

Apple has a good opportunity to capture the Australian market by launching the iPhone 4. People in Australia are very much high spending and almost 72 % people use cell phone these all factors can definitely lead to success of iPhone 4 in Australia.



Marketing objectives.

The primary or the main objective is to launch the iPhone 4 sucessfully in the Australian market. The other objectives include.

 To generate revenue which can cover total production costs and improving profits and market share by using marketing activities among existing iPhone users who are interested in using 3G technology and the users who are interested in using single device which integrates features of iPod and mobile phone.

 Maximizing advertisements so as to increase awareness of the iPhone 4 and preventing the cannibalization of the existing iPod sales and growth.

 Promotion of iPhone 4 at Apple stores by providing free demonstration.

 Improving and maintaining satisfaction of the consumer.



Mission Statement


The mission statement for Apple that I suggest is “We differentiate ourselves through excellence and constant innovation in order to meet the exceeding demands of changing global economy”.




Critical issues.

Following are some of the critical issues which should be considered by Apple.

o iPhone 4 is basically a highly innovative product, so there is a risk that there can be a technical problem.

o Apple should tie up with Telstra, Optus etc which are known retailers in Australia for cell phones.

o Apple has a major threat from Nokia and Samsung they have the maximum share in this market globally.

o The nature of this market is highly volatile.