Marketing Plan of Apple II

Situational Analysis

Internal Environment

Apple is very famous for developing highly technological based and innovative products. Apple gained huge success and reputation through its MacBook and iPods thus gaining a brand name for Apple. Apple has the tangible resources which include human, technological, capital and intangible resources which include brand name that will be helpful in gaining success in mobile communication industry through its product iPhone 4.

Product

“A Product is anything that can be offered to a market for attention, acquisition, use that might satisfy want or need” (Kotler 2007). A product created must be based on want and desire of consumer which satisfy their need. Thus product plays an important part in the marketing mix.

Apple Inc designs and manufactures wide range of electronic devices, computers and computer related applications which include Mac computers and laptops running on Mac OS, iPods, iTunes and accessories. Their latest innovative product is a mobile phone called iPhone which is considered as a fastest, powerful phone as it integrates mobile phone, iPod and an internet device into a single platform or device. Thus it is considered as a revolutionary mobile phone which provides features of multi-touch interface, 3.5 inch widescreen and wireless connectivity to provide email, GPS. 

The company is financially very strong as it can be seen through profit generated in the past years from 2005 to 2008. In the first quarter of 2009 the company generated the record revenue of 10.17 billion dollars with profit of 1.61 billion dollars.

Apple Inc is known for the development of innovative products. Apple has created a brand name all over the world through its products such as iPod and MacBook.

Channels

Apple channel of distribution includes retail outlets, resellers and direct distribution.

ü  Retail outlets: Consumers can purchase iPhone from exclusive retail outlets. There are over 200 retail outlets of Apple across the world.

ü  Resellers: Consumers can purchase products from premium resellers, professional resellers, solution consultants and authorized campus store.

ü  Direct Distribution: Consumers can purchase iPhone directly from Apple store via online on its website apple.com.