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.

: Boycotting American products in the Islamic world) . • There is educational growth in the world. this fact needs to be considered.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. • Culture’s perception of the technological devices is positive worldwide. • There are different social views that may affect product should be considered (e. • Budget • People depend more an more on mobile communication • Control everywhere. • Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones.g.

complaints. • Implementation • Internet level of awareness & usage for individuals & industrial • Budget aspect are increasing worldwide. .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. hospitals and other institutes are increasing and can be connected to cell phones • Level of usage of the E. • Future plans for technological linkage between cities.Technology (online bidding. colleges. billing. • Control • New technologies in the cell phones are increasing. blogging etc) are high and trendy. universities.

• Control . but there are • Budget more than 15 big companies competing at the world level Market.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.

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. Ease-of-Use – The all-new touch screen interface recognizes multi finger gestures. 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. . 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 .

• 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 Strengths • Marketing Research Price – iPhone would be sold at a reasonable price for its • Implementation value. .

. • Control Upgradeable – iPhone software allows new exciting features to be brought in which take advantage of the touch screen ability.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. Future versions will also be hardware upgradeable.

which • Budget reduces costs in marketing and increases revenue through long-term • Control agreement deals.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. .

.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. and • Budget competitors or even Apple contractors can maneuver around patents to • Control create similar devices. . More companies may enter the market. but phone prices are almost certainly going to fall when other companies undercut the price of iPhones. Downward pricing pressure – The iPhone is marketed as a high- end phone.

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 iPod’s 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. 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 . 20-25 years. 25-45 • Marketing Strategy years.

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. as they are our best customers. 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.

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 .

Before each meeting our team will meet in private. • Marketing Research present our information. The final proposal sent before Apple is the result of that meeting. . we will vote on the best one or come to a compromise. and make a proposal for continued marketing • Implementation • Budget efforts.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. After the initial proposals. with each • Control person presenting their own proposal based on the information they have learned.