Strategic Marketing Plan for(iPhone 4 in London) Essay

Strategic Marketing Plan for(iPhone 4 in London) - Essay Example Based on its established brand equity, Apple Corporation has the opportunity to skim the market with high prices in the UK market. However, once the upper class market has been catered, iPhone 4 can head for the mass market with low prices. This will expand iPhone 4’s life cycle over a longer period of time till the product itself matures. This report contains a detailed analysis of all the marketing and operational aspects of launching Apple Corporation’s iPhone 4 in the UK markets. 1. Resource Analysis The tangible resources available for the introduction of smart phone include the production facilities of the company which already exist. Apple Corporation’s main strength is its ability to develop hardware and software systems which it has developed through extensive Research and Development (Apple.Inc). The quality, method and organization of the current production process are already available. The production requirements can be met by existing state-of-the-a rt facilities. The marketing management process remains the same and the same distribution channels though which our competitors sell their smart phones, will be used. The IT systems are already developed which makes it easy to integrate with our customers and suppliers. The intangible assets available include our Goodwill in the market. The reputation of delivering the objects on time is also important. The key commercial rights protected by patents and trademark will work as an asset for our company. However, introducing this new smart phone will increase our labor cost by ?10 per person as more workers will be needed. The R&D department will need more labor therefore it will be increased by 500 men working at the rate of ?10 per hour and there will be 30 more employees for managerial work. As the existing production facilities will be used, there is no need of extra physical capacity. However, to improve and modify our facilities, a financial injection of ?500,000 will be needed which we will raise through debts as raising through equity will increase our interest expense. (Deutschman; Useem). 2. SWOT Analysis (Apple) Strengths (ReportLinker.com; iphoners.com) Apple stands on a strong foundation of Innovation through which it will introduce iPhone 4 with unique positioning. Apple’s phones are meant to be user friendly and with this ease of use, the company differentiates itself from the competitors who produce more complex versions of PDAs. iPhone 4 would be a competitive product and will be launched in the market with competitive prices through its competitive advantage of cheap raw material availability. The brand itself has long been established and therefore, the market will be highly receptive to new brand extensions. Weaknesses (ReportLinker.com; iphoners.com) Touch screen phone usage causes a medical condition called Gorilla Arm, which is caused when one holds his/her hand at waist length and continuous usage of touch screen phones may cause s uch problems. The consumers may therefore feel discomfort while using touch phones. Opportunities (ReportLinker.com; iphoners.com) Smart phones have a growing consumer base which is a good sign for Apple’s business as the new iPhone 4 can anticipate higher turnover rate. All the other brands such as Nokia, Samsung and especially Blackberry are positioned towards the corporate sector. iPhone 4 will be targeted towards a different and a larger market which can be

Final Business Model and Strategic Plan Essay Example | Topics and Well Written Essays - 1000 words - 1

Final Business Model and Strategic Plan - Essay Example The new product division will analyze the potential market for their products. They will use the available budget to conduct research that will provide insights about the competition in the markets and what the competitors are doing to win customers. In addition, the new product division will use the information received to build a strong company brand presence. Moreover the brand owners who include the brand manager and marketing manager will gather information about the prospective customers. They will conduct online surveys as well as group and personal interviews to find out about customers views and preferences, goals economic and financial status. Moreover, they will liaise with the IT department to come up with a website that will be sued to market the new product. The website will inform customers on the benefits of the product, the places where to purchase the product as well as the prices and discounts that will be provided for the product. In addition, clients can post the ir comments, recommendations as well as the challenges they have faced while using the product. Moreover some of the marketing promotions that will be used will include above the line and below the promotion. This includes the posters, newsletters, billboards, coverage on radio and television. The new product division will mostly use above the line advertisement for the purpose of reaching a massive group of people. The new product division will have an effective communication plan that will ensure effective communication both internally and externally. The new product division plans to have access to the agenda of the critical meetings by involving the senior executives to deliver on the presentations in regards to the new product division to get insights and feedback from them. The new product division also plans to have proper management by planning campaigns and tracking results and success. This will include monitoring performance of the new product