Executive Summary Apple Inc. is an information technology company with a wide range of products which include cellphones, computers, tablets, television products and wearable devices. According to Aljafari (2016), “Apple Inc. was established in 1976 as a computer software and hardware company, since then Apple has transitioned into the creation of other technological devices and has established a chain of retail stores to provide their customers with a better buying experience”. Apple products are sold through its retail stores, online sites, and third-party wholesaler and retailers. Apple’s mission is committed to providing the best innovations and technologies in the world. The company is also committed to protecting the environment, to ensure good health and safety of the company’s employees, customers and the global communities where they are established (Capilla, 2011). However, the company is dealing with image issues after attention was drawn on the unsafe working conditions in some of its factories in china [CITATION Zoe18 \l 1033 ]. Therefore, this report highlights an important marketing plan that will help Apple resolve its management and marketing issues.2.0 Situation AnalysisCommunication, bill payments and online banking include some of the reasons why the demand for personal computers and mobile phones have increased over the years. For Apple to continue taking advantage of this lucrative industry as well as remain competitive, it is very necessary for the company to solve technological issues and continue to invest in Research and Development. Also, consistent advertising could help Applemaintain its position in the market. To increase MARKETING PLAN FOR APPLE 3market share in the technology market, Apple must develop cheaper products for low income consumers.2.1 Market SummaryApple is popularly known as an innovator in the personal computer and electronics market. Eventhough Apple experiences great competition from its rivals, the company capitalizes on its core competencies to stay ahead of its competitors. Apple designs and develops its own operating system and hardware unlike like its competitors including Samsung and Motorola, who use Google’s operating system known as Android.Target marketsMiddle and upper-class consumersStudentsProfessionals in media and design2.1.1 Market DemographicsThe profile for the typical Apple customer consists of the following geographic, demographic, and behavioral factors:GeographicsAccording to Apple’s 10-K financial reports for the year 2018, Apple has good continental presence. The Company operates in the Americas, Europe, Greater China, Japan and Rest of AsiaPacific. With reference to The Americas, this includes both North and South America. With regards to the Europe segment, this includes European countries, as well as India, the Middle East and Africa. Pertaining The Greater China segment, this includes China, Hong Kong and Taiwan. The Rest of Asia Pacific segment includes Australia (Apple, 2018). MARKETING PLAN FOR APPLE 4DemographicsApple products are not gender restricted, both males and females utilize these products. However, since Apple products are premium-priced, only the middle and upper class can afford to purchase these products. However, both children and adults can use Apple products. Most of the time, children play video games on the iPad and adults normally use the Iphone and Macbook to work and communicate.Behavioral FactorsApple products are high-end products. Users of Apple products are willing to spend huge amounts of money just to maintain a certain class in society. According to Maslow’s hierarchy needs, being an owner of an Apple product means satisfying one’s esteem need. For instance, in Ghana, a lot of people buy Apple’s products to show-off their wealth. Moreover, Apple’s after-sales service is something to write home about, so users are inclined to stay loyal to the brand.2.1.2 Market NeedsApple provides its users with a wide range of products in order to satisfy its customer’s technological needs. The company endeavors to achieve the following benefits that are key to its users.QualityApple products are expensive, so customers deserve value for their money. No one is willing to spend so much on a product that is not durable.Well-thought-out designsIn order to stay relevant in the technology market, product design must be taken into critical consideration. Apple’s well-thought-out designs is a reason why the company is a serious threat to its competitors. Apple’s innovative team has helped the company stay MARKETING PLAN FOR APPLE 5relevant over the years b


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