【正文】 T, Verizon, Sprint and Cellular One ? large enterprise software firms where information is critical to the end user. Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Objectives Target Market (cont.) ? Secondary business target is midto midsize corporations that want to help managers and employees stay in munication or access critical data on the go. ? Market segment will consist of panies with $10$50 million in annual sales. Positioning ? Using product differentiation, positioning the iPhone as the versatile, convenient, valueadded device for personal and professional use. ? Focus on the convenience of having one device for munication, but also music, pictures, and video, and full Inter access. ? The iPhone will be promoted as both professional and hip. . Apple iPhone Marketing Plan ? Executive Summary ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Mix Strategy Product ?Full year warranty along with an optional threeyear Apple Care warranty ?Same taste as all other Apple products ?Special edition version to be launched (including the iPhone Beatles edition celebrating their 40th anniversary) ?Launching a cheaper version in 2021 with less advanced features along with a more advanced version for professional use ?Adding the following features to the iphone (large disk storage capacity, lower weight, thinner device, long battery life, 4G wireless, GPS and improved camera) Apple iPhone Marketing Plan ? Executive Summary ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Mix Strategy Price ?Set the base model at a cheap price of $349 ?A more advanced model for $399 ?Special limited edition Beatles iPhone for special prices ?Generally lower our prices to ensure we establish market dominance in as short of time as possible Apple iPhone Marketing Plan ? Executive Summary ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Mix Strategy Place ?Massive rollout worldwide at all reputable major retailers ?Massive rollout Online, Showrooms and in all cell phone providers ?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 ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Mix Strategy Promotion ?Integrate Apple message of revolutionary munications and audio/visual experience together in all media advertisements ?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 ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Research ?Four age groups will be targeted: 1520 years, 2025 years, 2545 years, and 45 years and up ?High School and College aged people will demonstrate social uses ?The 2545 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 wellrefined group Apple