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Marketing Management And Digital Communication | Apple Macbook

Introduction

Marketing plan seems to be a comprehensive document which can outline the business advertising as well as the marketing efforts those have been planned for the coming year. It describes various business related activities those are needed to meet the specific marketing objective. In this report, the learner has focused on MacBook, a product of Apple. It is a multinational technological company in America. MacBook is one of the most popular products of them. Apart from it they have other renowned products like iPod, iPhone, iPad, Apple Watch and so on. They have 498 retail stores throughout the world. Their  yearly revenue is US$215.639 billion (Apple. 2017).

 

 

1. Steps in writing a marketing plan

According to Williams (2017), the business organizations usually create marketing plan for a year only, but some of the plans cover long time. Building up a proper marketing plan is not at all much easy. It needs high experience and knowledge about the market along with proper data about the current market situation. It includes some important steps in it.  First of all, Hansen (2017) has stated that Apple should identify the reason for what the customer would attempt to buy MacBook. It means, the company should describe all the features that make MacBook different from other laptops.

Gupta (2017) has opined that the next step is all about to identify the customers. Other than that, the competitors should also be identified as they can target the same customers of Apple. Several options are there in the market for the customers while buying laptops. Therefore, Apple should point out to some of their special features which cannot be found in others. After that, it is needed to make a draft about the brand positioning statement. Johnson & Garvin (2 ........

t, the learner has focused on MacBook, a product of Apple. It is a multinational technological company in America. MacBook is one of the most popular products of them. Apart from it they have other renowned products like iPod, iPhone, iPad, Apple Watch and so on. They have 498 retail stores throughout the world. Their  yearly revenue is US$215.639 billion (Apple. 2017).

 

 

1. Steps in writing a marketing plan

According to Williams (2017), the business organizations usually create marketing plan for a year only, but some of the plans cover long time. Building up a proper marketing plan is not at all much easy. It needs high experience and knowledge about the market along with proper data about the current market situation. It includes some important steps in it.  First of all, Hansen (2017) has stated that Apple should identify the reason for what the customer would attempt to buy MacBook. It means, the company should describe all the features that make MacBook different from other laptops.

Gupta (2017) has opined that the next step is all about to identify the customers. Other than that, the competitors should also be identified as they can target the same customers of Apple. Several options are there in the market for the customers while buying laptops. Therefore, Apple should point out to some of their special features which cannot be found in others. After that, it is needed to make a draft about the brand positioning statement. Johnson & Garvin (2017) have emphasized on the making of marketing budget as well. Other than that, a marketing plan should also include the analysis of present situation, targeting the audiences, strategies and tactics for the marketing. Apart from that, Apple should focus on their promotional strategies as well. Maximum promotion and good public relation may make their product more popular in the market. However, this report has included marketing mix strategies, objectives, mission, action program and so on.

2. SWOT and competitor analysis

SWOT analysis

As stated by Grant (2016), SWOT analysis is a tool by which the marketers may understand the strengths and weaknesses for their products. In addition, it also identifies the opportunities and threats. It helps to carve the sustainable niche for the market. However, the SWOT analysis for MacBook is as follows:

Strengths:

The major strengths of MacBook are its design and brand name. As other products of Apple, Macbooks are also very attractive in their looks. Other than that, Apple itself is a big brand. It has huge followers and they would prefer to buy MacBook only because of the brand name.

Weaknesses:

Two weaknesses have been identified. MacBook has its own operating system and it cannot support other operating systems. Therefore, it is a limitation of it. Besides that, it is a costly product, thus only people with higher income can afford it.

Opportunities:

Abraham & Agrawal (2017) have commented that most of the people have their own internet connection. It is obviously a positive side for the companies like Apple as it increases the chance of buying more laptops or Macbooks.

Threats:

First of all, higher price is the biggest threat for this product. Apart from that, existence of Smartphones, tablets can reduce the demands of MacBooks.

Competitor analysis

According to McDonald & Wilson (2016), competitor analysis in marketing is all about to assess the strengths and weaknesses of competitors. In case of Apple’s MacBook several competitors are there in the market. Other than that, Apple owns their iPad series. It is sufficient to attract the technology lovers. Even, it can directly influence the sale of MacBook as well. Besides that, HP and Dell are the two major competitors of Apple. HP is highly efficient to understand the current requirements of the customers. It is an advantage of the company. On the other hand, HP may offer limited discounts which would discourage the customers to buy it.

In terms of Dell, it provides high quality of products as well as services which mainly target to the mature market. It is definitely a positive point for Dell. On the other hand, limited number of customers may decrease their selling capacity.

3. Mission

The current mission statement of Apple seems that it designs Macs which is the best personal computer throughout the world. In addition, they have made the operating systems like iWork, iLife, X as well as professional software. The company leads in the music sector as well by their two revolutionary discovers such as iPods as well as iTunes, the online stores. The company has reinvented mobiles phones with the revolutionary Apple store and iPhone. Other than that, it defines the upcoming mobile media as well as the computing devices along with the iPad (Apple. 2017).

Though this mission is different from the original mission statement of Steve Jobs. The previous mission statement has declare as the company wants to contribute something in the world with the making of several tools for the advanced minds of humankind. However, whatever is the differences in both the missions, a common fact has been noticed there. Both the mission has a goal to make the company a leader in the technological sector. Thus, it should be agreed that it has become almost true also.

4. Set 3 marketing objectives and 3 financial objectives achievable within the first 6 months of the product launch

Marketing objectives:

Objective 1:

To innovate the movement of upcoming technology

Technology is changing quickly and even a reputed brand can be left behind. Therefore, it is highly recommended for the companies to make such contribution in technological sector thus no one can forget the brand. Apple has decided to improve their MacBook as people find it updated and interesting all the time.

Objective 2:

To expand a nationwide chain

Apple is already a well known company in the world. However, while launching the MacBook, the company has decided to sale this products by franchisers as well.

Objective 3:

To make the products available in all the retail stores

Initially, MacBook may not be reached all the retail stores of Apple throughout the world. Yet, the company has ensured that within few months they would make MacBook available from any place and all of their outlets.

Financial objectives:

Objective 1:

To increase their  half yearly revenue up to 30% with the selling of MacBook

The company has high expectation to MAcBook. Thus, they are expecting that this product may help to increase their yearly revenue. For examining it, they have planned for a half yearly audit which would be made within the coming six months.

Objective 2:

To recovering the manufacturing and advertising costs within six months

The company has decided to recover all their manufacture as well as promotional costs within six months from the selling amount of the product. The company is quite hopeful with the product and they are expecting that at least a big amount of those costs would be recovered within six months.

Objective 3:

To make huge profit from the beginning

As it is a well known brand in the market, therefore the company is quite confident about their profit level. Hence, they are expecting to earn a large amount of profit within next six months.

5. Formulate a detailed marketing mix strategy and place particular emphasis on a digital marketing communication plan

Image result for marketing mix strategy

Figure 1: Marketing mix

(Source: Patil & Bach, 2017)

According to Liu et al. (2017), marketing mix includes seven Ps like product, price, promotion, people, place, process and physical evidences. Product here refers to the MacBook of Apple. It is a series of notebook computers which have several updated features. Place refers to all the outlets where the MacBooks would be available. Apple has decided to distribute it in each of their outlets worldwide. Promotion is one of the major factor in marketing mix. The company has decided to promote this product by using several media. Especially, the digital marketing would get the priority here. They would display the advertisements in their official websites and to other social networking sites too.

People refers to all the persons those are being involved in the plan (Williams, 2017). However, the company should provide special focus on the sales persons as after launching they have to face the customers. They should provide special training as they could answer all the requirements of the buyers. Physical evidence would be the logo of Apple as it may proof the authenticity of the product. Apart from that, printed invoices may work as the evidence. Process in marketing mix involves the nature of the company to convert the buyers into the loyal customers of them. The company is planning to attract the target market through strong public relation and attractive digital marketing strategies.

6. Present action programs designed to achieve the marketing and financial objectives

The company has decided to innovate the upcoming technology. It seems that the company wants to manufacture such products which would be exclusive in technology sector. For that they need to recruit a good team which would be full of technology experts. Other than that, the R&D department of the company should take more initiative thus more research on the products can be made.

Hansen, (2017) has commented that it is highly required for the companies to understand the needs of the customers. The company should know about the expectation and demands of the customers first before manufacturing a product. It may help them to achieve their another objective too as they have decided to expand their business. The company should take special care for the distribution. They have a motto to distribute MacBook in all their outlets in a worldwide basis.

On the other hand, their financial objective is aiming to increase their revenue. For that they need to maximize their sell from the beginning. Only strong marketing strategy can make this plan true. The company has decided to focus on the digital marketing and it would be most suitable for attracting today’s customers. Increment in sale may help Apple to recover all their manufacturing and advertising costs as well. Even, the company would be able to earn huge profit from the beginning as well.

7. Discuss the implementation and control of the marketing plan

Grant (2016) has opined that while processing the implementation of marketing plan, the managers should ensure that they have sufficient capital, marketing and human resources. While selecting the strategy for marketing the manager of Apple should be more conscious as it has significant impact on other functions of the company. They should ensure that none of the activities of the organization would be hampered. Some factors would be emphasized, such as leadership, organizational culture, coordination, structure of the organization, communication and  human resources.

On the other hand, controlling process of marketing plan involves some features. The managers in apple should set the value for indicators which needs proper observation. Other than that, the tolerance range should also be determined. The company should measure the value of indicators as well. The managers should make a comparison between the actual value and the planned value.

 

 

Conclusion

The overall report has discussed about the marketing plan of Apple while launching the MacBook in the market. Being already a reputed brand, the company has faced both the advantages and disadvantages. First of all, it is definitely an extra pressure on them to always manufacture products which can maintain their brand name. Other than that, MacBook already has several competitors in the market. Therefore, they have to develop some strong strategies which can help the company to earn the profit as per their requirements. The company has mainly focused on the digital marketing while developing promotional strategies for the product. Other than that, segmentation, targeting as well as the positioning plans have also been developed by the learner here.