Uop Mkt 421: Marketing Plan Phase I

Marketing Plan Phase I MKT 421 April 14, 2013 Lisa cox Marketing Plan Phase I Organizational Overview orchard apple tree en figureled the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the intentness in innovation with its award-winning computers, OS X operating body and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable unison and video players and iTunes online store, and has entered the mobile holler market this year with its revolutionary iPhone (Apple, 2013). This missionary post statement fork overs a quick overview of Apple and how the fraternity has become a healthy-known work in some(prenominal) homes and contrastes around the world. The main conjunction store is located in Cupertino, California, but the service does non gunpoint there. There atomic number 18 390 retail stores ope n around the world (Campbell, 2012), and the net profit has provided Apple with the ability to fulfill the supply and demand of its overlaps to anyone, anywhere. The ability to provide products to individuals each(prenominal) over the world is important to a company with many incompatible product lines.Apple provides consumers with a variety of products that range from iPods, iTunes, iMacs (laptops and desktops), iPads (tablets), iPhones, Apple TV, iCloud (virtual storage), and many another(prenominal)wise accessories and applications for each of these product lines (Apple, 2013). However, the one product Apple has tho to release is the iTooth, a wireless ear piece for talking on the phone, listening to music, and several other tasks. New Product Description The iTooth headset vaunts highly compact and light-weight construction, voice activated travel toing and respond, fast recharge, wideband audio and dual Noise Blackout microphones.The headset is compatible with all t archaic iPhones and other Apple products and provides additional support for advanced Bluetooth features such as call delay and voice-activated dialing. Just pair the iTooth with your Apple pulls and enjoy the rewards that argon in store. Since the iTooth is voice activated there is no claim to push a button any much, to answer the phone just simply plows what you want it to do and the iTooth allow for do everything for you. When you connect the iTooth to your Apple device you atomic number 18 red ink to have a secure connection.No film to worry about the device losing your connection to the iTooth. We argon introducing the new Importance of Marketing If any business is to be supremacyful, it must announce or take for known its product to the possible buyers. After all, Gillette, the founder of the Gillette razor empire was fond of verbalize All business is 90% advertising. With Apple it is no different. For us to be successful, consumers must know about our product, its advantages over competition and what makes Apple different from other companies that be in the same marketplace.Essentially, trade for Apple haves our name to be constantly on the consumers minds, to be associated with high quality, innovative products that are cool and hip. If the merchandising strategy is executed properly, chances are that will be reflected with higher gross revenue for Apple. Essentially, merchandise develops a strategy that directs a companys resources to expand its products, and is thus fundamental in the companys success. That is exactly what is happening with the introduction of the Bluetooth for Apple.By introducing this new product, all the while merchandising it in conjunction with our existing products, virtually notable the iPhone, we anticipate our sales to emergence accordingly. Additionally, we expect to increase our customer purse with the Bluetooth technology. To get the beat effect of marketing, Apple will incorporate a yearly, all-e ncompassing design for the entire business, with special concentrate on the Bluetooth technology. Basically, marketing will expose all our potential customers to our new product, which will give Apple an opportunity to be successful and proceed in further product development and introduction.Additionally, with full-blooded marketing strategy, Apple will continue to solidify itself as a strong brand name that is easily recognizable and reputable, all the while being associate with innovative technology and the cool factor. SWOTT Analysis Strengths unrivalled strength of the iTooth Headset is that it is an apple product so it is already considered socially and cosmosally acceptable to consumers. There are several features that will help with the success of its launch -It is Lightweight, for a comfort fit. It will not feel clayey or cause discomfort to the consumer. Voice activated dialing to allow users to speak to device to make phone calls and answer them too -Supports call deferraling and voice-activated dials for added benefit. Fast recharge so you do not have to wait a long time to recharge your iTooth, it will help well(p) time. -Wideband audio is to allow you several feet away from your mobile device. This will allow you to walk and talk around your home or work office. You go off be hands free to perform some of the other tasks you need hands for. -Dual noise blackout microphones allows for clearer conversations. You will only hear you and your phoners conversations.It can slice out decibels of background noise. -It is compatible with all Apple iPhones. Weaknesses A weakness the iTooth whitethorn have is that not everyone is well versed in the use of the voice activation feature on phones today so it will be a little more difficult to get those challenging consumers to get used to answering the phone without using a button. Voice activated answering is going to need a little getting used to since it is a new feature process. -Voice activated answering, not everyone may understand or know how to do this function, especially those who are mobile and technically challenged. Secure connection when connecting an iPhone to the iTooth may not be as secure as the user hopes, if they are challenged technically. Opportunities An opportunity I see in the devices would be the voice answering function. Being it is a new feature, there is a possibility another(prenominal) persons voice that is nearby may interfere or answer your phone call for you. How is the organization going to reassure the consumer that it is specifically the owner (users) voice that is going to answer the call and not somebody else? -Voice activated answering may be difficult to answer at first when trying to use the function for the first time.There may be a learning curve associated with it. -Phone losing connection to iTooth. What is the guarantee this will not happen? Threats There are other competitors who are also open up the same time of product and prov ide similar functionality. We need to make sure that we are marketing or show off all the pluses this product can do so we do not fall behind consumers to other competitors. -What will make this product stay out from other competitors? Marketing Research Approach To complete its marketing research Apple will employ various kinds of marketing research.From market research surveys and focus groups, to individual interviews, observation, and field tests. The essential statistics required are how much funds Apple customers are prepared to pay for iTooth. Based that information our marketing strategy will be composed. The surveys will be to the point and absolved that way we can study sample groups that symbolize the ideal market. The large the model, the more trustworthy our outcome will be. This will permit us to present the public with models of the product based on what the study groups liked.In-person surveys are very useful, but however they are expensive. Our marketing tactics are detailed with day to day course of action. This decision is necessary to hit the desired marketing approach. The new Apple Bluetooth will seek to increase sales by introducing the new products in the market the buyer base will grow when customers buy this new product. At the same time, old customers will be drawn to iTooth, as they see new ground-breaking features in the most recent product. This also will add to the sales, which will last boost Apples profitability.Another way of increasing sales is to go after the occasion shopper, especially during the holidays. Marketing research is any well thought-out attempt to collect data in relation to market and customers. It is an super important component of the overall business approach. The expression is frequently interchanged with marketing research though, specialist practitioners may want to draw a difference, in that advertising analysis is concerned particularly in relation to marketing procedures, whereas market researc h is worried specially with advertising.Market research is another make aspect. The marketing research provides a business an clear image of what kind of new creations and product could fetch revenue. For merchandise and services already obtainable, marketing research will be able to tell Apple if they are meeting their customers wishes and anticipations. By researching the response to a detailed inquiry, Apple will be able to gain knowledge whether they should alter their marketing excogitate or tweak their delivery technique in order to fulfill customer demand and wishes.Apples customers are the most important member on advertising plan of a business and general public wants are to be studied in great detail. After all, if the customers are not satisfied, there will be no profits. These marketing plains ought to pose with a gaze at the important customers and their desires. When Apple starts research into the potential customers, the demographics that they will concern themse lves with the most will be disposable income. well-nigh of this data is available online, especially through various government websites.Additionally most of this data is fresh, as it uses the 2010 census to arrive at the necessary data. quite often, the Department of Commerce will also have quite a bit of useful info that Apple desires in order to ace its ideal customers. References Apple. (2013). Apple History. Retrieved from http//www. apple-history. com/faqfaq_1500 Apple. (2013). Product Images and Info. Retrieved from http//www. apple. com/pr/products Campbell, M. (2012). Apple to open up to 35 new retail stores in 2013. Retrieved from http//www. appleinsider. com/articles/12/10/31/up-to-35-new-apple-stores-set-to-open-in-2013