GROUP MARKETING PLAN
Team Marketing Project
The following marketing plan will outline a clear proposal for a new product line to the Apple Company. Currently Apple’s performance as a leader in the technology world has been a success. Apple is the dominator and now they plan to even target people that live alone. Apples current product offering and marketing strategies have become effective in attracting new customers to its already known brand name.
Apple wished to still be a leader in the technology world and target those who live home alone; the following marketing plan will provide the necessary marketing strategies that will help Apple boost its position as still the …show more content…
Secondly, for the competitive advantages, because in Australia the technology and the internet are very normal and useful, most of people who live in Australia are already very used of using internet and high-tech products. Australians are very wild about take in new product, especially technology products. So for this situation its really a advantage of our product move in to Australia.
3.2. P.E.S.T.L factors – the macro environment
Australia has been considered one of the most highly ranked countries in the report by The Economist Intelligence Unit. Economic factors, political and social are broken into 15 sections for which the report bases its rankings into for the countries around the world. Australia had come in 9th place with Scandinavian countries and Canada placing higher in the top rankings. Over 165 countries are broken down and looked at their state strength and governance, history in unrest, economic stress, levels of development, unemployment, and growth is GDP per head and public trust in political institutions.
Australia’s political view has been recognized by other countries as a strong market leader and a valuable country to have free trade agreements with. All Australians can see that this is a huge benefit to the Australian economy. An increase in trade agreements means more jobs and security for the
Although Australia remains geographically isolated from the world, international trade still remains a main factor that allows Australia’s economy to prosper. Australia’s long history of trade has created tight links and connections with other nations. Being a member of many worldwide organisations, Australia has produced many free trade agreements with countries around the world. However, recently Australia has seen a change in the composition and direction of its trade and has developed a strong trade link with the Asia-Pacific Region.
Apple was established as an IT company dealing in exclusively in computers. However, competition in the technology sector forced the firm to focus on other consumer products. The diversification strategy has seen Apple’s sales grow tremendously in the last decade, earning the firm the No. 1 brand position at Forbes. The Apple brand is recognized on an international scale and enjoys a strong recognition thanks to its aggressiveness when it comes to creativity and innovation (Tar, 2013). It has a large number of loyal customers who would purchase the new products regardless of the market price, which guarantees profits from the new division.
Australia and Australians naturally pursue to advance and maintain the security, economic prosperity and advocate our liberal democratic values by committing and showcasing them internationally. These three aspects are crucial and considered Australia’s key national interests due to their importance and essential benefits. Defence can support and aid us in recovery when we face unpredictable events of adversity. Our liberal democracy demonstrates a strong belief and core system which allows Australians to have political and economic freedom whilst having an approach to international affairs. Australia’s liberal democracy is also strongly linked to and requires a stable and resourceful economy in order for it to function. This enables
Apple wants to expand sales to clients who do not own products. Produce hassles free products for the enjoyment for customers. Become the leader in the mobile market. Strategy: Expanding the company’s distribution network to hit more consumers. Continue to invest prudently in Research and Development. Become the mobile leader.
With a GDP of over $1 trillion USD, the Australian economy is among the largest in the world (Cornett and Saunders, 2014). Australia is trading partners with the United States, China, and Japan, but their economic ties are mainly centered in the Pacific Rim. Exports are crucial to the country’s GDP and this has created problems regarding sustainability in the Australian economy.
Asia Pacific Economic Cooperation (APEC) is the pre-eminent economic rally in Australia’s region. APEC’s goal is to drive an extensive trade and investment liberalisation and facilitation agenda. It is focused on structural reform as a means of raising competitiveness and the efficiency of trade and investment flows. It has helped Australia with building and strengthening ties with other countries such as Brunei, Singapore, Philippines and other countries in the region. In 2009, 70% of Australia’s trade is with APEC countries.
I learned that Apple is a juggernaut when it comes to their technological products and marketing goals. Apple focuses on the needs of customer’s light years ahead of their competition and even before most consumers have realized they want Apple’s products. Through their innovative marketing involving social media, word of mouth, Apple Stores they have convinced consumers about the high value of their product even lending to the formation of a “Mac cult” for its diehard fans. The way ahead for Apple is not to lose sight of its brand loyalty and continue to service the customers and entice them with the brand’s prestige. Even with the death of Steve Jobs, I believe Apple forge ahead to differentiate itself from the markets they are in.
Issue 02: Apple is a wildly successful company that generates billions of dollars in profits every year. This is one of the strongest examples of how a company with the right strategy, great products, a strong leader and the willingness to take some risks can become vastly successful. The market in which Apple is strong has intense rivalry for market share. Apple is challenged with staying ahead of its competitors and maintaining long-term relationships with its customers. In order to stay ahead of the competition Apple is forced to keep product innovation a top priority. I would maintain a Blue Ocean Strategy to market our product and maintain our competitive advantage (McGraw-Hill Irwin, Page 152). The company has a strong and loyal customer base which will allow Apple to concentrate the focus to highlighting the features of our products. I will not focus on what our competitors can and cannot do; I will focus the attention to the benefits of having Apple products. Strategic marketing campaigns highlighting the different uses and features of the popular iPhone and iPad will headline the campaign.
The second key national interest of Australia is the economy. Australia’s capital, jobs, standards of living, technological innovations and social advances rely substantially on exports and commodity values within Southeast Asia and the Pacific (Department of Foreign Affairs and Trade 2016a). The stability of South East Asia and the Oceania
72% of Australia’s two-way trade is within the APEC countries. Like the G20, this trade relationship is quite significant. Australia’s single top import is personal travel services, however overall most of what Australia imports is petroleum products and motor vehicles. It’s appetite for refined petroleum increased by 12% over the past 5 years. Australia’s top exports are its natural resources, iron ores, coal and natural gas. (Australian Government: Department of Foreign Affairs and Trade, 2014)
Even though Apple has encountered many setbacks, it continues to bring new and improve products to the market. Apple’s competitive strategy has been innovation. They have made an extraordinary effort developing, implementing, and executing its very unique strategy through innovation which has resulted in new product, and the enrichment of the existing ones. More specifically, Apple attempts to meet and supply the needs of a global market, by offering eager and enthusiastic consumers with innovated and high-quality products and services. Apple has employed a differentiation strategy linked to innovation with its three core products (computers, personal media player, mobile phones, tablets and other accessories). A key piece of their strategy involves meeting the needs of the converging digital electronics and computer markets. Apple has elected to implement its strategy by designing and developing proprietary operating systems and software technologies, thus allowing for strict protection of its intellectual rights.
Apple has done an excellent job of developing a very distinct strategy through industry leading innovation. This strategy has allowed them to be the frontrunners in new product introductions and the improvement of existing products. Apple has employed a differentiation strategy in an attempt to meet the needs of a global market by offering customers innovative new products and improved existing products. An important part of their strategy involves meeting the needs of the evolving digital electronics and computer markets. Apple has chosen to implement its strategy by designing and developing its
Nowadays, Apple has positioned itself to be an innovator in the personal computer industry and Apple has developed by offering modern products compared to its competitors. According to Apple’s mission statement last year, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.” (Business Management,
Apple has always been something of a trendsetter in the tech space. Its product history since Steve Jobs’s return in 1997 gives us a solid list of examples to choose from, from its very first iPod, to Apple’s PowerBook (and later MacBook) lines, to the iPhone and the iPad. Apple’s history is dominated by products that existed before Apple had a crack at them - but it was Apple who simplified them, made them appealing on a much wider scale, and ultimately made them objects of desire for the masses.
Globalization has led to greater inequality in Australia. It could be due to increased trade and growth, and capital liberalization doesn't work in favor of the poor. Governments are supposed to reduce the negative financial market positions and not impose any such policies that would enhance those situations. Instability can cause deterrents for both firms and governments in the same manner. Interest rates being on a rise can reduce investment and a volatile currency will discourage exporters, especially the smaller firms that do not have any financial expertise to guide them. Expansionary policies will also be affected as the cost of borrowing increases. And these pressures on the government demand that it lower taxes and increase incomes, at the same time cutting the government's own spending patterns,