Basically, I need this entire template completed and the company I chose is about APPLEWAYMAKER...

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Basically, I need this entire template completed and the company I chose is about APPLE

WAYMAKER PRINCIPLES OF MARKETING (Replace this line with your name) Marketing Plan Template (Replace this line with your plan title) Marketing Plan Template (Replace this line with your title) Contents Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4Ps) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget Action Plan Risk Factors Attributions Executive Summary Do this section last. This short summary should provide a holistic overview of your marketing plan. All this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points: Company Description Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve. Target Segment Identify and briefly describe your target segment. Competitive Advantage Explain your organization’s competitive advantage. Positioning Statement Provide the positioning statement your marketing plan will apply. Marketing Plan Objectives List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc. Company Profile · Company Name: · Industry: · Headquarters (city, state, country): · Year founded: · The number of employees: · Annual revenue (estimated): · Major products and/or services: · Target customers: · Distribution channel(s): · Key competitors: · Link to website: · Link to Yahoo! Finance information page (for public companies): Market Segmentation & Targeting · What problem does your product or service solve? · Describe the total market for your solution: Who are potential customers? · What are the key segments within this market? · Identify and briefly describe 1-3 segments that this company serves. · Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities? Situation and Company Analysis Economic Environment Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like? Technical Environment The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence your consumers and competitors. Industry Environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use? Competitive Environment How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one? What is your advantage over competitors? Is the market large enough to support you and competitors? Political Environment Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate? SWOT Analysis Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below, remembering that Strengths and Weakness are INTERNAL to the organization and Opportunities and Threats are EXTERNAL (i.e., C-PEST that are not in their direct control). HELPFUL Ideas HARMFUL Concerns Internal Strengths · Does the organization have a strong brand presence? · What resources are available for marketing activities? · Does the company have unique products or services that satisfy the needs of its target market? · What makes the company's products or services unique? · What value is brought to customers? Weaknesses · Does the organization have a weak brand presence? · Are resources insufficient for marketing activities? · Does the company lack distinctive products or services? · Do current products or services fail to satisfy the needs of customers? · Do current products or services fail to bring value to customers? External Opportunities · What C-PESTs could the company try to take advantage? · Does the target market have any unfulfilled needs that the company can satisfy? · Are there emerging target markets with needs that the company can satisfy? · Are there ways the company and its competitors can benefit from working together? · Are there opportunities for collaborating with customers to build brand presence? · Describe and analyze if market demand is increasing? · Are there changes in the government regulations that will affect the company? · Describe any emerging global issues that will affect the company? Threats · What are the tactics that competitors use to pursue customers? · What are the strengths of the company’s biggest and or emerging competitors? · In what ways are the competitors’ products or services superior to the company’s offerings? · How are competitors likely to respond to any changes in the way the company markets? · Is the company behind in adopting new technologies for marketing? · Describe any ways in which international competitors are taking away market share? · What do customers dislike about the company? · Describe and analyze if market demand is decreasing? Mission, Objectives & Goals State the mission or business purpose: what the organization wants to achieve, in market-oriented terms. (Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people of all ages.) List three (3) objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, “To be the most popular theme park for international visitors.”) Convert objectives into specific marketing goals that are easy to measure and evaluate, e.g., SMART. (Example: The company’s goal is to increase market share of international theme park visitors by 10% within the next two years.”) Ethics and Social Responsibility Current Status It is no longer acceptable for businesses to disregard issues around ethics and social responsibility. Conduct research and briefly describe what your organization is currently doing regarding corporate social responsibility and pursuing sustainable business practices. Recommendations Based on your understanding of the organization’s goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue? Marketing Information and Research Research Question Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives. Information Needed Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem. Research Recommendations What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach? Customer Decision-Making Profile Identifying the Customer and Problem Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve. Factors Influencing Customer Decisions Provide a detailed profile of your target segment using at least three (3) of the following categories: · Geographic characteristics: e.g., location, region, population size or climate. · Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality. · Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs. · Situational characteristics: e.g., buying situation, level of involvement, market offerings, the frequency of use, brand loyalty. · B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity Reaching the Customer Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit. Positioning and Differentiation Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions. Competitive Advantages List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways. Market Niche and Positioning Strategy Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach? Positioning Statement Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].[footnoteRef:2] [2: Source: Equibrand: http://equibrandconsulting.com/templates/positioning-templates] Repositioning Considerations Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not? Branding Brand Description What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it? Brand Promise What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit? Brand Voice and Personality Describe your brand voice and personality using the is/is never template: · [Brand] is: · [Brand] is never: Brand Positioning and Strategy Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization? Marketing Mix (4Ps) Product Strategy Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider: · What level of quality and consistency does the offering have? · How many features does it have and can they be removed or added? · How well does your product or service deliver what the customer values? How can it improve? · What improvements would help your offering compete more effectively? Pricing Strategy How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following: · How sensitive are your customers to changes in price? · What revenue do you

marketingplantemplateformktplanmodule-ik1souhh.docx

Arunavo · Accepted Answer

Running Head: MARKETING MANAGEMENT	1
MARKETING MANAGEMENT                       	4
MARKETING MANAGEMENT OF APPLE
Executive Summary
Apple Inc. is one of the leading tech giants in the world, with their innovative product portfolio and services. The company’s marketing effectiveness will be determined the process through which it has analysed their potential and weakness, and that helps them to make strategies to position themselves in the market effectively. Through the proper marketing campaign they will be able to achieve the competitive success over the other companies. 
Table of Contents 
Executive Summary	2
Company Profile	5
Market Segmentation & Targeting	5
Situation and Company Analysis	5
Economic Environment	5
Technical Environment of Apple Inc	6
Industry Environment of Apple	6
Competitive Environment	7
Political Environment	7
SWOT Analysis	7
Mission Objectives and Goals	9
Ethical and Social Responsibility	10
Current Status	10
Recommendations	10
Marketing Information and Research	11
Research Question	11
Information needed	11
Research Recommendations	11
Customer Decision Making Profile	11
Identifying the Customer and Problem	11
Factors Influencing Customer Decision	12
Reaching the Customers	12
Positioning and differentiation	12
Competitive advantages	13
Market niche and positioning strategy	13
Positioning statement	13
Positioning consideration	13
Branding	13
Brand Description	14
Brand Promise	14
Brand Voice and Personality	14
Brand Positioning and Strategy	14
Marketing Mix	14
Product Strategy	15
Pricing Strategy	15
Distribution Strategy	15
Integrated Marketing Communication Strategy	15
Goal	16
Messages	16
Promotion Mix and IMC Tools	16
Sales Alignment	17
Measurement of KPI	17
References	18
Company Profile
The company name is Apple. It is associated with information and technology, telecom, computer hardware, software and entertainment category. The company was founded on April 1, 1976. The founder members are Steve Jobs, Steve Wozniak and Ronald Wayne. The headquarters of the company is in California, U.S. The company has around 147000 employees all around the world. The revenue generated by the company by 2020 is USD 274.515 billion. The major products of the company are Macintosh, iPod, iPhone, iPad, Apple Watch, Apple TV, iOS and many more. The website of the company is www.apple.com. The company uses both direct and indirect channel of distribution. The key competitors of apple are: Dell, Lenovo, Samsung, HP, Microsoft, and Sony. The customer range of apple belongs in middle income group to high income group people (Apple, 2021). 
Market Segmentation & Targeting
Apple segmentation, targeting and the positioning of the products represent the core efforts of marketing based on the requirements of the people. Tedja (2020) the company offers innovation, creativity and premium technology through their products. The company has around 1.5 billion users and the range of products cater customer needs. The initial age group of the products are between 22-55 years of age, with the different segmentation of products or services, such as iTunes, Apple Pay, app store and iTunes stores are used maximum in 18-30 years of age. The company targets the college going students, young professionals and the business persons. The market plan is focussed on the middle level income group because of the huge number of people fall in this group and that to on global basis. 
Situation and Company Analysis
Economic Environment 
The purchasing power of the consumer is dependent on many factors, such as the income, employment inflation, the rate of interest, wealth that influenced the buying power of the customers. The economic environment was challenging for the company; however, it has recovered from the challenges faced by the company by forecasting the national income and the strategies to overcome the recession phase. The economy of U.S. and Europe are in recovery phase, which also helps the company to strategies in recovery, however, not hiking the price of the products. The current interest rate of the company is increasing at a slow and steady phase. The staffs are easily available to work with the company considering the growing demand for the products among the customers. The customers had the tendency to treat themselves following the economic improvement, and that will take place through the increased purchase of quality and premium products (Lockamy III, 2017).  
Technical Environment of Apple Inc
Technology is continuously changing and it affects the businesses, such as Apple, which has to keep changes based on the needs. The opportunities are created by the technological external factors in the macro environment of Apple. The technological opportunities available for Apple are cloud computing trend, technological integration and the growing market of apps. The cloud computing is becoming popular among the individuals and the businesses, which the company can explore to increase their share. The technological integration of device is also a new trend, which apple can take advantage by providing easily connectivity feature. The access to the app store and increasing the quality and useful apps in the store will also provide the company with a competitive advantage (Coccia, 2018).  
Industry Environment of Apple
The advancement in this industry is based on increasing demand for cloud computing. Similarly, the technological integration has become a latest industry trend in this sector upon which the company could focus on. The substitute to the products offered by Apple has not been introduced and neither any new entrant threatening to the company has been introduced. This industry is witnessing changes at regular basis and new technological advancement is coming, such as the latest advancement of technological integration has arrived, on which the company is focussed. 
Competitive Environment
The competitive environment of Apple Inc. is very dynamic in nature, because the new companies are continuously entering into the market, however, the existing companies are introducing more innovative products in their portfolio. Therefore, the threat or the competition can be received through the existing companies in the market with new products. 
Political Environment
Each and every country has different type of political environment, and that will have a direct impact over the company’s working. The macro-environment of Apple presents a lot of opportunities for the company, and the political external factors for the company will help in improving the trade policies and the stable politics in developed countries will provide opportunities for Apple. With respect to the developing countries the free trade policies will provide a range of opportunities to the company, where they can increase the distribution of the products (Kim, 2018).  
SWOT Analysis
SWOT analysis of Apple Inc. is to determine the strengths, weakness, threats and opportunities, which will help the company to make appropriate strategies for growth and sustainability. Vasilaki and Tsakalidis (2019) have discussed that the SWOT analysis of Apple Inc. is as follows:
	Strengths
· Apple is ranked #1 for eight consecutive years,

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