apple presentation
TRANSCRIPT
![Page 1: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/1.jpg)
Project RaptarApple Marketing Plan Gaston Douglas, Kaleb Adams, Aaron Estes, Marko Milosavljevic
![Page 2: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/2.jpg)
Table of Contents • Situation Analysis• SWOT Analysis• Marketing Goals and Objectives• Marketing Strategy • Marketing Implementation • Evaluation and Control• Summary
![Page 3: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/3.jpg)
Situation Analysis
![Page 4: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/4.jpg)
Situation Analysis • Lead industries in innovation with their IOS operating
system, applications, and mobile devices. 94% of global mobile sales. • Create premium hardware, software, and services• Recent change in CEO: Steve Jobs to Tim Cook • Assets include: ~ $290 billion in total assets & IBM
business partnership.• Compared to HP and Google, revenue and net income is
almost double.
![Page 5: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/5.jpg)
Situation Analysis Cont.• Target Market: People ages 25-34• Reference groups influence purchase; people purchase
for style, innovation, security, user-friendliness, Apple’s creative advertising, and software capabilities. • Products available online and brick-and-mortar • IPhone drives all sales; Sales spike during Christmas
season• Alphabet Inc. (Google) main competitor
![Page 6: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/6.jpg)
SWOT Analysis
![Page 7: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/7.jpg)
SWOT AnalysisStrengths Weaknesses - Significant growth rates and cash flows- Corporate Business Partnerships
- Declining IPhone/IPad sales- High dependency on on IPhone and IPad product
lines.
Opportunities Threats
- Increase in smart device - Corporate business partnerships - Smart wearable devices market offers robust
growth opportunities
- Declining IPhone and IPad sales can decrease
capital
![Page 8: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/8.jpg)
Marketing Goals & Objectives
![Page 9: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/9.jpg)
Marketing Goals and Objectives Marketing Goal ATo create sustainable contracts with premier distribution companies. Develop new markets.• Objective A 1: Partner with UPS and Fed Ex. • Objective A 2: Construct an on-site maintenance center
for each facility of FedEx SmartPost and UPS Hub Networks.
![Page 10: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/10.jpg)
Marketing Goals and Objectives Marketing Goal BTo become a US leader in the trucking industry and the benchmark for safety, performance, and innovation in the commercial electronic vehicle market.• Objective B 1: Manufacture 10,000 iTrucks and NUC
batteries. Sale and distribute 10,000 trucks with Nuke battery. • Objective B 2: Create 2 commercials highlighting the
safety, eco-friendly, and self-driving features of the truck. Create a YouTube channel to demonstrate truck operations
![Page 11: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/11.jpg)
Marketing Strategy
![Page 12: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/12.jpg)
Marketing Strategy
Target Market• Industrial Trucking Companies: UPS & FedEx• Eco-friendly aspirations reveals desire to buy• Nationally located; Memphis (UPS) and Atlanta (FedEx)
headquarters.
![Page 13: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/13.jpg)
Marketing Strategy Cont.
Product Strategy • Codename: Project Raptar; 13’ 6 with a 245”-265” • Signature stealth silver color way with trademarked Apple
logo • Major features: all electric, self-driving, GPS navigation,
IOS Software, eco-friendly, and lost-lasting battery charge • Codename: The Nuke; 2300 mpc (mile per charge)• Lithium-ion cells into a liquid-cooled battery pack,
wrapped in a strong metal enclosure • On-demand maintenance team called ISquad.
![Page 14: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/14.jpg)
Marketing Strategy Cont.
Pricing Strategy • Project Reptar: $450,000 per truck• The Nuke Battery (replacement): $180,000• Profit Margin Pricing Strategy; cover cost and promote
an image of exclusivity and luxury. • Price is double competition
![Page 15: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/15.jpg)
Marketing Strategy Cont.
Supply Chain Strategy • Exclusive distribution strategy; enhance superior brand• Direct business to business selling with Project Reptar
sales team• Information and purchase available at Apple.com
![Page 16: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/16.jpg)
Marketing Strategy Cont.
Integrated Marketing Communication Strategy • Worldwide unveiling press conference• Great American Trucking show• Project Reptar Youtube Channel• Online Advertising
![Page 17: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/17.jpg)
Marketing Implementation
![Page 18: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/18.jpg)
Marketing ImplementationStructural Issues• Organization Structure: empowering the employees • Additional operation department needed• Assemble special Project Reptar sales force;
inducements for encouragement • Create and install onsite maintenance and customer
service team; ISquad • Train employees on features of Project Reptar and Nuke.
Also, policy and procedures of trucking industry
![Page 19: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/19.jpg)
Marketing Implementation Cont. Specific Tactical Activities Department
Responsible Required Budget Completion DateProduct Activities1. Battery Assembly 2. Installation of charging station3. Truck Assembly
Project Reptar Operations
1. $2 billion for 15,000 Nuke
Battery2. $600 thousand for 100 charging
stations.3. $1 billion to assemble 10k truck
cabs
1. Battery – 01/01/172. Charging station - 01/01/173. Truck Assembly 01/01/17
Pricing Activities1. Hold Financing option for small businesses
Sale Department
1. Sales promotion 03/17 –
indefinitely Distribution/Supply/Chain Activities1. Trucking Shows2. On-line store3. Visiting Apple headquarters
Marketing and Sales; Logistics
department
1. $100k to transport trucks
1. Trucking show – 03/20172. Online store - 03/20173. Visiting Apple – 03/2017
IMC (Promotion) Activities1. Trucking shows2. Public presentation/press conference3. Online Advertising
Marketing
department
1. $0.5 Million for trucking show2. website completed internally3. $1 million for AD Campaign
1. Press conference – 02/20172. Online campaign: 01/17 –
03/17
![Page 20: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/20.jpg)
Evaluation &Control
![Page 21: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/21.jpg)
Evaluation & Control Input Controls • Employee recruitments, selection, and training. • Human resource and financial allocation.• R & D
Process Controls • Employee evaluation and compensation• Employee authority and empowerment through an
internal communication system. • Management guidelines
![Page 22: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/22.jpg)
Evaluation & Control Cont.Output Controls• Overall performance standards, • IMC performance standards, • Price performance standards, • Product performance standards.
Employee Self Control • Employee satisfaction and commitment • Training and testing
![Page 23: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/23.jpg)
Evaluation & Control Cont.Employee Social Control • shared organizational values, workgroup relationships,
and social or behavioral norms• Incentives and disciplinary action needed
Cultural Control • Maintain professional and product-knowledge culture
through training.
![Page 24: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/24.jpg)
Evaluation & Control Cont.Market Auditing • Regular monthly personal audits• Regular sales, performance, procedure, and customer
support audit; conducted by HR department• Unmet expectations results in a hearing• Revise plan if marketing objectives are unaccomplished
![Page 25: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/25.jpg)
Month January February March
Activities Week 1 2 3 4 1 2 3 4 1 2 3 4
Product Activities
Battery Assembly ●
Truck Assembly ● ●
Installation of charging stations ● ● ● ●
Pricing Activities
Hold financing option for small businesses ● ● ● ●
Distribution Activities
Trucking shows ● ● ●
Online stores ● ● ● ●
Visiting Apple headquarters ● ●
IMC Activities
Trucking shows ● ● ●
Press conference ●
Online advertising ● ● ● ● ● ● ● ● ● ● ● ●
![Page 26: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/26.jpg)
Summary
![Page 27: Apple Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062902/58eeb0531a28ab1a508b457f/html5/thumbnails/27.jpg)
Summary• Expect Project Reptar will level out sales • Expect revenue of about $400,000,000• Expect to sell at least 1000 trucks