marketing plan: apple watch marcus busbee raven duncan daniel el-aawar colleen lounsbury ashleigh...
TRANSCRIPT
Marketing Plan: Apple Watch
Marcus BusbeeRaven DuncanDaniel El-Aawar
Colleen LounsburyAshleigh Waugh
Situation Analysis
• Apple Inc.• Humble beginnings creating
computers followed by slow growth.• Significant growth following the
launch of iTunes.
• Target Market• Current iPhone users• Luxury item-affluent customers• Tech-savvy consumer
• Marketing Mix• Product- Smart watch offers many
functions of smart phones, bringing the technology closer than ever.
• Place- Sold at Apple stores and a wide array of authorized retailers.
• Promotion- Promoting to current iPhone users through brand loyalty
• Price- Luxury item price starting at $350.
S.W.O.T. Analysis
Strengths
• $164.5 billion in cash• Loyal user base• Brand awareness• Successful product lines
Weakness
• Dependence on iPhone• Premium price point• ApplePay not accepted by
all• Battery life
Opportunity
• Increasing demand • New product line• Potential strong growth• Multiple models
Threats
• Rapid technological change
• Samsung’s many models • Android OS growth• High price point
Company Resources
• Multi-national company headquartered in California.
• Over 92,000 experienced and Educated Employees
• Multi-billon dollars in revenue each year
• Highly knowledgeable employees
Marketing Objectives
• Sports Edition
• Interchangeable Bands
• Exclusivity
• Appeal to existing loyal customers
Financial Budget and Projections
• Posted quarterly revenue of $42.1 billion and quarterly net profit of $8.5 billion, or $1.42 per diluted share
• Gross margin was 38 percent compared to 37 percent in the year-ago quarter • International sales accounted for 60 percent of the quarter’s revenue
Apple 2015 First QuarterApple is providing the following guidance for its fiscal 2015 first
quarter:
• Revenue between $63.5 billion and $66.5 billion
• Gross margin between 37.5 percent and 38.5 percent
• Other income of $325 million• Operating expenses between $5.4 billion and $5.5 billion
Control and Evaluation
The launch• Consumer interest• Promote using brand loyalty• Promote Luxury aspect
The First Year• Consumer feedback• Reaction of
competition• Sales