The Apple Marketing Plan

If we study the strategic thinking model and began to outline a brand plan for Apple brand,we would come up the the following core elements:

1-Vision:Apple wants everyone in the world to be part of the future .

2-Goals:Continue aggressive sales growth ,geographic expansion into China,launch a major new consumer-friendly technology each year.

3-Key issues : a)How do they convey Mac"s superior user experience versus the traditional PC?

b)How do they enter the music industry and increase the availability of online music to support iPod ?

Strategies:

A) Apple will launch a full communication assault to challenge the PC/Microsoft Windows dominant position by finding flaws in the PC to contrast with Mac computers simplicity to steal significant market share by enticing frustrated PC consumers to buy a Mac.

B) Apple will launch a full assault against the entire music industry with a disruptive innovator stance to show how iTunes provides higher quality digital music on your iPod much cheaper ,faster and smarter than CDs to gain an entry point into the music industry.

Tactics:

TV Advertising to highlight new features and challenge competitors.

-Launch innovation each year including phones,tablets ,online music,watches and personal computers.

-Launch specific products for China.

-Increase retail space around the world.

-Built out the e-commerce program.