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Overall strategic goal and the marketing plan

There is a lot overlap between overall tactical objective and the marketing plan of a business. Marketing plan keeps eyesight at consumer needs and organization's potential to fulfill them and these factors point the business's overall strategic plan. If company fail to throw appropriate online marketing strategy, the best goal of profit maximization and extension of business will be in hard condition. Firm should build suited marketing plan which really helps to achieve company's overall tactical objectives.

This study is dependant on world's leading electric and software based company Apple Inc. that was funded by Steve Careers and Steve Wozniak in 1976 and is known as computer large. It designs, companies and markets computers, mobile communication devices, and lightweight digital music and video recording players and sell variety of related software services peripherals and networking solutions. Additionally it is known as ground breaking company and it offers demonstrated that advancement can lead to market dominance. It performs it business with the motto 'think different'. Apple offers a variety of electronic digital and software product and services such as Laptop or computer, Mac Book, iPhone, iPad, Apple Television set, iTunes, Mac OS X, iLife, iWork, Safari and great range of applications worldwide through online store, direct sales push, third party sales, whole vendors, resellers, value added resellers and digital content and applications through the iTunes store to gratify the desires of modern consumer. Within this context apple has presented another innovative product iPhone4 smart phone and marketing plan of iPhone4 is the primary focus of the study.

This study offers five separate parts. The first part is introductory part which recognizes and justifies the objectives of the study. The next part explores the way the marketing plan facilitates the strategic goals of the Apple, third part points out how Apple create it marketing plan, forth section talks about how Apple helps bring about the marketing plan to support its proper objectives. The last section is about the final outcome and summary conclusions which can be developed from the discussion and examination and recommendations for further improvement.

Explaining the strategy of the organization impacting on the marketing plan.

Each and every firm stands with business intend to established its overall direction for the company for their living and this plan pieces out how the company is to achieve its strategic aims and targets. The strategic goals and objectives of the business inform and shape its business plan and an important area of the overall business plan is the marketing plan. Thus the marketing plan is guided by strategic aim of the business enterprise and there should be alignment between your strategic targets and marketing intend to meet the ultimate goals of a business (e. g. revenue or sales development). The partnership between strategic targets and the marketing plan is clarified by following diagram.

Business plan

Marketing plan

Financial information including budgets

Figure: Key aspect of business plan

In context of Apple, it focused on offer the range of best possible progressive technical product and services and put that technology in the palm of as many folks as is possible. Apple leading towards market dominance through its creativity and Apple has already showed it by offering progressive products like iPod, iPhone, iPad. Apple is also committed to protect the environment, health and protection of employees, customers and the global neighborhoods where it runs and notice that by integrating sensible environmental health insurance and safety management methods into all aspects of its business. Apple may offer innovative technological products and services while conserving and boosting recourses for future decades. Apple is leading towards market innovator through its effective marketing plan. Apple's marketing plan is directed by its proper planning. In this particular context Jobber's six planning question helps to apple to align tactical goals and marketing plan. The six questions are the following.

Where are we now?

How did we arrive here?

Where are we going?

Where we would like to be?

How do we get there?

Are we on course?

These are the key planning question not limited to the marketing plan but also for the other plan as well. If any corporation wishes to create effective marketing plan to meet strategic goals they should dwelling address these questions. The first three questions can be resolved by the help of business mission, market audit, SWOT research. It gives the concrete form of marketing plan.

The first question emphasis the existing position of the company like market share, competition. Apple has dominance market tell its primary competencies technology.

The second question focuses on an evaluation of significant occurrences that acquired a bearing on the achievements and shortcoming identifies previously. Apple get this position by the help of invention and with the motto of 'think different'

Third question explain the route of the business enterprise in future. By the help of market audit and SWOT evaluation a business can set the direction. Apple is leading towards market dominance.

Fourth question is speak about the goals or perspective of the business. Apple wishes to be always a market head.

The fifth question focuses on the plan of action which is going to be done in order to achieve the last goal. Apple wants to meet its targets by the assistance of core strategy, marketing mix decision, organization and execution of marketing plan.

Final question emphasis the continuous controlling system whether we are in right keep tabs on or not if not and what may be the next phase to walk on right course.

In order to address jobber's first three planning question and to build effective marketing plan a company must perform market audit. Market audit concern with systematic study of a business's marketing environment, goals, strategies and activities with the view to identify proper issues, problems and opportunities. It's the cornerstone of the marketing planning process. It keeps vision on environmental forces which may impact the marketing plan: internal and external factor.

Internal factor is also called micro factor that are in hand of a business which mainly concentrate on the five different facets: Operating results (sales, market share, profit percentage and cost), Strategic concern analysis (marketing aims, market segmentation, competitive advantages, center competencies, positioning, collection evaluation), marketing combination effectiveness (product, price, campaign, distribution) marketing structure (marketing company, marketing training, interior communication), marketing system (marketing information system, marketing planning system and marketing control system).

External factor aren't in business side so business itself should change to make effective planning. Exterior factor consists of macro environment (PESTEL factor) that are economic factor (inflation, interest, unemployment), interpersonal and ethnical (age distribution, lifestyle change, principles and features), scientific factor (services and process solutions, materials) politics and legal factor (monopoly control, new laws, restrictions) ecological factor (transformation, air pollution, energy).

In order to construct effective marketing plan Apple should consider market audit because without considering these factor apple cannot meet its tactical goals. After analysing these factor apple can get present background data on the market, product, competition and syndication.

Identifying the components part of marketing plan of Apple.

SWOT research the strategic strategy to evaluate the proper position of any business by discovering its strength, weakness, opportunity and threats. It helps to cope with the planning question where are we have now? How performed we get here? Where we have been proceeding? Once SWOT research is done an idea can be developed to how to turn weakness into strength and risks into opportunity, it can help to create effective marketing plan.

In framework of iphone4 4, the purchase price is high, it can not afford by middle income level people and the treats will be the increased competition which pressure apple to reduce the price because there are other strong opponents as well who produce less priced smart phone and it also difficult to increase in Asian market because without internet server iPhone cannot be operated. So this SWOT analysis really helps to Apple how to turn these weaknesses into power and snacks into opportunity to be able to construct the marketing plan and these factor really helps to build the form of marketing plan.

Once market audit and SWOT analysis has been done it contributes to set marketing aims. Marketing objective will keep eyes on two types of purpose: proper trust and tactical objective. It addresses the look question: where we would like to be?

Strategic trust defines the future course of the business. By help of Ansoff of Matrix a small business can develop strategic trust which product to market in which market.

Figure: Ansoff Matrix

Source: www. courseware. finntrack. eu

According to Ansoff Matrix there are four tactical alternatives that are market penetration, market development, production development and diversification. Among these four alternatives the Apple has determined a product development solution and decided to sell new product (apple iphone 4 4) in the prevailing market.

Another part of marketing purpose is the strategic objective which handles the procedure of planning at the product level. There are four types of solution: build, hold, harvest and divest. To analyse appropriate choice, there are many no of product planning profile tools such as BCG matrix, Basic Electric Market Alternatives-Competitive Position Model, Shell Directional Plan Matrix. Even though, this study is going to keep eyes on BCG matrix.

Figure: BCG Matrix

Source: www. apps. develebridge. net

The iPhone is new product and it offers low market show but high market expansion so it contain to the question tag. This represents high demand credited to low market share. So for the new product, the tactical objective will undoubtedly be to build sales and market talk about. The important indicate keep in brain at this stage is the fact that building sales and market talk about is only the sensible proper objective of iPhone 4 4.

Overall, strategic trust and tactical objective characterize where in fact the business and its own product designed to go ahead future.

After preparing marketing objective a small business must determine the means of obtaining them. Core strategy focuses about how the aims can be accomplished and it includes three important elements: target market, competitive advantages and competitor aim for. Core strategy helps provides answer of the look question just how do we get there? iPhone's primary customer focuses on is the middle-upper income professional that need one lightweight device to coordinate their active schedules and talk to colleagues, friends and family and secondary consumer goals are high school, college and graduate students who need one lightweight multifunction device.

Identifying issues of risk inside a marketing plan of Apple

Constructing a marketing plan is not a simple process and it is not out of risk factor which might lead to failing if marketing planner struggling to solve potential problems effectively and Apple is not also escaped from potential problem which may be:

Political behavior: Typically, marketing planning is a source allocation process by administrator. Within this allocation process the energy base, profession opportunities and salaries may bring conflict.

Perception of planning: There will vary people require in this planning with different conception and they wants to apply their perception to create the plan which might be the reason for conflict.

Reward system: The compensation system of business emphasize only short-term reward. Professionals may overweight the short term focuses rather than long term focuses and the marketing plan not only concern with short. Basically, it is concerned with long term which thing may be underweighted by supervisor and marketing plan is cured as the supplementary focus.

Cultural clashes: Cultural clash is another potential problem associated with marketing plan because in a small business we can get different culture which might be the reason of conflict like as the business enterprise may plan by making incremental decision and strategic planning may challenge the position quo.

Lack of knowledge and skills: In planning process, the manager may not has the sufficient knowledge in conditions of market segmentation, competitive advantages and the nature of strategic target and lack of skills in terms of analysing competitive situation and defining core strategy which might lead to failure.

Lack of information: The organized marketing planning system needs appropriate information inputs in conditions of market talk about, size and expansion rates. They are basic inputs into the marketing audit which may unavailable.

In order to create the effective marketing plan marketing manager should defeat from these problems. To conquer from potential problems leading to risk, apple may use Jobber's formulation of remedies which can be the following:

Senior management must support the center management and coordinate with them and must be committed to the planning process.

To address social clashes, there must be match between planning process and the culture of the business.

The pay back system should focus on long term target rather than concentrating on the short term.

There should be clear communication system in both ways top to down or underlying part to top.

Management can execute training curriculum to marketing workers in order to provide knowledge and skills going to perform the planning job.

2. 1 Determining the degrees of need for each component of the program.

The marketing combine is the set of marketing tools which an enterprise blends to attain the marketing goals in a precise target market. Effective marketing mix decision ensure a business is marketing the right product to the right person in the right place and at the right time which is the key success factor of the marketing plan. It helps to gain competitive advantages with considering market segmentation. Basically, there are two frameworks to be able to manage effective marketing mix decision at product or service level: 7Ps and 4Cs. Although, Apple may use 7Ps framework to be able to control effective marketing decision that happen to be stated below.

Product: The apple iphone 4 4 incorporate three amazing products- a cellular phone, wide screen ipod device, and a breakthrough internet device--into one small, light in weight, handheld device with the best e-mail ever on a mobile phone, full display with browsing, multi touch screen, and applications gives the best experience of smartphone to the consumers.

Place: Apple has placed the distribution channel which is appropriate and convenient to its targeted customer. It is offering this product not only through its shop and online store but it has build route with other shop and the network providers which give easy examine to the prospective customers.

Promotion: To be able to promote iPhone 4 4 to the targeted market segment Apple is using several promotional tools like advertising, promotion, immediate marketing, internet marketing, Bluetooth marketing etc. which really helps Apple to bust the sales. Apple is using both below the series and above the series promotional strategy.

Price: As other firm apple have their own charges policy and the price of the iPhone 4 4 is marked corresponding to it. The price of the iPhone may have an effect on by marketing objective, marketing combine strategy, costs, characteristics and demand of the market, competition and other environmental forces like market, reseller, authorities etc.

Other components of marketing mixture decision are people, process and physical proof. These components of marketing mix of Apple are well combined; the online marketing strategy is well joined up with with strategy.

2. 2 Identifying mitigation approaches for high risk the different parts of the plan of Apple

Once marketing mixture decisions have been done the marketing plan leads towards action plan. Action plan refers to the specific steps that must be used and specific activities that must be performed well to accomplish designed strategic objectives. It discusses the specific activity: exactly what will be done? Who's responsible for doing it?, time horizon: when might it be done?, resource allocation: how much might it be cost? In terms of Apple it has tackled these questions through its market intend to make marketing mix decision towards perform. Apple has establish specific job (i. e. sales programs, promotion programs) and delegate responsibility to related person (i. e. marketing director, sales assistance etc) in order to implement marketing combination decision with convenient time destined.

Furthermore, in order to use action plan programme Apple need supporting budget which talks about reference allocation (i. e. cost and earnings). Without promoting marketing budget the action plan can't be completed since it is the most crucial part of marketing plan. Although, Every single company have limited resources which might limit activities and Apple has considered it as well. So in conditions of producing budget, Apple is aware of how limited resources produce perfect output and they have produced projected income affirmation for lunching iPhone 4 4 gives the around figure of sales earnings which composed of forecasted unit sales and average online price, cost which consisting of cost production, physical distribution and marketing and profit margin. Apple also has conducted Breakeven Analysis which can determine the sales items where apple in position of neither profit nor damage from the sales of iPhone 4 4. It can offer more information for the costs or financial portion of the marketing planning.

Apple has used key performance criteria like costs/sales ratios, market stocks, territory quotes, comparability with competitors to be able to monitor the actions program.

2. 3 Producing marketing plan for Apple.

Marketing mix platform really helps to enlighten consumer's needs, how to exploit the competitive advantages that blends the center strategy with marketing combine and this really helps to match commercial resources. Apple has place unique blend of product offering, prices, promotion and syndication system made to reach at targeted market. The marketing plan of apple iphone 4 4 mainly concentrate the consumer satisfaction, the main element goal of marketing plan, that may be only attained by designing the marketing mix suitable for the customer teams or market segments. Marketing blend planning requires all possible tools examination, such as portion analysis, general market trends and competitor research which play vital role in structure of marketing plan. So overall, marketing mix decision significantly plays a part in make the effective marketing plan of iPhone4.

Market planning process provided a well-defined avenue from generating an enterprise mission to putting into action and controlling the resultant blueprints for Apple. The typical marketing plan composition is as practices:



Executive summary

A short summary of the program for a quick management review:

Current marketing situation

The marketing audit to present track record data on the marketplace, product, competition and distribution

SWOT Analysis

Identifies the business's main talents and weakness and the primary opportunities and risks facing the merchandise or service

Objectives and issues

Define the business's objectives in the region of sales. Market share and profits and the problems that will affect these objectives

Marketing strategy

Presents the wide marketing approach which will be used to achieve the plans objectives

Action programmes

Specifies what will be done, who will undertake it. When it will be done and what it will coast


A projected earnings and loss assertion that forecasts the expected financial effects from the plan


Indicates the way the progress of the program will be monitored

3. 1 Discussing how the plan supports strategic objectives.

David Jobber advised five different organization structures to be able to use a marketing plan specifically: no marketing business, functional organization, product base firm, market centred group and matrix group. Out of these five structures, Apple has organized as a product based firm which focus on individual duties to product managers for managing products. Specifically Apple focussed for individual product lines and can develop own marketing mix which really helps to apple to align marketing plan to strategic goals.

3. 3 Identifying an evaluation and review procedures for the decided plan.

The marketing plan is a pattern that commences and ends with analysis. The final level of in the marketing plan is to measure the final result of the marketing activities against the original objectives and goals. Continuous evaluation helps the marketing team to concentrate on modifying or launching new activities to achieve objectives.

Apple adopted a variety of key performance sign to asses the success of the iPhone 4's marketing plan.

Market show: Have the iPhone 4 4 hit the market share and help to achieve its market share objective? apple iphone 4 4 is market head of smart phone in some European countries and is consistently gaining market share.

Overall sales: Was this in line with objectives? apple iphone 4 4 is increasing sales significantly comparatively to other rivals. It is get together the expectation range.

Brand image rankings: Apple comes with an extremely positive brand image with consumers compared to other brand. apple iphone 4 4 can raise the brand devotion of Apple which really helps to retain the consumer because consumer are receiving the best smartphone experience.

Profitability: iPhone 4 4 is significantly adding Apple's profit percentage.

These results show that the iPhone 4's marketing plan achieved the overall targets, which was a substantial achievement, considering the difficult economical environment. The marketing arrange for iPhone 4 4 used previous performance and forecast data to create a new online marketing strategy. This built on the brand and company's strength to take benefit of the increasing change of consumer towards smart phone.

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