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Pertemuan 1b

Praktika Marketing plan


AM 611322

Kode Dosen : BOB


bobyhs.telkomu@gmail.com
bobysagita@tass.telkomuniversity.ac.id
081327111891

(MP)Marketing plan
MP ini biasanya sudah dipersiapkan sejak
September/Oktober tahun sebelumnya, tuntas
dan disetujui manajemen di bulan Desember,
dan kemudian awal Januari siap untuk
.dieksekusi

Bad Habits
copy-paste

malas melakukan kajian lingkungan bisnis baik


kajian lingkungan makro (teknologi, politik,
ekonomi, sosial), kajian terhadap pesaing,
ataupun kajian pasar/pelanggan

Obligation
Not
Requirement

penyusunan MP lebih karena penugasan dari


atasan, ketimbang kebutuhan
asal bos senang. Tidak lagi berdasarkan
realitas yang ada di lapangan, tidak cocok lagi
.ketika diimplementasi di lapangan

Lasting Forever

MP harus terus berubah, berevolusi, dan terus


belajar mengikuti perubahan-perubahan yang
terjadi di lapangan saat diimplementasi. Caranya,
MP haruslah dievaluasi, direvisi, dan
diadaptasikan dengan perubahan yang ada

Prediksipertumbuhan ekonomi Indonesia tahun 2015

Apple iPhone Marketing Plan


Case Study

Apple iPhone Marketing Plan

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Implementation
Budget
Control

Apple iPhone Marketing Plan

Executive Summery
The Present January 2007, Steve Jobs, the CEO and Co-Founder of Apple,
announces that Apple Computer Incorporated would now be known as Apple
Inc. He also reveals the long anticipated iPhone, a combination of an
Internet-enabled smartphone and the iPod. In June 2008, he announces that
the iPhone 3G would be released in July 2008, this newer version added
support for 3G Networking and assisted GPS navigation, among other things.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

The Future Apple plans on focusing on satisfying personal consumer


demands rather than merely fulfilling a demographic requirement as well as,
improving performance and stability rather than introducing new features
when releasing new versions of any product.

Think Different

Apple iPhone Marketing Plan

Executive Summery
The Past Steve Jobs, Steve Wozniak and Ronald Wayne established Apple
on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built
by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU, RAM
and basic textual video chips) less than what is considered a personal
computer today. Apple was responsible for creating the desktop publishing
market due to their innovative programmes, PageMaker and LaserWriter.
Between 1983 and 1996 Apple experimented with a number of failed
consumer target products including digital cameras, portable CD players,
speakers, video consoles and TV appliances. Market share and stock prices
decreased. In 2001, Apple introduced the iPod portable digital audio player.
The product was phenomenally successful over 100 million units were sold
within 6 years.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Executive Summery
The iPhone targets consumers who need to store information and
communicate or people who want entertainment on the go. Apples target
segments consist of professionals, students, corporate users, entrepreneurs,
and health care workers. Currently, the market for high-end phones like the
Apple iPhone is small. Few people want Internet, video, and PDA features in
one device because of the high price. The smart phone market is still relatively
small compared with general phone market. The market will rapidly increase in
coming years due to lower prices and greater power.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Situational Analysis
Political Situation
Taxation is something that governments put and Apple should be
study this as country by country case to anticipate profitability,
and pricing strategy.
Importing laws in the world with GATT are in favor of trading.
Countries are very variable in stability of, so we should study
each country case by case.

Economical Situation
Economical growth world wide is in a big recession which need
careful manipulation
Potentiality of the market is decreasing but it is higher than any
others in the Telecom sector.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Situational Analysis
Socio-Cultural Situation
Population growth leading to expansion of the sector needs for
cell phones.
People depend more an more on mobile communication
everywhere.
There is educational growth in the world.
Cultures perception of the technological devices is positive
worldwide.
Literacy & illiteracy level is not affecting using cell phones but
affecting high technological cell phones, this fact needs to be
considered.
Acceptance of imported products in some countries are less if
there is local provider
There are different social views that may affect product should
be considered (e.g.: Boycotting American products in the Islamic
world)

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Situational Analysis
Technological Situation
Level of technology in the world is increasing.
Internet level of awareness & usage for individuals & industrial
aspect are increasing worldwide
Fixed phone lines capacity and development attempts.
New technologies in the cell phones are increasing.
Future plans for technological linkage between cities,
universities, colleges, hospitals and other institutes are
increasing and can be connected to cell phones
Level of usage of the E- Technology (online bidding, billing,
complaints, blogging etc) are high and trendy.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Situational Analysis
Competition Situation
There are 19260 cell phone producer in the world, but there are
more than 15 big companies competing at the world level Market.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Situational Analysis
Environmental Situation
The global concern of the Global Warming issue & other pollution
effects concerning the packaging material and radiation of the
cell phones
The demand of the international environmental approvals is a
must (if there is any)

Sales Situation
Cell phones industries are one of the most
profitable industries everywhere and the
Market is increasing

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

S/O Analysis
Strengths
Innovative The iPhone has an innovative touch screen. It also has
many functions of other mobile products all in one device
Compatibility The phone will work with iTunes and with other
Mac/Apple products and OS software tools which means limitless
potential for upgradeability.
Ease-of-Use The all-new touch screen interface recognizes multi
. finger gestures, just as the human hand normally behaves

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

S/O Analysis
Strengths
Brand awareness Apple is well known for cool essential
gadgets like the iPods along great technological innovations like the
original Macintosh.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

S/O Analysis
Strengths
Price iPhone would be sold at a
reasonable price for its value.
Quality Scratch resistant screen durable
and light metallic finish - software suite
resistance to computer viruses.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

S/O Analysis
Opportunities
Increasing demand and expansion to a new target segment
As technology advances and smart phones get cheaper Apple will
attract consumers and get iPod users to upgrade to iPhones.
Upgradeable iPhone software allows new exciting features to be
brought in which take advantage of the touch screen ability. Future
versions will also be hardware upgradeable.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

S/O Analysis
Opportunities
Partnerships Apple can collaborate with many powerful global
mobile phone companies to flood the market with iPhones, which
reduces costs in marketing and increases revenue through long-term
agreement deals.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

W/T Analysis
Weaknesses
Image The Apple brand is not targeted towards business people and
does not have a reputation as being compatible with the corporate
world.
Price Apple does not yet offer lower priced models for more cost
conscious consumers.
User Interface Touch screen interfaces suffer from the problem of
gorilla arm*
* Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built

to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp
may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic
cautionary tale to human-factors designers.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

W/T Analysis
Threats
Increased competition Smart phones are easier to make now more
than ever. More companies may enter the market, and competitors or
even Apple contractors can maneuver around patents to create similar
devices.
Downward pricing pressure The iPhone is marketed as a highend phone, but phone prices are almost certainly going to fall when
other companies undercut the price of iPhones.
Difficulty expanding into Asian market There is less hype and
interest in Asia since smart phones are better known and already widely
used.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

W/T Analysis
Threats
Competition (Palm) - Palm has the longest history in PDA market
and has experience-developing software for mobile devices. It is also a
well-known brand for businesspeople. Existing software is well
established and compatible with many products for this market. The
market is familiar with Palm products; significant switching costs are
involved in going to an iPhone. Palm can add many similar capabilities
to their products that match the iPhone and expand to a wider market
through lower cost and higher-power products.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Objectives

Set an aggressive buy achievable objective for the first and


second years of market :
1. First-year Objectives - We are aiming for a 2 percent
share of the U.S and U.K. PDA/Phone market through
unit sales volume of 445,000.
2. Second-year Objectives - are to achieve a 10 percent
share based on sales.

Extend on the Apple brand name and link to the established


meaningful positioning.

Extend on Apples image of innovation, quality, and value.

Measure the awareness and response in order to make


adjustments to the marketing campaigns as necessary.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Objectives
Target Market

Differentiate the iPhone from other PDAs on the market.

Primary customer targets is the middle-upper income professional


to coordinate their busy schedules and communicate with
colleagues, friends and family.

Secondary consumer targets are high school, college and graduate


students who need one portable multifunction device.

Primary business target is to partner with :


large cell phone service providers, AT&T, Verizon,
Sprint and Cellular One
large enterprise software firms where information is
critical to the end user.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Objectives
Target Market (cont.)

Secondary business target is mid-to mid-size corporations that


want to help managers and employees stay in communication or
access critical data on the go.

Market segment will consist of companies with $10-$50 million in


annual sales.

Positioning

Using product differentiation, positioning the iPhone as the versatile,


convenient, value-added device for personal and professional use.

Focus on the convenience of having one device for communication,


but also music, pictures, and video, and full Internet access.

The iPhone will be promoted as both professional and hip.


.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Mix Strategy


Product
Full year warranty along with an optional three-year Apple Care
warranty
Same taste as all other Apple products
Special edition version to be launched (including the iPhone Beatles
edition celebrating their 40th anniversary)
Launching a cheaper version in 2008 with less
advanced features along with a more
advanced version for professional use
Adding the following features to the iphone
(large disk storage capacity, lower weight,
thinner device, long battery life, 4G wireless,
GPS and improved camera)

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Mix Strategy


Price
Set the base model at a cheap price of $349
A more advanced model for $399
Special limited edition Beatles iPhone for special prices
Generally lower our prices to ensure we establish market dominance
in as short of time as possible

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Mix Strategy


Place
Massive rollout worldwide at all reputable major retailers
Massive rollout Online, Showrooms and in all cell phone providers
All Apple Stores the Apple website will dedicate themselves to the
iPhone
Eye catching displays will be found at all physical
stores featuring the iPhone to make the product
stand out from the pack
Apple Stores will have the iPhone on display a full
month before its worldwide release

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Mix Strategy


Promotion
Integrate Apple message of revolutionary communications and
audio/visual experience together in all media advertisements
Differentiate the iPhone against others is the touch screen
functionality
Emphasize Apple brand prominently and associate the
iPhone with the iPods groundbreaking lineage
Original but tasteful advertisements at the same time
A massive TV campaign is planned before launching the iPhone
featuring a soon to be legendary ad to be the talk of the country
Advertising will be appearing on a regular basis to
maintain general public awareness

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Research
Four age groups will be targeted: 15-20 years, 20-25 years, 25-45
years, and 45 years and up
High School and College aged people will demonstrate social uses
The 25-45 years group will be used to determine business
application and social/personal use
The 45 years and above will give us a plan to market to more senior
well-refined group

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Research
This research will be done through surveys (via email campaign
through portals such as, iTunes and other on-line application
developed for the iPhone) and interviews (in Apple stores) with the
same age groups listed before
To bring the iPhone to the front of the business world it is important
to research different ways to grow the 15-25 year old group into
business uses of the product
Brand awareness will be an important tool in taking the Apple
brand from "social cool" to "business cool".

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Marketing Research
We will ask for feedback on iPhone features, and implement those
changes most important to the end user in the next generation
iPhone
We will allow users themselves to design their own ideal iPhone online and use any useful ideas to further refine future iPhone models
We will continuously scour the Apple fan websites to understand
what the Mac faithful are saying, as they are our best customers.

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Implementation
Compensation system
workers $5 incentive pay for every non reject phone they produce
$10 per phone six sigma quality program
each worker $5000 each year for best practice training

use control measures to closely monitor


quality and customer service satisfaction
consumers can contact the main headquarters
about any possible technical problems by using
Apple Customer Service Bar and a customer service phone number
stored in the phone book

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Implementation
In case of slow sales
Offer iPhone to customers who have purchased other Apple
products $10 per phone six sigma quality program, which will lead
to:
demonstrate the product for consumers, it will promote synergy
and lure buyers.
develop deep relationships with two very different segments:
those who have it and those who aspire

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Budget
Our break-even analysis assumes wholesale revenue of $500 per
unit variable cost of $250 per unit and est. fixed cost of $50 million.
Based on these assumptions the break-even calculation is $50
million divided by $500 minus $250 equals 200,000 units sold.
Break-even calculations indicate that Apple will become profitable
after the sales volume exceeds 200k. After the first year Apple will
make a profit of 1.25 billion minus 50 million in fixed costs.
Recommended price is $350. The markup is 40 percent.
It is predicted that sales volume will increase at least 60 percent
from this change; this will decrease the impact of fixed costs and
improve opportunities to increase our production scale, which will
further improve profits in the long run

Executive Summary
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control

Apple iPhone Marketing Plan

Control
To plan our strategy we will meet monthly with the board of Apple,
present our information, and make a proposal for continued marketing
efforts. Before each meeting our team will meet in private, with each
person presenting their own proposal based on the information they
have learned. After the initial proposals, we will vote on the best one
or come to a compromise. The final proposal sent before Apple is the
result of that meeting.

Executive Summery
Situational Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Marketing Research
Implementation
Budget
Control