Marketing Plan: Apple Inc

Marketing Plan: Apple Inc.
The following list will show for the outline of the essay steps by step.
Please focus on major differences and stand out points. You do not need to write all the points and please also write solid sentences (clear and effective).
• Executive summary
• Introduction
• Objectives of the Marketing Plan & Major Marketing Problem/ issues. Make sure objectives are SMART
• Company Description/ Background of the organisation

• The environments that impact on the organisation
1. Technology
2. Government regulations
3. Legal Changes
4. Social / Cultural Changes
5. Climate (eg. for an outdoor restaurant)
6. Other?

• Competitor Analysis & Competitive Advantage of the organisation (SWOT Analysis?)
• Target market segments/ Segmentation
• Recommendations for product, price including breakeven point, promotion and place / distribution. Note: for those participating in the competition, all of these are important, but you will place most emphasis on the promotion topic.
• A budget for implementing your strategies – revenue and costs

Please meet the points from the following table. It is very important.
Competitor analysis & advantages
Compares major competitors, and highlights the competitive environment (direct & indirect);
Utilises tools such perceptual maps or tables

Objectives of the Marketing Plan & Major Marketing Problems SMART and very well integrated examples
Focused on the issues related to the plan. Integrated throughout the plan and come from the analysis
Target Market selection & segmentation
Very clearly articulated, and justified with use of theory

Environmental forces
Research present and indicates why this is relevant to the plan – links to other areas

Presentation of report
Professionally presented, flowing well.
No ‘typos’ or odd structure in the document.
Headings used, and sections clearly explained
Depth of analysis and research & referencing
Excellent research conducted.
Thorough research, and interesting and applicable to the topic.
Discussion of the research links in well with the plan, and makes sense. Is well explained, referenced, and discussed, and has an implication.
Reference list and in text references are correctly formatted.
Executive summary/ intro/ conclusion
Excellent standard for all three: exec summary, intro, conclusion

Recommendations:
Product Width and depth, Branding
Life cycle, Packaging
Positioning, Promotion plus schedule, utilising promotional mix Theory used to justify and support recommendations
Linked to objectives and overall discussion
Possible to implement
Creative and interesting, strategically driven from the analysis
Promotion plus schedule, utilising promotional mix
Theory used to justify and support recommendations
Linked to objectives and overall discussion
Possible to implement
Creative and interesting, strategically driven from the analysis
Pricing recommendations such as: Pricing /
breakeven
Pricing strategies
Theory used to justify and support recommendations
Linked to objectives and overall discussion
Possible to implement
Creative and interesting, strategically driven from the analysis

Distribution recommendations such as: Use of middlemen,
Location Theory used to justify and support recommendations
Linked to objectives and overall discussion
Possible to implement
Creative and interesting, strategically driven from the analysis
Overall recommendations – contribution
Theory used to justify and support recommendations
Linked to objectives and overall discussion
Possible to implement
Creative and interesting, strategically driven from the analysis
Budget
Excellent budget – justified, well presented, relevant

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