Elements of a Marketing Plan Report 1 Elements of a Marketing Plan Elements of a Marketing Plan Report By: Christopher Gilbert MKT/421 Instructor: Mark McClintock Introduction Gaining competitive advantage within the market is something that companies continuously strive towards. Standing out and differentiating the business from what the rest of the market is offering to the consumers is what ultimately allows companies to succeed. Leading companies and business adopt various marketing strategies and methodologies to stand out amongst the competition and gain consumer interest. Carefully selected marketing professionals are assembled in to teams who are responsible for developing an effective marketing plan that takes in to account various factors specifically those associated with product price and product promotion, to allow the company to secure larger profits within the market. (Cusumano, 2010) Apple, Inc. which is one of the leading consumer electronics companies in the world is at the top of the market at the moment despite all the competition that it faces specifically from its major rival company Samsung. Apple has a strong history of revenue growth, high returns on investment and also boasts as having one of the most brand-loyal consumers in the world. The following paper will explore the environmental forces that provided Apple with the opportunities that it currently enjoys as well as the key trends that it is currently experiencing. Furthermore, Apple’s diverse target market will be focused on and the ways in which Apple, Inc. could strive for further differentiation within the market will be discussed. Key Environment Forces Various key environmental forces provided Apple, Inc. with the right opportunities that the company readily exploited under the leadership of Steve Jobs, one of the three co-founders of the company. Since its formation back in 1976, the company has been focused on implementing one strategy that although sounds very simple; is actually very difficult to achieve. The visionary behind Apple, Steve Jobs focused on defining the entire company based on a few simple aspects: staying unique, innovative and designing products through exploiting the concept of simplicity since simplicity is the ultimate complex. These key factors played a significant role in allowing the company to come up with products that consumers actually wanted to pay for. The key environmental factors that ensured Apple’s continuous success and still continue to do so include the following: 1. The creation of the demand for state-of-the-art smartphones. 2. International consumer interest. 3. A large consumer market that was unaware of the concept of user-friendliness and unique yet highly simply designs of products. The introduction of smartphones, and not just any smartphones but carefully designed and easy-to-use smart phones, within the market significantly changed the ways in which consumers made their product ...

1. Elements of a Marketing Plan Report 1
Elements of a Marketing Plan
Elements of a Marketing Plan Report
By: Christopher Gilbert
MKT/421
Instructor: Mark McClintock
Introduction
Gaining competitive advantage within the market is
something that companies continuously strive towards. Standing
out and differentiating the business from what the rest of the
market is offering to the consumers is what ultimately allows
companies to succeed. Leading companies and business adopt
various marketing strategies and methodologies to stand out
amongst the competition and gain consumer interest. Carefully
selected marketing professionals are assembled in to teams who
are responsible for developing an effective marketing plan that
takes in to account various factors specifically those associated
with product price and product promotion, to allow the company
to secure larger profits within the market. (Cusumano, 2010)
Apple, Inc. which is one of the leading consumer

2. electronics companies in the world is at the top of the market at
the moment despite all the competition that it faces specifically
from its major rival company Samsung. Apple has a strong
history of revenue growth, high returns on investment and also
boasts as having one of the most brand-loyal consumers in the
world. The following paper will explore the environmental
forces that provided Apple with the opportunities that it
currently enjoys as well as the key trends that it is currently
experiencing. Furthermore, Apple’s diverse target market will
be focused on and the ways in which Apple, Inc. could strive
for further differentiation within the market will be discussed.
Key Environment Forces
Various key environmental forces provided Apple, Inc.
with the right opportunities that the company readily exploited
under the leadership of Steve Jobs, one of the three co-founders
of the company. Since its formation back in 1976, the company
has been focused on implementing one strategy that although
sounds very simple; is actually very difficult to achieve. The
visionary behind Apple, Steve Jobs focused on defining the
entire company based on a few simple aspects: staying unique,
innovative and designing products through exploiting the
concept of simplicity since simplicity is the ultimate complex.
These key factors played a significant role in allowing the
company to come up with products that consumers actually
wanted to pay for.
The key environmental factors that ensured Apple’s
continuous success and still continue to do so include the
following:
1. The creation of the demand for state-of-the-art smartphones.
2. International consumer interest.
3. A large consumer market that was unaware of the concept of
user-friendliness and unique yet highly simply designs of

3. products.
The introduction of smartphones, and not just any smartphones
but carefully designed and easy-to-use smart phones, within the
market significantly changed the ways in which consumers
made their product choices when it came to purchasing mobile
phones. Apple completely revolutionized the smart phone
industry that was near to non-existent prior to their entrance
within the market. Although, Apple, Inc. had originally started
out entirely focused on the PC market, it eventually gravitated
towards popularizing the idea of having a mini computer-like
device in your pocket that was designed to be user-friendly and
cool to use. The marketing strategy that Apple adopted to
promote this concept eventually caught on as consumers started
preferring smart phones over regular phones.
Another great opportunity that Apple had during its early years
was that there was a global demand for mini-computer devices
that were being popularized. Apple, Inc. to this day exploits the
opportunity of great interest for Apple products within the
Asian market. This interest in the products ultimately provided
the ground for Apple to continue on. Apple adopted a very
different strategy from its competitors. The visionary behind
Apple, Steve Jobs used effective marketing strategies for the
products that the company created. He believed that allowing
the consumers to understand why they want to buy or purchase a
certain product would ultimately ensure long-term returns well
as continued consumer loyalty. The products that Apple
ultimately ended up designing focused on the aspects of
innovation, simplicity, user-friendliness and ease of use that
instantly attracted a large consumer market. The strategy did
pay off in the long run. (Gustin, 2012)
Changes in Target Market
Over the years, Apple’s target market has grown
tremendously and attracted international consumers, groups and
demographics. With effective marketing strategies, the interest
of the consumers in Apple’s uniquely designed products has
continued to increase. Apple designed effective marketing

4. strategies for each of its individual products that it offers, e.g.
iPhone, iPad, Macbook and iPod. The trends in the purchasing
behavior of the organizations target market have changed
positively over the years. The marketing strategies have
attracted a very diverse range of consumers from all across the
globe who are willing to pay for these state-of-the-art products.
The sales of iPhones and iPad tablets have increased over time
as more and more consumers are shifting to Apple products
primarily due to their simplicity and uniqueness. The changes
within the target market have therefore been positive over the
years resulting in great revenue growths.
Five Environmental Forces
1. Social:
The diverse range of consumer market that Apple targets
ultimately forces the company to take in to account various
factors specifically those associated with the differing aspects
of individual life-styles that consumers follow. The need and
demands of the consumers are continuously changing and so are
the motives that ultimately force the consumers in to purchasing
Apple products. Consumers value luxury and products that offer
entertainment and are feasible as well as reliable at the same
time. This increased purchasing power of the consumers has
ultimately allowed them to choose their product preferences
specifically those related to technology. Apple has been
successful in meeting consumer demands over the years and
even introducing new ones that consumers did not even know
they could benefit from, thereby defining individual lifestyles
through introducing new unique products.
2. Economic:
Consumer and supplier’s bargaining positions are becoming
stronger thereby impacting Apple directly. Other economic
factors such as inflation in the world’s economy have caused
serious decline in sales for Apple in the past. Perhaps the major
opportunities for Apple lie in expansion within the developing
countries which are still less exposed to these high-tech

5. products. For example, expansion within the Asian market
would prove to be very effective for Apple. However, the main
aspect that tends to influence Apple product sales is that of
consumer purchasing power. Any fluctuations in this aspect
would directly impact Apple’s business.
3. Technological:
Since Apple itself is a company that is directly associated with
technology, it influences Apple’s businesses directly.
Availability of better, faster and more functional hardware
ultimately pushes Apple to make changes in its core design
elements to offer customers the best quality products. The
competition ultimately increases. However, Apple has been
focused on remaining unique and innovative from the start and
has easily been able to dominate its competitors in this field as
well. (Gustin, 2012)
4. Competitive:
Apple has to face a huge amount of competition within the
consumer electronics industry primarily because the market is
expanding and improving at a very fast pace. In order to stay
ahead and relevant, Apple has to continuously out-smart its
competitors. The biggest competitors include Samsung, Google,
HP, Microsoft, HTC and Nokia. Although Apple still remains at
the top within the consumer electronic industry, it lacks behind
in terms of the sales of certain products. While iPhone continue
to remain on high-demand, Apple’s laptops face a lot of
competition especially from competitors such as Microsoft and
HP which offer high quality laptop products for cheaper rates
that are easily affordable by the average consumer. Gaining
competitive advantage would require Apple to come up with a
killer marketing strategy that would ultimately allow the
company to win over the consumers that settle for cheaper
products.
5. Regulatory:
Various legal and regulatory issues can also affect Apple’s
business greatly. Apple’s privacy issues and the ways in which

6. they use information through their devices is an issue that
Apple might have to deal with. This is one of the main aspects
that Apple may have to re-think in the future.
Differentiation Strategy
Apple has been using a very effective differentiation strategy in
the past that has served it well. Apple tends to predict consumer
demands and behaviors prior to designing/ introducing its
products. The consumers are provided with the product in a
manner that makes them think that they need the product as a
part of their life primarily because it suddenly becomes the
latest trend. Apple designs premium products at a premium
price that consumers pay to purchase an entire package that is
uniquely designed, easy to use and highly effective in terms of
meeting consumer demands. Marketing strategies employed by
Apple further create interest amongst the public regarding their
products which is why the company has such brand-loyal
customers in the first place.
The key aspects that Apple can use to gain competitive
advantage include those of designing products that offer
features that are not offered already by consumers. Introducing
new features directly sparks curiosity of the consumers that
make them make different product choices. Apple should focus
on improving its pricing strategy so as to allow more consumers
to be able to purchase their products. Furthermore, focusing on
maintain brand loyalty and introducing retail outlets in
developing countries are some of the future strategies that
Apple can use.
Geek Case Study
Perhaps the greatest lesson that Geek Case study presented was
that of staying relevant and continuing to find ways to target the
consumer market with the changing environment. As the social
set-up and environment changed, Geek Squad identified their
potential customers that they could target: women. And they
realized this opportunity instantly thereby allowing them to
change their strategies. Furthermore, the aspect of introducing
the demand that does not previously exist in the minds of the

7. consumer is a concept that really stood out about the case study.
Even though the demand is already there, it is dormant and
often hidden from plain sight. Even the consumer himself is not
aware of it at times. Sometimes, businesses have to figure out
ways to identify these demands and present them to the
consumers in order to thrive. Geek Squad’s repairmen and
consulting services were a hit despite being unpopular
previously when the demand was not officially identified.
Perhaps, the same applies to Apple’s case as well. Additionally,
Geek Squad continued to look for partnerships and ways to
expand their networks in order to gain consumer interest. This
suggests that continuously exploring new options for expanding
the business and targeting a diverse range of customers should
be the key in any successful business looking for positive
outcomes. (Jinjin, 2013)
References
Gustin, S. (2012). Why Apple is Winning: Innovation,
Opportunity and Execution | TIME.com. TIME.com. Retrieved
28 March 2016, from http://business.time.com/2012/04/25/why
apple-wins-innovation-opportunity-and-execution/
Cusumano, M. A. (2010). Staying power: Six enduring
principles for managing strategy and innovation in an
uncertain world (lessons from Microsoft, Apple, Intel, Google,
Toyota and more). OUP Oxford.
Jinjin, T. A. N. (2013). Strategic Analysis of Apple Computer
Inc. & Recommendations for the Future Direction.
Management Science and Engineering, 7(2), 94.
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