You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a s
Running Head: ETHICS AND PROFESSIONAL RESPONSIBILITY 0
Ethics and Professional Responsibility
Rodney Wheeler
Rasmussen College
Author Note
This paper is being submitted on August 25, 2019, for Jacinta Banks MAR4920 Section 01 Marketing Bachelor Capstone - Online Plus - 2019 Summer Mid-Quarter
Apple Company marketing
Mission: “To bring the best user experience to its clients through its innovative hardware, software, and services.”
Vision: “We believe that we are on the face of the earth to make great products and that’s not changing”
Values: Innovation, making great products, simplicity, focus on a few key projects, excellence, and control of the key technology behind Apple’s products (Heracleous & Papachroni, 2016).
Goals and objectives of the marketing plan
The marketing plan aims at a number of objectives. One of them is the profitability goal for the amount of income anticipated from the marketing strategy. The market strategy also aims at expanding its market share in the technology industry. It also aims at raising the consumer awareness of its products beyond that of the main competitor, Samsung Company. The marketing strategy will also increase the organizational size of Apple Inc. Company (Ferrell & Speh, 2017).
Market segmentation
Among the market segmentations is behavioral segmentation. This is based on the mannerisms of the clients ranging from utilization of products, product knowledge, attitudes as well as their reactions. The main marketing strategy to be used to market this segmentation is advertisements. The products produced and designed by Apple Inc. Company will be advertised through the social media platforms. This will enlighten the prospective clients on different products and their usage. It will also enable the brand to reach more clients (Wesley & Barczak, 2016).
Branding and positioning strategies
The brand positioning of the company is based on the clients’ emotions. It aims at manufacturing products that solve the problems of its clients so as to attract their feelings. The new brand positioning statement will be as follows:
“For the clients who want to purchase a wide range of technological devices with more effectiveness, Apple is dedicated towards providing more products based on product innovativeness and client obsession.”
This statement will be spread through all the social media platforms. It will attract the clients more to the Apple Inc. Company above all other technological firms (Payne, 2017).
References
Payne, B. (2017). Brand Positioning and its Usefulness for Brand Management: the Case of Apple Inc. Newcastle business school student journal, 1(1), 51-57.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external environment of Apple Inc. International Journal of Economics, Commerce and Management, 3(6), 955-961.
Wesley, D., & Barczak, G. (2016). Innovation and marketing in the video game industry: avoiding the performance trap. Routledge.
Ferrell, O. C., & Speh, T. W. (2017). Marketing Strategy, Loose-Leaf Version. Cengage Learning.
Heracleous, L., & Papachroni, A. (2016). Strategic Leadership and Innovation at Apple Inc. SAGE Publications Ltd.
