Apple iPhone X Marketing Plan
is an American multinational company based in California. The company that was created by Steve jobs and Steve Wozniak on April 1, 1976 is a modern-day technology leader in electronic and electrical products and services (Thomke and Feinberg, 2012). Apple Inc. products vary from computers and mobile phones, mobile phones, personal computers, commercial services such as distributing digital content through platforms such as apple music (Hennessey and Najjar, 2017). iPhone X is the latest most advanced flagship smartphone project for the company. However, despite these innovative characteristics and superior performance of the Apple Inc. sales for the iPhone X have experienced retarded rates (Payne,2017). This marketing plan will show how iPhone X should be marketed in order to reach sales target. II. Mission statement The mission at Apple Inc.
Unique features • It is the first smartphone phone in the iPhone series to adopt the OLED screen. • Wireless charging is compatible with iPhone X • Introduction of animated emoji’s known as Animoji. • no home button –almost true bezel less. • expensive smartphone $999 especially in the international market. • Great overall design built, the display quality and 7-megapixel True Depth camera. The situational environmental analysis • Political analysis and laws and regulation Political elements like taxation is going to affect how much an iPhone X goes for. In simple terms this will affect pricing and profitability. Therefore, apple should take into account how much this affects cost then set the price. Importing laws will also affect how an iPhone x is priced. If the government has set up high barriers, tariffs and taxes this will affect the price of iPhone X.
Other countries like India are also potential markets due to their high economic growth and high population. Africa is also another market to exploit as countries like Kenya, Ethiopia, Rwanda etc. are experiencing high economic growth. In north America and Europe, the economy has been stable and sales of iPhone X is expected to be good and stable (Daniel et al. • Social and cultural factors High consumer awareness on the features and distinctive benefits associate with iPhone X. With marketing trends significantly affected by the emerging technologies in social media platforms well as traditional means of reaching the clients. Technology advancements and features of iPhone X such as its OLED screen to market the iPhone to the tech savvy people who are keen on technology improvement (Thomke and Feinberg,2015).
Robust internet marketing strategies will be critical for the iPhone X to achieve its sale target. Redundant customer care services, educational awareness and support services in Social media on iPhone X should be used heavily to market the iPhone X. Third party’s sites such as Telegram Facebook, YouTube channels commercial Ads can be used also to market the iPhone X. The same can be said for iPhone X. this means that the competitive nature in this industry is very strong. Low switching cost is what makes the industry very competitive (Blenko et al. One does require a lot of money to switch from iPhone X to let’s say LG v40. This is a big threat to iPhone X and Apple.
Building a loyal customer base is also important. This makes people not to abandon their iPhone X no matter the case. Accessories that enhance iPhone X functionality can also be used to prevent collective bargaining power. Threat of new entrants into the market A new entrant in the market who would disrupt the market share that iPhone X enjoys is relatively low. This is made possible by primarily two factors i. iPhone X can easily get components for manufacturing. The suppliers who manufacture components like chips to be used in iPhone X are also highly competitive among themselves. The switch cost from one supplier to another in order to source for components needed for the iPhone X is low and this would not be a very big hurdle(Payne,2017).
Apple being the main customers to the business, a supplier would not like to go out of business with apple because it would lead to losses at the company. This makes manufacturing of the iPhone X to be easier since apple company has an upper hand when it comes to negotiating with suppliers easier. The camera of iPhone X also comes with a 12 MP dual optical stabilizer. This is going to take amazing photos for vloggers and bloggers. The full screen display will enhance user experience. iPhone X should be marketed strongly using this point. • Compatibility The iPhone X is very compatible with a lot of things. Brand awareness leads to customer loyalty. Customers will buy the iPhone X because that they are aware of the brand and the quality that it provides • Quality The iPhone X has proved that it is of high quality.
The hardware that comes with it are all quality. This includes the screen, camera and battery. If we talk about the camera, the camera can take high quality photos even when the lighting is very low. There is a very wide variety of iPhone X apps one can get from the apple store. Weakness • High price The iPhone X has a high price. This is because of the brand that iPhone comes with. The iPhone X also targets a certain class of people. This can hinder the iPhone X to sell to its fullest potential. With this advancement iPhone X should take advantage of this to continue to update itself so as to appeal to the new generation of customers. This can be done through software updates.
For example, there are some features that the iPhone X camera cannot do due to software but if software is updated then the iPhone X camera will perform those tasks easily. • More dependency on technology Technology is becoming part of our daily lives every day. Some areas right now cannot do without technology. especially with newly released Samsung s9. The smartphone has almost the same features as iPhone X but retails for a lower price. If iPhone X is to beat Samsung s9 then it has show unique features it offers Marketing objectives iPhone X should have a first-year sales objective then second year sales objective. For this marketing plan in the first year the iPhone X should sell at least 7% (20 million unit) sales volumes in the first year and 10% of that in the second year.
This would give iPhone X a good market share. iPhone X isn’t the first phone that user can use to surf the web, take pictures and check emails but it has certainly enhanced the functions of a smartphone. This is why customers make lines for long hours to purchase the phone, Hennessey and Najjar(2017) • Markets iPhone X is designed for everybody. Each and every person is a potential market for the iPhone X. this ranges from college students to professionals in the market. Even though it is for everybody iPhone X should have a premium price. Big corporations to teenagers are attracted to the iPhone X. This just goes on to show how wide the demographic is (Daniel et all,2015).
Teenagers will find themselves using the iPhone X to listen to music, communicate with friends and use it in social media. College students may use the iPhone X for learning purposes like reading document, use facetime to take part in group discussions and it is easy to carry for day to day use. On the other hand, tourists can use the iPhone X to take pictures and use it for map directions. Apple store contains innovative apps, they are mostly the first creators then they are followed by other brands in the market, this is according to tech analysts and consumers of the product and services. Apps can be linked with other devices that apple sales like mac book and iPod.
This lets iPhone users to be hooked to apple products like the iPhone X. Pricing Due to the quality, status and uniqueness iPhone X will follow a pricing strategy that is known as skimming. This is where by a brand invests heavily on R&D and brings out their A game after every launch of product. Some of them are: • I-stores Apple owns these stores. They are equipped with highly skilled staff who are there to address your concerns, dedicating a lot of time and effort to ensure customer needs are met. The sales people in these stores have undergone intensive training, they can give you great advice concerning the iPhone X, ensure a customer has a good experience, this helps in enhancing buying of the iPhone X.
The products are gotten directly from the apple company itself. • Independent stores This type of stores buys their supplies from distributors rather than apple company itself. iPhone X should be heavily marketed in this website. • After sales Apple provides after sale services for its products like iPhone X. Big entities should be persuaded to enter into a deal in order to sale the iPhone X. This has really opened up after blackberry exited the market. Promotion Because iPhone has numerous differentiation factors, this has led to the company to create a unique position for itself in the market. They may do a review of the iPhone X but can also be any model and then give it a good rating. People watching the channel will flock to buy the new gadget.
Others may do comparisons with other phone models and tell which is better. The sales staff at iPhone also help in marketing, like when a customer walks in a store but is not sure whether to buy the iPhone the sales staff really know how to convince someone. Point of sale advertisement also plays a role. apple. com/iphone-x/ Armstrong, G. , Kotler, P. , Harker, M. , & Brennan, R. F. , & Horta, N. Company event popularity for financial markets using Twitter and sentiment analysis. Expert Systems with Applications, 71, 111-124. David, F. Role of brand identity in developing global brands: A literature based review on case comparison between Apple iPhone vs Samsung smartphone brands. Hatch, M. J. Organization theory: Modern, symbolic, and postmodern perspectives. Oxford university press.
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