We have a group assignment for marketing and have specific sections that we have been assigned to complete. The topic we have chosen is "Apple Computers". I am required to complete the following sections of the assignment:
2. Situation Analysis
Research all the facts and information listed below. Then cut away the unimportant information and get down to the real basics of the plan. In terms of content the following points should be covered or at least considered:
a) Relevant history of the product/brand: Organizational mission, what business are they in, what are some key objectives?
b) Marketing Environment: Identify and describe major changes occurring in the organization micro- and macro-environments and how these are affecting its performance, operations, customers, etc. What opportunities or threats are exposed? Discuss only those environments that are relevant to your product/brand.
e) Competitor Analysis:
̢ۢ Direct and indirect competition
̢ۢ What are the strengths and weaknesses of the direct competitors- think in terms of product, price, promotion and distribution?
̢ۢ Who are likely to be the major competitors in the future- what replacement products may threaten the future of the product
4. Marketing Strategy
Outlines the broad marketing logic by which the business unit hopes to achieve its marketing objectives. It includes the following elements:
a) Select Target Market's): Describe general characteristics and needs of the target market's). Why does this target market's) have the greatest potential? Here is where you outline in general terms the demographic and psychographics of the target market, identify whether they are present users, users of competitive products or non-users in the product category. You will also want to support your recommendations for selecting this particular segment of the population here.
b) Develop Marketing Mix to meet needs of each target market selected: Outline specific strategies/recommendations for each marketing mix element. Keep in mind that your recommendations should relate to the marketing objectives and be designed to achieve those objectives. ** Don't forget that this section is worth 50% of all the project marks!!
• Product strategies – what are your recommendation concerning packaging, branding, labeling, extensions, product line length, width, depth and provision of augmented aspects?
• Pricing strategies – what will influence your pricing changes in the future, what price adjustments may be beneficial, what type of product mix pricing strategies could boost profits?
• Distribution strategies – how intense is it currently, where do you want to be? Is it direct, or indirect, or dual – and how can this be adapted to penetrate markets in the future?
• Promotion strategies – where should promotional expenditure be concentrated? PR, Advertising, Sales Promotion, Personal Selling, Direct communications? Why?
̢ۢ Also, detail how strategies will be turned into specific action programs: what will be done (activity), when will it be done (target completion date) and who is responsible (responsibility)?
In question 4 "Marketing Strategy" we have to report on how future trends or inventions contribute to the following four strategies.
Product
Pricing
Distribution
Promotion
The possible future invention that we have come up with is, the ability of Apple computers to one day have the knowledge and technology to make the consumer a cup of coffee. The section in which I have been allocated to comment on using this example is "Product Strategies".
Credit:ivythesis.typepad.com
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