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Marketing Plan of Iphone 7 Plus

Essay by   •  June 4, 2019  •  Essay  •  3,147 Words (13 Pages)  •  128 Views

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I/ Executive Summary

II/ Current marketing situation

           Market Description

           Product Review

           Competitive Review

    Channel and Logistics Review

III/ SWOT analysis

IV/ Objectives and issues

V/ Marketing strategy

            Marketing Objectives

            Market Segmentation

            Target Markets


     Marketing Mix

VI/ Action program

I/ Executive Summary

Apple is preparing to launch the new smartphone line is the iPhone 7 plus. Although the smartphone market is growing strongly such as Samsung, LG, ... but the iPhone are still superior. Iphone 7 Plus will be positioned by iOS9 operating system. The operating system of iPhone 7 Plus is a respected mobile plat form because of its flexibility and speed. The iPhone 7 Plus will target specific segments in the consumer and business markets, including teenagers between the ages of 20 and 35, entrepreneurs and social status people. The primary marketing objective is to achieve sales of 50 to 53 billion USD in 2016, of which about 46% comes from iPhone 7 Plus. Basic on this market share goal, Apple is expected to sell 65 to 70 phones in its launched first year and will break even in the final phase of the year.

II/ Current marketing situation

Apple company was founded in 1967 by Steve Jobs, Steve Wozniak and Ronald Wayne. Spread many changes, Steve Jobs is currently running and leading Apple. Apple Company has launched a lot of modern technology products such as iPhone, iPad, iMac, ... In the most recent year, Apple has achieved $58 billion in revenue and net profit of $18.3 billion. This is part of the future development plan and to prepare for the launch of new smart phone lines with superior features. And is a smartphone line that has undergone tremendous development since 2007 until now. Currently, iPhone is the best selling phone brand in the United States with 40% market share. Overall, there were 1.55 billion smartphones sold on global market and up 2 percent from the previous year.

The smartphone market is dominated by 3 major brands: Apple, Samsung and Huawei. In which, Samsung once again was the leader in the worldwide smartphone market with 18,7%. Apple ranked second with 18,2% of the global market share. However, when including accessories, handheld devices, high-end phones, ... Apple led the market with 43%. Samsung was left in second place with 24%. Next, Huawei with 9% of the global market share. Apple has higher annual revenue than any other smartphone brand. This has proven the technological power that iPhone holds. But to be able to attract more consumers and their loyalty, Apple must carefully target specific segments with features and benefits valued by those segments.

1/ Marketing descriptions

Smartphones have been dominating the display panel market, with Apple and Samsung dominating the whole smartphone segment. IPhone’s market consists of consumers and business users who prefer to use a single device for communication, information storage and exchange, and entertainment on the go. Specific segments being targeted during the first year include professionals, corporations, students, entrepreneurs, and medical users. The global smartphone market research predicts the market to grow steadily at a CAGR of more than 6% by 2021.

IPhone 7 plus targets most at age groups. However, their primary source of profit comes from 20 to 35 year-olds. Iphone attempts to incorporate aspects of a design in which customers seek. The iPhone 7 Plus significantly improves every aspect of the iPhone experience, reaching a new level of innovation and accuracy to make it the best iPhone we've ever created. They also target large retailers and wholesalers rather that just final consumers.

2/ Product Review

Apple's new line of iPhone is the iPhone 7 Plus, offers the following features:

  • IPhone 7 Plus is colors: in silver, gold, rose gold and the new black finish
  • New storage capacities: with 32GB, 128GB and 256GB models
  • Water and dust resistance
  • Improved 12 MP sensor
  • Improved battery life
  • 3GB RAM: The extra RAM is probably used to help out the iPhone 7 Plus’ camera system. At any rate, the iPhone 7 Plus has more RAM than any other iPhone.
  • It's the only iPhone to sport two cameras on its rear.
  • The IOS operating system: The first and foremost quality which people loved in the Iphone was access to the world renowned Apple ios operating system.
  • Processing speed: Iphone hardware was very much compatible with the software and the OS used to run smoothly.

3/ Competitive Review

The emergence of lower-priced smartphones, has increased competitive pressure. Compared to competitors, Iphone has the following advantages:

  • Apple currently accounts for 17.8% of the global smartphone market share
  • Its technological advancement & visionary thinking
  • Strong and extensive distribution channels in the U.S
  • Marketing and advertising capabilities
  • Amazing software and OS
  • Brand awareness and reputation
  • Customer service

Key competitors include the following:

  • Samsung: As the iPhone's top competitor, Samsung is a multinational corporation founded in 1938 and based in Seoul, Korea. Samsung Galaxy is a series of mobile computing devices manufactured and sold by Samsung Electronics. It has a huge set of products including the Galaxy S high-end smartphone series, Galaxy Note and Tab tablets, and many other products. Samsung Galaxy phones have powerful specifications and great features. Their phones with Android OS are widely accepted and available at various costs.
  • HTC: A famous brand, HTC was founded in 1997 as a manufacturer of laptops. HTC is a Taiwan-based brand that engages in the production of smartphones based on Windows Mobile and Brew. HTC produces smartphones based on Windows and Android operating systems. The main strength of the company is strong links with technology giants such as Microsoft, Apple, Philips, Siemens, and more. The company has invested about 11% of sales for Research & Development. Because of its strong research power that helped them build a strong product portfolio, it is truly a strong competitor to the iPhone.
  • Huawei: Huawei Technologies is a well-known multinational corporation specializing in consumer electronics, telecommunications equipment, artificial intelligence and various technology-based products and services. Huawei has set up its various products and services in nearly 170 countries. The company is a leading provider of information and communication technology (ICT) and smart devices. Huawei's main strength is being ranked third in the global mobile internet market. It has excellent technical power and has invested heavily in research and development. Huawei is a great smartphone manufacturer; it is the iPhone's top competitor.

Sample competitive products and price






Galaxy S7 edge

Samsung Galaxy S7 edge is highly appreciated for the design and the accompanying equipment. The stylish and popular Samsung Galaxy S7 edge has a 5.5-inch color screen and is well equipped for music, video, and Web access; it also has communication, calendar, contact management, and file management functions. In terms of configuration, Samsung Galaxy S7 edge uses Exynos 8890 chip, 4 GB RAM internal memory 32 GB, 3,600 mAh battery.

650-700$ with two-year phone contract


HTC 10

It is equipped with Snapdragon 820 chip, 4 GB RAM Quad HD 5.2-inch Super LCD screen. The 12 MP main camera uses UltraPixel technology, a f / 1.8 aperture, powered by 2nd generation laser focus system. Notable technologies are Quick Charge 3.0, Personal Audio Profile mode for high quality music playback, Hi-Fi Boomsound dual speaker system, supports 24 bit high quality music playback.

$350 with two-years phone contract



Machine with 5.2 inch Full HD screen, using Kirin 955 8-core chip. 3 GB RAM version, 32 GB memory, 3,000 mAh battery.The remarkable point on Huawei P9 is the 12 MP dual camera cluster.

$450 with two-years phone contract 



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