Please help! Could you please assist me with the Marketing Objectives (segment o
ID: 377727 • Letter: P
Question
Please help! Could you please assist me with the Marketing Objectives (segment of marketing plan) for Apple Inc?
[update] What I need is a writing which must resemble the image below, except for Apple Inc:
Thank you for your time and help, I truly appreciate it!
IV. MARKETING OBJECTIVES FreeRiders' primary goal is to introduce a product appealing to a younger and more broad con- sumer base. Research has shown the brand to be desirable to a young dience. The largest barriers to enter this market are price and distribution. It would be counterpro- ductive and seriously damaging to the brand to introduce a product that compromises FreeRiders core values of quality, performance and ethical business practices. As such, FreeRiders must push its designers and supply chain to create an affordable bicycle consistent with the brand's values. er, predominantly male au In the past 9 months, FreeRiders' primary competitor, VMS, has introduced three new bicy- cles priced far below any of FreeRiders' current offerings. While the FreeRiders product line re- mains at the top of the consumer's list for quality and desirability, the competitor's lower prices and extravagant marketing campaigns pose a serious threat to the company. FreeRiders must come to market with a competitively priced mountain bike within the next four to six months to prevent VMS from becoming entrenched in this valuable demographic. FreeRiders' small size and agility pose no barriers with regard to speed to market; however, measures must be takern when cutting manufacturing costs to produce this lower-priced bike. By strategically offshoring the production of some non-structural components, scaling back some aesthetic features, such as paint, graphics and custom accessories, FreeRiders will be able to release this new product within the six to nine month window. For the initial release of the product, FreeRiders will participate in local events throughout the US and Canada to raise awareness of this new bike. A key component to this local strategy will be a design contest aimed at creating a personal relationship between FreeRiders and its new con sumers. Consumers will be given an opportunity to name and design the logo for this new bike. To encourage this new target's loyalty to FreeRiders' existing retail partners, a FreeRide progranm will be offered to cach bike shop. The shops will be provided advertising materials and a FreeRiders representative to customize the event to their demographic. Shops will receive be- tween five and fifty of the new bikes for their customers to try. Customers will be given an oppor tunity to provide feedback and ideas for future line extensions as well to promote a ‘by us, for us community. Concurrent with the FreeRide events, a contest to name this new bike will be held. The winner of the contest will not only have their design on the new bike, but will receive five free bicycles to pass along to friends as well as an opportunity to participate in promotional events for the new product. The newly named bike will be released within two months of the unnamed "First Edition" bike. It will be important for FreeRiders to fully disclose that this new product will not be entirely made from US-sourced parts. Part of the awareness program will feature and informational book- let about where and how the new bike is produced as well as links to other like minded companies appealing to this market. Potential co-branding opportunities exist with companies such as Simple shoes, Kodak, Timberland, Green Mountain Coffee and Method. Additional promotions and events will run concurrent with the FreeRide campaign aimed at preserving the current relationship the company has with its Baby-Boomer premium bicycle mar ket. These events will heavily reinforce the company's message of "Made in the USA", perfor mance, quality and environmental responsibility. A customer loyalty card program will also be introduced to customers who purchase the premium bikes. This loyalty program will offer special pricing, invitation-only events and pre-sales of new productsExplanation / Answer
Apple’s primary marketing objective is to transform the customer experience and introduce products that are revolutionary and innovative.
Apple offers premium products at a much higher market prices than the competition and the best part is it still maintains the premium prices maintaining large market share and high-profit margins.
Objective 1- The first marketing objective of Apple is to continue to create most innovative and transformational products. The marketing objective that it has set is to be a trendsetter in whatever pursuits that they follow.
Objective 2- To continuously keep innovating and be a leader in defining the future technology landscape
The marketing strategy tries to put this groundbreaking technology in customer’s hands and charge a premium for that. They do this in the most innovating manner.
Their belief is that the consumer will always invest in the next most innovative product if they know how to use it easily and what value does it deliver in terms of utility as well as some sort of snob value.
Apple continues to study the market looking for next best things and how customer’s tastes are evolving and how they are buying technology products.
To convert this insight into a successful product is the key marketing strategy for Apple.