Apple iLearn The Wolf Pack:Jessica
Paterson, Kristin Kennedy,
Michael Dunn, Monica Altamar,
Troy Goliber, Jaimie Lemieux
Introducing the iLearn Netbook with applications & customization options geared towards tweens
Mission Statement
“Bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through [Apple’s] innovative hardware, software and Internet offerings.”
-(Apple’s Mission Statement circa 2009)
Objectives and GoalsTo expand our market to a younger generation
Increase profitable sales by15% in two years
Increase competition with competitors, like Dell, HP,Acer, Asus by introducing a new, innovative versionof the current netbook on the market today
Apple's Competitive Advantages
Apple is a well-known, marketable brand with a large market share The innovative technology Building a competitive sustainable advantage around Apple’s brand
Portfolio Analysis• BCG Matrix
o MacBook Pro: staro iPod: cash cowo iPad: question mark
• Diversification strategy • We predict the iLearn will be a star by the end
of the first fiscal year on the market
Competition Analysis• Competitors' Strength
o already have developed technology of a netbooko modified and improved this technologyo brand equity and awareness of Dell and HP
• Competitors' Weaknesses
o haven't targeted the tween marketo less applications and customization options that the
iLearno lack of brand equity/awareness of Asus and Acer
• Competitors' Reaction to the iLearn
o launch a similar product to the iLearno increase advertising for their current products
Competition Analysis (cont.)• Differentiation focus (niche) as our
competition strategy
• We hope to build a sustainable competitive advantage around the iLearn
SWOT Analysis: Internal
• Strengthso Apple is a well-establish, trusted nameo customer loyaltyo reliable technologyo ease of use
• Weaknesses
o marketing to a target that has limited to zero income
o Apple is not known for customization
SWOT Analysis: External• Opportunities
o appealing to a new, previously untapped market of tweens
o make Apple name more well-knowno introduce the iLearn to the global market
• Threats
o our competitors already have their established netbooks on the mark
o competitors can lower prices already
STP Analysis Segmentation
Targeting
Positioning
Step 1: Establish Strategy & Objectives
Concentrated marketing strategy Niche marketing to tweens Customization of an enjoyable, unique and
attractive product
Why differentiated, undifferentiated and micromarketing strategies don’t work!
Step 2: Describe Segments •Demographic: tweens from middle-income class families
•Benefit: compact size, parental controls, educational apps, user-friendly
•Loyalty: parents already loyal
•Why geographic, psychographic and geodemographic strategies don’t apply!
Step 3: Evaluate attractiveness •Identifiable: we know our market
•Substantial: approximately 20,038,000 tweens
•Reachable: internet, TV, magazines, other Apple products
•Responsive: interest in technology, previous spending habits
•Profitable: profit equation (20,038,000*0.60*425*0.65)-100= $3,321,298,400.00
Step 4: Select Target Market •Match competencies with attractiveness from SWOT analysis
•Uniform marketing mix may not apply to all potential consumers
Step 5: Identify & Develop Positioning Strategy
•Symbol will be most beneficial strategy:–Already well-known and respected–Contains a strong trademark–Separate Apple from competitors
Product
•Want our product to make users feel as though knowledge is cool.
•Continue with successful Apple color scheme and broaden to unique patterns and images.
•Slogan for product line–“Simple. Easy. Life. iLearn.”
Price •Promotional pricing to attract new customers (ex. free iPod with purchase)
•Starting price $350
•Bulk pricing and contract pricing for schools
Place •Apple Store•Best Buy•Internet•Wal-Mart•Target
•India•China•Japan •Europe•United States•Canada
Distribution by: Air, Land and
SeaContinue Apple’s supply chain
management
Promotion
•Communication Strategies–Celebrities–Commercials–Radio–Magazines–Internet
•Apple Day!
•“An Apple a day keeps the hunger away!”
Implementation Plan
• Decided to use STP Analysiso helps organization for group assignments
• Using concentrated segment strategyo targeting tweenso implemented through television commercials
developed by Jaimieo also need to market to parents
through email and mail• Describing segment
o 9-13 year olds with middle-upper class parentso implement through advertising in school supply
stores developed by Kristin
Implementation Plan
• Segment Attractivenesso target market is extremely reachable
will advertise through internet, television and magazines and will continue preexisting advertisements as soon as possible
run by Monica who is part of advertising teamo Mike will be watching the profitability of product
along with the rest of the financial team• Symbol
o advertise our well known symbol on billboards in busy cities
o implemented by Troy with the advertising team
Evaluation and Control• Setting up performance goals
o Market shareo Saleso Marketing expenses
• Market share
o Is the percentage of sales of a particular product/service in a given region that are controlled by a company
Market Share• In our first 3 years:
o We expect to have a market share of 25% • This would put us in a position to become the top
company in the market
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Evaluation and Control Contd.
• In our first 3 years we expect:
o Sales - $3,321,298,400 per year This is right with the top
companies
o Marketing Expenses - 10% of total sales for the product This is to stay constant through the years,
unless a significant problem comes up
Control
• Setting goals is a great idea, but you need to monitor them
• We have team of analysts following product:• Monthly meetings
• Forecasting• Measuring• Revenues and Expenses
• We have the right pieces in place if change is necessary
Summary
The iLearn should be successful on the market.
Works Cited