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  

http://www.nordichardware.com/index.php?option=com_content&catid=112&lang=en&view=article&id=19820

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