Executive summary
The integrated communications marketing plan for Apple seeks to help the company become a global leader in producing innovative and quality consumer electronic products for maximum customer experience and at an affordable price. Following this goal setting is a situational review where the marketing plan provides a marketing audit and overview for Apple. Thirdly, the marketing plan has a strategy formulation and makes assumptions, develops strategies, and the expected results for the plan. The strategy formulation entails a marketing plan evaluation and a budget. The marketing plan concludes with implementation of the plan and respective activities.
Goal setting
Mission statement
The following is the current mission statement for Apple.
“Apple designs Macs, best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leas the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future mobile media and computing devices with iPad”
Corporate objective
To become a global leader in producing innovative and quality consumer electronic products for maximum customer experience and at an affordable price.
Situational Review
Apple Marketing Audit and Overview
Introduction
Apple Inc is the leading manufacturer of consumer electronics (computers and smart phones). Te company was founded in 1977 and its headquarters are in Cupertino, California. The company is renowned for production and distribution of technology and technology-based products and services. Some of the products range from laptops, smart phones, music systems, digital cameras. On the other hand, the company provides services such as software application and operation solutions. Some of the common products are iPhone, iPod, Mac Computers, and iTunes. Apple’s main competitors include Samsung, Microsoft, Google, Hp, IBM, Philips, and Dell. The company as a global presence and a huge market share. However, this depends on the continental location of the market. The current market segment for Apple includes end-consumers, businesses, education institutions, governments, and creative markets. Apparently, Apple also trades in stock exchanged and some of the financial reports show that there is growing market for iPhone products since the sale have been improving on an annual basis. Apple has its own retail stores and online stores. However, it also relies on direct sales force, wholesalers, and retailers. The following market audit will give a clear picture of the current market strategy and business environment under which Apple is operating.
External audit
To understand Apple’s external environment, an analysis of the political, economic, social and technological factors that impact the company is necessary.
Political factors
According to Katie (2013) Apple is already benefiting from US political stability and various bilateral and multilateral agreements between the country and foreign countries. However, mucb of the company’s sales happen outside the United States and therefore, minimla control over relations with countries that are not friendly. On te other hand, some of the Apple’s products are manufactured outside the country and this has significant impact on the company. The fact that China is renowned for producing some of Apple products can be detrimental in the future if the integrity of the manufacturers and quality standards is called into question. The recent tussle between Apple and the FB shows how the politics of the day in the United States can pressurize business operations and ethical policies. Over the last few years, the political interference on Apple’s business has increased. In fact, the probability of having political interference in international scale has now become apparent. The recent example of a Russian lawmaker lobbying others to stop using apple products fearing spying by foreign agencies is a tip of the iceberg. In fact, another lawmaker wanted the CEO of apple banned from entering Russia because of his sexual orientation.
Economic factors
The US market encourages intense competition for consumer electronics. Since Apple relies on international sales, the current efforts to strengthen and stabilize the US dollar is having a negative impact on the company. In essence, this means that the company’s revenue will decrease since the dollar will be stronger than the foreign currencies. In addition, this means that the company will find it hard to conduct business in China and other European countries. Apparently, the company’s currency hedging program is not entirely effective n compensating for losses derived from the exchange rates. There is a high

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