Strategies of Apple Inc Analytical Review

The brand I choose was apple but I did not choose the new product line or brand extension yet so you have freedom to choose.

Final (Checkpoint) Project Assignment You are a Chief Marketing Officer (CMO) recently hired to develop a new product line or brand extension for a company’s product/brand (Note: students choose the company and brand/product). Based on the company’s mission and goals, status in the market, current target market(s), and brand power, you will develop a Marketing Plan for the new product/brand extension.

The organization you choose needs to be a publicly-traded company, thus allowing you to gain access to its financial data and market performance. It cannot be a privately-owned company, nor a start-up. The new product or brand should relate to the company’s mission and target market(s), or to a lucrative new market segment. The decision is yours!

Students will be writing a formal business memo/white paper. The memo/white paper will consist of 5-7 content pages (+ cover and appendix). The memo should highlight and recap the important parts of the formal presentation. The memo/white paper should be written in Times New Roman, font size 12, double-spaced, with 1” margins all around. Please submit your final document as a .docx in Canvas.

Direct quotes must be appropriately cited. Bullet-points are allowed, but should comprise a small portion of the entire document. The document must be written in narrative, 3rd-Person format, free of colloquial (casual) lingo.

PROJECT OUTLINE

Executive Summary

Company Description/Introduction

Strategic Plan

Mission

Goals

Core Competences/Competitive Advantage(s)

Industry Analysis

Industry Trends

Competitors Analysis

Market Analysis

Market Trends

Target Market Analysis

Demographic Profile

Psychographic Profile

SWOT Analysis *

Analysis of Internal Strengths and Weaknesses

Analysis of External Opportunities and Threats

Marketing Mix Strategy *

Product/Brand Strategy

Product/Brand Positioning

Points of Difference

Pricing Strategy

Promotional Mix

Integrated Marketing Communications

Digital Marketing Strategy

Distribution (Place) Strategy

Financial Data & Projections

Implementation Plan

Evaluation of Marketing Activities

Conclusion

References