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Analyse the marketing plan of a business? 1.0 Executive Summary The purpose of this report is to draw out and relate the implication of marketing plan of a business to achieving marketing objectives. It will specifically analyse the impact of SWOT analysis, market research, marketing objectives, target market, marketing strategy as well as planning, implanting and controlling of the promotion strategies in businesses marketing process. The case study of Apple Inc. is used to support the essay. 2.0 Situational Analysis 2.1 SWOT analysis Def  Strength includes successful branding , Weakness can be low productivity, opportunities can be a low interest rate and threat can be increasing competition in the market  Implication: understand current position of business and utilise specific marketing strategies e.g. product and promotion  Influence customer purchasing behaviour, create competitive advantage  Attract more customer, increases customer base  increase in Sales and revenue and profit (Negative implication, it may be costly) Table: Strengths: - Branding 176bn highest in the world - Innovation feature of iPhone and Mac (top reason why customer choose Apple)  60% Apple buyers enjoys their product due to the technology, 1.4bn spending in R&D  Sales increased by 5% since iPhone xs is released  $265m revenue Weakness: - Product range is limited  60% of sales came from iPhone  If one product sales, it would lead to significant loss in sales( 50%) as well as net profit by 60%. Opportunities - Tax cut in US to 15%, Apple take advantage by implementing more promotion campaign in America  10% rise in sales in USA in Q4 2017. Threats - Competition w/ Samsung  Market share was less than Samsung in Q3 2016 due to implementation of loss leader by Samsung

Product life Cycle Introduction stage  limited customer awareness, sales  Intensive promotion & loss leader, Growth  rising sales and market share  More distribution channel, geographic expansion, encourage brand loyalty (relationship marketing)  increase potential customers and repeated sales  increase sales and revenue  Profit maximisation Maturity  Sales pleatued  New packaging design, Promotion strategies, reduced price Decline  Sales decrease potential product deletion  Loss leader to clear out inventory

Market Research Systematic process of collecting, recording and analysing data and information for a specific purpose.  Determine information needs, data collection and data analysis and interpretation.  Implication: Understand customer behaviour, develop specific strategies involves product and promotion.  Competitive advantage Increase customer retention and repeated sales  Increase sales, revenue and profit. (Negative imp: costly and it can be timeconsuming) Apple conduct market research  gain primary data from observation method  Analysis of data shows that: 22% iPhone user, 55% want to buy next iPhone, innovative and user-friendliness is the top two reason they choose Apple  Develop product and improve technology, improve their customer service. (Total product concept)  Increase sales in US b 4% in the next 2 quarter Target Market

Potential Customer that business intended to sale its product to.  Primary and secondary target market (Use market segmentation) Implication: Allow business to utilise marketing strategies efficiently.  Better understanding consumer buying behaviour.  Reduced wastage cost  Increase profitability (Negative imp: may lead to limited customer base and therefore limit sales, revenue and profit) Apple target market 12-50 people with middle and high level of education. Also aims at corporations and education that may use Apple device.  Use sales promotion - Provide 10% discounts to corporates that purchase Apple product in large amount.  Increase sales to iPad and Mac book Pro sale by 4% and 5% in the quarter after this policy is introduced.

Marketing objective This involves, profit maximisation, increase market share, increase sales and revenue, expansion of product range, expansion of geographical area, increase quality of customer service.  Implication: benchmark to assess the performance of business in a period of time  Monitor and control the effectiveness of marketing strategies  Take corrective actions Apple set their marketing objectives in each category. Profit maximisation: Successful as net profit increased by 10% to 59bn Sales and revenue: Increased by 15% to 259bn Market share: successful, 64% higher than Samsung. Product range: aims to improve this by adding music streaming services and new Apple Watch Geographical area: - Gain market share in India(0%) by setting a headquarter in Mumbai for Indian operation - Successful in Australia (68% market share) Customer services: Have 500 retail stores in over 100 countries Marketing strategies Action taken in the hope of achieving marketing strategies.  Identify all strategies Example of one strategies.

Planning Implementing and Controlling Implementation refers to develop a financial forecast then, putting marketing plan. into operation. Implication:  Outlined cost and revenue projection assist allocation of resources  Reduced wastage cost  Increase profit (Negative imp: May not be able to prejudge a volatile sudden event.) Monitoring: Comparing actual performance to planned performance,  business can conduct sales analysis  Better understanding of the its customer base  Improve their distribution channels, product design/ packaging  Implication: Improve customer retention, more customer base  increase demand, and sales  revenue and profit Controlling -> taking corrective action  New product development Gain market share and increase revenue and profit.

In the process of implementing and monitoring  sales of iPhone XR did not meet forecast due to slowing down in growth rate of China  (Controllingcorrective action) Paused production of iPhone XR, encouraging customer to hand back old iPhone and get a discount in purchasing a new one.  5% increase in sales. (10% increase in sales from China)...