Marketing week 6 plan III

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Apple Product Launch Plan

Timothy W.C. Burke, Firas Faraj, and Geidy Lopez

MKT/571

October 2, 2014

Dr. Nancy Mac Isaac

Running head: PRODUCT LAUNCH PLAN

PRODUCT LAUNCH PLAN

Product Launch Plan

Apple Inc., ticker symbol (AAPL), is developing new ideas to reach out to more consumers. Team D recommends that the next market segment Apple should plan to penetrate is the auto industry. Many Apple product users would likely enjoy the same friendly experience while operating their car. Apple Corporation’s new product, “the iCar”, will increase consumer driving experience and needs. Team D hypothesizes that the new iCar will engage drivers and enhance the driving experience resulting in creating demand for the Apple interface.

Product Offering and Product Definition

The iCar is a 12 inch tablet based integrated automotive control system. The iCar is an Apple product that runs a modified operating system (IOS). The iCar will provide consumers with easily upgradable and adaptable new technology for the auto industry. The iCar will replace standard dashboard features as an option when purchasing a vehicle. It will include voice activation, navigation, touch control stereo, and climate control. A consumer can control remote door locks, ignition starting system, and climate control from their iPhone. The new product “iCar” will relay information from the car’s computer to the occupant. Information includes monitoring mechanical functions, tire pressure, lubrication schedules, engine temperature, and interpreting engine fail codes resulting from the check engine light. It will provide the consumer with the nearest suitable auto repair shop including searchable lists of other locations. If the owner misplaces their car in a parking lot or garage, GPS on the iPhone will provide the car’s location. The iCar will revolutionize the auto industry and the consumer experience. [Your product description is well-written. It is clear and concise.]

Market needs

Apple is fulfilling the demand for a more superior driving experience by car drivers worldwide. The corporate goal is to complete the needs of customers with the following:

· Touch controls. Consumers are looking for a technological friendly way to control their car functions without sacrificing safety.

· Personalized driving experience. The Apple’s iCar provides the need for a more simplified and personalized driving experience. Most, if not all, car drivers throughout the world need a car that fits them. Controls can be customized to each consumer’s needs.

· More information. Consumers are looking for more information safely while on the road. Our target market is tech savvy car drivers. The value proposition is “have all the information you want, as you want, when you want.”

Market growth. The demand for high-tech gadgets rises as more companies find better ways to apply technology. Apple’s line of “i” products have been extremely successful in the market. The growth of new Apple products has created loyal customers. The Apple Company created a strong market growth with their personalized service and attention to detail for every aspect of customer service (Greenwald, 2014). [You draw strongly on research in your paper; however, research is there to support your own thoughts and opinions. This means that quotations should be integrated with your own ideas.]

SWOTT Analysis. The SWOTT analysis below describes the main strengths and weaknesses of the company and the possible opportunities and threats with the iCar (Kotler & Keller, 2012).

· Strengths of the iCar

· An established following of Apple products consumers

· User-friendly in any application

· High reliability with minimal operational malfunctions

· Weaknesses

· Not all consumers like Apple or the operating system

· Opportunities

· Entry into a new market segment: the auto industry

· Introduction of an Apple product in a car could lead to other sales of different Apple products

· The company will be first-to-market and have the advantage

· Threats

· Consumers find that the product is obtrusive

· Product technical failure could lead to other car problems

· The competition produces a better product

· Trends

· Most consumers are computer savvy and prefer to have computerized controls over traditional mechanisms. [You draw strongly on research in your paper; however, research is there to support your own thoughts and opinions. This means that quotations should be integrated with your own ideas.]

· Today’s market trend is iPhone and iPad. If there is another application to use the same technology then consumers will follow

Potential Competition. The competition for this new application could be any number of tablet manufacturers. Who? All the other competitors would use PC technology. The consumers who are Apple adverse would be lost to the competition. Since Apple is an easier? product than a PC, operation of a vehicle safely can give Apple a competitor’s edge over the competition. [You understand what you want to say, but your ideas are not always clear to the reader. Avoid making assumptions. Explain your ideas carefully.]

Conclusion

Consumers are ready for the next new Apple product: the iCar. Apple is poised to fulfill the needs of auto consumers by providing as increased driving experience. The experience will provide a personalized feel with a command of any information or control at your fingertips. Apple will double its market share by expanding to the auto industry and be first-to-market. Do you plan to sell this to auto manufacturers or in the apple store to individuals who own cars?

Learning Team Feedback

W2 Team Launch Plan Part 1-Grading Rubric

*Content 4 out of 5 possible* *80 Percent*	Met	Partially Met	Not Met	Comments
Product launch plan for domestic market 1.0		0.75		You have not addressed the issue thoroughly and need more information to support your assertions.
Market needs 0.5		0.25		The key concepts are not well supported- you give opinion but little facts upon which you base your opinion. .
Market growth 0.25		0.15		This discussion of growth potential was not made in the present tense. Future research is not the answer, do the research and then describe what the future market growth potential is.
A brief SWOTT Analysis 0.5		0.4		Your SWOTT analysis was confusing; are you swotting the icar, or Apple?
Potential competition 0.25		0.15		Insightful analysis is missing
Product offering and product definition 0.50		0.40		This product choice meets the requirements of the assignment.
Product identification 0.25	0.25			Your description is well-written. It is clear and concise.
Justification for the choice of product 0.25		0.10		Good use of source(s) but the rational for why another
A 10-question survey for the final marketing plan, that collects additional primary data about the buyers 0.25	0.25			Your survey is lucid and well-written.
The paper is no more than 1,050 words in length. And two Letters to Shareholders were supplied 0.25	0.25			You put a good deal of effort into this paper and it is the proper length.
*Writing Guidelines 1 out of 5 possible* *20 Percent*	Met	Partially Met	Not Met	Comments
The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. 0.25	0.25			APA formatting conforms with requirements and the paper is written at the master-level.
Intellectual property is recognized with in-text references to full citations on a reference page. 0.25	0.25			Parenthetical and in-text attribution is present; full citations provided appropriately
Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. 0.25		0.20		Thesis statements are evident. Paragraphs are of sufficient length; 3-5 sentences each.
Sentences are complete, clear, and concise Rules of grammar and usage are followed including spelling and punctuation. 0.25		0.20		Written directly and succinctly, with a good balance of long and short sentences, and in general, your grammar, spelling, and punctuation are excellent. The conclusion was not sufficient.
Assignment Subtotals & Assignment Total	1.5	2.25		Grand total: 3.5 out of 5
Additional comments: Learning Team Assignment: New Product Launch Marketing Plan, Part The purpose of the first part of the assignment is to identify their team’s product, provide an environmental and competitive analysis, create a marketing research instrument, and explain the marketing rationale for the product. This information provides the foundation for the rest of the Learning Team assignments and for the final marketing plan. Since students apply faculty feedback on their projects in the final marketing plan, this assignment also provides an opportunity for learning reflection and refinement throughout the course. The Learning Team will simulate a new product launch from the inception stage through market launch. There are three parts to the assignment; two preliminary assignments due in Weeks 2 and 4, and the final assignment due in Week 6, where the Learning Team creates a marketing plan for their product launch. The purpose of the first part of the assignment is to identify their team’s product, provide an environmental and competitive analysis, create a marketing research instrument, and explain the marketing rationale for the product. This information provides the foundation for the rest of the Learning Team assignments and for the final marketing plan. Since students apply faculty feedback on their projects in the final marketing plan, this assignment also provides an opportunity for learning reflection and refinement throughout the course. Team Grade earned: 3.75 points out of a possible 5 points.

Appendix A

Survey

1. How many types of electronics do you presently own?

1 2 3 4 5 6+

2. On a scale of 1 to 10 with ten the lowest, how would you rate your computer literacy?

1 2 3 4 5 6 7 8 9 10

3. Which of these factors influence your choice? (Circle one or more selections)

•Product Quality •Style/Design • Reliability

4. Do you own an IOS Device? (Circle One) Yes No

5. Do you maintain your own vehicle? (Circle One) Yes No

6. How many people are in your household that has driver’s licenses?

1 2 3 4 5 6 7 8 9+

7. On a scale of 1 to 10 with ten the lowest, what is your tolerance for new technology.

1 2 3 4 5 6 7 8 9 10

8. On a scale of 1 to 10 with ten the lowest, rate the likelihood of your purchasing a car with minimal instrumentation.

1 2 3 4 5 6 7 8 9 10

9. On a scale of 1 to 10 with ten the lowest, rate your experience with keyless operating systems:

1 2 3 4 5 6 7 8 9 10

10. Would you drive a fully autonomous car? (Circle One) Yes No

Appendix B

Letters to Shareholders

The attached are website links to the latest annual reports (Apple, 2014).

Fiscal Year 09/2013:

http://investor.apple.com/secfiling.cfm?filingID=1193125-13-416534&CIK=320193#D590790D10K_HTM_TOC590790_1

Fiscal Year 09/2012:

http://files.shareholder.com/downloads/AAPL/3505368899x0x756594/71AB3488-9710-44D4-B161-197F330FC39A/SEC-AAPL-1193125-12-444068.pdf

References

Apple, Inc. (2014). Form 10-K. Investor relations. Retrieved from http://investor.apple.com

Greenwald, M. (2014). 20 ways Apple masters customer touch-points and why it's great for business. Forbes. Retrieved from http://www.forbes.com

Kotler, P., & Keller, K.L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall