1. Marketing Plan: Apple Watch
Marcus Busbee
Raven Duncan
Daniel El-Aawar
Colleen Lounsbury
Ashleigh Waugh

2. Apple Watch A Different Look For Everyone

3. Situation Analysis Apple Inc. Marketing Mix Target Market
Humble beginnings creating computers followed by slow growth.
Significant growth following the launch of iTunes.
Target Market
Current iPhone users
Luxury item-affluent customers
Tech-savvy consumer
Marketing Mix
Product- Smart watch offers many functions of smart phones, bringing the technology closer than ever.
Place- Sold at Apple stores and a wide array of authorized retailers.
Promotion- Promoting to current iPhone users through brand loyalty
Price- Luxury item price starting at $350.

4. S.W.O.T. Analysis Strengths Weakness Opportunity Threats
$164.5 billion in cash
Loyal user base
Brand awareness
Successful product lines
Weakness
Dependence on iPhone
Premium price point
ApplePay not accepted by all
Battery life
Opportunity
Increasing demand
New product line
Potential strong growth
Multiple models
Threats
Rapid technological change
Samsung’s many models
Android OS growth
High price point

5. Company Resources Multi-national company headquartered in California.
Over 92,000 experienced and Educated Employees
Multi-billon dollars in revenue each year
Highly knowledgeable employees

6. Marketing Objectives One Product, One Message Promote Diversity
Enter High Fashion Market

7. Marketing Objectives Sports Edition Interchangeable Bands Exclusivity
Appeal to existing loyal customers

8. Entering High Fashion Apple Watch featured on the cover of Vogue in China

9. Financial Budget and Projections
Posted quarterly revenue of $42.1 billion and quarterly net profit of $8.5 billion, or $1.42 per diluted share
Gross margin was 38 percent
compared to 37 percent in the
year-ago quarter
International sales accounted
for 60 percent of the quarter’s
revenue

10. Apple 2015 First Quarter Apple is providing the following guidance for its fiscal 2015 first quarter:
Revenue between $63.5 billion and $66.5 billion
Gross margin between 37.5 percent and 38.5 percent
Other income of $325 million
Operating expenses between
$5.4 billion and $5.5 billion

11. Control and Evaluation
The launch
Consumer interest
Promote using brand loyalty
Promote Luxury aspect
The First Year
Consumer feedback
Reaction of competition
Sales

12. Control and Evaluation
Long Term
New Model
New bands
Price drop
Success
Constant monitoring
Remaining relevant