Summative Assessment: Comprehensive Marketing Plan


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Gabrielle A. Miliner

College of Doctoral Studies University of Phoenix

MKT/711: Marketing and Managing the Customer Relationship

Dr. Scott Goldberg

October 10, 2022



Executive Summary

Apple Inc., located in Cupertino (Silicon Valley), California, is a top multinational technology corporation well known for its consumer electronics such as iPhones, iPads, Apple Watch, Apple TV, iOS, and Macintosh, among other well-known brand subsidiaries (Levy, 2022). The product segment of Apple regarding its iPhone and iPad contains a total of $47.29 billion as of the third quarter of 2022 (Rossolillo, 2022). With demand remaining high for its iPhone products incorporating new advanced eye retinal recognition to complement its facial recognition security into its product line will propel Apple Inc. to stay ahead of its competition (, 2022). This new service will appeal to tech-savvy buyers as a direct sales company.

Internet-based gadgets place a viable objective intercession to offer comfort correspondence with Apple gadgets such as new age retinal recognition security measures (, 2022). This IT setting begins more handle procedures, and this has made stunning entryways for them to join the market stage. This entryway becomes stacked with multi-layered as a rule of Apple showcasing. Using the latest documentation techniques benefits clients from the best open entryways in dealing with the favorable spot and cost for rental work environments. Concerning institutional ground, promoting motivation for social settings does not continue in the long run. The parts of the morally based Apple working environment will illuminate the sales cast in all course parts headway for iPhone. This association has offered more endeavors in the USA and various countries. When determining its marketing objectives, Apple should follow the SMART framework—specific, measurable, achievable, applicable, longevity, and time-based objectives (Peter, 2018).

Marketing Research for Apple iPhone Retinal Recognition

Through general market research, we are detecting the requirements, explicit features and expectations that our market segments value. The primary research is through online surveys, market tests, face to face interviews, and focus groups that will be carried out in all potential market areas and competitors’ sites (The, 2022).

We will also identify and analyze the purchasers’ viewpoints regarding other contrasting brands. The secondary market research will involve compiled reports and analysis of brand awareness research regarding customer satisfaction studies published by others. Feedback from our principal investigation will aid in developing the retinal recognition for new Apple smartphone models. Through brand responsiveness research, we will be able to render proficiency and efficiency of Apple Inc anticipated marketing campaign.

Marketing is not constricted to advertising its goods and services to the end customers, it also encompasses the fortitude of comprehensive channels through which a creation or service will be introduced in the field marketplace as well as its promotion amid the potential end-user with the aim to inspire them to purchase the product

Target Markets

The solitude age group is 22-55. This group is conveniently a market for the company. But with different products, the age dimension varies. Such as the smart, compact devices are more used by people of the 20-45 age group. Where iTunes, Apple Pay, app store and iTunes store are used by the age range 18-30. And finally, the apple watch, tv apple and accessories users are from 20-45+ age. (Andrew, 2022)

To ensure all available markets are Greg

Product Strategy

Apple’s product strategy shows that Apple is undoubtedly perhaps the world’s most potent social business contributor. The following are several critical methodologies that can gain from what Apple has had the option to do and accomplish in product designing (Kundu, 2020). Taking into account the past principal keeping watch, they have obtained the data to control individual things with the quickest and most secure association point. The systems of iPhone smartphones are of the quality thing over the elements inside them. Apple has made its clients stay for a more extensive period through product aspects and software tools. It appears that Apple is on the verge of promoting its products to international modules through its pattern of significant features (Bingyan, 2022). They are doing this by making changed forms and changes to gadgets that enormously achieve the quality standards set by Steve. It appears to be that very soon. We will observe another period of light changes towards taking special care of market drifts and enhancing item suitability. Thus, Apple will continue its use of differentiation to create offerings personalized to an explicit international market, and to be distinctive from the competition internationally. To ensure


Steve priced iPhone with a financial exchange cap of $702 billion from a simple 43 billion. This pricing is more than Google, which has $218 billion, and Microsoft, which has 4226 billion. Steve has ethically made it possible to communicate and deliver prices to potential customers (Bingyan, 2022). To assess the customer, he had the option to do all that in only a decade. Apple then achieved a $5.9 billion profit through pricing strategies.

Limited time systems are at the expense of social responsibilities in the market assessment. There is a different standard for the turn of events and related reasons for better pricing. The primary highlight gives the iPhone a better turn of features and good headway from Steve’s limited-time strategic action, thereby affording advancement and associations that gave publicizing subsidies after that occasion.


Apple has made massive progress over these years by advancing phones and better contraptions. None of these associations needs to entangle what they deal with various competitors as they have an exciting extent of things and development viewpoints (Chakraborti, 2020). Apple and its social communication arranged a fundamental perception of public interest and worth frameworks to ensure thing quality. Compassion is just the capacity to figure out another person, to have the option to interface with them at a more profound level. It profounds into their deepest longing and needs to give them a product that enormously helps them to the point that they cannot survive without it (Meihan, 2021). Apple decided to get their clients a product that is socially helpful to them in communication before there might be going for its substitute. They picked quality products that are not difficult to utilize, perfect, and easy to guarantee that their clients were getting what they need without investing much energy into it.

Distribution and supply chain management

Apple has bewildering finishing costs per thing, keeping a sustained distribution with social responsibility. Competitive organizations like Huawei, Samsung, Sony, and Xiaomi experience all parts of the distribution assessment frameworks. Advancements in the ethical supply chain made it easier for customers to get their products from the organization’s outlet. Apple advances its items and administrations through many distributional channels, including stock movement and individual selling. Concerning personal selling, respectful, enthusiastic, and profoundly enlightening agents in Apple stores furnish clients with all the fundamental data about the organization’s items and ethical policies. These agents likewise convince possible clients to purchase Apple items with complete distribution setups.

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