103 marketing plan Term Paper Example | Topics and Well Written Essays - 3000 words

103 marketing plan - Term Paper Example After the change of its name from Apple Computer Incorporated to Apple Inc., the most fascinating phone model; iPhone was introduced in the market. The future indicates how the efforts expressed through globalization flexibility make sense. The iPhone 5C has been aligned in relation to market demand and customer buying behavior. While it is a good idea for Apple Inc. to use the vertical marketing control, it is important that opens up its software and hardware for easy access to the outside market. Failure to do so gives applications like Android and Windows a chance to enjoy a huge market share. For the last five years, Apple Inc. constantly increased its revenue from 84.02 million to 101.25 million. The profits recorded a steady growth from 62.94 million to 68.45 million with the profit margin growing from 58.35% in 2009 to a almost constant rate of 65% in 2012 and 2013. However, the growth rate was highest in 2011 with 30.23% after recording the lowest growth rate in 2010 with a -0.90%. Thereafter, the growth rate recorded a sharp decrease in 2012, double the previous year to 15.54% and further dropped in 2013 to 0.82%. There has been a steady rise in the company’s stock price since the iPhone’s launch in 2009. It kicked off at $20.18 and increased at an increasing rate to $24.90 in 2010. The same was evident until it hit the high knot in 2013 with a $30.26 growth. From the above understanding about market segments and how to position its brand, the company summarized the iPhone’s marketing capability as flexible and convenient even for professional use because of its value added features. This makes everything easy because Apple Inc. is already an established brand since it always produces the most effective and technologically advanced gadgets (Robert Mohns). As an added advantage, the company has little time focusing on its brand and thus gets enough time to drill the iPhone in the