Question

(Please its a request the answer should not be copy-paste / Kindly don't attempt if you will copy)

Company: Apple

Task:

If additional products or services or new products will be offered by the company, how would you evaluate these against marketing objectives, target market characteristics and desired positioning?
Marketing objectives
Target market characteristics
Product/ service positioning
How would it affect the company’s marketing mix (any adjustments required?)
Marketing Mix               (please þ )	Yes	No	Adjustments required                                                                                                                  (if ‘Yes’, please state comment/s and if ‘No’, no comment/s required)
Product	¨	¨
Price	¨	¨
Place	¨	¨
Promotion	¨	¨

People	¨	¨
Physical environment	¨	¨
Process	¨	¨

Answer 1

If additional products or services or new products will be offered by the company, how would you evaluate these against marketing objectives, target market characteristics and desired positioning? Since Apple's new to go market strategy is to expand its revenue from services and reduce it's reliance on it's iPhones by diversifying its revenue stream, it's highly likely that Apple will offer new services. There's been a clear shift in Apple's revenue strategy form being Hardware focused to a more Service oriented business.
Marketing objectives	The objectives of Apple's marketing strategy would be to reposition itself as a company that's not only known for its hardware but a company that's also known for it services. So the tech giant's new marketing objectives would involve Reposition its brand image as a service oriented offering in areas like Online Streaming Services & Gaming Maintain and consistently communicate it's commitment to quality when it comes to hardware and software Promote the flexible pricing plans and trade in plans for its product and service line up.
Target market characteristics	Since Apples additional services consist of streaming & gaming subscriptions, here are a few target market characteristics. Mobile Gaming (Apple Arcade) Mobile gaming constitute roughly 50% of the gaming market as of 2019 APAC or Asia Pacific constitutes of almost 50 % of the gaming market, of which 25% of mobile gaming revenue and users come from China The Global revenue for games as of 2012 was around $ 70 Billion where as forecasts suggest that by 2021, the global gaming market will generate a revenue of around $ 180 billion Global mobile gaming revenue worldwide as of 2017 was around $ 40.6 Billion The value of mobile gaming in the United States as of 2016 was around $ 3.31 Billion Online Streaming Services or SVOD / Subscription Video on Demand (Apple TV) The subscription video on demand market as of 2019 generates around $ 24.7 Billion in revenue As of 2019 the number of SVOD users are around 1.06 Billion The average revenue per SVOD user is around $ 24 50 % of SVOD users fall between the ages of 18 - 35
Product/ service positioning	Apple Arcade can be position as a substitute for Xbox Pass or Steam Pass Apple TV which is a subscription video on demand service can be positioned as a substitute for Netflix, Amazon Prime, Disney, Hulu & Roku
How would it affect the company’s marketing mix (any adjustments required?)
Marketing Mix               (please þ )	Yes	No	Adjustments required                                                                                                                  (if ‘Yes’, please state comment/s and if ‘No’, no comment/s required)
Product	¨Yes	¨	Since Apple was primarily known for its hardware as opposed to its software, it's offerings would need be repositioned as a product + service ecosystem. This is primarily because existing and potential apple users rely on third party services as opposed to native apple products and services for their service. So a new marketing campaign will need to reposition the brand as a close substitute for services as well as products.
Price	¨Yes	¨	Apple will need to price itself lower than its competition when it comes to services. The reason being the gaming industry and the subscription video on demand industry is an extremely competitive industry. This presents both a challenge as well as an opportunity. The challenge would be to displace or disrupt existing competition with superior services and competitive pricing. The opportunity lies in the fact that existing players have already created a market with a clear customer base which apple can capitalise and take advantage of. These pricing strategies could involve a bundled subscription with carrier subsidies which involves the price of the product + bundled services in equated monthly instalments
Place		¨No	There are no adjustments required with place since this will still be promoted though existing media such as digital & traditional media.
Promotion	¨	¨No	The type of promotion will stay the same where the campaigns will stay focused on quality, value and experience

People		¨No	Since Apple's existing and potential customer base are the same users who use their party gaming and SVOD services, their existing marketing strategies should help them read the same people or the target audience so there is no adjust meant required as far as demographics are concerned.
Physical environment	¨yes	¨	Since Apple's stores or Apple retail is well suited to selling products, it will need to make changes in order to accommodate an experience centre for their services business.
Process	¨Yes	¨	While Apple traditionally had a more streamlined process, it will need to diversify its approach to marketing. The same type of campaigns that were used to highlight the high quality of it's products and their features cannot be used for its services business. it will need to develop a new market process that will enable people to experience it's services and promote its services through their campaigns.