Marketing plan IPhone6 final

Marketing Plan

Prepared By:Stefano Gerry Sutrisno / 12665339Nguyen Phuong Hanh Thao / 12769266

Marketing Plan

LB5202 – Marketing Management2013

LB5202 Marketing Management 2

Marketing Plan

Table of Contents

EXECUTIVE SUMMARY.......................................31 INTRODUCTION.........................................42 Situation Analysis...................................42.1 Industry Analysis.....................................42.1.1 Bargaining Power of Buyers..........................42.1.2 Bargaining Power of Suppliers.......................52.1.3 Threats of New Entrants.............................52.1.4 Threat of Substitute Products.......................52.1.5 The Intensity of Competitive Rivalry................5

2.2 Marketing Characteristic..............................72.2.1 Political...........................................72.2.2 Economical..........................................72.2.3 Social..............................................72.2.4 Technological.......................................7

2.3 Customer Analysis.....................................82.4 Competitor Analysis...................................82.4.1 Samsung Galaxy S III................................82.4.2 HTC One X...........................................82.4.3 Nokia Lumia 920.....................................9

2.5 Product Offering......................................92.6 SWOT Analysis........................................112.6.1 SWOT Metrics.......................................12

3 Marketing Strategy..................................123.1 Vision and Mission...................................123.2 Marketing Objectives.................................123.3 Financial Objectives.................................133.4 Target Markets.......................................133.5 Positioning..........................................133.6 Broad Overall Strategy...............................14

4 Marketing Mix.......................................154.1 Product Strategy.....................................154.2 Pricing Strategy.....................................164.3 Placing Strategy.....................................174.4 Promotion Strategy...................................174.4.1 Internet Direct Marketing..........................174.4.2 Advertising........................................184.4.3 Sales Promotion....................................18

5 Action plan.........................................186 Financials..........................................20


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6.1 Break-Even Analysis..................................207 Control Procedures and Contingency Planning.........218 Works Cited.........................................22


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EXECUTIVE SUMMARYIPhone has been holding the majority of Singapore

smartphone market shares for a long time but recently the

growth is slowing down. The main problems are the

newinnovative products fromcompetitors, and slow

population growth in Singapore. In order to defense and

expand our market, we need to take our competitors'

market shares and extend our product line by

differentiation and innovation. Our consumers have great

spending power so we should consider extending to premium

market.

IPhone6 is designed for these purposes. Its major

differentiated and innovative features are laser keyboard

and projector, near field communication and wireless

solar charging. This product target to male or female who

have brand conscious with age from 15-34 in people who

thinks their product should have a best quality and

luxurious in their consideration. The product price is

set base on its value, innovative features, strong brand

equity and premium image therefore the retail price is

SGD1,068 , quite high when compare with other products on

the market. It will be distributed intensively through

the large Apple store chains, and Apple online stores.

The promotion program message will be on convenience and

innovative features of the IPhone6. The promotion mix for

this campaign includes advertising, public relations,

sales promotion, direct and online marketing. The


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campaign will start with a 3-month teaser period followed

by an intensive 6-month period starting from the launch.

Afterwards we will reduce the intensity and frequency for

the next 4 months. The total marketing budget for this

project is about SGD30 million. This product’s breakeven

point is expected to be SGD 36,306,660. With this

product, we target to seize 3% market share at the end of

first year.


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1 INTRODUCTION

Apple Inc. is an American multinational corporation

that was found in 1976 by Steve Jobs and Steve Wozniak in

order to designs, develops, sells consumer electronics,

computer software and personal computer. Apple is the

world’s third largest mobile phone maker after Samsung

and Nokia. IPhone is well known as a line of smartphones

designed and marketed by Apple Inc. In January 2012, 53%

of Apple Inc.’s revenue comes from sale of 37 million

IPhones (Apple Inc., 2012).

Nowadays, with the development of technology and

communication, people require more functions in mobile

phone rather than just calling, sending and receiving

text message. They need the mobile phone that can play

music, games, capture images, access to Internet, and

show the video.

By catching the people want and need, Apple will

launch the new IPhone, which is IPhone6. Within this

marketing plan, we will know more the detail about the

Situation Analysis in Singapore, Marketing Strategy,

Marketing Mix, Action Plan, Financial, Control Plan and

Contingency Plan.


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2 Situation Analysis2.1 Industry Analysis

2.1.1 Bargaining Power of Buyers

Apple Inc. has a great successfully winning in

smartphone market share based on the charming appearance

design and specially control button “a central click

wheel”. Nowadays, IPhone has many advanced technologies

including multi-touch screen, intelligent keyboard and

advanced Mac operation system (OS).

The most usual factors to determine the bargaining power

of customers are their size and concentrations. In our

market segmentation, many young people are using our

product due to a lot of specially features of IPhone.

However, some big smartphone manufactures have already

announced the new products to against IPhone such as LG

optimus, Nokia Lumina, Samsung Galaxy. Therefore, the

availability of subtitles is extremely high. The

customer’s price sensitivity is high; the local culture

impact is high. All of these factors play a decisive role

in marketing the bargain power of customer high.

2.1.2 Bargaining Power of Suppliers

In our company, the suppliers are the chipmakers and

touch-sensitive display producer. Apple Inc. has many

good relationships with many chipset produce

manufactories for long time including Intel, Samsung and

Micro Technology. Therefore, the bargaining power of

suppliers is quite low.


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2.1.3 Threats of New Entrants

The threats of new entrants mostly depend on the

barriers to entry in a market. Apple already registers

their own patent for the IPhone to obtain government

policies protection. The retaliation from the existing

mobile phone manufactories is so aggressive when a new

entrant comes to the market. Most of the traditional

smartphone manufactures like LG, Samsung, HTC, Nokia, and

LG will start to launch the new products to against

IPhone. However, there is a factor that plays an

important role for the development of IPhone is it’s

strong Brand equity. It may be easy for a new entrant to

come to the market, but it will be difficult for them to

build a strong brand like Apple to approach customer

successfully. Apple also has loyal fans, which will not

easy to switch to another similar product once the

customers have been use IPhone. For these reasons, the

threats of new entrants are medium.

2.1.4 Threat of Substitute Products

Nowadays, there are many traditional mobile phone

manufactures on the smartphone market, so that IPhone

will not have the mobile market share easily. For

example, Samsung with the Galaxy lines, LG with the

Optimus lines is now the strong competitor with IPhone.

Therefore, the threat for IPhone of being substituted by

other mobile devices is extremely high.


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2.1.5 The Intensity of Competitive Rivalry

This force takes into account the other four forces

(buyer, high, suppliers, low, new entrants, medium,

substitutes, high) and several other factors. Some of

them play in favor of the competitive rivalry intensity,

like the high number of competitors, high market growth

and high possibilities of industry shakeout.

Nevertheless, there is one more factor, which makes the

industry less competitive including the brand equity and

expensive switching costs. Above those reasons, the

intensity of competitive rivalry is medium high in

IPhone’ s market.

Figure 2.1: Five forces analysis


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In conclusion, Apple Inc. is a big company in

smartphone market share. However, because of the high

competitive market, the bargaining power of the customer

is quite high and the threats of substitute product are

very big. On the other side, due to the good relationship

with suppliers, the bargaining power of suppliers with

Apple Inc. is quite low. Furthermore, the threats of new

entrants in smartphone market share is medium because

Apple Inc. company already create a big barrier for new

entrants due to their patent register and high demand.

Therefore, beside the difficult and barriers that Apple

Inc. may encounter, it also have many advantages in

smartphone market because of its strong brand equity,

loyal customer and good relationship with suppliers.

2.2 Marketing Characteristic

2.2.1 Political

Singapore is a country with stable political system

(The Economists, 2011).It is a business-friendly country

with free market economic system and ranked number two in

"The Global Competitiveness Report 2011-2012" (Schwab,

2011). The country has recently tightened the policies to

limit foreign workers (Channel News Asia, 2011).It will

lead to slower population and economic growth.

2.2.2 Economical

The country has high GDP, SGD 63,050 GDP per capita

in 2011 (Singapore Department of Statistics, 2012). High

GDP means that quality and reputation are more important


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than price in purchasing decision-making process.

Surviving the financial crisis with little impact is a

prove that their economic system is stable which gives

people a sense of security, allows them to splurge to

attain a higher living standard.

2.2.3 Social

Singapore is a country with vast cultural diversity.

The total population is about 5,200,000 in 2011.

Population growth is positive but slow in the last decade

(Singapore Department of Statistics, 2012). Singapore has

high literacy rate, 79.9% were literate in English by

2010 (Singapore Department of Statistics, 2010). High

literacy rate indicates that Singaporeans are

sophisticated consumers with high standard demand and

good access to information. Recent consumer trends are

health-consciousness and eco-friendliness.

2.2.4 Technological

Boston Consulting Group's survey on most innovative

country ranked Singapore at number one (Einhorn, 2010).

Singapore is a tech-savvy nation where smart phone

penetration rate placed third in the world (Kang, 2011).

Smartphone is a promising marketing media but it required

great creativity and hook development to utilize this

media efficiently.

2.3 Customer AnalysisUsually the decision of buying IPhone comes after a

lot of attractive advertisements and promotions,


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following the fashion of Apple’s culture and even its

social impacts. Reason for buying IPhone will be the

stunning design from inside technology to outside shell.

Putting them together, IPhone intends to be more than

just a new hand set with a cool touch screen, which

cannot be replaced by any other phones. Generally, target

customers will be the one who are always seeking new

technologies, following fashion trends and promising to

be the much desired social influences in next-gen mobile

media and commerce. There is already a certain group of

customers being Apple’s fans always buying Apple product.

Young people with enough money, business or government

men and celebrities might be the majority of participants

for buying IPhone.

2.4 Competitor Analysis

2.4.1 Samsung Galaxy S III

Samsung Galaxy S III is the smartphone that has been

successful after replacing the previous models and has

been recognized as one of the powerful smartphone on the

market. It was launched on May, 2012 but it does not mean

that it has become obsolete – 20 millions Samsung Galaxy

S III has been sold in 100 days (Dobie, 2012), which is

close to the number of all IPhone sold in the same

period. Furthermore, Samsung Galaxy S III has everything

that smartphone users always need: a fast quad-core

processor, 2100 mAh battery and the latest version of

Android with Touch Wiz Nature Ux. As this brand has very


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high brand awareness and is also famous for its features,

this phone can be a substitute product of IPhone.

2.4.2 HTC One X

HTC One X was released around the same time with the

Samsung Galaxy S III, but it still is one of the most

popular phones on smartphone market. It is equipped with

a 4.7 inch display screen and quad-core CPU 1,5 GHz

speed. Furthermore, it has a very competitive price,

especially if buy by the contract. Therefore, it could be

competitive competitor of IPhone due to its lower price

when they have almost the same features and technologies.

2.4.3 Nokia Lumia 920

According to the latest survey of organization

WPcentral, Nokia Lumia 920 is the windows phone 8 that

are the best option at this time (Rubino, 2012). It is a

smartphone with attractive design, a dual core processor

1,5 GHz Krait, 4,5 inch touch screen with a resolution of

768 x pixels 1280, equipped with 8 MP camera. Nokia Lumia

920 which is good in its design and brand equity, it can

be a setback for IPhone, especially with its strong Nokia

community

2.5 Product Offering

To accomplish the demand from loyal customer about

an extraordinary phone, The New iPhone, will be called

iPhone6, will come out with some amazing feature such as:


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Laser Keyboard and Projector. As described, The

IPhone6 will be come out with two side laser

sources. One side is for the keyboard. The beam that

comes from the source will illuminate the flat

material, such as table, then show the virtual

keyboard, and we can ready to type from there.

Another side is for the projector that the ray is

emitted into the wall then displaying as same as

displayed screen.

Near Field Communication (NFC). Based onNFC Forum

(2012), NFC is technology to makes life easier and

more convenient for consumers around the world by

making it simpler to make transactions, exchange

digital content, and connect electronic devices with

a touch.

Wireless Solar Charging. Here is an observation that

conducted by (Tanous, 2012)about IPhone’s battery

life performance:


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Figure 2.2. IPhone battery Life Comparison (Tanous, 2012)

The battery life that apple claim was different with

the actual happens, to overcome this problem happens

continuously, the iPhone will be released with solar

charge in the handled and wireless solar charging

device.


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2.6 SWOT AnalysisStrengths

High brand equity Strong management and

marketing teams Strong financial base,

large budget for R&D and PR.

Intensive distribution channel

Economics of scale advantage

Apple store has many application

There is no virus on IOS

Good relationship with suppliers.

Has a high reputation

Weaknesses High price The design was not

changed to much recent years

IPhone was produced oneper year, difficult to keep customer when others manufacturers released products frequently.

Opportunities High demand on

telecommunication devices of customers

Have loyal customer whonot easy to change fromIPhone to other phones

New media and distribution channels which marketers can exploit

Opportunity to seize and strengthen market share by introducing products with innovative features.

Threats Mature market where

market size remains relatively constant

Competitors could enterat any time.

There are many substitute products available in market.

The competition betweeniOS and Android and Windows 8 mobile


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Table 2.1 SWOT Analyses

2.6.1 SWOT Metrics

Opportunities Threats

Strengths Making new iPhone based on customer needs

Making new IPhone with the newest technologies

Buy back program (exchanging the old phone with the new phone and paying forlower price)

Creating the barrier with competitor through advertisements

Lowering app’s price and making better apps

Weaknesses Research what customer wants for the new IPhone design

Creating powerfulPhone(unique, manyfeature, design, OS)

Giving discount to the loyal


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members

Table 2.2 SWOT Metrics

In conclusion, by knowing the internal (Strengths

and Weaknesses) and external (Opportunities and Threats)

characteristics of IPhone, the strategy that can be

applied are creating the new IPhone based on customer

need that actually is higher technologies embedded.

Moreover, to deal with the loyal consumer, giving

promotion and discount should be considered.

3 Marketing Strategy

3.1 Vision and MissionApple IPhones Singapore missions are to be leading

market share of smartphone and furthermore becoming true

smartphone that enhances user experiences through high

technology in both hardware and software.

3.2 Marketing ObjectivesThe marketing objectives are divided into three

phases:

First phases is pre-launched, it will be run in

the four months before the IPhone6 will be

released. In this step, the advertisement

division will spread some trailer of the IPhone6

in social media such as YouTube because nowadays

people are more responsive of any new things on

the Internet. However, the features and


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hardware will still be kept until the launched

date.

The second phase, whereas the launched month

and also the first quarter, The IPhone6 will be

released in authorized seller and bundled

package because of the limitation of production.

Then, in the third phase, IPhone6 will be sold

on online ordering and estimated will gain

almost 50% target market, whilst the new IPhone

is developing in the end of quarter three.

3.3 Financial ObjectivesBy following the previous IPhone’s sales cycle that

launched in Q4, The IPhones6 will be issued in the middle

of October. The first quarter will be sold 10% of total

target market and significantly rising in Q2 and Q3 by

25%, 15% respectively. In the middle of Q2 is forecasted

will be break event point due to the low cost of material

and high profit taken.

3.4 Target MarketsThe target market for IPhones6 is people between the

ages 20 and 34 who love entertainment in their gadget,

use frequently their phone, need much information and

also socialize with others. These might refer to student,

professional working and socialite. The household

incomes for these consumers are above S$ 36,000 annually.

This product will be sold particularly in Singapore,

which has population around 3,789,300 people in 2011


High Prices

Low Prices

High Technologies

Low Technologies

Apple IPhone6

Samsung Galaxy S III

Nokia Lumia 800

Nokia Asha 302

Blackberry Torch 9800

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where male’s population was 1,861,100 people, and woman’s

population was 1,190,600 people (Department of Statistics

Singapore, 2012).

3.5 PositioningOver period of time, Apple Inc. has leaded the mobile

phones competition. By providing powerful technologies,

the latest Iphone5 16GB costs S$ 948 (Apple Inc., 2012)

whilst other competitor was below that price, Apple Inc.

convince that the product that it launched is

sophisticated and prestigious. Here is the position of

iphone6 towards it competitors:


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Figure 3.1. Positioning of IPhone6 towards

competitors

3.6 Broad Overall StrategyThe strategy of the IPhone6 is customer-based center.

Knowing people needs and wants is the value for this

product. So that, by giving slightly high price than the

competitors, IPhone6 will still be the first position in

the consumer’s heart. By analyzing the internal and

external factor, The IPhone6’s strategies are:

o Launching the powerful IPhone6 that are unique,

user-friendly design, simple operating system

and considerable features and applications.

o Making promotion for loyal member through giving

discount and buy-back program.


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4 Marketing Mix

4.1 Product StrategyBased on Cuccureddu (2011), the product strategy is

divided into three parts, which are core value product ,

actual product and augmented product.

Figure 4.1. Three level of Product (Cuccureddu, 2011)

Here is three levels of prodcut for the IPhone6 based

on the explanation above:

Core Value Product:mobile phone that covered by

entertainment and simplicity.

Actual Product:

o Brand name : the new IPhone will come out

with the name IPhone6

o Feature:


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Colour : White, Black, and the new

colour Red

Capacity : 16GB, 32GB, 64 GB

Cellular and Wireless :GSM model A1429

: UMTS/HSPA+/DC-HSDPA(850, 900, 1900,

2100 MHz); GSM/EDGE (850, 900, 1800,

1900 Mhz); LTE (Bands 1, 3, 5),

802.11a/b/g/n Wi-Fi (802.11n 2.4GHz

and 5GHz), Bluetooth 4.0 wireless

technology

Display : Retina display with Gorilla

Glass

Camera : 13-megapixel(back), FaceTime

HD camera with 2MP Photos, Autofocus,

image stabilisation, LED flash, and

face detection

Power and Battery : Built-in

rechargeable lithium-ion battery,

charging via USB to computer, charging

via wireless adapter

Sensor : accelerometer, proximity

sensor, ambient light sensor

Other : two side projector, NFC

Augmented Product:Offering customer with one

year warranty, free upgrading the latest iOS,

24/7 hours customer service that provided in

Singapore and buy back promotion for the old

iPhone


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4.2 Pricing StrategyBy learning the loyal member needs and demands of the

new IPhone, We apply the value based pricing because we

believe that the values that are given to consumers are

proper. It is also supported by packaging design. The

IPone6’s packaging will be different from the old one,

which is more exclusive than the previous. It will add

the customer prestige when buying the IPhone6. So that,

besides increasing the value of consumer but also we

concern about competitors prices.

Moreover, the price tactics that we will apply are

psychological price and anchoring price (O'Farrell,

2013). We will charge S$1068 for the IPhone6 instead of

S$1070 because it will attract people think that

IPhone6’s price is not that higher. On the other hand, we

apply the anchoring price it is mean that beyond the

$1068 is too expensive and also making the IPhone6 itself

become luxurious phone.

So, the IPhone6 will be sold from S$1068 each. The

price will be higher than the competitors because of the

explanation above.

Brand IPhone6 Samsung

Galaxy S

III

Nokia

Lumia 920

HTC One X

Price Start from S$800 S$800 S$710


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S$1068Table 4.1 Price Comparisons (Mobile Square, 2013)

4.3 Placing StrategyBy following the market objectives that explained in

Market Strategy, we will apply selective place

strategies. It intends to keep exclusive our brand so

that we do not sell it on the common mobile phones store.

We actually can apply exclusive strategy by selling the

IPhone6 in the authorized shop only, but we know the

desire of people to buy the new IPhone is high, so we

will provide also in bundling price that collaboration

with Telecommunication Company. There are three places to

be seller of the IPhone6, which are:

Authorized Reseller: Infinity, EpicCentre, IStudio,

Telecommunication Company: SingTel, M1, Star hub

Apple Singapore website: www.apple.com.sg

4.4 Promotion StrategyOur promotion objective is getting attention from the

targeting market, which are people ages 20 – 34 years

old. By getting attention we can offer our IPhone6 and

introduce the features, design, and functions of the

IPhone6. We will apply Pull strategy marketing; it

intends to get demand from customer to ask about the

IPhone6. Several channels that will be used are:


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4.4.1 Internet Direct Marketing

To introduce the new IPhone6 to public, first by

using Internet technology, we share our teaser video

about IPhone6 in the YouTube and some social media. It

implies to tell people that the IPhone6 will be come out

soon. Then, we also will tell the member that have Apple

product before, we will send email to them based on the

email that they registered in Appstore.

4.4.2 Advertising

IPhone6 will be advertised in several magazines,

particularly in mobile phone segment, and newspapers.

This intended to raise the brand awareness and let people

know that the IPhone6 will be sold soon.

Beside Pull strategies, we will also apply push

strategy; it means that we give discount to retailer so

that they can give cheaper price to customer. We will use

push strategy by implement sales promotion.

4.4.3 Sales Promotion

The way we give discount on customer by giving them

chance to exchange their old phone with the IPhone6. We

make promotion by buy-back program. We give attractive

price so that people can just leave their old phone and

get IPhone6 with reasonable price. By giving ease to

people, so people can easily buy the IPhone6 and the

sales of IPhone6 can achieve the marketing objectives.

We will put this program on the advertising also and on

the apple official website which is www.apple.com.sg.


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5 Action plan

Timeline CostJuly 2013 – October 2013

Start teaser campaign for Nescafe Decaf Tablet launch date:- TV ad: on listedchannels in Promotion Marketing Mix withteaser ad- Print ad: on listed newspapers,buses, bus stops, MRT trains, stations and around CBD area with teaser ad

SGD 800,000/month for TV ads (30 secads on 10 channels, 3 times/day primetime) SGD 400,000 for newspaper ads (Half page ads in 2 daily papers) SGD 400,000/month for bus advertisements (200 buses)SGD 160,000/month for bus stop ads (200 stops)SGD 30,000/month for MRT advertisements (20trains)

October 2013 – March 2014

Start main marketing campaign:- Start sampling activities in-store and around CBD area (10 groups, sampling group will stay for 3 days at 1 place than switch to other places)- TV ad: on listedchannel with main campaign ad - Print ad: on listed newspaper, buses, bus stops,

SGD 800,000/ monthfor TV ads (30 secads, on 10 channels, 3 times/day primetime) SGD 400,000/newspaper ads (Half page ads, 2 daily papers) SGD 400,000/month for bus advertisements (200 buses)SGD 160,00/month for bus stop ads (200 stops)


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MRT trains, stations and around CBD area with main campaignadsStart sales promotion period-Advertising on Apple Inc website

SGD 30,000/month for MRT advertisements (20trains)

January 2014 – February 2014

Do market researchto get feedback from customer

SGD 1000

February 2014 – March 2014

Give accessories for customers who buy Iphone in someevents to increasesales

SGD 5000

January 2014 Send out press conference invitationsInvite 5 reportersfor press trip

SGD 3,500 for press trip

April 2014 – August 2014

Reduce intensity and frequency of campaign:- News articles: on listed TV channels and newspapers- TV ads: on listed channels- Print ad: Newspapers: on listed newspapers Buses, bus stops, MRT stations and CBD area: reduce the number of ad carriers by at least half

SGD 84,000/month for TV ads (20 secads, on 4 channels, 1 times/day) SGD 80,000 for newspaper ads (Half page ads, in1 daily papers,2 times/week)SGD 145,000/month for bus advertisements (50buses)SGD 40,000/month for bus stop ads (50 stops)SGD 15,000/month for MRT


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advertisements (10trains)

Table 5.1. Action Plan for IPhone6

Total marketing budget for this campaign is SGD 29,220

6 FinancialsSingapore population is about 5,200,000, around 88%

are Smartphone users and IPhone is holding 73% market

share in Singapore. Total IPhone market size is around 3

million people. We assume that the average price of

IPhone6 is S$1,068 per unit, and average per unit

variable cost is S$185.50 while the fixed cost per month

is about S$30,000,000

We plan to increase our market share 3% in the first

year, and maintain this market share at second year and

third year by leveraging brand name, utilizing the

extensive market reach of IPhone, through innovative

advertisements, innovative features and promotions.

Hence, we are reasonable confident of gaining this market

share.

6.1 Break-Even AnalysisThe break-even analysis indicates that S$ 36,306,660

is needed in sales every month to reach the break-even

point.


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Figure 6.1. Break Even Point

Table 6.1. Break-even analysis

7 Control Procedures and Contingency

PlanningExecution Time

Objective Methods of control

Details Contingency Plan

Jan 2014

70% of customer feedback that IPhone is goodIncrease Loyal customers

Polls, survey in supermarket

Surveys onApple Stores Singapore official website and Facebook fan pageIn person at supermarket

Identify andanalyze the result of research, especially negative feedbacksMake recommendation to adjustmarketing

Monthly Sales Collecting Working If sales are

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35000

30000

25.000

20.000

15.000

10.000

5.0000 $ 5.340 $ 10.680 $ 16.020 $ 21.360 $ 26.700 $ 32.040 $ 37.380

U

nit

Revenue (in 000)

Break-even analysis:Monthly Units Break-even 33.995Monthly Revenue Break-even $ 36.306.660

Assum ption:Average per-unit revenue $ 1.068Average per-unit Variable Cost $ 185.5Estim ated Monthly Fixed Cost $ 30.000.000

31

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starting Feb 2013

growth 0.25%(of market share) permonth

data and analyzing from sales results

with distribution channels to monitormonthly sales figures

going down, make market research to figure out why target consumer don’t buy the productRevise the marketing mix to see what needs to be improved

Monthlystarting Feb 2013

Actual marketing budget is within planned budget

Monthly check the cost and revenue

Closely track all expenses that includes advertising, market research to personnel cost minimize spending and maximize profitability

Identify anyexpenses beyond the budget and make changesaccordingly to cut unnecessary spending

Mar 2014

Increase market share by 3% by end of first year

Tally the sales between ourproducts and competitorssales

Work with research agencies and insiders to get necessary figures.

If the increase is far below expectation,make a plan to analyze competitor and make a revised planto improve the market


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share

Table 7.1. Control Procedures and Contingency Planningfor IPhone6

8 Works Cited

Apple Inc. (2012). Apple. Retrieved from http://store.apple.com/sg/browse/home/shop_iphoneApple Inc. (2012, January 24). Apple Press Info. Retrieved from http://www.apple.com/pr/library/2012/01/24Apple-Reports-First-Quarter-Results.htmlChannel News Asia. (2011, August 14). Channel News Asia. Retrieved from Channel News Asia: http://www.channelnewsasia.com/stories/singaporelocalnews/view/1147002/1/.htmlCuccureddu, G. (2011). Co-creation And The Impact On The Three Levels of Product. Retrieved from Business Insider: http://www.businessinsider.com/co-creation-and-the-impact-on-the-three-levels-of-product-2011-9Department of Statistics Singapore. (2012). Time Series on Population. Retrieved from Singapore Statistics: http://www.singstat.gov.sg/stats/themes/people/hist/popn.htmlDobie, A. (2012, September 6). Android Central. Retrieved from Android Central: http://www.androidcentral.com/samsung-sells-20-million-galaxy-s3-phones-first-100-daysEinhorn, B. (2010). Bloomberg Businessweek. Retrieved from Bloomberg Businessweek: http://images.businessweek.com/ss/09/03/0312_innovative_countries/3.htmKang, J. (2011, May 24). Digital Matters 2011. Singapore,Singapore.Mobile Square. (2013). Retrieved from Mobile Square: http://mobilesquare.com.sg/NFC Forum. (2012). About NFC. Retrieved from NFC Forum: http://www.nfc-forum.org/aboutnfc/O'Farrell, R. (2013). Pricing Strategy & Pricing Tactics to Be Used for Your Product. Retrieved from Small Business:


Marketing Plan

http://smallbusiness.chron.com/pricing-strategy-pricing-tactics-used-product-10296.htmlSchwab, K. (2011). The Global Competitiveness Report 2011-2012. Geneva, Switzerland: World Economic Forum.Singapore Department of Statistics. (2010). Retrieved from http://www.singstat.gov.sg/pubn/popn/c2010sr1/findings.pdfSingapore Department of Statistics. (2012, February 16). Singapore Department of Statistics. Retrieved from Singapore Department of Statistics: http://www.singstat.gov.sg/stats/themes/economy/hist/gdp.htmlSingapore Department of Statistics. (2012, September 4). Singapore Department of Statistics. Retrieved from Singapore Department of Statistics: http://www.singstat.gov.sg/pubn/reference/mdscontents.html#PopulationTanous, J. (2012). iPhone 5 Battery Life Reduced Due to LTE Signal Strength. Retrieved from macobserver: http://www.macobserver.com/tmo/article/iphone-5-battery-life-reduced-due-to-lte-signal-strengthThe Economists. (2011, May 16). The Economist. Retrieved from http://www.economist.com/blogs/banyan/2011/05/singapore_politics


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