Project RaptarApple Marketing Plan Gaston Douglas, Kaleb Adams, Aaron Estes, Marko Milosavljevic

Table of Contents • Situation Analysis• SWOT Analysis• Marketing Goals and Objectives• Marketing Strategy • Marketing Implementation • Evaluation and Control• Summary

Situation Analysis

Situation Analysis • Lead industries in innovation with their IOS operating

system, applications, and mobile devices. 94% of global mobile sales. • Create premium hardware, software, and services• Recent change in CEO: Steve Jobs to Tim Cook • Assets include: ~ $290 billion in total assets & IBM

business partnership.• Compared to HP and Google, revenue and net income is

almost double.

Situation Analysis Cont.• Target Market: People ages 25-34• Reference groups influence purchase; people purchase

for style, innovation, security, user-friendliness, Apple’s creative advertising, and software capabilities. • Products available online and brick-and-mortar • IPhone drives all sales; Sales spike during Christmas

season• Alphabet Inc. (Google) main competitor

SWOT Analysis

SWOT AnalysisStrengths Weaknesses - Significant growth rates and cash flows- Corporate Business Partnerships

 

 - Declining IPhone/IPad sales- High dependency on on IPhone and IPad product

lines. 

Opportunities Threats

- Increase in smart device - Corporate business partnerships - Smart wearable devices market offers robust

growth opportunities

 - Declining IPhone and IPad sales can decrease

capital

Marketing Goals & Objectives

Marketing Goals and Objectives Marketing Goal ATo create sustainable contracts with premier distribution companies. Develop new markets.• Objective A 1: Partner with UPS and Fed Ex. • Objective A 2: Construct an on-site maintenance center

for each facility of FedEx SmartPost and UPS Hub Networks.

Marketing Goals and Objectives Marketing Goal BTo become a US leader in the trucking industry and the benchmark for safety, performance, and innovation in the commercial electronic vehicle market.• Objective B 1: Manufacture 10,000 iTrucks and NUC

batteries. Sale and distribute 10,000 trucks with Nuke battery. • Objective B 2: Create 2 commercials highlighting the

safety, eco-friendly, and self-driving features of the truck. Create a YouTube channel to demonstrate truck operations

Marketing Strategy

Marketing Strategy

Target Market• Industrial Trucking Companies: UPS & FedEx• Eco-friendly aspirations reveals desire to buy• Nationally located; Memphis (UPS) and Atlanta (FedEx)

headquarters.

Marketing Strategy Cont.

Product Strategy • Codename: Project Raptar; 13’ 6 with a 245”-265” • Signature stealth silver color way with trademarked Apple

logo • Major features: all electric, self-driving, GPS navigation,

IOS Software, eco-friendly, and lost-lasting battery charge • Codename: The Nuke; 2300 mpc (mile per charge)• Lithium-ion cells into a liquid-cooled battery pack,

wrapped in a strong metal enclosure • On-demand maintenance team called ISquad.

Marketing Strategy Cont.

Pricing Strategy • Project Reptar: $450,000 per truck• The Nuke Battery (replacement): $180,000• Profit Margin Pricing Strategy; cover cost and promote

an image of exclusivity and luxury. • Price is double competition

Marketing Strategy Cont.

Supply Chain Strategy • Exclusive distribution strategy; enhance superior brand• Direct business to business selling with Project Reptar

sales team• Information and purchase available at Apple.com

Marketing Strategy Cont.

Integrated Marketing Communication Strategy • Worldwide unveiling press conference• Great American Trucking show• Project Reptar Youtube Channel• Online Advertising

Marketing Implementation

Marketing ImplementationStructural Issues• Organization Structure: empowering the employees • Additional operation department needed• Assemble special Project Reptar sales force;

inducements for encouragement • Create and install onsite maintenance and customer

service team; ISquad • Train employees on features of Project Reptar and Nuke.

Also, policy and procedures of trucking industry

Marketing Implementation Cont. Specific Tactical Activities Department

Responsible Required Budget Completion DateProduct Activities1. Battery Assembly 2. Installation of charging station3. Truck Assembly

  

Project Reptar Operations

 1. $2 billion for 15,000 Nuke

Battery2. $600 thousand for 100 charging

stations.3. $1 billion to assemble 10k truck

cabs

 1. Battery – 01/01/172. Charging station - 01/01/173. Truck Assembly 01/01/17

Pricing Activities1. Hold Financing option for small businesses

 Sale Department

  

 1. Sales promotion 03/17 –

indefinitely  Distribution/Supply/Chain Activities1. Trucking Shows2. On-line store3. Visiting Apple headquarters

  

Marketing and Sales; Logistics

department

 1. $100k to transport trucks

 1. Trucking show – 03/20172. Online store - 03/20173. Visiting Apple – 03/2017

 IMC (Promotion) Activities1. Trucking shows2. Public presentation/press conference3. Online Advertising  

 Marketing

department

 1. $0.5 Million for trucking show2. website completed internally3. $1 million for AD Campaign

 1. Press conference – 02/20172. Online campaign: 01/17 –

03/17

Evaluation &Control

Evaluation & Control Input Controls • Employee recruitments, selection, and training. • Human resource and financial allocation.• R & D

Process Controls • Employee evaluation and compensation• Employee authority and empowerment through an

internal communication system. • Management guidelines

Evaluation & Control Cont.Output Controls• Overall performance standards, • IMC performance standards, • Price performance standards, • Product performance standards.

Employee Self Control • Employee satisfaction and commitment • Training and testing

Evaluation & Control Cont.Employee Social Control • shared organizational values, workgroup relationships,

and social or behavioral norms• Incentives and disciplinary action needed

Cultural Control • Maintain professional and product-knowledge culture

through training.

Evaluation & Control Cont.Market Auditing • Regular monthly personal audits• Regular sales, performance, procedure, and customer

support audit; conducted by HR department• Unmet expectations results in a hearing• Revise plan if marketing objectives are unaccomplished

 Month January February March

Activities Week 1 2 3 4 1 2 3 4 1 2 3 4

Product Activities                        

Battery Assembly ●                      

Truck Assembly ● ●                    

Installation of charging stations ● ● ● ●                

Pricing Activities                        

Hold financing option for small businesses                 ● ● ● ●

Distribution Activities                        

Trucking shows         ● ● ●          

Online stores                 ● ● ● ●

Visiting Apple headquarters                   ●   ●

IMC Activities                        

Trucking shows         ● ● ●          

Press conference ●                      

Online advertising ● ● ● ● ● ● ● ● ● ● ● ●

Summary

Summary• Expect Project Reptar will level out sales • Expect revenue of about $400,000,000• Expect to sell at least 1000 trucks