Marketing Management Group Project Essay

6795 Words Dec 14th, 2013 28 Pages
Marketing Management Group Project

iPad Air

Liberty University

BMAL 520 Strategic Marketing Management – Section B06

December 13, 2013

Abstract

Marketing management is an evolving field and plays an important role in the success or failure of a business or product. Group 3 selected Apple, iPad Air for the research project. The paper will address important marketing considerations for the iPad Air. The topics researched includes marketing analysis, promotions/marketing, positioning/competition/branding, product/service topic identification, promotions and services/pricing. The paper also addresses how well the iPad Air is addressing its entry into the market, response of
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The iPad Air is available worldwide with the product on shelves in electronics stores such as Radio Shack and Best Buy. Although the iPad Air was formally announced on October 22, 2013 and made available for purchase on November 1, 2013, the company has a practice of building suspense by announcing new products before they are available and accepting pre-orders. To promote its product, Apple also provides a marketing video on its home page featuring three upper level executives who state the product was born out of a call from consumers for a high performing, durable yet lighter product.
Apple also expects every employee to participate in creative thinking in support of everything beginning with product development. Employees should be detail oriented and innovative and the expectation is that every staff person is always looking to improve processes. This corporation requires marketing involvement be integrated throughout all departments although other employees are merely involved in their own department (Apple 2013). There is no surprise that Apple thoroughly and successfully implemented the Four P's of marketing and the implementation will assist the company with anticipated sales for the iPad Air. Apple faces a challenging marketing environment, much like its competitors, due to the current economic environment, government budget uncertainty and the political environment. Despite these challenges they

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