Regarding brand ranking and revenue generation, Apple is the leading company. The company has successfully developed products and innovated products creating a revolution in the technology market. The groundbreaking products included MacBook, iPad, iPhone, iWatch and iTunes. iPhone X is one of the models that was launched in 2017. iPhone X had more innovative features like face recognition. The new features and more internal innovations formed the basis of the recognized market plan for the smartphone aiming to lead the smartphone industry. The market plan comprises of an overview of the company and the new product to be launched, Situational analysis, market planning, implementation and control of market plan.

Introduction

Apple Inc. is a global company that designs, develops and technological market products. The technological products include computers, communication electronics, network solutions, servers, and portable music digital players. Apple Inc. was the first to introduce smart technology in the mobile phone industry.  The iPhone X is a design that is meant to significantly impact the market by giving Apple a competitive advantage against the competitors. Apple Inc. is yet to launch iPhone X which is an improved version of iPhone 8.  The new model is a new brand that is expected to revolutionize the smartphone industry. Apple Inc. has developed a strategy that will maintain their market share and also generate more revenue for the organization. The iPhone X is a lifestyle device that would meet the technology needs of the customers.

Situational analysis

Political situation explains how the current trade war between the US and China has adversely affected Apple iPhone sales in the Chinese market. The economic situation which experiences stable growth has increased smartphones sales (Number of Mobile Phone Users Worldwide 2015-2020. (n.d)). Social-cultural situation explains how the improvement of lifestyle regarding demand for communication and online eLearning has increased the market. There is a robust advancement in technology is the smartphone industry, and this explains the benefit the phone achieves from the technological situation. Environment situation explains the effect of a product on the environment concerning pollution and global warming effects (Coccia, 2018). Competitive analysis is a situation that illustrates the strategy of the biggest competitors like Samsung, Sony, Huawei and Nokia (Cecere, Corrocher, & Battaglia, 2015).

Marketing planning for iPhone X

The mission of the iPhone X launch is to offer the current generation with a brand that brings new technology to the consumers. The primary objective of the company for the new launch is to attain a 10% market share on entire market sales (Bud, 2018). iPhone X SWOT analysis explains its strengths and opportunities can be used to eliminate weaknesses and threats (Michael, 2017). Strengths include brand loyalty, good innovative features, and quality brand. Identified weaknesses include its high premium prices making it the most expensive and lack of vital features like a headphone jack (Michael, 2017). Apple Inc. has an opportunity to produce two brands under the same model. The threats are an imitation of the technology by other companies to provide high tech mobile phones, and also the product faces competition from established brands in the market.

Apple iPhone target market constitutes middle-upper-income and first-class professionals and students for research purposes (Spivey, 2018).

Marketing Mix Strategy constitutes a description of the price, promotion strategies, a place for selling and the recommended amount.

Market Research for iPhone X

The research examines four different age groups for teenagers, adults, middle age adults, and older adults.  The principal target market is the students at the age of 26-45 years.  The group determines the technological features of the smartphone. A survey carried out through emails, iTunes, Apple store and other traditional online applications (Ryan, 2016). The survey establishes various product strategy insights before the launch. Survey acts as a tool for secretive brand awareness. Strong feedbacks obtained from the survey are used in the improvements of the product before the launch.

Implementation and control of the marketing plan

The company must give 10 dollars incentive to workers for every iPhone X sold. Apple also forecasts $20 for every iPhone for the sigma quality program (Brownlee & Swan, 2017). Employees will become consumer $ 6000 each for training programs towards ensuring quality and excellent customer experience. For customer satisfaction, the company will monitor customer service being delivered to the consumers (Steve, 2017). In case of failure in the strategies, trade-in the old models for the new version will be adopted. Develop a relationship with market segments for target markets. The marketing team must design and launch the new model by discussing their insights with the management. The team discusses reservations towards the successful launch of the iPhone X based on market discoveries.

Summary

The upcoming launch of Apple iPhone X will be revolutionary in the mobile phone industry. The new model has a unique feature that brings technology in the hand of modern users. The phone allows for multi-functions that meet the need of the current generation. The launch will increase market share for Apple phones and also achieve desired value by customers. All distribution channels will be used to avail the product in the target market. The product will be promoted as an innovative product with diverse functions in communication and technology services. The promotion will be on social media platforms which are sufficient for the current generation.

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