First year objectives
The major goal of the introduction of iPhone 4 is the maintenance of the leading position of the product in the market. In this respect, it is worth mentioning the fact that Apple focuses on the development of iPhone 4 as the major product. In such a way, iPhone 4 can take the dominant position in the market on the condition of the effective promotion of the product and its introduction in the market. In actuality, the company can take an advantageous position compared to iPhone 4. As a result, the company can improve its position in the market and outpace its rivals, including the new rival, namely Google’s Nexus One. At this point, it is worth mentioning the fact that iPhone 4 has to achieve positive financial outcomes within the first year of the introduction of the product. In such a way, the company can attract the interest of consumers to the new product. In fact, customers focus on the importance of new technologies and innovations introduced in the new product. At this point, it is worth mentioning the fact that Apple enhances the competitive struggle and the company has to develop the new product to keep the attention of customers and to offer them better, newer products. Within the first year, iPhone 4 should take its position in the market and gain a possibly larger share.
Second year objectives
In the course of the second year, iPhone 4 should make a breakthrough and take the leading, dominant position in the market. Strategically, iPhone 4 should maintain the leading position in the market. The second year should be the year of the steady growth of iPhone sales.
iPhone 4 is positioned as the new model of iPhones, which is an advanced snmartphone, which should hold the leading position in the smartphone industry.
The product strategy focuses on the positioning of iPhone 4 as an innovative product, which offers customers new services and gadgets.
The pricing of iPhone 4 is close to that of rivals. For instance,the price of iPhone 4 16 GB is $199 that meets the price of HTC EVO 4G, one of the major rivals of the company.
The company can use the existing distribution network and channels. Potentially, the company can enter new markets of developing countries.
Marketing communication strategy
Apple should use mass media, especially internet and television to communicate the promotional campaign and to reach the target audience.
Before introducing iPhone 4, Apple should conduct detailed marketing research.
Apple should use the existing marketing organization. In this regard, Apple should use the full potential of its internal business processes. iPhone 4 can take advantage of positive image of the company in the market.
The action program of introducing iPhone 4 should focus on the development of clear purposes of the development of the product and its introduction in the market. Furthermore, the company should develop the plan of the implementation of the new product, including methods and strategies of the development of the new product. Finally, Apple should provide the accurate system of control to monitor the introduction of iPhone in the market.
Budget and control
The control is crucial for the successful introduction of iPhone 4 in the market. To conduct control, iPhone 4 should introduce the position of control officers, who can monitor the effectiveness of the implementation of the original plan of implementing iPhone in the market. The budget of the project relies on the existing financial resources of Apple and growing sale rates of iPhones within first years after the introduction of the project (See Table 1).