With the help of Exhibit 9–4 (page •••), prepare a SWOT marketing situation analysis for the new iPhone3G.

Exhibit 9.4

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The situation analysis Purpose: To understand the marketing problem. The company and its competitors are analyzed on: 1. Internal strengths and weaknesses. 2. External opportunities and threats. Media use decisions-broadcast 1. What kind of sponsorship (sole, shared participating, or other)? 2. What levels of reach and frequency will be required? 3. Scheduling: On which days and months are commercials to appear? 4. Placement of spots: In programs or between programs? Exhibit 9-4 The marketing plan Purpose: To plan activities that will solve one or more of the marketing problems. Indudes the determination of: 1. Marketing objectives. 2. Product and spending strategy. 3. Distribution strategy. 4. Which marketing mix to use. 5. Identification of "best" market segments. Setting media objectives Purpose: To translate marketing and advertising objectives and strategies into goals that media can accomplish. Determining media strategy Purpose: To translate media goals into general guidelines that will control the planner's selection and use of media. The best strategy alternatives should be selected. Selecting broad media classes Purpose: To determine which broad class of media best fulfills the criteria. Involves comparison and selection of broad media classes: newspapers, magazines, radio, television, and others. Audience size is a major factor used in comparing the various media dasses. Selecting media within classes Purpose: To compare and select the best media within broad dasses, again using predetermined criteria. Involves making decisions about the following: 1. If magazines were recommended, then which magazines? 2. If television was recommended, then a. Broadcast or cable TV? b. Network or spot TV? c. If network, which program(s)? d. If spot, which markets? 3. If radio or newspapers were recom- mended, then a. Which markets shall be used? b. What criteria shall buyers use in making purchases in local media? Media use decisions-print 1. Numbers of ads to appear and on which days and months. 2. Placement of ads: Any preferred position within media? 3. Special treatment: Gatefolds, bleeds, color, etc. 4. Desired reach or frequency levels. The advertising plan Purpose: To determine what to communicate through ads. Includes the determination of: 1. How product can meet consumer needs. 2. How product will be positioned in ads. 3. Copy themes. 4. Specific objectives of each ad. 5. Number and sizes of ads. Media use decisions-other media 1. Billboards: a. Location of markets and plan of distribution. b. Kinds of outdoor boards to be used. 2. Direct mail or other media: Decisions peculiar to those media. 3. Interactive media: a. Which kind of interactive media? b. How will responses be handled?