This paper presents a comprehensive marketing plan for a new iPad keyboard and case combo developed by ZAGG Inc. for introduction in the United States and Canadian markets. The plan begins with a company and product description, followed by a situational analysis using SWOT analysis and Michael Porter's Five Forces of Competition. It then outlines the product's target market, marketing objectives, and promotional strategies. A projected income statement covering the first twelve months of the product launch is provided alongside a Gantt-chart-based milestone schedule. The paper concludes with an evaluation and control framework designed to monitor marketing performance and guide iterative improvements.
The paper demonstrates integrated business-plan writing: each section builds logically on the previous one, moving from environmental analysis to strategy formulation to financial planning to evaluation. This structure mirrors the standard sequence taught in marketing management courses and shows how theoretical frameworks (SWOT, Porter) translate directly into managerial decisions about pricing, distribution, and promotion.
The paper is organized into eight numbered sections: (1) company description, (2) product description and mission, (3) situational analysis split into SWOT and competitor analysis, (4) product market focus, (5) marketing strategy and objectives, (6) a projected income statement, (7) a Gantt-based implementation timeline, and (8) evaluation and control mechanisms. This linear structure is appropriate for a formal marketing plan and allows each component to be assessed independently or as part of the whole.
ZAGG Inc. is an American corporation that deals in mobile accessories, gadgets, technology products, and protective covers. It is well known for its top-quality screen protective covers, attachable keyboards, and portable back protective cases for consumer electronics and high-tech handheld devices, including the Apple iPhone, iPad, Samsung Galaxy, Android Tablet, Microsoft Surface Pro, and Windows 8 phone. The screen protectors are sold under the brand name "Invisible Shield," which has also become the company's flagship product due to its tremendous sales and widespread consumer appreciation worldwide (ZAGG Inc., 2013).
The major product offerings of ZAGG Inc. include screen protectors, mobile keyboards, back cases, headphones and earbuds, game controllers, mobile and Bluetooth speakers, car chargers, styluses, and cleaning kits. ZAGG Inc. promotes and sells its products through retail and online channels in all major markets of the world. Its distribution network spans North and South America, Europe, Asia, the Middle East, Australia, and Africa. The major online retailers, distributors, and business partners of ZAGG Inc. in the global market include Amazon, eBay, Walmart, Best Buy, Target Corporation, Future Shop, AT&T, and Sprint (ZAGG Inc., 2013).
There is a wide variety of iPad screen protectors, attachable keyboards, and back cases available in the market. The new iPad keyboard and case combo offered by ZAGG Inc. is quite distinct from this existing variety. This innovative product features a sleek and stylish design along with a high level of protection for the Apple iPad. The new keyboard and case combo is a 7-millimeter, ultra-thin accessory compatible with the Apple iPad 2, 3, and 4. It includes a backlit keyboard available in seven different colors, enabling users to conveniently use the iPad in low-light conditions (Straker, 2012). An integrated battery pack provides power backup to the keyboard for extended usage of more than three months on a single charge. The case also provides a 360-degree tilt for more convenient usage. The entire case is constructed from durable aluminum and supporting magnet plates, which protect the iPad from scratches and physical damage respectively (ZAGG, 2013).
The mission of ZAGG Inc. is to manufacture top-quality products and accessories that make the use of high-tech devices more convenient, safe, pleasant, and enjoyable for consumers. The company not only aims to build its brand image as a high-quality products manufacturer, but also seeks to contribute to the profitability and sustainability of its strategic partners, including suppliers, distributors, and business development firms. ZAGG Inc. continuously expands its business operations into potential markets around the world in order to achieve operational strength and deliver attractive returns to its investors (Bearden, Ingram, & LaForge, 2007). The long-term goals of the company include market leadership, a high level of product differentiation, superior financial performance, and a sustainable future in the global IT industry.
Situational analysis provides an overview of the internal and external environmental factors that can affect a company's business, or the sales, profitability, and market acceptance of its specific products or services. Situational analysis can be conducted using various business and industry analysis techniques, including SWOT analysis and competitor analysis (Mullins, Walker, & Boyd, 2008).
The ZAGG iPad keyboard and case combo is currently the most innovative product of its type. It offers numerous features and functions that are not available in Bluetooth keyboards and cases manufactured by competing companies. The iPad keyboard and case combo has the potential to earn high appreciation from consumers worldwide. While designing and manufacturing this product, the company ensured that consumers genuinely enjoy using their iPad with added convenience and safety. This product is expected to significantly improve the company's sales performance across all potential target markets.
One of the major weaknesses of this new product is its price. Being the most innovative and feature-rich product of its kind, the new iPad keyboard and case combo will be sold at a higher price than many other similar products. This will directly and negatively affect its acceptance among consumers. Furthermore, the iPad keyboard is being introduced in combo form for the first time. As a result, consumers may hesitate to purchase it due to the absence of prior experience or word-of-mouth for this particular product configuration.
Given the strengths of this product, the company will be able to create new opportunities in potential target markets. It can target all consumers who have purchased the iPad 2nd, 3rd, or 4th Generation. The company currently aims to focus on the United States and Canada for this innovative and stylish product. These two markets are recognized as hubs of technology and innovation, and the new iPad keyboard and case combo is well positioned to generate strong sales in a short period of time.
Moreover, the company has an opportunity to displace competing products by attracting more customers to the keyboard and case combo. It can do so by demonstrating the various benefits associated with the product. For example, consumers can achieve considerable cost savings by purchasing a Bluetooth keyboard and a protective case in a single package.
Competitors are always a significant threat to any company (Brassington & Pettitt, 2006). There are a large number of local and international manufacturers offering iPad keyboards and cases, most of which are fully compatible with all iPad models from the 2nd to the 4th Generation. These competitor products represent a direct threat to the new iPad keyboard and case combo.
Another threat is the high marketing and promotional costs the company will incur to create awareness of its new product in the United States and Canada. These substantial costs will significantly reduce financial performance during the initial phase of implementation.
Competitor analysis is an important component of situational analysis. It can best be understood through the lens of Michael Porter's Five Forces Model, which includes rivalry among existing competitors, threat from new entrants, threat from substitute products, the bargaining power of customers, and the bargaining power of suppliers (Mullins, Walker, & Boyd, 2008). Each of these forces is discussed below.
The top manufacturers of quality keyboards and protective cases include Logitech, Kensington, Luvvitt, Touchfire, and iGear, among others. These manufacturers are the direct competitors to ZAGG in this particular product category. However, none of these companies has introduced a combo product that includes both a keyboard and a protective case for the iPad. Therefore, ZAGG holds a competitive edge over these rivals, and the new iPad keyboard and case combo will gain a first-mover advantage in its category.
ZAGG is a well-established manufacturer of mobile accessories, technology products, and protective covers and shields, competing with several recognized brands in the United States and other major markets. The IT and consumer electronics industry has shown rapid growth over the past several years. Anticipating substantial growth potential, numerous new companies are entering the market and manufacturing comparable products for the same target customers. These new entrants therefore represent a significant threat to the company and its new iPad keyboard and case combo (Kotler, 2008).
There are no direct substitutes for the iPad keyboard and case combo. However, all manufacturers that offer keyboards and protective cases sold separately can be regarded as alternative choices for consumers. For example, if a customer does not need a Bluetooth keyboard but wants to protect the iPad from damage and scratches, that customer will likely purchase a standalone protective case and will not consider the keyboard and case combo in the purchase decision process.
The bargaining power of customers is comparatively stronger than that of manufacturers, because a wide variety of similar and substitute products are available to satisfy the same consumer needs — many of which are sold at very competitive prices. Consumers therefore have a broad selection from which to choose. However, brand equity, past experience, and the marketing efforts of firms have a dominant impact on consumers' decision-making processes. Given this strong buyer bargaining power, companies must attract consumers by producing high-quality products and running effective promotional campaigns.
Large-scale consumer electronics and IT companies enjoy strong bargaining power relative to their suppliers. There are a large number of raw material suppliers, retailers, and distributors that assist these companies in producing and delivering products to end consumers. These supply chain members find it more advantageous to do business with well-established firms and, as a result, agree to supply materials on lower commissions. This strong bargaining power gives an added advantage to large-scale manufacturers in the industry.
Always verify citation format against your institution’s current style guide requirements.