1. I. MARKET ANALYSIS
A. Purpose and Mission of the Business
B. Description of Current Markets and Strategies
C. Primary Competitors and Their Strengths/Weaknesses
D. External Environment Analysis
1. Economy
2. Laws and Regulations
3. Costs
4. Competition
5. Technology
6. Social Factors
E. Internal Analysis
1. Strengths
2. Weaknesses
3. Anticipated Changes
II. MARKETING STRATEGY
A. Marketing Goals / Expected Outcomes
B. Target Market Description
1. Identifying Characteristics
2. Unique Needs, Attitudes, Behaviors
C. Marketing Mix Description
1. Product/Service
2. Distribution
3. Pricing
4. Promotion
D. Positioning Statement
III. ACTION PLANS
A. Activity Schedule
1. Responsibilities
2. Schedule
3. Budget
B. Evaluation Procedures
1. Evidence of Success
2. Method of Collecting Evidence

2. MARKET ANALYSIS

3. A. Purpose and Mission of the Business
Apple is a business that provides technological equipment such as
Computers, lap-tops, iPod + iTunes, iMac, iPhone etc. Our company’s
purpose is to make consumers life faster, enjoyable and suitable by providing
them with revolutionized and highly-qualitative technology.
B. Description of Current Markets and Strategies
Apple focuses on businesses, institutions, governmental organizations, home
offices as well as ordinary people. We have broken our markets into groups
according to standard classifications used by our market research. So far, we
know that business/institutional/governmental customers tend to be deeply
rooted in technology. They want technology with wide variety of capabilities
and features. They use their computers for administration information such
as accounting, shipping, and financing. They also use them for
communications within the business and outside of the business, and for
personal productivity. Ideally, they come to us for a long-term alliance,
looking to us for reliable service and support. They want to be sure they have
reliable providers of expertise. Thus, using our remarkable strength,
revolutionized and highly-qualitative technology, we will try to provide them
with our products. Eventually our products will be available for everyone for
different needs.

4. C. Primary Competitors and Their Strengths/Weaknesses
The competition is in the highest level. There are a lot of companies,
franchisers, and stores around the world that sell technology. Today, people
can get to it very fast, but the question is where do they want to buy it? As
a new reselling-business, we will have serious obstacles to position our
selves on the market, because the competitors are already in. On the table
below, you will see a list of a few tough competitors and will be informed
about their Strengths/Weaknesses.
Competitor Strengths Weaknesses
BOTEK Provide DELL – laptops, New on Market, Mostly focused on
trustful, good quality computers. No distribution.
service, repair products
COMTRADE Good quality computers Slow service, High price. No
experienced working distribution.
crew, repair products
DAXA Focused on providing all Low quality service. Highest price.
kind of equipment, No distribution.
hardware. Repair
products
As you can see competition is all around. Positioning ourselves as first on
the market will be a puzzling and challenging road. However, using our
competitor’s weaknesses, as well as self regulating our business we will try to
accomplish our goals.

5. D. External Environment Analysis
1. Economy
Generally, the economy of Kosova on of the weakest in Europe; a country
with a trade deficit were the unemployment rate has reached its peak. Our
industrial performance is awful. The majority of the population is poor, and
about 12 percent suffer from extreme poorness. These certain issues lead to
economic instability and they have a negative impact on the implementation
of this plan. It might hurt us severely by lowering our sales. When people
don’t have sustenance, they don’t even think about buying technology.
However, according to UNMIK, the economic growth in 2006 has exceeded
some expectations. It was two times higher than the expectations of the
International Monetary Fund. The GDP in 2006 is 5 % ( 0% on 2001 ) and
comes exclusively from the private sector. The real economic growth in the
private sector alone is nearly 10 %. Over the past four years Kosovo's
financial sector has been built on completely new foundations. The Banking
and Payments Authority of Kosovo (BPK), established in November 1999, is
an independent body which successfully regulates the banking and insurance
sectors. Furthermore Kosova has a stable monetary value, up-growing
budget, and experienced no inflation or deflation over the past ten years.
These statistics show that Kosova’s economy is enhancing and hopefully will
not hurt us.

6. 2. Laws and Regulations
After researching on World Wide Web unmikonline.org and kosova-
assembly.org we came to understand that there are few regulations
regarding the external trade activities. These regulations basically indicate
that the goods imported must not be harmful for people, environment or
animals. However there are no concrete laws, governmental regulations or
policies that prevent us from putting this plan into practice.
3. Costs
Costs may be a critical external factor that can impact the realization of this
plan. Because we are a young business we do not have record files that
show if our costs are increasing or decreasing, however it is significant that
we understand what causes it. The government tax increases, inflation,
economic instability, bad business administering, are some of the main
factors that cause increasing or lowering of the costs.
4. Competition
Technological equipments are considered more of shopping goods. People
buy them based on their attributes, options, features, even though the prices
are expensive. People can even order technology from foreign countries. On
the table above, you can see the competition regarding the supply of
technology in Kosova. We have to us their Weaknesses to position ourselves
in the market. We will have to make sure that once we gain a customer, we
never lose them. To help accomplish this, we must work to strengthen our

7. relationships through successful marketing. We must always remember to
sell the company, not just the product. They have to understand they are
taking on a relationship with Apple, not just buying boxes.
5. Technology
For the time being, Apple is positioned and recognized for its unique
technology. Today people need something that is qualitative, works-fast,
easy to use/carry etc. This is the reason why our products will become
sacred to them. Apple’s latest release, iPhone will be an elevating step
towards their company’s development and image. Regardless, we never
know if something unexpected will happen tomorrow. Other brands might
invent newer and superior technology, which would than wound Apple as a
business and us as resellers.
6. Social Factors
There are some certain Social factors that make this plan more applicable.
In Kosova, one finds collectivism; it is a place where people embrace each
other. The word-of-mouth promotion is very effective. People comprehend
most of the things from talking to each other. Though, I would argue that
collectivism is the only social factor that could affect consumer behavior in
existing markets or in anticipated markets.

8. E. Internal Analysis
1. Strengths
There are some particular things that our competitors lack and that is
something we will have.
1. Advanced key technology- One of our strongest strengths is the products
we provide for our customers. Apple is recognized for its unique products
with unique features and options.
2. Marketing Department – will work carefully toward practicing the four
elements of the marketing mix (product, place, pricing, promotion), market
research, consumer service, marketing functions etc.
3. Urban located store – Our store will be .in the urban area of Prishtina.
Customers will be able to reach us fast and we will be able to know our
customers, one by one. Our direct sales force will maintain this relationship.
4. Warranties – we will provide warranties for our costumers. This is
significant because you make the costumers feel free about the decisions
they make, as well as built a trustful relationship. It’s something that we will
have and our competitors lack.
5. Customer service - We will have a non stop customer service. Our trained
consultants will help the customers deal easier with our products.
Meanwhile, the consumer service will receive feedback and make further
decisions based upon it.

9. 2. Weaknesses
Some of the weaknesses that we will have are:
1. Slow service - if equipments get ruined and need to be repaired, we will
have to send it to Apple headquarters for fixing, thus, it will take us time
to repair the products our costumers need.
2. New business – We are a new business, inexperienced. Something crucial
and unexpected might happen and hurt us. We still don’t know many
external or internal factors that might impact the well being of the business.
It will take us time before we built an image, gain customers. In other
words, time will show us everything.
3. High prices – Having in mind the unemployment rate and the low income
that the ordinary workers receive in Kosova, our prices are considered high.
iPods and iPhones will be mostly used by teenagers, thus we need to
convince their parents.
4. Growing market trend – New competitors continually enter the market.
3. Anticipated changes
The beginning will be hard, but as the time passes we will self-regulate. The
short-lasting weaknesses that are mentioned above will be vanished.
Regarding our slow service, we will try and bring authorized and certified
Apple technicians, in order to repair the ruined equipments faster. The new
marketing teams will position our devices as a ‘must have’ making it
incomparable to other brand’s products. The team will convince consumers
that our products worth the costs.

10. MARKETING STRATEGY

11. A. Marketing Goals / Expected Outcomes
This plan is designed to be implemented from June 2007 to June 2008. Using
this plan we will try to achieve some of the goals were expecting to. The
goals of this plan for the first year are:
1. Minimum sales – 75000 €
2. Position our selves – 1st or 2nd second in the market
3. Establish ourselves as experts: This means being quoted in major
trade press, speaking at industry events, and gaining recognition.
4. Market Share – 30 to 40 %
5. Increasing brand awareness - 60% of potential customers
6. Expand target market
By means of the marketing research, examining the sales, comparing with
competitors, we will be able to determine if our marketing goals are
accomplished.
B. Target Market Description
1. Identifying Characteristics
Apple products will be available for everyone who is interested. But, on who
are we interested most? Our company’s main focus is on businesses,
institutions, governmental organizations customers. These people are most
likely adults, males or females, have good income, passionate etc. Our
secondary target market is the teenagers, for whom iPod and iPhone will be a
‘cool’ thing. As for right know, we don’t have any customer, but we will try

12. and reach them. We cannot survive just waiting for the customer to come to
us. Instead, we must get better at attracting these specific market segments
whose needs match what we have to offer. Focusing on targeted segments is
the key to our future.
2. Unique Needs, Attitudes, Behaviors
So far, we know that these customers are heavy and up-going users,. They
use their computers for administration information such as accounting,
shipping, and financing. They also use them for communications within the
business and outside of the business, and for personal productivity. Ideally,
they will buy to us for a long-term alliance, looking to us for reliable service
and support. They want to be sure they have reliable providers of expertise.
C. Marketing Mix Description
1. Product/Service
Apple is highly recognized for its unique products with unique features,
design, options. Otherwise it’s known for its revolutionized and highly
qualitative technology. They’re designed to satisfy customer’s needs.
Apple’s technology packaging have:
- Product identification so easily separated from its competitors
- Packaging for easy handling, carrying around
- using the most cost efficient method of packaging
this will make the product both functional and desirable to possible
consumers
2. Distribution/Place

13. Based on the demographics at least ¼ of the population of Kosovo live in
Prishtina. Our focused target group is located in Prishtina as well, thus giving
us a clear understanding of the place we should choose. Our store will be
located in the urban area of Prishtina. It will be an eye-catching store. Our
convenient products will make the distribution even easier. For consumer
convenience we will make the distribution anywhere in Kosovo without
charge. It will be as fast as an eye blink.
3. Pricing
Our prices are higher comparing to competitors, but we do not compete on
price. We will not match prices. Instead we will use the value pricing
strategy. This means we make our prices based on the quality of the
products we deliver to customers. Apple has broken the record of all sales in
the history with iPod. This technique, has been working very well. In this
way, price creates perception of quality.
4. Promotion
Our marketing mix relies heavily on our promotions. Our unique promotions
will set us apart from our local competitors. We need to sell our company,
relationship, more than products. We will constantly work on advertisement,
public relations, and sales promotions, to build an image, increase customer
awareness about the stuff we provide. The marketing has to convey the
sense of quality in every picture, every promotion, and every publication. We
can't afford to appear in catalogs with poor illustrations that make the
product look less than it is. The forms of promotion such as advertising must

14. be attracting and enticing to the target market to get the greatest amount of
exposure possible for the product. This will ensure the success of the product
in the stores. It takes many forms: TV, radio, newspapers, billboards etc.
We will have to use Apple’s attractive and creative slogans such as:
> quot;10,000 songs in your pocket.quot; - used for iPod
> quot;iThink, therefore iMac.quot; - used for iMac
> quot;Small is Beautifulquot; – used for Intel Mac mini
> “All in one” – for iPhone
It is significant that we have an advantage with promotion. Our cost for
advertisings will be lower, based on the agreements we reached with media
services.
D. Positioning Statement
For employers who need to create a unique impression of their offices,
people who need proper phones and computers, teenagers who listen to
music (headphones), Apple products are inevitable. They have a wide
variety of capabilities. The convenience and the quality customers receive
give them a long term solution.

15. ACTION PLANS
A. Activity Schedule

16. 1. Responsibilities
Our working crew will be charged with responsibilities. We will recruit
employees that are competent, certified and experienced. Everyone will
have certain responsibilities.
 Dardan (with his crew) will have the responsibility on marketing
research. I will have to update the department consistently, define
problems, analyze situations, to ease their effective marketing decisions
and advance the performance of marketing activities.
 Rron (with his crew) will work on promoting our company. He will be in
charge of advertisements, public relations and increasing the awareness
of the brand. He has to encourage our target groups to purchase our
products.
 Fatos (with his crew) will be in charge of the distribution / place. He has
to make sure that our potential customers know where we are settled. In
addition he has to distribute the products that costumers order to the
place they ask.
 Yll (with his crew) will establish and communicate the value of products
to prospective customers. He will also be in charge of financing and
warranties.
 Lindor will be working on preparing and managing the budget. He will
further look for potential external/internal factors that might have impact
on company’s well being
2. Schedule

17. The implementation of this plan is supposed to begin from June 2007 and it
will last one year. We will track our activities on basis of monthly employee
meetings during which we will discuss the current marketing, sales,
promotional activities, and ideas that will lead to improvement. Each person,
whether a full-time or part-time employee, owner, or manager will facilitate
the meeting once a month. Current facilitators will follow up on previous
topics and debate the value of current and future marketing programs.
Marketing ideas have little value until they are implemented, and they must
be implemented by individuals who believe in them 100%. Through these
monthly meetings everyone should feel free in the decision making process,
and in the long-term success of the company.
3. Budget
The budget that we have for the marketing will come from company’s profit;
it is limited, but supportive for the activities planned. However we have to
make sure we use it properly. As mentioned above, Lindor will be preparing
and managing the budget. Together as a group we will decide how much
money needs to be spent for each particular activity.

18. B. Evaluation Procedures
1. Evidence of Success
On the meetings, we will discuss wether the activities were successful. On
the first month we will discuss the result of our sales and see wether they
have reached 1/12 as supposed for a month. To determine wether other
goals are being achieved, we will take information from the target markets,
check if they are responding to the marketing mix and see if their needs are
satisfied. This information should be used to make improvements in those
activities while the plan is being implemented. If we get to deal with a
problem, immediate actions should be taken to solve it.
2. Methods of Collecting Evidence
To determine wether other goals are being achieved, we will receive feedback
from the target markets, check if they are responding to the marketing mix,
and see if their needs are satisfied.