Executive Summary The objective of this report is to explore and propose a marketing strategy for the Apple Watch Series 2, as analysed in assignments 2 and 3. This report will assess the 4Ps of the marketing mix to effectively express and implement a new and/or improved brand positioning. This report establishes that are multiple improvements that Apple can consider to the current marketing strategy in place, regarding the Apple Watch Series 2. The suggested improvements have been made under limitations of time and resources, depicting that the current marketing strategy is the best approach; however, the report highlights areas that can be approved upon in the recommendations page. This report demonstrates that the following changes could be made to the 4Ps of the Marketing Mix. Product: Apple has and needs to continue show how their product is superior and different to competitors, through effective brand positioning of communication and promotion. No recommendations, unless a new series is developed. Place: Apple's distribution reach highly effective, the brand has placement around the world and accessible almost everywhere. No recommendations. Promotion: Apple campaigns are highly successful, could benefit from targeting their desired market further. The use of promoting products through a network operator or third party can reduce promotion costs for Apple. It also increases their reach to the target audience by using other big brands. Price: Prices could always decrease, to open up the target audience and increase sales further. Since the smartwatch industry is so small and competitive, making their product more affordable to a larger target audience could benefit sales. Introduction This report aims to analyse the brand, sub-brand the current marketing strategy in place for the Apple Watch Series 2 and convey judgments and outcomes to improve the smartwatches' current marketing mix and promotions. The research and findings of this report have been executed by an independent consultant and has been authorised by Apple's Marketing Managers. No complications were met in the process of researching for this report, all information was made available by Apple and other independent researchers. This report includes data concerning the brand positioning through the brand an d sub -- brand, an assessment of the target segment, analysis of the 4Ps of the marketing mix and recommendations for the development and improvement. Section 1 - Target Segmentation The profiling elements and profile predictions of the Apple Watch Series 2 identify these segments viewed below, and are important in developing a new product/series and in brand awareness. The target segment 'All-day Assistance' has been chosen, as the Apple Watch Series 2 is designed to assist and simplify communication tasks for consumers; as well as be used in partner with the iPhone. Additionally, consumers want an exclusive use for their product that is of higher quality and performance from the first Apple Watch release. It must also display distinct differences from competitors and remain the dominant in its product market. Apple underlines this through elevated marketing and emphasis on brand loyalty. Section 2 - Brand Positioning