Issue Analysis After going over the data, it becomes immediately apparent that the primary issue of Apple within present day markets is the sheer level of market saturation that has occurred. Simply put, there are a plethora of competitors, each with their own tablet offerings, that eat away at the market share of the company. First and foremost, it is important to note that since Apple primarily focuses on middle to upper class consumers for its product offerings, this severely limits the capacity of the company to address the demand for tablets from working class consumers. This where other companies such as Toshiba, HP and Samsung enter into the picture and offer lower priced tablet options utilizing the Android operating system. In fact, this trend of catering to the working class is not isolated to large companies; smaller firms such as Polaroid have actually managed to source their own tablets from third party manufacturers in China which enables them to sell functional tablets under the Polaroid brand for a fraction of the cost of the average iPad. Unfortunately, Apple cannot cater to the working class market without compromising on the quality of the products that it is known for. Features such as the Retina display, iCloud, and intuitive file management make the iPad an exemplary product that is leagues ahead of the current offerings by smaller firms and is still better than tablets being sold by leading manufacturers such as Samsung or HP. The end result is the development of a conundrum since in order to stay relevant Apple needs to be able to penetrate new markets, however, the most obvious market to penetrate (i.e. the working class market) requires it to have a product offering that compromises on quality, an aspect of product development that Apple is unwilling to do. With the future release of the iPad 4, it is unlikely that the product would appeal to the working class population given the high price range on the product. It is based on this that a new marketing strategy needs to be developed that focuses on penetrating a new market that has otherwise been neglected. By doing so, this will help to supplement the main marketing strategy of the company that focuses on the middle and upper class. Goal The primary goal of this marketing plan is to find a new market for the iPad 4. This market must be large enough to sustain a significant amount of sales while at the same time viable enough for other aspects of the company’s services (i.e. iTunes sales). Objective The first objective is to create a marketing initiative that would suit the new target market. Objective 2 The second objective focuses on creating long term income streams from the sale of the iPad 4 in this new market via the iTunes services resulting in higher profits for the company in the long term. Target Market Definition Based on an evaluation of possible potential markets for the iPad 4, it was determined that marketing the device to private schools in the U.S. would be a viable option given its potential as an educational tool. First, it is important to note that based on statistical data from 2012, there are currently 30,861 private schools within the U.S. (which constitute 24 percent of all schools within the United States) with roughly 5,268,000 students enrolled from kinderg