【广告策划-PPT】apple_商务分析

Apple iPhone Marketing Plan Business English Class 1 Home Page 2 Content Executive summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research & Implementation Apple iPhone Marketing Plan Business English Class 1 Executive Summary By fulonglong Page 3 Page 4 Executive Summary The Past Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was hand built by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU, RAM and basic textual video chips) less than what is considered a personal computer today. Apple was responsible for creating the desktop publishing market due to their innovative programmers, PageMaker and LaserWriter. Between 1983 and 1996, Apple experimented with a number of failed consumer target products including digital cameras, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful over 100 million units were sold within 6 years. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 5 Executive Summary The Present January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple Computer Incorporated would now be known as Apple Inc. He also reveals the long anticipated iPhone, a combination of an Internet-enabled smart phone and the iPod. In June 2008, he announces that the iPhone 3G would be released in July 2008, this newer version added support for 3G Networking and assisted GPS navigation, among other things. The Future Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 6 Executive Summary The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Apple iPhone Marketing Plan Business English Class 1 Situational Analysis By shixiaobei Page 7 Situational Analysis Political Situation Taxation is something that governments put and Apple should study this as country by country case to anticipate profitability, and pricing strategy. Importing laws in the world with GATT are in favor of trading. Economical Situation Economic growth world wide is in a big recession which need careful manipulation. Potentiality of the market is decreasing but it is higher than any others in the Telecom sector. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Situational Analysis Socio-Cultural Situation Population growth leading to expansion of the sector. It needs for cell phones. People depend more and more on mobile communication everywhere. Literacy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Different social views that may affect product should be taken into consideration (e.g.: Boycotting American products in the Islamic world) Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Situational Analysis Technological Situation Level of technology in the world is increasing. Fixed phone lines capacity and development attempts. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Situational Analysis Competition Situation There are 19260 cell phone producers in the world, but there are no more than 15 big companies competing at the world level Market. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Situational Analysis Environmental Situation The global concern with the Global Warming issue & other pollution effects concerning the packaging material and radiation of the cell phones . The demand of the international environmental approvals is a must (if there is any) . Sales Situation Cell phones industries are one of the most profitable industries everywhere and the Market is increasing. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Apple iPhone Marketing Plan Business English Class 1 SWOT Analysis By liudengke Page 13 Strengths Innovative The iPhone has an innovative touch screen. It also has many functions of other mobile products all in one device Compatibility The phone will work with iTunes and with other Mac/Apple products and OS software tools which means limitless potential for upgradeability. Ease-of-Use The all-new touch screen interface recognizes multi finger gestures, just as the human hand normally behaves. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 14 Strengths Brand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 15 Strengths Price iPhone would be sold at a reasonable price for its value. Quality Scratch resistant screen durable and light metallic finish - software suite resistance to computer viruses. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 16 Opportunities Increasing demand and expansion to a new target segment As technology advances and smart phones get cheaper Apple will attract consumers and get iPod users to upgrade to iPhones. Upgradeable iPhone software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 17 Opportunities Partnerships Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones, which reduces costs in marketing and increases revenue through long-term agreement deals. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 18 Weaknesses Image The Apple brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world. Price Apple does not yet offer lower priced models for more cost conscious consumers. User Interface Touch screen interfaces suffer from the problem of “gorilla arm” * Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers. Page 19 Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Threats Increased competition Smart phones are easier to make now more than ever. More companies may enter the market, and competitors or even Apple contractors can maneuver around patents to create similar devices. Downward pricing pressure The iPhone is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of iPhones. Difficulty expanding into Asian market There is less hype and interest in Asia since smart phones are better known and already widely used. Page 20 Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Threats Competition (Palm) - Palm has the longest history in PDA market and has experience-developing software for mobile devices. It is also a well-known brand for businesspeople. Existing software is well established and compatible with many products for this market. The market is familiar with Palm products； significant switching costs are involved in going to an iPhone. Palm can add many similar capabilities to their products that match the iPhone and expand to a wider market through lower cost and higher-power products. Page 21 Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Apple iPhone Marketing Plan Business English Class 1 Marketing Objectives By yaoxiping Page 22 Page 23 Marketing Objectives plan Set an aggressive buy achievable objective for the first and second years of market : 1. First-year Objectives - We are aiming for a 2 percent share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000. 2. Second-year Objectives - are to achieve a 10 percent share based on sales. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 24 Marketing Objectives Extend on the Apple brand name and link to the established meaningful positioning. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 25 Marketing Objectives Extend on Apples image of innovation, quality, and value. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 26 Marketing Objectives Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 27 Marketing Objectives Target Market Differentiate the iPhone from other PDAs on the market. Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Page 28 Marketing Objectives Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Primary business target is to partner with : 1 large cell phone service providers, AT&T, Verizon, Spr