Ipad市场营销.doc

Marketing in Practice Project Name: 郭淑君 Class: 510920 Number:51092022Answer the following questions:1. Discuss in your own words how iPad as a product fulfills the consumers needs or wants.(5 marks)Entering the information age, People are influenced by the informative social and technological environment. The customers demand of internet equipment is being more and more. Ipad gives satisfaction sufficient to meet demands or needs. As a pc, it has brought to the life of people with curious.For customers who support iPad think that it is sleek in appearance and light weight. iPad is mainly used for Internet access, taking notes, SNS, sending and receiving E-mail, browsing journals books, watching video listening to music, and playing games. It is very fast and lightly, the software is very easy to navigate. It has a decent speaker, and even a tiny microphone. The life of iPads battery is greatly, it can last as long as 11 hours and 28 minutes. There is much free software for you to use.2. Describe the segment of market for iPad in China.(10 marks)Markets consist of buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. A marketer must try different segmentation variables, alone and in combination, to find the best way to view the market structure. Market segmentation is the process of slicing a market for a particular product or service into a number of different segments according to purchasing behavior and habit of customers so as to select and confirm target market.”A market segment meets all of the following criteria，mainly including geographic factors （region，location，city size，population density，climate etc.）；Demographic factors（sex, age, nationality，degree of education，occupation，income，family composition）； Psychological factors （lifestyle，class division，personal preference）；Behavior factors （purchase occasion，profit，utilization ratio，brand loyalty etc.）On the basis of market segment principles，iPad is able to cover diverse products with different design, exterior, performance，price from the analysis of demographic factors；iPad occupies the absolute superiority as costumers always pursue the latest and best products from the analysis of psychological factors .From the analysis of behavior factors，Apple has maintained to be the market leader and shares superior market reputation. As long as iPad consistently adhered to high-quality services ,customer loyalty is the least among all the worries .From the analysis of utilization rate factors，the advent of iPad will bring more convenience to costumers as computer has become one of the indispensable products in life. Although PC occupies computer market at the moment，which merely because iPad is just at the initial stage，most people adopt cautious attitude toward it. Therefore，iPad has a very large market from market segmentation. It needs to be noted that measurability, accessibility, availability of benefit and diversity should be taken into consideration when subdividing the market. Otherwise that will raise the cost of enterprises and excessive resource distribution etc.3. Analyze two of the following microenvironment factors that may affect the sales of the product.(a) What are some of the effective marketing intermediaries that can help the company to promote, sell, and distribute iPad?(10 marks)The intermediaries can create greater efficiency in making goods available to target markets. Through their contact, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own. IPads intermediaries can offer: Physical distribution: transporting and storing goodsFinancing: acquiring and using funds to cover the costs of the channel work Risk taking: assuming the risks of carrying out the channel work. IPad take advantage of intermediaries to: Information gathering and spreading persuasive communications about an offer. Contact: Finding and communicating with prospective buyersMatching: shaping and fitting the offer to the buyers needs, including activities suchAs manufacturing, grading, assembling, and packaging.Negotiation: Reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.(b) How can Apple position their offering strongly against its competitor?(10 marks)PerformancePCIPadTablet PC.OrientationLuxuryPrice (dollar)Electronic technology developing quickly and the product updates faster and faster, the competition is fiercely. iPad has to innovate continuously in order to occupy and control the computer market.To an enterprise a better competition strategy is needed, and it must make clearly who is the competitor, if it wants to success in market.Competitor Analysis “Confirming the competitors of company.” iPads competitors include in PC and other systems Tablet PC. “Determine the competitors goals.” Based on it, iPad could set up its market strategy correctly. “Confirming competitor strategy; Evaluating the advantages and disadvantages of competitor; Estimating the response pattern of competitor; Choose goals who to attack or avoidance.” Different company have different competition strategy, it needs to make one step further investigation. “Basic competition strategy.” The company could accord to their goals, resource, advantages, opportunities, and make a right competitive strategy.” “Competitive strategy is based on market forces.” According to the role that the company acting in the market: Market leader, Market challenger, Market follower.An enterprise can play many roles, the mainly role of iPad in the market is market leader and market challenger. For PC, iPad is a market challenger; For other system Tablet PC, iPad is a market leader. For a market leader, in order to maintain its first position, Apple needs to take three actions: Expanding the entire market: looking for new users, developing new function, improving usage of product; Protecting market share: uneasy with the status quo, innovation is the best defensive strategies; Enlarge market share: updating product, quality strategy, more brands strategy, advertising strategies.However, market challenger does not rashly play in incomplete winning condition. But iPad is a new product. Facing PC, it must be act a market challenger, so as a market challenger, iPad still do more.In addition to iPad, other companies have launched the product like iPad Tablet PC. For example, Samsung, Toshiba, Sony, Dell, HP, Malata. Among them, Apple, Toshiba, Malata selling best, Apple is on the top of them and has introduced 9 hot products, while other brands only have introduced 2 to 3 products.4. What are some of the important demographic trends and developments that may affect the marketing strategy of Apple in China?(10 marks)In general, China already had the worlds largest number of Internet users last year, this is undoubtedly the best market for iPad. Number of Internet users in China is equivalent to an annual increase of the population of Germany, China currently has 420 million Internet users, while the U.S has only 2.4 million. According to the statistical results of Internet data, the number of Chinese netizens of the worlds most popular network of 20 countries, 30% of Internet users.Chinas illiteracy rate from 6.72% in 2000 down to 4.08% last year, 10 million people with college degrees by 3611 people in 2000 rose to 8930 people. This reflects the very image of universal access to nine years of compulsory education, Higher Education Development in progress, but also from another reflection of the continuous improvement of population quality in China5. What are some of the technological environment factors that affect the product development of iPad?(10 marks)iPad is not mature at present. With the developing and innovating of technology, the design of iPad will be more humanization, which makes the fans more faithful on iPad, and attracts more new customers.iPad updates its software once a year. Many Apple users will choose to update one. PC is enough to updates every three years, and the PC market nearly saturation. Tablet PC can replaced netbook sooner or later, and become the sell well goods in computer field. iPad is just one kind of Tablet PC, other systems of Tablet PC are emerging. Therefore, iPad will has a bright future in the market.At present ipad take place of the Internet phone and laptop, and in the near years it will Enter user life, and change people daily life style. And it Become digital home family gateways . May be it will Master terminal channels. 6. Based on your answer for Question 2, discuss briefly the advantages and disadvantages of applying the following marketing targeting strategies for iPad.(a) Undifferentiated Marketing (5 marks)A firm might decide to ignore market segment differences and target the whole market with one offer. IPad focuses on what is common in the needs of consumers rather than on what is different, and can appeal to the largest number of buyers. Difficulties arise in developing a product or brand that will satisfy all consumers. Moreover, mass marketers often have trouble competing with more-focused firms that do a better jib of satisfying the needs of specific segments and niches.(b) Differentiated Marketing (5 marks)Advantage: using a differentiated marketing strategy, Apple decides to target several market segment and designs separate offers for each. It produces ipad for every” purse、purpose、and personality” strategy can educe consumer sensitivity to the market and strengthen non- price competition means. Besides, product differentiation makes market concentration to rise.Disadvantage: using a differentiated marketing strategy, Apple is difficulty to the risks from appropriate differentiation degree. New products and the development of new technology input is bigger, there exist certain degree of investment risk which Apple must consider. Whats more, the changes of the whole economic may bring risk to differentiation strategy.(c) Concentrated Marketing (5 marks)A firm goes after a large share of one or a few smaller segments or niches. This strategy is generally used to have specialized resources or resources limited companies and enterprises. Apples loyalty customers most are the higher income, Aiming at the high salary stratum, Enterprises can better investigate the research and product related technologies, markets, customers and competitors to do so on various aspects of the “Knowing your enemy” .and will be the formation of low-cost advantage of the products to stand before customers.7. Describe some of the actions taken by Apple to build a brand for the companys product in the following areas:(a) Brand positioning (10 marks)Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on product attributes. Thus, the body shop marketers can talk about their products natural, environmentally friendly ingredients, unique scents, and special textures. However, attributes are the least desirable level for brand positioning. Competitors can easily copy attributes. More important are not interested in attributes as such; they are interested in what the attributes will do for them.iPad is possible to establish a position on its own feature and the condition of competitor as well as customer characteristics .The primary ways of market positioning are counter positioning，hide positioning， re-positioning，de-positioning and competitive positioning. Market positioning can be achieved by identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies. (b) Brand name selection (10 marks)Finding a good brand name begins with a careful review of the product and its benefits, the target market, and proposed marketing strategies. Desirable qualities for iPad include the following: (1) it should suggest something about the products benefits and qualities. (2) it should be easy to pronounce, recognize, and remember. (3) it should be distinctive. (4) it should be extendable. (5) the name should translate easily into foreign languages. (6) it should be capable of registration and legal protection.8. What are some of the factors Apple will need to consider for setting the price for iPad?(10 marks)Price or price decisions relate to the profit，cost reimbursement and whether it will help production marketing ，sales promotion. The major factors affecting the pricing are cost, demand and competition.When setting price, some factors shoul