市场营销原理的理解.doc

HENAN UNIVERSITY OF TECHNOLOGY河南工业大学Bachelor of ManagementAssignment Cover工商管理学士学位课程MODULE CODE AND NAME科目代码及名称 Module Code 科目代码： B 8 Module Name科目名称： Fundamentals of Marketing Lecturer 讲师： 夏 冰 Section Code专业班级： 国 会 0905 Student ID 学生证号码： 200948990531 Student Name学生姓名： 孔 小 艺 Announcement: I declare that this assignment is ENTIRELY my independent work except where referenced. I have marked any Reference sources and am aware of programme regulations concerning plagiarism and referencing.声明：除了标明出处的引用资料之外，此作业是我独立调查完成的。文内所有引用的资料已经详细标明出处，并且我了解课程中有关抄袭及引用方面的规定。Signature 签名： 孔 小 艺 Lecturer Comments 讲师评语Score 分数：Receive Date Year/Month/Day 收到日期： The Analysis of Marketing about iPad1, Executive summaryThis text discussed why iPad to be a success after Apple created iPod, iMac, and iPhone these myths. The text was made up of four parts, situational analysis, marketing strategy, marketing mix, conclusion and recommendation. By reading others analysis result and iPads market trends, I reached some conclusion. Thanks to iPad high technology and special features, iPads strengths and opportunities are more than weaknesses and threats. Though iPad has some weakness, it not affects Apple funs craze about iPad. Though iPads target market is customers who seeking for high qualify, iPad meets every class customers. And iPad lays an outing position in tablet industry. Besides, by working marketing and product objectives, target marketing, and positioning, iPad make a clear position. Thus iPad can concentrate on the main market with major market strategies in case of wasting time and manpower. Marketing strategies are very important to win the market among competitors. Whats more, marketing mix can help market staffs make right pricing, place, and promotion. The right pricing, place, and promotion play an important role in iPads success. Firms view profit as the final target. So iPads all marketing strategies are based on profit. In the end, conclusion about the article was reached and some recommendations are given. 2, Situational analysis2.1 SWOT analysisiPad is a table PC which released by Apple Company on January 27,2010, which positioned between the Apple iPhone and notebook computer products. It provides access to the internet, send and receive e-mail, watch the e-books, play audio or video capabilities. It has a lot of strengths, some weaknesses, more opportunities and several threats.2.1.1 StrengthsFrom the analysis of iPad, we can see six advantages. The first one is that iPad is powerful with A4 chip and its entertainment motion picture responses time faster. The second one is that its display color gamut is excellent, and it reproducts the true color. It is also the reflection of IPS hard-screen features color fidelity. The third one is that its multi-point touch is powerful. Whether you are focus on the map, through your photos, or delete e-mail flick, iPads all response are incredible precision. The fourth one is that it has thin stature, easy to carry. The fifth one is that thanks to the characteristics of self-adjusting backlight of IPS hard-screen, its battery life up to 10 hours. The sixth one is that its high definition 9.7 inch LED backlit IPS display is very clear and vivid. The most important is brand strength.2.1.2 WeaknessesEvery coin has two sides, iPad is no exception. Firstly, flash and rmab are not supported. Secondly, document editing is not convenient; Microsoft Office can not be used. Thirdly, it has no webcam and USB ports. Fourthly, battery is sealed in and irreplaceable. 2.1.3 OpportunitiesBecause of strengths and fame, the opportunities of iPads development are visible. It truly reflects the advantages of portable computers: a large-screen mobile platform. Not only can people relaxed skim with lying on the sofa or in bed, and with 3G capabilities, can also be used away from home(许杨晶晶，“iPad： 大屏幕的游戏规则”， 成功营销2010 6月). Young people wound welcome it because of its stylish and easy to carry; It is possible to be a perfect tool for older consumers thanks to its simple use interface; And for business person, it is also very convenient. So it is available for every one. Besides, there is no electronics company produces such products as iPad. Whats more, Apple has started a customers market by products that developed before. Chen Wenqing, the director of Taiwan Topology Research Institute, think that with the support of five main factors, iPad will has a height advantage on other tablets in five years (“iPad攻击火力全开 2015年稳坐平板机王位”， 电子与电脑2010,09). 2.1.4 ThreatsDue to weaknesses and market competition, iPad is faced with several threats. First of all, threats from affiliate. Sales of netbooks can put pressure on average selling prices that if unchecked can lead to narrower margins. ”The netbook market has created a race to zero margins,” Forrester analyst James McQuivey says, ”It has created a market where higher-priced, higher-margin notebooks have a harder time selling because consumers think they can get essentially the same experience in a netbook with a lower price.” Last but not least, threats from other electronic companies, for example, Acer and RIM.In the second half of 2010, Sumit Agnihotry, a vice-president at PC maker Acer, says that Acer is working on tablet product that will compete head-to-head with Apples iPad. RIM was released the tablet PC PlayBook on September 27, 2010, to challenge Apples iPad with a lower price.2.2 Industry analysisIn one way or another, most large companies buy and sell from or to other organizations. Apple is also. iPad is tablet PC and it belongs to PC industry. It is a vertical industry. It is a technical industry and its success or not depends on the science and technology. The nature of the PC itself decides the low distinguish ability. PC itself is an intelligent device. It can meet different users with different requirements. A PC equipped with different software can be used in different purposes. We can watch TV, we can also use it in office. The diversity of applications has a major relationship with PCs low distinguish ability. Besides, PC industry does not create a monopoly and industry competition remains fierce. Whats more, because of the high benefit many electric companies tend to product tablet PC. So, iPad still face a strong competitive pressure. Even though, iPad will be warmly welcomed thanks to the Apple logo and high technology. Meanwhile, iPad is going to drive the development of relevant industries. As we all know, iPad was made up by many parts, such as CPU, battery and processor. Therefore iPad will bring development opportunities to the processor and other components. All in all, iPad is more competitive than others in tablet PC.2.3 Competitive analysisTo be successful, a company must provide greater customer value and satisfaction than its competitors do. There are so many competitors no matter what industries. In electronic industry the competition is more intense. With the development of science and technology, tablet PC to renew with a high speed. After Steve Paul Jobs released the iPad, several companies announced that they will work on the tablet product, such as Acer and RIM. Besides, some companies introduced tablet PC before iPad shipped, for example HP. In fact, HP introduced a tablet PC it calls the Slate at the Consumer Electronics Show in Las Vegas in early January. These competitors have their own strengths, such as HP. The advantage of HP is lower price. From the above, we can know iPad has a strong competitive pressure. However, products of Apple are famous for quality instead of low price. Besides, Apples success lies in never stopping innovation (许开民, “苹果能否再续传奇？”，河南科技2010.5上). So iPads strength lies in the quality.2.4 Customer analysisThe goal of whatever product is satisfy the customers need. To win customers is to win the market. Consumer markets consist of individuals, households and groups. Each consumer market type has special characteristics that call for careful study by the seller (Philip Kotler et al. Principles of Marketing, P62). iPad is such a tablet PC that it suit for every consumer. For individuals, they can use it surfing on the internet, chatting, reading the news and searching information. Thanks to its thin, its easy to carry. And for people who always travel and on a business trip, iPad is the most suitable choose. For households, it can be used not only when you are lying in the couch or bed but also in the toilet. And iPad is likely to be the second TV in the house, especially in a family with an old man. The reasons are the simple interface and words can be enlarged without limited. For groups, especially for business people, it can be used when attend meetings. So, it suit for every customer.2.5 CommentsFrom above we can conclude that iPad has strengths, opportunities and weaknesses, threats.But compared with weaknesses and threats, iPad has more strengths and opportunities. And in the PC industry, iPad lies in an absolutely outstanding position though the industry does not create a monopoly and industry competition remains fierce. Besides, Apple has special living principles among competitors. Thus, iPad is going to occupy its own market. What is more, iPad is suit for all classes of customers and can meet theirs need. It was the point that iPad wined the market.3, Marketing strategy3.1 Marketing and product objectivesAny company is for the purpose of profit. To make the new product a successful, it is important to make marketing and product objectives. In fact, any successful company pays attention to it. Thus, they can know whether the new product development is worth or not. Before iPad was listed, Apple said “it expects to start shipping the iPad by the end of March” and “the company may sell 3 million to 4 million in the first 12 months its available, it may sell 8 million iPads in 2011.” said Gene Munster, an analyst at Piper Jaffray. Though I have no specific numbers to support the idea, but I firmly believe that in the early times when Apple decided to develop iPad they have predicted the marketing and product objectives. It has proved that the number iPad has been sold has over their prediction. Besides, iPad will change the habitat of reading for human beings. Because iPad provide a wide reading space, it may replace the paper news. The editor of The Wall Street indicated that iPads appropriate program, which developed by The Well Street, can bring paper feelings to users and iPad restores the real face of news papers.(余婷，“iPad来了，它能否拯救世界报业”，新闻实践2010、7)3.2 Market segmentation and Target marketingMarket can be separated into different parts according to different principles. According to the region differences, market can be separated into America market, Europe market, Asia market, Oceania market, Africa and South America market. In which, America, Europe and Oceania all belong to developed region, economy is more developed. Residents have enough money to buy something they need. When they want to bay iPad, they can afford it. So, iPad should views these regions as the main market. That is to say, these markets are target markets. But Africa and South America market belongs to developing region, economy is developing. Residents have little money to buy something they need. Even though they want to own an iPad, but they can not afford it. So, this market can be ignored. Asia market consists of capacity market and no capacity market. iPad should treat it in different methods. Besides, according to consumer differences, market can be separated into the young market, the mid-aged market and the old market. Considering the function of iPad, the young market is the main market. The mid-aged market and the old market are the second markets. iPad should pay more attention to the young market of Europe market.3.3 PositioningA products position is the place the product occupies in consumers minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert (Philip Kotler et al. Principles of Marketing, P191). Position should transfuse the profit and only of brand to consumers. iPad provides fashionable digital features. Apple still insists of providing outing, well integrated, digital solutions position. It is the successful model of combining hardware, software with service (刘林青等人，“从商品主导逻辑到服务主导逻辑”，中国工业经济2010，9月). Whats more, Zhang zhihong, the chief digital officer of Aegis Media in Chinese mainland and Taiwan region, owed all iPads success to brand running and marketing methods. As we all know, Apple well known for quality and service in certain segments will go for these positions in iPad. Because there are enough buyers seek quality and service. So the position of iPad lies in the customers who seeking for high standard and quality.3.4 CommentsFrom above, we can conclude that the market segmentation of iPad was separated two parts according two different principles. Furthermore, the partition provides the foundation of confirming target marketing and position. And iPad is a tablet that thinking of the young market of Europe market as its target marking, viewing quality and service as features. In fact, the marketing strategies of iPad will create another myth thanks to accurate position and target marketing. 4, Marketing mixWhen we talk about the marketing mix, we often divide it into four parts, product, pricing, place and promotion. To make the new developed product a success, marketing staff should make expedient marketing strategies which including all sides factors.4.1 ProductWe define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need (Philip Kotler et al. Principles of Marketing, P204). As we all know, products include go beyond tangible goods, services and satisfaction also be included. iPad provides not only high digital technology, but also software services to customers. Apple is a myth in electric industry. A large amount of industries considered its success should due to its features, “selling services instead of hardware”. With the aggravation of global market competition, manufacturing industry has been in the stage of maturity. And the profit of manufacturing industry is reducing little by little. Meanwhile, demands of customers become various, and customers pay more attention beyond natures of goods (诸雪峰等人，2010). iPad catch the point. So, seeing from the product of iPad, it has more strengths than other tablets.4.2 PricingPrice of the product is the foremost concern of producers and customers. Producers concern about it because they want to know that the product will bring them how much benefit. Customers concern about it because they want to know if the product can bring them value that is equal to money they afford. Setting price was affected by the inside influence factors of the company and outside influence factors. Inside influence factors consist of cost, marketing strategy, objectives and mix. Outside influence factors include the market and demand, competitors strategies and prices, other external factors. It is well known that the price of Apples each product is rather high compared with others. So is iPad. However, in fact, Apples customers believe the price they paid is justified by the great value they gain. Just as Ronal Shaich, CEO of Panera Bread Company said “Give people something of value and they will happily pay for it.” Economist, John Maynard Keynes, pointed that the price of goods was decided by products. But, brand is one of the most important factors that should be considered in pricing. Apples reputation is very high in customers minds. So, the high price does not affect iPads sales. 4.3 PlaceMost firms cannot bring value to customers by themselves. Few producers sell their goods directly to the final users. Instead, most use intermediaries to bring their products to market. Apple uses this approach too. About iPads selling, Apple forge three distribution channels, stores online, retail outlets and dealers. Thanks to developed logistics, these distribution channels almost cover all potential consumers ways of consumption. They enhance the efficiency of retail iPad. And, it is convenient for customers. Besides, because iPads target market is global market, so marketing staff should pay more attention to international distribution channels. These channel systems can vary widely from country to country. Distribution channels should be different according to facts. For instance, it is a wise choice for iPad forge retail outlets in several big cities in China. 4.4 PromotionFirms not only develop high quality products, but also let customers know advantages of products and make the right impression on them. To make the aim a reality, marketing staff should make full use of marketing communications tools, such as advertising, sales promotion and public relations. The course of a products sales and profits over its lifetime involves five stages: product development, introduction, growth, maturity, and decline (Philip Kotler et al. Principles of Marketing, P251). It is need to take promotion measures in second and fifth stages. Perhaps it is advisable to provide software services. In fact, iPad has impressed customers on the day when Steve Jobs released it. But not every customer knows it. So, it is necessary to make some delicate advertisements. It is better to take different promotion measures to different countries. For example, in China, famous people can lead the sh