AppleiPhoneMarketingPlan苹果公司销售计划实用教案

1、Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlExecutive SummeryThe 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 b

2、y 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 programmes, PageMaker and LaserWriter. Between 1983 an

3、d 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 phenomenal

4、ly successful over 100 million units were sold within 6 years.第1页/共31页第一页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlExecutive SummeryThe Present January 2007, Steve Jobs, the CEO and Co-Founder of Apple,

5、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 smartphone 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

6、 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 versi

7、ons of any product. Think Different第2页/共31页第二页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlExecutive SummeryThe iPhone targets consumers who need to store information and communicate or people who want ente

8、rtainment 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

9、. 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. 第3页/共31页第三页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchIm

10、plementationBudgetControlSituational AnalysisPolitical Situation Taxation is something that governments put and Apple should be 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. Countries are very v

11、ariable in stability of, so we should study each country case by case.Economical Situation Economical 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.第4页/共31页第四页，共32页。Executive Sum

12、merySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisSocio-Cultural SituationPopulation growth leading to expansion of the sector needs for cell phones.People depend more an more on mobile communication everywhere

13、.There is educational growth in the world.Cultures perception of the technological devices is positive worldwide. Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Acceptance of imported products in some cou

14、ntries are less if there is local providerThere are different social views that may affect product should be considered (e.g.: Boycotting American products in the Islamic world)第5页/共31页第五页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing Research

15、ImplementationBudgetControlSituational AnalysisTechnological SituationLevel of technology in the world is increasing.Internet level of awareness & usage for individuals & industrial aspect are increasing worldwideFixed phone lines capacity and development attempts.New technologies in the cell phones

16、 are increasing. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phonesLevel of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy.第6页/共31页第六页，共32

17、页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisCompetition SituationThere are 19260 cell phone producer in the world, but there are more than 15 big companies competing at the world level Mark

18、et.第7页/共31页第七页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisEnvironmental SituationThe global concern of the Global Warming issue & other pollution effects concerning the packaging materi

19、al and radiation of the cell phones The demand of the international environmental approvals is a must (if there is any) Sales SituationCell phones industries are one of the most profitable industries everywhere and the Market is increasing第8页/共31页第八页，共32页。Executive SummerySituational AnalysisSWOT An

20、alysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisStrengthsInnovative 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/A

21、pple 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. 第9页/共31页第九页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMark

22、eting StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisStrengthsBrand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.第10页/共31页第十页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketin

23、g ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisStrengthsPrice 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.第11页/共31页第十一页，共32页。Executi

24、ve SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisOpportunitiesIncreasing demand and expansion to a new target segment As technology advances and smart phones get cheaper Apple will attract consumers and get iPod

25、 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. 第12页/共31页第十二页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketi

26、ng StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisOpportunitiesPartnerships 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. 第13页/共31页第十

27、三页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisWeaknessesImage The Apple brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world

28、.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

29、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.第14页/共31页第十四页，共32页。Executive SummerySituational AnalysisSWOT Analy

30、sisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisThreatsIncreased 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 simi

31、lar 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

32、 and already widely used.第15页/共31页第十五页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisThreatsCompetition (Palm) - Palm has the longest history in PDA market and has experience-developing software f

33、or 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 capabilit

34、ies to their products that match the iPhone and expand to a wider market through lower cost and higher-power products. 第16页/共31页第十六页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesSet an ag

35、gressive buy achievable objective for the first and second years of market :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.Second-year Objectives - are to achieve a 10 percent share based on sales.Extend on the Ap

36、ple brand name and link to the established meaningful positioning.Extend on Apples image of innovation, quality, and value.Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary.第17页/共31页第十七页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMark

37、eting ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesTarget MarketDifferentiate 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,

38、 friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Primary business target is to partner with :large cell phone service providers, AT&T, Verizon, Sprint and Cellular Onelarge enterprise software firms where infor

39、mation is critical to the end user. 第18页/共31页第十八页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesTarget Market (cont.)Secondary business target is mid-to mid-size corporations that want to

40、help managers and employees stay in communication or access critical data on the go.Market segment will consist of companies with $10-$50 million in annual sales. PositioningUsing product differentiation, positioning the iPhone as the versatile, convenient, value-added device for personal and profes

41、sional use.Focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip.第19页/共31页第十九页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing Strat

42、egyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyProductFull year warranty along with an optional three-year Apple Care warrantySame taste as all other Apple productsSpecial edition version to be launched (including the iPhone Beatles edition celebrating their 40th anniversary)L

43、aunching a cheaper version in 2008 with less advanced features along with a more advanced version for professional use Adding the following features to the iphone (large disk storage capacity, lower weight, thinner device, long battery life, 4G wireless, GPS and improved camera)第20页/共31页第二十页，共32页。Ex

44、ecutive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPriceSet the base model at a cheap price of $349A more advanced model for $399Special limited edition Beatles iPhone for special pricesGenerally lo

45、wer our prices to ensure we establish market dominance in as short of time as possible 第21页/共31页第二十一页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPlaceMassive rollout worldwide at all

46、reputable major retailers Massive rollout Online, Showrooms and in all cell phone providersAll Apple Stores the Apple website will dedicate themselves to the iPhone Eye catching displays will be found at all physical stores featuring the iPhone to make the product stand out from the pack Apple Store

47、s will have the iPhone on display a full month before its worldwide release 第22页/共31页第二十二页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPromotionIntegrate Apple message of revolutionary

48、 communications and audio/visual experience together in all media advertisements Differentiate the iPhone against others is the touch screen functionality Emphasize Apple brand prominently and associate the iPhone with the iPods groundbreaking lineage Original but tasteful advertisements at the same

49、 timeA massive TV campaign is planned before launching the iPhone featuring a soon to be legendary ad to be the talk of the countryAdvertising will be appearing on a regular basis to maintain general public awareness 第23页/共31页第二十三页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing Obj

50、ectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ResearchFour age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and upHigh School and College aged people will demonstrate social usesThe 25-45 years group will be used to determine business

51、 application and social/personal use The 45 years and above will give us a plan to market to more senior well-refined group 第24页/共31页第二十四页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ResearchThis

52、research will be done through surveys (via email campaign through portals such as, iTunes and other on-line application developed for the iPhone) and interviews (in Apple stores) with the same age groups listed beforeTo bring the iPhone to the front of the business world it is important to research

53、different ways to grow the 15-25 year old group into business uses of the product Brand awareness will be an important tool in taking the Apple brand from social cool to business cool.第25页/共31页第二十五页，共32页。Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketin

54、g ResearchImplementationBudgetControlMarketing ResearchWe will ask for feedback on iPhone features, and implement those changes most important to the end user in the next generation iPhoneWe will allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refi

55、ne future iPhone models We will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as they are our best customers.第26页/共31页第二十六页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetC

56、ontrolImplementationCompensation systemworkers $5 incentive pay for every non reject phone they produce$10 per phone six sigma quality programeach worker $5000 each year for best practice traininguse control measures to closely monitor quality and customer service satisfactionconsumers can contact t

57、he main headquarters about any possible technical problems by using Apple Customer Service Bar and a customer service phone number stored in the phone book第27页/共31页第二十七页，共32页。Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlImplementationIn case of slow sales Offer iPhone to customers who have purchased