Apple-iPhone-Marketing-Plan---苹果公司销售计划-PPT精选文档.ppt

1、Apple-iPhone-Marketing-Plan_-_苹果公司销售计划-PPT精选文档Apple iPhone Marketing Plan Executive Summery Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Implementation Budget ControlExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing Resear

2、chImplementationBudgetControlExecutive 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 by Steve Wozniak.The Apple 1 was sold as a motherboard(with CPU,RAM and basic textual video chips)less than

3、 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 and 2019 Apple experimented with a number of failed consumer target products including digital cameras,portable CD

4、players,speakers,video consoles and TV appliances.Market share and stock prices decreased.In 2019,Apple introduced the iPod portable digital audio player.The product was phenomenally successful over 100 million units were sold within 6 years.Executive SummerySituational AnalysisSWOT AnalysisMarketin

5、g ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlExecutive SummeryThe Present January 2019,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 I

6、nternet-enabled smartphone and the iPod.In June 2019,he announces that the iPhone 3G would be released in July 2019,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

7、 merely fulfilling a demographic requirement as well as,improving performance and stability rather than introducing new features when releasing new versions of any product.Think DifferentExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImpleme

8、ntationBudgetControlExecutive SummeryThe 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

9、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.Exe

10、cutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisPolitical Situation Taxation is something that governments put and Apple should be study this as country by country case to anticipate profitability,a

11、nd pricing strategy.Importing laws in the world with GATT are in favor of trading.Countries are very variable 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 marke

12、t is decreasing but it is higher than any others in the Telecom sector.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisSocio-Cultural Situation Population growth leading to expansion of the secto

13、r needs for cell phones.People depend more an more on mobile communication everywhere.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 pho

14、nes,this fact needs to be considered.Acceptance of imported products in some countries are less if there is local provider There are different social views that may affect product should be considered(e.g.:Boycotting American products in the Islamic world)Executive SummerySituational AnalysisSWOT An

15、alysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisTechnological SituationLevel of technology in the world is increasing.Internet level of awareness&usage for individuals&industrial aspect are increasing worldwideFixed phone lines capacity an

16、d development attempts.New technologies in the cell phones 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,

17、ging etc)are high and trendy.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisCompetition Situation There are 19260 cell phone producer in the world,but there are more than 15 big companies compet

18、ing at the world level Market.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisEnvironmental SituationThe global concern of the Global Warming issue&other pollution effects concerning the packagin

19、g material 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 increasingExecutive SummerySituational AnalysisSWOT AnalysisMarke

20、ting 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/Apple product

21、s 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 SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing Researc

22、hImplementationBudgetControlS/O AnalysisStrengthsBrand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchI

23、mplementationBudgetControlS/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.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketi

24、ng 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 users to upgrade to iPhones.Upgradeable iPhone software allows new ex

25、citing features to be brought in which take advantage of the touch screen ability.Future versions will also be hardware upgradeable.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisOpportunitiesPartnershi

26、ps 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 SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing Resear

27、chImplementationBudgetControlW/T AnalysisWeaknessesImage 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 scree

28、n 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 ar

29、m movement becomes painful and clumsy.This is now considered a classic cautionary tale to human-factors designers.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisThreatsIncreased competition Smart phones

30、 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 oth

31、er 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.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementati

32、onBudgetControlW/T AnalysisThreatsCompetition(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

33、 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.Executive SummerySituational AnalysisSWOT AnalysisMa

34、rketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesSet 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

35、volume of 445,000.2.Second-year Objectives-are to achieve a 10 percent share based on sales.Extend on the Apple 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

36、marketing campaigns as necessary.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesTarget MarketDifferentiate the iPhone from other PDAs on the market.Primary customer targets is the middle-upper i

37、ncome professional to coordinate their busy schedules and communicate with colleagues,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,A

38、T&T,Verizon,Sprint and Cellular Onelarge enterprise software firms where information is critical to the end user.Executive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesTarget Market(cont.)Secondary busi

39、ness target is mid-to mid-size corporations that want to 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,c

40、onvenient,value-added device for personal and professional 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.Executive SummarySituational AnalysisSWOT AnalysisMarketi

41、ng ObjectivesMarketing StrategyMarketing 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 celebrati

42、ng their 40th anniversary)Launching a cheaper version in 2019 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

43、)Executive 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 l

44、ower our prices to ensure we establish market dominance in as short of time as possible Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPlaceMassive rollout worldwide at all reputable major ret

45、ailers 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 Stores will have the iPho

46、ne on display a full month before its worldwide release Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPromotionIntegrate Apple message of revolutionary communications and audio/visual experie

47、nce 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 timeA massive TV campaign is planned be

48、fore 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 Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBud

49、getControlMarketing 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 application and social/personal use The 45 years and above will

50、 give us a plan to market to more senior well-refined group Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ResearchThis research will be done through surveys(via email campaign through portals such as,iTu