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AppleiPhoneMarketingPlanGroupAssignmentArabAcademyforScience,TechnologyandMaritimeTransportationMBAGroupHAhmadullahEl-HadidyBasemGaberHanyAbdulwahabKareemRaslanMoustafaHanafyTamerYousifAppleiPhoneMarketingPlanGro1AppleiPhoneMarketingPlanExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyImplementationBudgetControlAppleiPhoneMarketingPlanExe2ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThePast–SteveJobs,SteveWozniakandRonaldWayneestablishedAppleonApril1,1976inordertoselltheApple1ComputerKitthatwashandbuiltbySteveWozniak.TheApple1wassoldasamotherboard(withCPU,RAMandbasictextualvideochips)–lessthanwhatisconsideredapersonalcomputertoday.Applewasresponsibleforcreatingthedesktoppublishingmarketduetotheirinnovativeprogrammes,PageMakerandLaserWriter.Between1983and2019Appleexperimentedwithanumberoffailedconsumertargetproductsincludingdigitalcameras,portableCDplayers,speakers,videoconsolesandTVappliances.Marketshareandstockpricesdecreased.In2019,AppleintroducedtheiPodportabledigitalaudioplayer.Theproductwasphenomenallysuccessful–over100millionunitsweresoldwithin6years.

ExecutiveSummeryExecutiveSum3ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThePresent–January2019,SteveJobs,theCEOandCo-FounderofApple,announcesthatAppleComputerIncorporatedwouldnowbeknownasAppleInc.HealsorevealsthelonganticipatediPhone,acombinationofanInternet-enabledsmartphoneandtheiPod.InJune2019,heannouncesthattheiPhone3GwouldbereleasedinJuly2019,thisnewerversionaddedsupportfor3GNetworkingandassistedGPSnavigation,amongotherthings.TheFuture–Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademographicrequirementaswellas,improvingperformanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct.

ThinkDifferentExecutiveSummeryExecutiveSum4ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryTheiPhonetargetsconsumerswhoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.

ExecutiveSummeryExecutiveSum5ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisPoliticalSituationTaxationissomethingthatgovernmentsputandAppleshouldbestudythisascountrybycountrycasetoanticipateprofitability,andpricingstrategy.ImportinglawsintheworldwithGATTareinfavoroftrading.Countriesareveryvariableinstabilityof,soweshouldstudyeachcountrycasebycase.EconomicalSituationEconomicalgrowthworldwideisinabigrecessionwhichneedcarefulmanipulationPotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsector.ExecutiveSummerySituationalA6ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisSocio-CulturalSituationPopulationgrowthleadingtoexpansionofthesectorneedsforcellphones.Peopledependmoreanmoreonmobilecommunicationeverywhere.Thereiseducationalgrowthintheworld.Culture’sperceptionofthetechnologicaldevicesispositiveworldwide.Literacy&illiteracylevelisnotaffectingusingcellphonesbutaffectinghightechnologicalcellphones,thisfactneedstobeconsidered.AcceptanceofimportedproductsinsomecountriesarelessifthereislocalproviderTherearedifferentsocialviewsthatmayaffectproductshouldbeconsidered(e.g.:BoycottingAmericanproductsintheIslamicworld)ExecutiveSummerySituationalA7ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisTechnologicalSituationLeveloftechnologyintheworldisincreasing.Internetlevelofawareness&usageforindividuals&industrialaspectareincreasingworldwideFixedphonelinescapacityanddevelopmentattempts.Newtechnologiesinthecellphonesareincreasing.Futureplansfortechnologicallinkagebetweencities,universities,colleges,hospitalsandotherinstitutesareincreasingandcanbeconnectedtocellphonesLevelofusageoftheE-Technology(onlinebidding,billing,complaints,gingetc)arehighandtrendy.ExecutiveSummerySituationalA8ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisCompetitionSituationThereare19260cellphoneproducerintheworld,buttherearemorethan15bigcompaniescompetingattheworldlevelMarket.ExecutiveSummerySituationalA9ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisEnvironmentalSituationTheglobalconcernoftheGlobalWarmingissue&otherpollutioneffectsconcerningthepackagingmaterialandradiationofthecellphonesThedemandoftheinternationalenvironmentalapprovalsisamust(ifthereisany)

SalesSituationCellphonesindustriesareoneofthemostprofitableindustrieseverywhereandtheMarketisincreasingExecutiveSummerySituationalA10ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisStrengthsInnovative–TheiPhonehasaninnovativetouchscreen.Italsohasmanyfunctionsofothermobileproductsallinonedevice

Compatibility–ThephonewillworkwithiTunesandwithotherMac/AppleproductsandOSsoftwaretoolswhichmeanslimitlesspotentialforupgradeability.

Ease-of-Use–Theall-newtouchscreeninterfacerecognizesmultifingergestures,justasthehumanhandnormallybehaves.

ExecutiveSummeryS/OAnalysisS11ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisStrengths

Brandawareness–

AppleiswellknownforcoolessentialgadgetsliketheiPodsalonggreattechnologicalinnovationsliketheoriginalMacintosh.ExecutiveSummeryS/OAnalysisS12ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisStrengths

Price–iPhonewouldbesoldatareasonablepriceforitsvalue.

Quality–Scratchresistantscreen–durableandlightmetallicfinish-softwaresuiteresistancetocomputerviruses.ExecutiveSummeryS/OAnalysisS13ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisOpportunitiesIncreasingdemandandexpansiontoanewtargetsegment–AstechnologyadvancesandsmartphonesgetcheaperApplewillattractconsumersandgetiPoduserstoupgradetoiPhones.

Upgradeable–iPhonesoftwareallowsnewexcitingfeaturestobebroughtinwhichtakeadvantageofthetouchscreenability.Futureversionswillalsobehardwareupgradeable.

ExecutiveSummeryS/OAnalysisO14ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisOpportunitiesPartnerships–ApplecancollaboratewithmanypowerfulglobalmobilephonecompaniestofloodthemarketwithiPhones,whichreducescostsinmarketingandincreasesrevenuethroughlong-termagreementdeals.ExecutiveSummeryS/OAnalysisO15ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlW/TAnalysisWeaknessesImage–TheApplebrandisnottargetedtowardsbusinesspeopleanddoesnothaveareputationasbeingcompatiblewiththecorporateworld.

Price–Appledoesnotyetofferlowerpricedmodelsformorecostconsciousconsumers.

UserInterface–Touchscreeninterfacessufferfromtheproblemof“gorillaarm”**Gorillaarmisaside-effectthathumansfacewhenusingtouchscreensforlongtimesashumansarenotbuilttoholdtheirarmsatwaistorhead-height,makingsmallandprecisemotions.Afterashortperiodoftime,crampmaybegintosetin,andarmmovementbecomespainfulandclumsy.Thisisnowconsideredaclassiccautionarytaletohuman-factorsdesigners.ExecutiveSummeryW/TAnalysisW16ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlW/TAnalysisThreatsIncreasedcompetition–Smartphonesareeasiertomakenowmorethanever.Morecompaniesmayenterthemarket,andcompetitorsorevenApplecontractorscanmaneuveraroundpatentstocreatesimilardevices.

Downwardpricingpressure–TheiPhoneismarketedasahigh-endphone,butphonepricesarealmostcertainlygoingtofallwhenothercompaniesundercutthepriceofiPhones.

DifficultyexpandingintoAsianmarket–ThereislesshypeandinterestinAsiasincesmartphonesarebetterknownandalreadywidelyused.ExecutiveSummeryW/TAnalysisT17ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlW/TAnalysisThreatsCompetition(Palm)-PalmhasthelongesthistoryinPDAmarketandhasexperience-developingsoftwareformobiledevices.Itisalsoawell-knownbrandforbusinesspeople.Existingsoftwareiswellestablishedandcompatiblewithmanyproductsforthismarket.ThemarketisfamiliarwithPalmproducts;significantswitchingcostsareinvolvedingoingtoaniPhone.PalmcanaddmanysimilarcapabilitiestotheirproductsthatmatchtheiPhoneandexpandtoawidermarketthroughlowercostandhigher-powerproducts.ExecutiveSummeryW/TAnalysisT18ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingObjectivesSetanaggressivebuyachievableobjectiveforthefirstandsecondyearsofmarket:First-yearObjectives-Weareaimingfora2percentshareoftheU.SandU.K.PDA/Phonemarketthroughunitsalesvolumeof445,000.Second-yearObjectives-aretoachievea10percentsharebasedonsales.ExtendontheApplebrandnameandlinktotheestablishedmeaningfulpositioning.ExtendonApplesimageofinnovation,quality,andvalue.Measuretheawarenessandresponseinordertomakeadjustmentstothemarketingcampaignsasnecessary.ExecutiveSummeryMarketingObj19ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingObjectivesTargetMarketDifferentiatetheiPhonefromotherPDA’sonthemarket.Primarycustomertargetsisthemiddle-upperincomeprofessionaltocoordinatetheirbusyschedulesandcommunicatewithcolleagues,friendsandfamily.

Secondaryconsumertargetsarehighschool,collegeandgraduatestudentswhoneedoneportablemultifunctiondevice.Primarybusinesstargetistopartnerwith

:largecellphoneserviceproviders,AT&T,Verizon,SprintandCellularOnelargeenterprisesoftwarefirmswhereinformationiscriticaltotheenduser.

ExecutiveSummeryMarketingObj20ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingObjectivesTargetMarket(cont.)Secondarybusinesstargetismid-tomid-sizecorporationsthatwanttohelpmanagersandemployeesstayincommunicationoraccesscriticaldataonthego.Marketsegmentwillconsistofcompanieswith$10-$50millioninannualsales.PositioningUsingproductdifferentiation,positioningtheiPhoneastheversatile,convenient,value-addeddeviceforpersonalandprofessionaluse.Focusontheconvenienceofhavingonedeviceforcommunication,butalsomusic,pictures,andvideo,andfullInternetaccess.TheiPhonewillbepromotedasbothprofessionalandhip.

.ExecutiveSummeryMarketingObj21ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingMixStrategyProductFullyearwarrantyalongwithanoptionalthree-yearAppleCarewarranty

SametasteasallotherAppleproducts

Specialeditionversiontobelaunched(includingtheiPhoneBeatleseditioncelebratingtheir40thanniversary)

Launchingacheaperversionin2019withless

advancedfeaturesalongwithamore

advancedversionforprofessionaluse

Addingthefollowingfeaturestotheiphone

(largediskstoragecapacity,lowerweight,

thinnerdevice,longbatterylife,4Gwireless,

GPSandimprovedcamera)ExecutiveSummaryMarketingMix22ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingMixStrategyPriceSetthebasemodelatacheappriceof$349

Amoreadvancedmodelfor$399

Special

limitededitionBeatlesiPhoneforspecialprices

GenerallylowerourpricestoensureweestablishmarketdominanceinasshortoftimeaspossibleExecutiveSummaryMarketingMix23ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingMixStrategyPlaceMassiverolloutworldwideatallreputablemajorretailers

MassiverolloutOnline,Showroomsandinallcellphoneproviders

AllAppleStorestheApplewebsitewilldedicatethemselvestotheiPhone

Eyecatchingdisplayswillbefoundatallphysical

storesfeaturingtheiPhonetomaketheproduct

standoutfromthepack

AppleStoreswillhavetheiPhoneondisplayafull

monthbeforeitsworldwiderelease

ExecutiveSummaryMarketingMix24ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingMixStrategyPromotionIntegrateApplemessageofrevolutionarycommunicationsandaudio/visualexperiencetogetherinallmediaadvertisements

DifferentiatetheiPhoneagainstothersisthetouchscreenfunctionality

EmphasizeApplebrandprominentlyandassociatethe

iPhonewiththeiPod’sgroundbreakinglineage

Originalbuttastefuladvertisementsatthesametime

AmassiveTVcampaignisplannedbeforelaunchingtheiPhonefeaturingasoontobelegendaryadtobethetalkofthecountryAdvertisingwillbeappearingonaregularbasisto

maintaingeneralpublicawarenessExecutiveSummaryMarketingMix25ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingResearchFouragegroupswillbetargeted:15-20years,20-25years,25-45years,and45yearsandupHighSchoolandCollegeagedpeoplewilldemonstratesocialusesThe25-45yearsgroupwillbeusedtodeterminebusinessapplicationandsocial/personaluseThe45yearsandabovewillgiveusaplantomarkettomoreseniorwell-refinedgroupExecutiveSummaryMarketingRes26ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingResearchThisresearchwillbedonethroughsurveys(viaemailcampaignthroughportalssuchas,iTunesandotheron-lineapplicationdevelopedfortheiPhone)andinterviews(inApplestores)withthesameagegroupslistedbeforeTobringtheiPhonetothefrontofthebusinessworlditisimportanttoresearchdifferentwaystogrowthe15-25yearoldgroupintobusinessusesoftheproduct

BrandawarenesswillbeanimportanttoolintakingtheApplebrandfrom"socialcool"to"businesscool".

ExecutiveSummaryMarketingRes27ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingResearchWewillaskforfeedbackoniPhonefeatures,andimplementthosechangesmostimportanttotheenduserinthenextgenerationiPhoneWewillallowusersthemselvestodesigntheirownidealiPhoneon-lineanduseanyusefulideastofurtherrefinefutureiPhonemodelsWewillcontinuouslyscourtheApplefanwebsitestounderstandwhattheMacfaithfularesaying,astheyareourbestcustomers.

ExecutiveSummaryMarketingRes28ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlImplementationCompensationsystemworkers$5incentivepayforeverynonrejectphonetheyproduce$10perphonesixsigmaqualityprogrameachworker$5000eachyearforbestpracticetrainingusecontrolmeasurestocloselymonitorqualityandcustomerservicesatisfactionconsumerscancontactthemainheadquartersaboutanypossibletechnicalproblems–byusingAppleCustomerServiceBarandacustomerservicephonenumberstoredinthephonebookExecutiveSummeryImplementatio29ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlImplementationIncaseofslowsalesOfferiPhonetocustomerswhohavepurchasedotherAppleproducts$10perphonesixsigmaqualityprogram,whichwillleadto:demonstratetheproductforconsumers,itwillpromotesynergyandlurebuyers.developdeeprelationshipswithtwoverydifferentsegments:thosewhohaveitandthosewhoaspireExecutiveSummeryImplementatio30ExecutiveSummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlBudgetOurbreak-evenanalysisassumeswholesalerevenueof$500perunitvariablecostof$250perunitandest.fixedcostof$50million.Basedontheseassumptionsthebreak-evencalculationis$50milliondividedby$500minus$250equals200,000unitssold.

Break-evencalculationsindicatethatApplewillbecomeprofitableafterthesalesvolumeexceeds200k.AfterthefirstyearApplewillmakeaprofitof1.25billionminus50millioninfixedcosts.

Recommendedpriceis$350.Themarkupis40percent.Itispredictedthatsalesvolumewillincreaseatleast60percentfromthischange;thiswilldecreasetheimpactoffixedcostsandimproveopportunitiestoincreaseourproductionscale,whichwillfurtherimproveprofitsinthelongrun

ExecutiveSummaryBudgetOurbre31ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlControlToplanourstrategywewillmeetmonthlywiththeboardofApple,presentourinformation,andmakeaproposalforcontinuedmarketingefforts.Beforeeachmeetingourteamwillmeetinprivate,witheachpersonpresentingtheirownproposalbasedontheinformationtheyhavelearned.Aftertheinitialproposals,wewillvoteonthebestoneorcometoacompromise.ThefinalproposalsentbeforeAppleistheresultofthatmeeting.ExecutiveSummeryControl32AppleiPhoneMarketingPlanGroupAssignmentArabAcademyforScience,TechnologyandMaritimeTransportationMBAGroupHAhmadullahEl-HadidyBasemGaberHanyAbdulwahabKareemRaslanMoustafaHanafyTamerYousifAppleiPhoneMarketingPlanGro33AppleiPhoneMarketingPlanExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyImplementationBudgetControlAppleiPhoneMarketingPlanExe34ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThePast–SteveJobs,SteveWozniakandRonaldWayneestablishedAppleonApril1,1976inordertoselltheApple1ComputerKitthatwashandbuiltbySteveWozniak.TheApple1wassoldasamotherboard(withCPU,RAMandbasictextualvideochips)–lessthanwhatisconsideredapersonalcomputertoday.Applewasresponsibleforcreatingthedesktoppublishingmarketduetotheirinnovativeprogrammes,PageMakerandLaserWriter.Between1983and2019Appleexperimentedwithanumberoffailedconsumertargetproductsincludingdigitalcameras,portableCDplayers,speakers,videoconsolesandTVappliances.Marketshareandstockpricesdecreased.In2019,AppleintroducedtheiPodportabledigitalaudioplayer.Theproductwasphenomenallysuccessful–over100millionunitsweresoldwithin6years.

ExecutiveSummeryExecutiveSum35ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThePresent–January2019,SteveJobs,theCEOandCo-FounderofApple,announcesthatAppleComputerIncorporatedwouldnowbeknownasAppleInc.HealsorevealsthelonganticipatediPhone,acombinationofanInternet-enabledsmartphoneandtheiPod.InJune2019,heannouncesthattheiPhone3GwouldbereleasedinJuly2019,thisnewerversionaddedsupportfor3GNetworkingandassistedGPSnavigation,amongotherthings.TheFuture–Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademographicrequirementaswellas,improvingperformanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct.

ThinkDifferentExecutiveSummeryExecutiveSum36ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryTheiPhonetargetsconsumerswhoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.

ExecutiveSummeryExecutiveSum37ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisPoliticalSituationTaxationissomethingthatgovernmentsputandAppleshouldbestudythisascountrybycountrycasetoanticipateprofitability,andpricingstrategy.ImportinglawsintheworldwithGATTareinfavoroftrading.Countriesareveryvariableinstabilityof,soweshouldstudyeachcountrycasebycase.EconomicalSituationEconomicalgrowthworldwideisinabigrecessionwhichneedcarefulmanipulationPotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsector.ExecutiveSummerySituationalA38ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisSocio-CulturalSituationPopulationgrowthleadingtoexpansionofthesectorneedsforcellphones.Peopledependmoreanmoreonmobilecommunicationeverywhere.Thereiseducationalgrowthintheworld.Culture’sperceptionofthetechnologicaldevicesispositiveworldwide.Literacy&illiteracylevelisnotaffectingusingcellphonesbutaffectinghightechnologicalcellphones,thisfactneedstobeconsidered.AcceptanceofimportedproductsinsomecountriesarelessifthereislocalproviderTherearedifferentsocialviewsthatmayaffectproductshouldbeconsidered(e.g.:BoycottingAmericanproductsintheIslamicworld)ExecutiveSummerySituationalA39ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisTechnologicalSituationLeveloftechnologyintheworldisincreasing.Internetlevelofawareness&usageforindividuals&industrialaspectareincreasingworldwideFixedphonelinescapacityanddevelopmentattempts.Newtechnologiesinthecellphonesareincreasing.Futureplansfortechnologicallinkagebetweencities,universities,colleges,hospitalsandotherinstitutesareincreasingandcanbeconnectedtocellphonesLevelofusageoftheE-Technology(onlinebidding,billing,complaints,gingetc)arehighandtrendy.ExecutiveSummerySituationalA40ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisCompetitionSituationThereare19260cellphoneproducerintheworld,buttherearemorethan15bigcompaniescompetingattheworldlevelMarket.ExecutiveSummerySituationalA41ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituationalAnalysisEnvironmentalSituationTheglobalconcernoftheGlobalWarmingissue&otherpollutioneffectsconcerningthepackagingmaterialandradiationofthecellphonesThedemandoftheinternationalenvironmentalapprovalsisamust(ifthereisany)

SalesSituationCellphonesindustriesareoneofthemostprofitableindustrieseverywhereandtheMarketisincreasingExecutiveSummerySituationalA42ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisStrengthsInnovative–TheiPhonehasaninnovativ

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