市场营销论文之Marketing-Plan-for-iPad

MarketingPlanforiPad1ExecutiveSummaryAsafamouscompanyintheword,Applehasdevelopedanewcomputer,theiPad,inacomparativelymaturingmarket.BesidesthedominanceofApple'sfame,theproductcancompetebecauseitoffersauniquecombinationfeatureatavalue-addedprice.Wehasspecificsegmentationsinconsumerandbusinessmarket.Wearetakingadvantageofourstrengthsandopportunitiessizeingthemarketandpromotingourproduct.Dependingonthedetailedanalysisoftheenvironment,marketstrategy,marketmix,ourcompanycanfunctionwell.Thegoalistosell3millionto4millioninthefirst12monthsit'savailableandtosell8millioniPadin2011.What'smore,theprofitofsellingiPadwillgain4.6billiondollarsforApple.2SituationalAnalysis2.1SWOTAnalysisSWOTanalysisisanoverallevaluationofthecompany'sstrengths(S),weakness(W),opportunities(O),andthreats(T).Asanewproduct,iPadhasitsownstrengths,weaknesses,opportunitiesandthreats.iPadhasseveralpowerfullstrengthsoncharacteristics,butthemajorweaknessislackofthelocalstorage.Themajoropportunityisthewonderfullsalesinareassuchasmedicinewhichowestotheabilitytoaccesssoftwareandfilesonothercomputersremotely.WealsoneedtofacethethreatofhighercompetitionfromothercomputermakerssuchasHewlett-Packard,AcerandDell,aswellaspricingpressure.Table2.1.1summarizesiPad'smainstrengths,weakness,opportunitiesandthreats.2.2IndustryAnalysisAsacomputermaker,ofcourse,therearemanyothercomputermakersintheindustry.KnowingtheindustrysituationindetailisimportantforthecompanyiPadisanewproduct,whichisenteringtheindustry.Asalightweightdevice,iPadbrowsesthewebanddeliversmedia,mayserveasanalternativetonetbooksandposeathreattoPCmakers.ThereareothercomputermakerssuchasHewlett-Packard,AcerandDell.Althoughthecustomermarketisbigenoughinsize,thekindsofcomputermakersarediverse.What'smore,alltheothercomputermakersarebusyworkingonitsproducttokeepthepositionintheindustry.Soaccordingtotheanalysisofindustry,iPadneedmuchmoreefforttokeepitspositioninthemarket.2.3CompetitiveAnalysisStrengthsAthin,lightweightbodywithapowerfullbattery.Becapableofhandlingmanyofthetasksconsumersdeemimportantinnetbooks.AlltheproceduresofiPhonecanbeappliedoniPad.WeaknessesWithoutcamera,USB,andhasnochanceofchangingbattery.Lackofstorage.OpportunitiesThedemandappearstobediverse.Makeittobeamagicaldevicewiththeabilitytoconsumemediainallitsmanyforms..ThreatsIntensecompetitionDownwardpricingpressure.Asweallknow,therearemanycompetitorsinthisindustry.Weneedtoprovidegreatercustomervalueandsatisfactionthatitscompetitorsdo.Soitisveryimportanttoanalysisthecompetitionenvironment.Keycompetitorsinclude:Hewlett-Packard.AsiPadentersthemarket,thePCmakershavemuchmorepressureonthesalesandpriceofnetbooksandtabletdevices.Hewleet-Pakardhasexcellentlyintroducedatablet,itcallstheslateatthedConsumerElectronicShowinLasVegas.Asabigcompany,HPhasitsadvantagesinthecompetitionwithothercompanies.HPwillspendtenpercentofitsprofitonstudyingstrategiesaboutproducingnewproducts.Ithasdomucheffortontheworkers.Alltheworkerswhohasbeenemployedwon'tbefiredeasily.Sotherelationshipbetweenbossandworkersareverywell.Thecompanyrespectsitsemployeesandadmitsachievementthatmadebyitsemployees.certainlythecompanyhasagoodworkingenvironment.Besides,HPhasagoodculturalenvironment,thebosspaysmuchattentiononcultureofcompany.Acer.AccordingtoconsideringthepressureandtheanalysisinthePCindustry.Avice-presidentatPCmaker,Acersaysthesmallercomputerswillprobablykeeptheirplace.Soifipadwanttocontrolthemarket,itwillbeahardtask.What'smore,Acerisworkingonatabletproductthatwillcompetehead-to-headwithApple'siPad.Andit'sduetobeannouncedinthesecondhalfof2010.Dell.facingthenewproductofApple,Dellsaysthattheydon'tpaymuchattentiononit.TheythinktheiPadisadevelopedproductbasedontheiPodTouch.ButDellalsodevelopsanewproducttoimproveitspositionintheindustry.What'smore,thenewproductofAdamo13isalightweightdevice,whichisthemostpowerfullproducttoApple.Andtheproductisfasterthanitisbefore.Althoughthecompetitionisverystrong,iPadcanstillcarryoutadefiniteimageandgainrecognitionamongthemarketsegmentations.Also,offeringanabilityofconsumemediainallitsmanyformsasastandardfeaturegivestheproductacompetitiveadvantage.2.4CustomerAnalysisInfact,therearemanydifferentcustomersintheindustry,sothenumberofcustomerisverylarge.Asweallknow,customerswanttogetvalue-pricedproduct.Butthereisdifferencebetweenindividualshouseholds,companiesandgovernment.consumersusuallyfaceabroadarrayofproductsandservicesthatmightsatisfyagivenneed.fromthefigures2.4.1below,wecanseethecustomerenvironmentclearly.Fromthepicture,wecanseethat,asagoodproduct,iPadhasagoodcustomerenvironmentinthecompetitionwithotherproducts.Atleast,weneednottoworrytomnchaboutthecustomerrelationships.Atthesametime,ittellsusthatalthoughiPadisanewproduct,itcansatisfythecustomers'needs,wantsanddemands.Conductingconsumerresearchandanalyzingmountainsofcustomerdataisthekeytowinningthecustomers.2.5CommentsAccordingtotheanalysisaboutthesituationofiPad,inthecomputerindustry,iPadhasitsownposition.Infact,thenameofApplehasbeinganadvantage.What'smore,iPadhasmanyadvantages,butstillhasmu