Apple-iPhone-Marketing-Plan-苹果公司销售计划.pptx

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1、Apple iPhone Marketing PlanGroup AssignmentArab Academy for Science,Technology and Maritime TransportationMBA Group HAhmadullah El-Hadidy Basem GaberHany AbdulwahabKareem RaslanMoustafa HanafyTamer Yousif!页1页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive Summery

2、Situational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyImplementationBudgetControl!页2页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBud

3、getControlExecutive 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 what is considered

4、 a personal puter today.Apple was responsible for creating the desktop publishing market due to their innovative programmes,PageMaker and LaserWriter.Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital cameras,portable CD players,speakers,video

5、 consoles and TV appliances.Market share and stock prices decreased.In 2001,Apple introduced the iPod portable digital audio player.The product was phenomenally successful over 100 million units were sold within 6 years.!页3页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanE

6、xecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketingResearchImplementationBudgetControlExecutive SummeryThe iPhone targetsconsumerswhoneedtostoreinformationandmunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,c

7、orporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallparedwithgeneralphonemarket.Themarketwillrapidlyincreaseiningyearsduetolo

8、werpricesandgreaterpower.!页4页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisSocio-Cultural SituationPopulation growth l

9、eading to expansion of the sector needs for cell phones.People depend more an more on mobile munication 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 affectin

10、g high technological cell phones,this fact needs to be considered.Acceptance of imported products in some countries 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)!页5页，您现在浏览的是第32苹

11、果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisCompetition SituationThere are 19260 cell phone producer in the world,but there are

12、more than 15 big panies peting at the world level Market.!页6页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisStrengthsInnovative

13、 The iPhone has an innovative touch screen.It also has many functions of other mobile products all in one deviceCompatibility The phone will work with iTunes and with other Mac/Apple products and OS software tools which means limitless potential for upgradeability.Ease-of-Use The all-new touch scree

14、n interface recognizes multi finger gestures,just as the human hand normally behaves.!页7页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O

15、 AnalysisStrengthsPriceiPhonewouldbesoldatareasonablepriceforitsvalue.QualityScratchresistantscreendurableandlightmetallicfinish-softwaresuiteresistancetoputerviruses.!页8页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMark

16、eting ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlS/O AnalysisOpportunitiesPartnerships Apple can collaborate with many powerful global mobile phone panies to flood the market with iPhones,which reduces costs in marketing and increases revenue through long-term agreement

17、 deals.!页9页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisThreatsIncreased petition Smart phones are easier to make now more th

18、an ever.More panies may enter the market,and petitors 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 other panies undercut the price of iPhon

19、es.Difficulty expanding into Asian market There is less hype and interest in Asia since smart phones are better known and already widely used.!页10页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketin

20、g 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 volume of 445,000.2.Second

21、-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 marketing campaigns as nec

22、essary.!页11页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ObjectivesTarget Market(cont.)Secondary business target is mid-to mid-

23、size corporations that want to help managers and employees stay in munication or access critical data on the go.Market segment will consist of panies with$10-$50 million in annual sales.PositioningUsing product differentiation,positioning the iPhone as the versatile,convenient,value-added device for

24、 personal and professional use.Focus on the convenience of having one device for munication,but also music,pictures,and video,and full Internet access.The iPhone will be promoted as both professional and hip.!页12页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive Su

25、mmarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPriceSet the base model at a cheap price of$349A more advanced model for$399Speciallimited edition Beatles iPhone for special pricesGenerally lower our price

26、s to ensure we establish market dominance in as short of time as possible!页13页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix

27、StrategyPromotionIntegrate Apple message of revolutionary munications 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 li

28、neageOriginal but tasteful advertisements at the same 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!页14页，您现在浏览的是第32苹果公司销售计划共Apple-

29、iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ResearchThis research will be done through surveys(via email campaign through portals such as,iTunes and oth

30、er 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 different ways to grow the 15-25 year old group into business uses of the productBrand awareness wil

31、l be an important tool in taking the Apple brand from social cool to business cool.!页15页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlImpl

32、ementationCompensation systemworkers$5incentivepayforeverynonrejectphonetheyproduce$10perphonesixsigmaqualityprogrameachworker$5000eachyearforbestpracticetraininguse control measures to closely monitor quality and customer service satisfactionconsumers can contact the main headquarters about any pos

33、sible technical problems byusingAppleCustomerServiceBarandacustomerservicephonenumberstoredinthephonebook!页16页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplement

34、ationBudgetControlBudgetOur break-even analysis assumes wholesale revenue of$500 per unit variable cost of$250 per unit and est.fixed cost of$50 million.Based on these assumptions the break-even calculation is$50 million divided by$500 minus$250 equals 200,000 units sold.Break-even calculations indi

35、cate that Apple will bee profitable after the sales volume exceeds 200k.After the first year Apple will make a profit of 1.25 billion minus 50 million in fixed costs.Remended price is$350.The markup is 40 percent.It is predicted that sales volume will increase at least 60 percent from this change;th

36、is will decrease the impact of fixed costs and improve opportunities to increase our production scale,which will further improve profits in the long run!页17页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing Objectiv

37、esMarketing StrategyMarketingResearchImplementationBudgetControlExecutive SummeryThe Present January 2007,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 bination of an Internet-enable

38、d 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 Networking and assisted GPS navigation,among other things.The Future Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademogra

39、phicrequirementaswellas,improvingperformanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct.Think Different!页18页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing

40、StrategyMarketingResearchImplementationBudgetControlSituational AnalysisPolitical SituationTaxation 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 tradi

41、ng.Countries are very variable in stability of,so we should study each country case by case.Economical SituationEconomical growth world wide is in a big recession which need careful manipulationPotentiality of the market is decreasing but it is higher than any others in the Tele sector.!页19页，您现在浏览的是

42、第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisTechnologicalSituationLevel of technology in the world is increasing.Internet le

43、vel of awareness&usage for individuals&industrial aspect are increasing worldwideFixed phone lines capacity and development attempts.New technologies in the cell phones are increasing.Future plans for technological linkage between cities,universities,colleges,hospitals and other institutes are incre

44、asing and can be connected to cell phonesLevel of usage of the E-Technology(online bidding,billing,plaints,blogging etc)are high and trendy.!页20页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing

45、StrategyMarketing ResearchImplementationBudgetControlSituational AnalysisEnvironmental SituationThe global concern of the Global Warming issue&other pollution effects concerning the packaging material and radiation of the cell phones The demand of the international environmental approvals is a must(

46、if there is any)Sales SituationCell phones industries are one of the most profitable industries everywhere and the Market is increasing!页21页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing Strat

47、egyMarketing ResearchImplementationBudgetControlS/O AnalysisStrengthsBrand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.!页22页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecuti

48、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

49、 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.!页23页，您现在浏览的是第32苹果公司销售计划共Apple-iPhone-Marketing-Plan-Apple iPhone Marketing PlanExecutive SummeryS

50、ituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlW/T AnalysisWeaknessesImage The Apple brand is not targeted towards business people and does not have a reputation as being patible with the corporate world.Price Apple does not yet off