苹果公司销售计划.pptx

《苹果公司销售计划.pptx》由会员分享，可在线阅读，更多相关《苹果公司销售计划.pptx（31页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、Apple iPhone Marketing PlanExecutive SummerySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyImplementationBudgetControl第1页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThe Pas

2、t 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 a personal computer today.Apple w

3、as 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 consoles and TV appliances.Mar

4、ket 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.第2页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImp

5、lementationBudgetControlExecutiveSummeryThe 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 combination of an Internet-enabled smartphone and the iPod.In June 2008

6、,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 Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademographicrequirementaswellas,improvingperfo

7、rmanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct.ThinkDifferent第3页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlExecutiveSummeryThe iPhone targetsconsumerswhoneedtostoreinforma

8、tionandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmar

9、tphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.第4页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituational AnalysisPolitic

10、alSituationTaxationissomethingthatgovernmentsputandAppleshouldbestudythisascountrybycountrycasetoanticipateprofitability,andpricingstrategy.ImportinglawsintheworldwithGATTareinfavoroftrading.Countriesareveryvariableinstabilityof,soweshouldstudyeachcountrycasebycase.EconomicalSituationEconomicalgrowt

11、hworldwideisinabigrecessionwhichneedcarefulmanipulationPotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsector.第5页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituational AnalysisSocio-Cult

12、ural SituationPopulation growth leading to expansion of the sector 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 affe

13、cting using cell phones but affecting 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 i

14、n the Islamic world)第6页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituational AnalysisTechnologicalSituationLeveloftechnologyintheworldisincreasing.Internetlevelofawareness&usageforindividuals&industrialaspectar

15、eincreasingworldwideFixedphonelinescapacityanddevelopmentattempts.Newtechnologiesinthecellphonesareincreasing.Futureplansfortechnologicallinkagebetweencities,universities,colleges,hospitalsandotherinstitutesareincreasingandcanbeconnectedtocellphonesLevelofusageoftheE-Technology(onlinebidding,billing

16、,complaints,bloggingetc)arehighandtrendy.第7页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituational AnalysisCompetition SituationThere are 19260 cell phone producer in the world,but there are more than 15 big com

17、panies competing at the world level Market.第8页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlSituational AnalysisEnvironmental SituationThe global concern of the Global Warming issue&other pollution effects concerni

18、ng the packaging material and radiation of the cell phones The demand of the international environmental approvals is a must(if there is any)SalesSituationCellphonesindustriesareoneofthemostprofitableindustrieseverywhereandtheMarketisincreasing第9页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisM

19、arketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisStrengthsInnovative 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

20、 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10页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResea

21、rchImplementationBudgetControlS/OAnalysisStrengthsBrand awareness Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh.第11页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResea

22、rchImplementationBudgetControlS/OAnalysisStrengthsPriceiPhonewouldbesoldatareasonablepriceforitsvalue.QualityScratchresistantscreendurableandlightmetallicfinish-softwaresuiteresistancetocomputerviruses.第12页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarket

23、ingResearchImplementationBudgetControlS/OAnalysisOpportunitiesIncreasing 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 exciting features to

24、be brought in which take advantage of the touch screen ability.Future versions will also be hardware upgradeable.第13页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlS/OAnalysisOpportunitiesPartnerships Apple can coll

25、aborate 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14页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementati

26、onBudgetControlW/TAnalysisWeaknessesImage 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 screen interfaces su

27、ffer from the problem of“gorilla arm”*Gorillaarmisaside-effectthathumansfacewhenusingtouchscreensforlongtimesashumansarenotbuilttoholdtheirarmsatwaistorhead-height,makingsmallandprecisemotions.Afterashortperiodoftime,crampmaybegintosetin,andarmmovementbecomespainfulandclumsy.Thisisnowconsideredaclas

28、siccautionarytaletohuman-factorsdesigners.第15页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlW/TAnalysisThreatsIncreased competition Smart phones are easier to make now more than ever.More companies may enter the ma

29、rket,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 other companies undercut the price of iPhones.Difficulty expanding into A

30、sian market There is less hype and interest in Asia since smart phones are better known and already widely used.第16页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlW/TAnalysisThreatsCompetition(Palm)-Palm has the lon

31、gest 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 is familiar with Palm products;significant switching costs are invo

32、lved 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.第17页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementat

33、ionBudgetControlMarketingObjectivesSet 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-year Objectives-are to achieve a 10 per

34、cent 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 necessary.第18页/共32页ExecutiveSummerySituatio

35、nalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingObjectivesTarget MarketDifferentiate the iPhone from other PDAs on the market.Primary customer targets is the middle-upper income professional to coordinate their busy schedules and commun

36、icate 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,AT&T,Verizon,Sprint and Cellular Onelarge enterprise software fir

37、ms where information is critical to the end user.第19页/共32页ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControlMarketingObjectivesTarget Market(cont.)Secondary business target is mid-to mid-size corporations that want to help

38、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 professional use

39、.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20页/共32页Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImpl

40、ementationBudgetControlMarketing 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)Launching a cheaper version

41、 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21页/共32页Executive SummarySituational AnalysisSWOT A

42、nalysisMarketing 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 prices to ensure we establish market

43、 dominance in as short of time as possible 第22页/共32页Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPlaceMassive rollout worldwide at all reputable major retailersMassive rollout Online,Showroo

44、ms 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 packApple Stores will have the iPhone on display a full month before its

45、worldwide release第23页/共32页Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Mix StrategyPromotionIntegrate Apple message of revolutionary communications and audio/visual experience together in all media adve

46、rtisements Differentiate the iPhone against others is the touch screen functionality Emphasize Apple brand prominently and associate the iPhone with the iPods groundbreaking lineageOriginal but tasteful advertisements at the same timeA massive TV campaign is planned before launching the iPhone featu

47、ring 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24页/共32页Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing Re

48、searchFour 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 give us a plan to mar

49、ket to more senior well-refined group 第25页/共32页Executive SummarySituational AnalysisSWOT AnalysisMarketing ObjectivesMarketing StrategyMarketing ResearchImplementationBudgetControlMarketing ResearchThis research will be done through surveys(via email campaign through portals such as,iTunes and other

50、 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 will