市场营销英文论文

I 4 3 2020 1 Executive summary Apple s new computer could erode sales of netbooks and tablet devices sold by PC makers analysts say Apple s APPL new iPad a lightweight device that browses the Web and delivers media may serve as an alternative to netbooks and pose a threat to PC makers Here are some of the markets in recent years about the situation iPad marketing strategy and marketing mix 2 Situational analysis 2 1 SWOT analysis 2 1 1 Weaknesses 1 There are no facilities Web Cam so the limited support activities chat with your community 2 Operating System is not based on Mac Operating System so questionable in terms of program development 3 Memory storage is too small With a maximum capacity of 32 GB is too small for data storage for the needs of design entertainment and so forth so that can not be said equivalent to a MacBook in terms of ability 4 with the number of applications over 140 items so extravagant in its users and in addition it is also difficult to remove the battery 5 Multitasking capability is limited in the more proves that iPad not synchronized with the notebook because it is limited to the functional so that it can be said iPad not a Smartphone and not a notebook 6 Screen size is too small only 24 8 x18 97 1 34 cm making uncomfortable when used for playing videos and reinforced by the lack of an HDMI port 2 1 2 Strengths 1 Sun screen effect Many people are concerned about this I specifically tested the transferred to half brightness almost no impact on reading such as Transferred to the brightest estimated effects will be much better perfectly acceptable Although the sun was not the kind of extreme midday sun but the Asus notebook screen out a place to see do not have to read 2 batteries batteries do not know why some people say that the battery less than satisfactory in fact I play for a few days feeling that the battery is very satisfied continuous use are generally 8 hours or so right the official data for the 10 hours with WIFI high definition playback then you may consume a little feel is the screen brightness on battery relatively large impact 3 USB charging iPad directly through the USB connected to the Windows systems will not be charged In the Mac system may be charged by USB Some reports say that only under the Apple USB charger I tested in my MacBook Pro under Windows7 does not work estimates for the operating system instead of computer hardware so Apple users can also charge the black bar Headphones and speakers iPad is not supplied headphones and needs its own allocation II 4 3 2020 Headphone jack is a standard 3 5mm can be connected to any headphone and like Apple s notebook iPhone s headphones as iPad remote control when the use of songs seemingly M8 headphones can control it Tone sounds and the iPhone is very similar to the high quality there is not more evaluation 4 Data interface and charger iPad use and iPhone iPod Touch like the data line if you have these products so congratulations to you do not have extra time to go out with more than one line IPod like the appearance of power and very small only iPad output current to be bigger test iPod s power is also possible but some of charging time president 5 Bluetooth You can use any Bluetooth keyboard needs a lot of code where the word is very convenient Not tested Bluetooth stereo headphones do not know whether to listen to songs 2 1 3 Opportunities 1 The door to video has been pried wide open think video video and more video at all levels of marketing 2 Mobile providers are taking one more step to being pure data providers They have no choice data wherever and whenever will be our reality and reaching people will only get easier 3 Advertising will evolve and create new opportunities to develop richer and more connected messaging Check out Time s thoughtful video below 4 If you can think of it there will be an application to help sell it 5 The death march for bookstores will accelerate Books will be cheaper and easier to access and start to integrate video Yes my friend Moby Dick and all your favorite classics will have embedded imagery 6 Words alone will feel naked Expect commercials in books or contextual product placement 7 Hand out more shovels for the hole being dug for video stores Just a few more feet to go 8 The movie studio will evolve into something else based on a different access and pay model 9 Look for vertical market applications that redefine entire industries Start with healthcare 10 And of course the biggest of opportunity of all the idea that hasn t be thought of yet 2 1 4Threats Besides the threat coming from the Amazons Kindle which has the same ability in the function that is as famous e book although in terms of design was mediocre Amazon Kindle also have done backup on their online media from virus threats Also in the sales package is cheaper than that sold iPad about 399 a book cover power adapter USB cable Kindle Reader In addition to the Amazon Kindle iPad will get serious threat from Adam Notion inc in tablet PC format and also has several advantages that can be claimed as iPad compete with NVIDIA chipset support is very supportive iperasional time so that more efficient greater resolution is 1080 P compare with iPad only 576P 480P maximum resolution and Adam tablet support Adobe Flash Player and based on Android operating system According to Adam s plan will launch tablets in February 2010 Viewed from the development will be more interesting to see the Amazon Kindle despite losing the specifications of the iPad but by setting a price cheaper than iPad is a breakthrough from the Amazon whereas the Adam Notion Inc that claims to have capabilities that exceed in the case iPad HDMI resolution power consumption to support applications III 4 3 2020 and operating system is still required proof of Adam s side to compete with the iPad tablet PC segments Having seen the development was not in accordance with iPad is heralded One of them according to CEO Steve Jobs as saying Apple iPad is collaboration between the iPhone and the MacBook just a large version of the iPhone so that it can be said only iPad as tablet PCs According iPad plan will be launched globally in March and April 2010 The specifications and from the observations are not in accordance with reality than not compatible with a variety of applications licensing programs outside Apple is also the threat from competitors products 2 2 Industry analysis A company may play multiple roles iPad current position in the market is mainly the market leaders and market challengers The face of PC iPad is the challenger the face of other systems Tablet PC iPad is the leader The market leader in order to maintain its top position can take three actions Extension of the market finding new customers develop new uses and improve product usage Protection of market share no status quo innovation is the best defense strategy Increase market share product updates quality strategy multi brand strategy a large number of advertising strategies strong sales promotion The role of challenger in the market does not have the winning conditions do not easily play But the market is unpredictable iPad not necessarily always maintain the leading role playing the Challenger is inevitable in every business is the greatest challenge for iPad 2 3 Competitive analysis The following are the five major competitors to iPad 2 3 1 RIM PlayBook About product performance and application PlayBook may be more advantageous than the Samsung Galaxy Tab and may be the representative of the system configuration in the PC market Of course to buy Blackberry products not only its configuration but also its professional performance in mobile communications and business applications Especially it will be a right hand man for business users which is the largest advantage of PlayBook to competition A Strengths 1 Strong overall performance of products 2 The perfect support for Flash and Camera with Two HD level 3 Professional services on the e mail B Weaknesses 1 On building sales channels are not professional 2 There are some limitations on the production is a very small part of the overall product to the mass market Although PlayBook is not listed but its hardware configuration is the current PC market to the highest standards many users are looking forward to its actual performance As the RIM s CEO Leslie Ball said PlayBook three to four times faster than iPad 2 3 2 Android Galaxy Tab Galaxy Tab was seen as the most powerful and iPad competitive products in the current market It is a branch of Samsung Samsung has a strong technical base in the processor IV 4 3 2020 display and production aspects of terminal equipment A Strengths 1 There are many alliances and partnerships and product variety Consumers have several options for this product 2 Wide product sales to attract more developers the subsequent expansion of a large space 2 3 3 MeeGo MeeGo have not yet produced the mainstream PC products N900 listed before is more like a concept cell phone MeeGo feature is that it implements the Maemo and MeeGo dual boot A Strengths 1 Products have a good compatibility and maturity of software and hardware 2 A large number of users of Nokia and the traditional PC industry s position of the Intel is another advantage B Weaknesses 1 Systems are imperfect and no actual product launch at all 2 There is no firm stance in improving the technical aspects of the system and lack of follow up development efforts 3 Ovi without strong competitive platform for other products 2 3 4 WebOS Although HP is the trump card but the news spread very little about it with WebOS the PlamPad HP previously announced that this product will eventually be used Palm Pre the trademark It can be seen as Palm Pre larger version of the phone s screen and can provide a better view and more room for maneuver Overall PlamPad also difficult to leveraging iPad s position even more marginalized than MeeGo A Strengths 1 HP has great influence and improves the sales channels in the PC consumer electronics and office equipment field 2 Palm still has a full appeal in the consumer groups B Weaknesses 1 It is not a competitive advantage when HP products in the market alone influence and Palm s development efforts 2 HP s product line is too wide to look after each other 2 3 5 Windows A Strengths 1 High market share and the user are very familiar to interface and applications 2 A variety of interfaces in the body and have good scalability 3 APP development easier resources are more abundant B Weaknesses Microsoft has strict rules in terms of design which requires all devices Windows Phone 7 must have a good camera One of the conditions the camera must be at least 5 megapixels The mobile for Windows Phone 7 limit to restrict camera access to a variety of applications Thus developers can not fully utilize the camera function Although Windows Phone 7 device can record and upload videos and images developers can not use image sensors to do other fun things like video chat 2 4 Customer analysis V 4 3 2020 Even though the iPad doesn t officially become available for another week awareness is strong among certain key demographic groups according to a new report by leading market research company The NPD Group NPD s Apple iPad Consumers Perceptions and Attitudes report found that awareness is highest among current Apple owners 82 percent consumers with 100 000 or greater income 80 percent and 18 34 year olds 78 percent Those demographic groups are the ones with the most interest in buying an iPad Only 18 percent of all consumers surveyed expressed a real interest in owning an iPad while 27 percent of 18 34 year olds and 24 percent of Apple owners said they were extremely or very interested One of the main reasons Apple owners are interested in the iPad is because it s an Apple product Thirty seven percent cited liking the Apple brand as a top reason for their interest in the iPad That tied with multi touch screen which was also the number one reason driving interest among 18 34 year olds The 18 34 year old consumer is also the most likely to play music and access the internet on the iPad For some consumers and even among Apple owners the prospect of spending 500 or more for a new device that doesn t yet have a clear advantage over their other primary devices is unappetizing Among the tech savvy 18 34 year old demographic 57 percent cited price as the number one reason they aren t ready to buy that s 25 percent more than the overall percentage of non interested buyers Among Apple owners 43 percent felt that the pricing was too expensive But it s not the price tag alone that s making the iPad seem too expensive to these non interested buyers The other factor is that they are equating the iPad to a notebook or netbook replacement Among 18 34 year olds and current Apple product owners rather use a notebook or netbook instead was cited by 51 percent and 44 percent respectively of those demographics as a reason not to buy Even those key demographics who expressed the most interest in the iPad aren t making a strong commitment to purchase an iPad in the near future and that mirrors what overall consumers are saying When asked what the likelihood of purchasing an iPad in the next six months was 9 percent of all consumers surveyed said they were extremely or very likely to do so as did 10 percent of 18 34 years olds and 9 percent of Apple owners But there were VI 4 3 2020 a greater number of consumers who were not very likely or not likely at all to purchase an iPad in the next six months Sixty six percent of both the all consumers surveyed and 18 34 year olds don t foresee an iPad purchase in their future and 60 percent of Apple owners felt the same way 2 5 Comments Apple dominates the digital music market Consumer focus superb design and continuous innovation are the keys to Apple s success A healthy ecosystem has helped expand iPad s use and spurred its rapid growth and adoption Content providers and competitive offerings pose a serious threat to iTunes but Apple has leverage to deal with it Apple is well positioned to become the Entertainment Hub 3 Marketing Strategy 3 1 Marketing and product objectives Most of us who ve been in the industry for more than the decade have an image of Mac market share They re a niche product Love them or hate them they re boutique merchandise with a few percentage points of market share Macs are 5 of all computers as of January according to NetMarketShare However let s take a closer look at those numbers Apple s sales are skewed to premium PCs priced at over 1 000 When you look at premium PCs alone Apple has an astonishing 90 market share That s right Nine out of 10 PCs priced at 1 000 or more are Macs But what does that do to my conclusion I said Apple dominates the premium PC market which is driving excellent revenue and profits but that domination is dangerous It doesn t leave Apple much room to grow in premium PCs Moreover premium PCs are a risky market to be in because the growth is in under 1 000 PCs and netbooks a market in which Apple doesn t have many products The iPad represents Apple s entry into the sub 1 000 PC market where there is much more room to grow 3 2 Market segmentation Apple s product strategy is called a classic case of market segments As far as possible with the traditional products in a different function to add more different is that Apple s strategy for a particular user experience based on user experience design products When the mobility from the point of view Similarly Apple s products also include a variety of devices such as input from the keyboard and mouse to the multi touch and so on Apple s iPod player and iTunes use of vertical integration with 160 million credit card users to establish a consumer relations and provides a simple discovery purchase and transfer of consumer experience This is the key to Apple s market segmentation strategy can spread and coordination VII 4 3 2020 3 5 Comments General Public is the Buyer Apple must continually innovate and increase content to maintain market share Apple must maintain low price point avoid the public s return to piracy 4 Marketing mix 4 1 Product A product is a bundle of attributes include features functions benefits and uses that exist for the purpose of exchange to satisfy both customer and organizational objectives A product can be one or more of a good an idea an event an activity a person or an experience 2 Firms need to focus on the development require products with a unique selling point 4 1 1 Hardware Model Wi FiWi Fi 3G Announcement date January 27 2010 Release date April 3 2010April 30 2010 Display 9 7 inches 25 cm multitouch display at a resolution of 1024 768 pixels with LED backlighting and a fingerprint and scratch resistant coating 9 Processor 1 GHz Apple A4 System on a chip Storage Fixed capacity of 16 32 or 64 GB Wi Fi 802 11a b g n Bluetooth 2 1 EDR WirelessNo wireless wide area network interface 3G cellular HSDPA 2G cellular EDGE Geolocation Wi Fi Apple location databases Assisted GPS Apple databases cellular network Environmental sensors Accelerometer ambient light sensor magnetometer for digital compass Operating iOS 4 2 1 VIII 4 3 2020 system Battery Built in lithium ion polymer battery 10 hours video 140 hours audio 1 month standby Weight 1 5 lb 680 g 1 6 lb 730 g Dimensions 9 56 x 7 47 x 5 in 243 190 13 mm Mechanical keys Home sleep volume rocker screen rotation lock mute switch on iOS4 2 4 2 Pricing Pricing decisions are subject to an incredibly complex array of environmental and competitive forces Price is most important for a product because it can help producer to attract customer and it can influence customer s decision because it resembles what the buyer value most IPad s pricing STORAGE MODEL 16GB32GB64GB Wi Fi 499 599 699 WiFi 3G 629 729 829 As iPad starting price is only 499 forcing other firm like ASUS and MSI to adjust their tablet PC pricing strategy 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