apple 商务分析

AppleiPhoneMarketingPlanBusinessEnglishClass1HomePage2ContentExecutivesummarySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearch&ImplementationAppleiPhoneMarketingPlanBusinessEnglishClass1ExecutiveSummaryByfulonglongPage3Page4ExecutiveSummaryThePast–SteveJobs,SteveWozniakandRonaldWayneestablishedAppleonApril1,1976inordertoselltheApple1ComputerKitthatwashandbuiltbySteveWozniak.TheApple1wassoldasamotherboard(withCPU,RAMandbasictextualvideochips)–lessthanwhatisconsideredapersonalcomputertoday.Applewasresponsibleforcreatingthedesktoppublishingmarketduetotheirinnovativeprogrammers,PageMakerandLaserWriter.Between1983and1996,Appleexperimentedwithanumberoffailedconsumertargetproductsincludingdigitalcameras,portableCDplayers,speakers,videoconsolesandTVappliances.Marketshareandstockpricesdecreased.In2001,AppleintroducedtheiPodportabledigitalaudioplayer.Theproductwasphenomenallysuccessful–over100millionunitsweresoldwithin6years.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationPage5ExecutiveSummaryThePresent–January2007,SteveJobs,theCEOandCo-FounderofApple,announcesthatAppleComputerIncorporatedwouldnowbeknownasAppleInc.HealsorevealsthelonganticipatediPhone,acombinationofanInternet-enabledsmartphoneandtheiPod.InJune2008,heannouncesthattheiPhone3GwouldbereleasedinJuly2008,thisnewerversionaddedsupportfor3GNetworkingandassistedGPSnavigation,amongotherthings.TheFuture–Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademographicrequirementaswellas,improvingperformanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationPage6ExecutiveSummaryTheiPhonetargetsconsumerswhoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationAppleiPhoneMarketingPlanBusinessEnglishClass1SituationalAnalysisByshixiaobeiPage7SituationalAnalysisPoliticalSituation•TaxationissomethingthatgovernmentsputandAppleshouldstudythisascountrybycountrycasetoanticipateprofitability,andpricingstrategy.•ImportinglawsintheworldwithGATTareinfavoroftrading.EconomicalSituation•Economicgrowthworldwideisinabigrecessionwhichneedcarefulmanipulation.•PotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsector.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationSituationalAnalysisSocio-CulturalSituation•Populationgrowthleadingtoexpansionofthesector.Itneedsforcellphones.•Peopledependmoreandmoreonmobilecommunicationeverywhere.•Literacylevelisnotaffectingusingcellphonesbutaffectinghightechnologicalcellphones,thisfactneedstobeconsidered.•Differentsocialviewsthatmayaffectproductshouldbetakenintoconsideration(e.g.:BoycottingAmericanproductsintheIslamicworld)•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationSituationalAnalysisTechnologicalSituation•Leveloftechnologyintheworldisincreasing.•Fixedphonelinescapacityanddevelopmentattempts.•Futureplansfortechnologicallinkagebetweencities,universities,colleges,hospitalsandotherinstitutesareincreasingandcanbeconnectedtocellphones•LevelofusageoftheE-Technology(onlinebidding,billing,complaints,bloggingetc)arehighandtrendy.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationSituationalAnalysisCompetitionSituation•Thereare19260cellphoneproducersintheworld,buttherearenomorethan15bigcompaniescompetingattheworldlevelMarket.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationSituationalAnalysisEnvironmentalSituation•TheglobalconcernwiththeGlobalWarmingissue&otherpollutioneffectsconcerningthepackagingmaterialandradiationofthecellphones.•Thedemandoftheinternationalenvironmentalapprovalsisamust(ifthereisany).SalesSituationCellphonesindustriesareoneofthemostprofitableindustrieseverywhereandtheMarketisincreasing.•ExecutiveSummary•SituationalAnalysis•SWOTAnalysis•MarketingObjectives•MarketingStrategy•MarketingResearch•ImplementationAppleiPhoneMarketingPlanBusinessEnglishClass1SWOTAnalysisByliudengkePage13StrengthsInnovative–TheiPhonehasaninnovativetouchscreen.ItalsohasmanyfunctionsofothermobileproductsallinonedeviceCompatibility–ThephonewillworkwithiTunesandwithother