Preview

Ipad Preliminary Marketing Report

Powerful Essays
Open Document
Open Document
3207 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Ipad Preliminary Marketing Report
Executive Summary

This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in.

The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Apple can undertake to help ensure a successful product launch has been instigated.

It has also been decided that Apple should focus the demographic segment in general but more specifically be targeting their product primarily to the 18-35 yr old age group along with the secondary target of 6-17 yr old. By targeting marketing stimuli etc to these age groups, Apple can make the most of their competitive advantage and be able to position the product as a high priced high quality product

Table of Contents

- Executive Summary Page 1

- Introduction/Overview Page 3

- Industry Definition Page 4

- Competitor Overview Page 5

-Macro Environmental Analysis Page 6 • Political/legal Page 6 • Economical Page 7 • Socio – Cultural Page 7 • Technological Page 8

- Consumer Behaviour Analysis Page 8

- Further Marketing Research Required Page 9

- Market Segmentation Page 10

- Justification for choice of segmentation base Page 11

- Profile of Segments Page 11

- Target Market Choice and Justification



References: • Australian Bureau of Statistics 2010, ‘6523.0 – Household Income and Income distribution, Australia, 2010’ ABS, viewed on 20th July 2010

You May Also Find These Documents Helpful

  • Best Essays

    Bibliography: Apple. (2010, March 5). iPad Available in US on April 3. Retrieved from Apple Press Info: http://www.apple.com/pr/library/2010/03/05iPad-Available-in-US-on-April-3.html…

    • 2834 Words
    • 12 Pages
    Best Essays
  • Better Essays

    This paper will give a short history and descriptions of Apple’s I Pad minicomputer. It will also give factors that affect demand, supply, and equilibrium prices in the market. Issues that Apple faces that affect its competitiveness will also be addressed. Lastly, this paper will identify the long term profitability of the iPad including, price elasticity of demand, technological innovation, and cost structure.…

    • 1666 Words
    • 5 Pages
    Better Essays
  • Better Essays

    AT&T began business back in the 19th century when AT&T became the parent company of Bell System. At the time Bell System held a monopoly in telephone service and was considered to be the best in the world. In 1984 Bell broke into eight different organizations and until 1986 AT&T was part of an integrated telecommunication service. Today AT&T is a global leader in the telecommunications and continues to grow (AT&T, 2013). One of the best technological ideas that helped AT&T stay competitive in the market was the introduction of the Apple iPad. The iPad offers different features and options for different ages, and has become one of the top rated mobile devices available. The iPad is equipped with sound, a variety of applications, is lightweight, equipped with Wi-Fi, and Bluetooth capability. However, the technology industry advances rapidly, and it is necessary for businesses like AT&T to continue to advance to stay competitive. This paper will show the factors that affect supply and demand of the iPad, along with issues and opportunities AT&T will face in regard to competitiveness and profitability and last the best recommendations to maximize profit potential to stay successful in the market.…

    • 1445 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    P5 Segmentation

    • 1711 Words
    • 7 Pages

    • Explain demographics, Geographic’s, psychographics and why companies use these methods to segment the market effectively…

    • 1711 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    Understanding the competitive forces within a market is essential for the successful rollout of a new product. The following paper will perform a competitive market analysis to determine the product’s potential success. Our team has selected Apple and Smartphones. Apple is a very successful organization and they have mastered marketing to the consumer with their phone design and style. Despite their astronomical success there are some very good competitors with equipment that is comparable if not better than them.…

    • 1708 Words
    • 7 Pages
    Better Essays
  • Good Essays

    By launching IPAD, in January 2010, and releasing it into the market in April, Apple introduced a potential new product category in computers which is likely to change the way consumers interact with their devices. IPAD was able to meet a changing consumer need which saw them preferring to ‘swipe a finger across a touch screen’ instead of using a keyboard. More than 15 million units were sold in the first year alone. In a move which surprised many market watchers, Apple launched IPAD2, in March 2011, slightly more than a year after the first IPAD was released onto the market. Surprisingly!, because many marketers would have thought that IPAD1 had not yet gone through its full product life cycle. However, this move by Apple is in response to the changing competitive environment which has seen growth in the interest of tablet computers from competitors. Analysts predict the computer tablet market to treble in size in 2012. By launching IPAD2, Apple has left competitors playing ‘catch up’ in a growing segment with consumers hungry for new products. There are a dozen or more competitors with rival tablets to IPAD2 likely to be launched in 2011 from competitors like Microsoft and Toshiba.…

    • 782 Words
    • 4 Pages
    Good Essays
  • Good Essays

    When looking at changes in income in Australia, the recent trends (as seen in diagram 1 and diagram 2) shows the top 20% or highest quintile, increasing their income share from an averaged 38% in 1994/95 to over 41% in 2007/08. This increase has resulted from the long period of economic growth, characterised by increasing wages and higher returns on investments from rising interest rates. However, the diagram shows this increase in…

    • 548 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Apple Ipad Marketing Plan

    • 10272 Words
    • 42 Pages

    Big Apple Table of Contents Executive Summary 5 Marketing Strategy 6 Background 6 Company 6 Products 7 Situational Analysis 7 Market Share 8 Goals 8 Strategy 9 SWOT Analysis 9 Strengths 10 Weaknesses 11 Opportunities 11 Threats 12 Customers 12 Competitors 14 Positioning 14 Competitor Market Share 15 Collaborators 15 Role of Partnerships 15 Complimentary Businesses 16 Climate 16 Political/Legal 16 Economic 16 Technological 17 Social/Cultural 17 Issues Analysis 17 Personal Computer Market 17 New Products 17 International Operations 18 Digital rights management system (DRM) 18 eBusiness Models 18 Market Research and Market Intelligence 20 Marketing Strategy 25 Tactical e-Marketing and Communications Planning 28 Tactical Approach 28 Product 28 Promotion 29 Price 31 Place 31 Use of Technology 31 Delivery Mechanism 34 Flexible manufacturing plants 34 Supplier Relationship Management. 35 Channel Management 36 Marketing Communications 37 Developing an Integrated Marketing Communications Plan 37 Overarching Goals of the Plan 38 Message Development 38 Communication Media, Venues, and Campaign Elements 39 Tactical Marketing Plan Elements 40 Regulation and Ethics Issues 45 Responding to Regulation and Ethics Issues 46 Assessing E-Marketing Effectiveness 47 Conclusion 50 References 51 List of Figures Figure 1 - Porter's Five Forces Analysis Framework 22 Figure 2 - Comparative Competitor Specifications 23 Figure 3 ' Online Advertising Tracking Sample 30 Figure 4 - Shop Floor Hierarchy 35 Figure 5 - Collaborative Marketplaces and E-Hubs 36 Figure 6 - Demand Management 37 Figure 7 - Transactional and Relationship Marketing 38 Figure 8 - Example of iPod Shuffle Messaging 39 Figure 9 - Adoption Curves for Various Media 40 Figure 10 ' Integration of the Product Lines 41 Figure 11 ' eCommerce Access 41 Figure 12 ' Uses for the Product 43 List of Tables Table 1 ' Apple SWOT Analysis 9 Table 2 ' iPod/MP3 Player…

    • 10272 Words
    • 42 Pages
    Powerful Essays
  • Best Essays

    Ipad Mini is picked up as our topic not only because of its unique influence to the small-size tablet market and its strategic significance to Apple Company after the death of Steven Jobs, but also it falls into extended decision making progress, which involves a complete set of decision progress to discuss. Ipad Mini is relatively high in price compared with other small size tablets and it may greatly influence the entertainment aspect of owners’ life style, thus people would experience a complex progress of information searching, selection and evaluation before the purchase. This makes it high purchase involved and high product involved.…

    • 2154 Words
    • 9 Pages
    Best Essays
  • Satisfactory Essays

    Early movers may lack the complementary product to make their products succeed. iPad is totally new product to the market. It features and functions only based on Apple’s engineers and designers experiences to customer. The functions might not complete enough to satisfy customer requirement fully. The complementary product support likes memory card device never provides for iPad. Besides that, iPad have no any support software to help user to open adobe flash video in the website. These become a weakness of it and might spot by other competitors as guideline for them to develop similar product to compete with Apple.…

    • 389 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    The global tablet PC market continues to grow with shipments reaching 53.8 million units in the third quarter of 2014. The rise in shipment from 48.3 million units in the third quarter of 2013 to 53.8 million units in the third quarter of 2014 can be attributed to the growing demand from costumers as the tablet industry offers the costumer a smaller sized device with a better battery life compared to a PC and because the device allows costumers to multi-task. It can also be argued that the increase in sales could be driven by back-to-school promotions. Because the tablet PC market is reaching its maturity stage because of the growing number of sellers, the choice available to the consumer is big. The worldwide tablet market is led by Apple’s iPad product line. Although Apple’s market share decreased with 6,4 % in one year, it maintains its leading position in 2014 with 22,8 % share of the market. Samsung is ranked on the second place with 18,3 % of the market share. ASUS holds a number three position despite its decreased market share from 7.4% in 2013 to 6.5% in 2014. Lenovo, who occupied the number 3 position in the second quarter of 2014, digressed to the 4th position with only 3 million units with a 5.7% 3Q14 market share. Finally, RCA achieved its number five position by shipping 2.6 million units and also bumping their market shares up to 4.9%. We could therefore state that the tablet industry is a oligopoly with Apple occupying the leading position, challenged by Samsung and ASUS, Lenovo and RCA as main followers in this market.…

    • 1481 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Apple continues to create economic value through innovative product designs and strategic partnerships with component parts suppliers and device manufacturers. The company is enjoying strong revenue growth and high profit margins, leading to a market capitalization of 242.68 billion, making it the highest valued technology company in the world. The positive outlook for Apple reflects multiple value‐creation drivers: • Smartphones with broad internet applications are overtaking the mobile phone market with growing worldwide adoption rates. The new Apple iPhone4 with pioneering Face Time video calling, Retina display, multitasking and HD video recording is one of the hottest products for 2010. • Mobile computing has been redefined with the new Apple iPad. The iPad establishes an electronic publishing, gaming and internet browsing tablet market between smartphones and PC laptop segments that has sparked one of the hottest new technology trends. • Apple Mac computers including MacBook laptops are receiving market leading product reviews and gaining market share. • Strong demand for the iPhone, iPad, Macs and iPods should fuel revenue growth at the Apple iTunes and App Stores. • Apple enjoys strong customer loyalty that should embrace expected future new product offerings and upgrades.…

    • 4681 Words
    • 19 Pages
    Powerful Essays
  • Best Essays

    This report will analyse and describe the significant elements in the marketing environment that affect Apple’s iPhone 5 directly and indirectly. This report will outline the importance of these elements in the success of a business and will then conclude whether or not Apple’s iPhone 5 will successfully launch in the UK after looking at evidence from journals, textbooks and webpages.…

    • 2193 Words
    • 7 Pages
    Best Essays
  • Good Essays

    Business Report

    • 1050 Words
    • 5 Pages

    This report introduces the comparisons of 3 products, which are Nexus 7, Surface and the new ipad.1.2 I think the new ipad has the best marketing among these three pads. The ipad is used in entertainment, study, work, contact and etc. There are greater than 300 000 applications in the apple store provided for downloading. The new ipad is designed for all the people regardless of age, gender or occupation because of the popular and easy-to-understand operation system; people are attracted by its retina screen and superior experience. The new ipad is satisfied by 98% owners and it dominates the market. The new ipad is shipped with IOS 5.1, which provides audio-visual media and built-in siri. In hardware, it has Apple A5X processer, retina screen 1080P high quality camera, 4G (LTE) and ( LiPo) battery. As the third-generation of ipad, it attracted people’s attention successfully. However, some weaknesses still exist. It is heavier than ipad2 and emits more heat. Drawback of its high-capacity battery is more time should be spent on charging. The price, promotion, place of brand and capability of 3 different pads were compared. Overall, the price and capability have the main effect on choice of marketing mix.…

    • 1050 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Apple's Ipad2

    • 2616 Words
    • 11 Pages

    The Marketing Objective of Apple’s Incorporation for the iPad2 uses the Apple brand to compete across several highly competitive markets including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod , digital music distribution through iTunes Music store, the smart phone market with apple phone, magazine, notebook, games and applications publishing, the pasture for phone and iPad tablet computing device, movie and TV content distribution with apple TV. The company has established a very strong presence to rival Google in the advertising market, via its apps business and aid network. For the past several years Apple’s product strategy involved creating innovative products and services aligned with a…

    • 2616 Words
    • 11 Pages
    Powerful Essays