Ipad Preliminary Marketing Report

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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 SummaryPage 1

- Introduction/OverviewPage 3

- Industry DefinitionPage 4

- Competitor OverviewPage 5

-Macro Environmental AnalysisPage 6
• Political/legalPage 6
• EconomicalPage 7
• Socio – CulturalPage 7
• TechnologicalPage 8

- Consumer Behaviour AnalysisPage 8

- Further Marketing Research RequiredPage 9

- Market Segmentation Page 10

- Justification for choice of segmentation base Page 11

- Profile of Segments Page 11

- Target Market Choice and Justification Page 12

- Proposed Positioning Strategy Page 13

- References Page 15
Introduction/Overview

The purpose of the following Preliminary Marketing Report is upon being commissioned by Apple, to provide the company with a report in relation to its new product, the iPad. The report will look at conducting an initial analysis of the Australian market in which the iPad is planned to being launched into. Recommendations that are to be made in this report will allow for Apple to decide whether it is appropriate to launch at the moment or whether further research is required, prior to expanding into this market.

The report will discuss the marketing environment, target audience, positioning, consumption habits of the Australian public and the longer term viability and adoption rates of this new item. In addition to that mentioned previously, there will be an overview of the industry undertaken, analysis of the current market situation i.e. environment and consumer behavior analysis and also identification of a segment of the market that Apple should be aiming at targeting along with a recommendation for its positioning strategy.

Industry Definition

With technology booming faster than ever, it is getting hard to keep up with the rather rapid advancements in this field. Nowadays more people than ever, own some form of personal computing and with ever changing lifestyles, the average person is always in the need for something that is adaptable, flexible and complements their way of life without holding them back. As a result of this, portable devices have now seen a boom in the market over the past few years to meet consumer needs. “Demand for laptop or notebook computers experienced considerable growth between 1999 and 2004. Once regarded as a luxury item only purchased by traveling business people, laptops have become a frequent household item”(IBIS 2010). The iPads falls under this bracket of portable devices with alternative...
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