iPad分析英文版.docx
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iPad分析英文版.docx
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iPad分析英文版
TOC
1.Executivesummary……………………………………………………………………2
2.Situationalanalysis……………………………………………………………………2
2.1SWOTanalysis……………………………………………………………………2
2.2Industryanalysis……………………………………………………………………3
2.3Competitiveanalysis………………………………………………………………3
2.4Customeranalysis……………………………………………………………………4
2.5Comments……………………………………………………………………………5
3.Marketingstrategy…………………………………………………………………………5
3.1Marketingandproductobjectives……………………………………………………5
3.1.1Marketing……………………………………………………………………………5
3.1.2Productobjectives……………………………………………………………………6
3.2Marketsegmentation…………………………………………………………………6
3.3Targetmarketing………………………………………………………………………7
3.4Positioning………………………………………………………………………………7
3.5Comments………………………………………………………………………………7
4.Marketingmix………………………………………………………………………………8
4.1Product…………………………………………………………………………………8
4.2Pricing……………………………………………………………………………………8
4.2.1Factorstoconsiderwhensettingprices……………………………………………..8
4.2.2Pricechanges……………………………………………………………………8
4.3Place……………………………………………………………………………………9
4.4Promotion………………………………………………………………………………9
4.5Comments………………………………………………………………………………9
5.ConclusionandRecommendation………………………………………………………9
5.1Conclusion…………………………………………………………………………………9
5.2Recommendation…………………………………………………………………………9
6.Reference…………………………………………………………………………………9
iPadMarketingAnalysis
1.Executivesummary
SinceApplelaunchedit’slatestcreation——iPad,theglobaltabletPCmarketshavehadgreatdevelopment.TheemergenceofiPadisundoubtedlyabigchallengetoothermanufacturers,thus,thecompetitionamongthesecompaniesisincreasinglyfierce.Fromthemarketingperspective,thisarticleanalysedtheflatcomputermarketandit’srepresentative——iPadintermsofsituationalanalysis,marketingstrategyandmarketingmix.
2.Situationalanalysis
2.1SWOTAnalysis
Strength
1.Abigscreenwhichisparticularlysuitableforreadingmagazines,newspapers,books.
2.Userscanuseitfor10hourswithoutuninterruptedanditsstandbytimeisonemonth.
3.Peoplecanread,writeandsurftheInternetwithoutwaitingtoomuchtimeafterbootingit.
4.Easytooperateandyoucanputitinyourbagconvenientlyafterusingit.
Weakness
1.WithoutnoGPSsystem.
2.High-definitionvideooutput.
3.Don’tsupportFLASH.
4.WithoutUSBinterface,soit’shardtoexpandcapacityandfunction.
5.Don’tsupportmulti-tasking.forinstance,youcan’tlistentomusicwhenyouarereadingmagazine.
6.Don’thaveacamera.
7.It’snotsuitableforadailyofficework,notsuitableforalongtimetoread.
Threat
1.ThefunctionsofE-Bookenhance.
2.TabletcomputerswhichuseMicrosoftoperatingsystemhavepriceadvantageandmoremanufacturers’support.
3.Shanzhaimanufacturerslaunchsimilarflatcomputerswhichischeaperandhasmorechoices.
4.E-bookreaderswhichareblackandwhitescreensuchasAmazon’sKindlearemoresuitableforalongtimetoread.
5.EditionofnetworkdownloadpilferimpactsBookStoreanddamagesthewin-winpatternofiPadmagazines.
Opportunity
1.Traditionalmagazinesfacedigitalbreakthroughinthefinancialcrisis,Fortunately,Applelaunchesitslatestcreation-iPadatthistime.
2.Contentcanbeupdatedinrealtime,low-costexpansionbycomplyingwithtraditionalmagazines,newtrendthatbreaksthepublicationcycle.
3.Havinglargememorysothatit’sconvenienttoputoff.
4.Providingqualityplatformforrichformofmagazinesads.
5.Havingconvenienttouchscreenoperation,soitsapplicablepeoplecanextendtochildrenandelders.
2.2IndustryAnalysis
Flatcomputeritselfisamultimediaconsumerelectronicproductwithvariousfunctions.Nowadays,therapidriseoftabletPCmarketwhichisrepresentedbyApple’siPadbringsahugeimpacttothenetbookmarket.Inaddition,manycosumerswhobuyPCnowturntonotebookswhichhavewiderfunctionsandlargerscreen,andmorepeopleareattractedbyflatcomputer.
RelateddatashowthatApple’siPadtabletcomputerswhicharestartedsellingfromAprilofthisyeararestillholdingtheoverwhelmingleadingpositioninthemarket.FromJulytoSeptember,iPadcontrolled95%ofthemarket.Besides,relatedreportsshowthatinDecemberquarter,Applewillsell6.7millionunits,andsalesin2011fiscialareexpectedtoreach32millionproducts,anditssaleswillaccountfor50%ofApple’snewincome.ThisiPadproductwhichdidnotyetexistayearagohasnowchangedwholeindustrialpattern.
WecansaythatthecomingoutofiPadsuccessfullyledthedevelopmentofthewholeindustry,butcomparedwithit,PCmarketmaybeslowingbymorethanmanufacturers’expactationsinthesecondhalfofthisyear.ThissituationshowsthatflatcomputersarestartingtoerodesalesoftraditionalPC.Someanalystsforecastthattheglobalshipmentsofflatcomputerswillreach31millionunits(iPadwillaccountfor21millionunits),whichsurpassingthe25millionunitsofthenetbooks’sales.(LinJie,2010)
2.3Competitiveanalysis
iPadVSPC&FlatComputer
Industryanalysis,iPadcan’ttakephotosanddoesnotsupportmultitasking,also,itsbrowserdoesnotsupportFlash.Theythinkthatit’smorelikeafamilystylishdigitalpet.LookingatcurrentlistedtabletPCorwhichappearedatthepressconference,traditionalPCmanufacturersandsoftwarevendorsapparentlyunderstandmoreaboutthedefinitionof“computer”thanApple,sotheirproductswillmoreaccordwiththeactualneedsofusers.Besides,facingthemenaceofApple,manufacturerswillsurelyaddmorenewfunctionsinplatcomputerproductstomakethemhavemoresellingpoints.
iPadVSSmartbooks
SmartbookcanconnecttotheInternetatoncewhenyouopenit,andbatterylifeisstrongerthanthatofnetbook,generally10ormorehours.Inaddition,thecostofsmartbookislowerthanthatofnetbookandflatcomputeraftermassproduction.However,iPadhasaperfectoperatingsystem,powerfulmultimediafunctionsandplatformofrichonlinecontent,soiPadismoreacceptablebyconsumers.
iPadVSNetbook
Comparedwithflatcomputer,netbookisclosertothetraditionalnotebook,itdoesnotlimittosurftheInternet,butstillcandosomesimpledocumentprocessing.
Inshort,theadvantagesofiPadarehigh-definitionvideo,recreation,onlinedating,e-bookreadingandothermultimediafunctions.However,astofunctionsof“computer”whichinpeople’straditionalunderstanding,majormedia,evenApplehasnotmentionedtoomuch.SomeindustrysharplypointedthatiPadisjustalageriPhone.
ThepriceofiPadisbetween$499and$699(about¥3000~¥7000).Atpresent,themainstreamnetbookisabout4000yuan.Bycomparision,spending4000yuaninbuyingnetbookwhichsupportentertainmentandworkismorepracticalandcost-effectivethanbuying
anAppleTabletPC.
iPadVSE-bookReader
Nowadays,Appleisinterestedinfuturelargemarketofe-bookanddevelopsinthefieldofe-bookreaderswhichisledbyAmazon’sKindleandSony’sReader.Comparedwiththesepuree-bookproductssuchasKindleandReader,oneofiPad’sadvantagesisitscolordisplay,however,peoplewillfeeltiredafterreadingforalongtime,andtheweightisheavy.Evenso,mostoftheindustryindicatethatiPadwillbethebiggestcompetitorforKindleandothere-bookreaders.
ThereisnodoubtthatiPadisbetterthane-bookofsinglefunction.However,intermsofcontent,Amazonandothermanufacturershavetheirownfixedusergroups,andtheyimplementatethewayofbundledsales.Therefore,thatwilltestcapabilityofe-bookifAppleisgoingtoobtainthesehabitualusers.
2.4Customeranalysis
Consumerpurchasesareinfluencedstronglybycultural,social,personal,andpsychologicalcharacteristics.
Cultureandsocialclasswhichbelongtotheaspectofculturalfactorscaninfluenceconsumers’behaviorofiPadpurchase.iPadprovidesalotofentertainmentfeaturesandsomebasicofficefunctions,asweallknow,thiskindofproductswhichcombineworkandpleasuremeetthevalueandlifestyleofpeopletoday,asaresult,iPadhasnodoubttogetconsumers’favor.However,thedomesticpriceofiPadisabout4000yuan,althoughit’scheaperthannotebook,asaentertainmentmachine,consumerswhowouldliketopayforitarealmostbelongtosocialmiddleclass.Thesepeopleusuallyhavegoodincome,andoftenbuypopularproductstokeepupwithtrends.
Aperson’sbehavioralsoisinfluencedbysocialfactors,suchastheconsumer’ssmallgroups,family,andsocialrolesandstatus.(LiXin,2010)
Universitystudentgroupshavestrongerabilitiestoacceptnewthings,andtheyalwayscontactwitheachotherclosely.Therefore,astothekindofproductwhichhasmanyfunctionsandentertainmentsuchasiPad,itwillstirthedesireofpeoplearoundtobuyifastudenthasone.Especiallywhite-collarworkerswhofocusonlifestyleandhavegoodincome.Aperson’sbuyingchoicesarefurtherinfluencedbypsychologicalfactors.“Amotive(ordrive)isaneedthatissufficientlypressingtodirectthepersontoseeksatisfaction.”(PhilipKotler,GaryArmstrong,2009)Aconsumer’sbehaviorofpurchasingiPadcanbeviewedasademandofbothworkandentertainment.
2.5Comments
Accordingtotheanalysisabove,wecanseethatiPadhasbecomingthebestsellerwithinafewmonthsinthecomputermarket.Besides,IfApplewantstoexpandiPad’smarketabroadandattractmoreconsumers,AppleshouldignoreiPad’sweaknessesandtakefulladvantageofitsstrengths.
3.Marketingstrategy
3.1Marketingandproductobjectives
3.1.1Marketing
Inthiselectronicinformationera,globalelectronicsindustryhasconstantlyrecovered,marketandconsumershavemoreandmoredemandsforit.Howtostand
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