iPhone marketing plan 市场策划.docx
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iPhone marketing plan 市场策划.docx
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iPhonemarketingplan市场策划
1.iPhonemarketingplan
YesterdayI’vefoundaveryinterestingdocumentonGoogleGroupsanddecidedtopostithere.
iPhonemarketingplan
MarketSummary
TheiPhonetargetsconsumerswhoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.
SWOTAnalysis
Strengths
Innovative–TheiPhonehasaninnovativetouchscreenthatispatentedandunmatchedbyanyothermobileproducttoday.Italsohasmanyfunctionsofothermobileproductsallinonedevice.
Compatibility–ThephonewillworkwithiTunesandwithotherMac/AppleproductslikethenewAppleTV,allowingforwirelessconnectivitytothebigscreen.TheiPhoneisalsocompatiblewithmanyMacOSsoftwaretools.MacOScompatibilitymeansthattheiPhonehaslimitlesspotentialforupgradeability.
Ease-of-Use–Theall-newtouchscreeninterfacemakingoperationsextremelyintuitive.ItisradicallydifferentfromthoseofotherphonesorPDAsthatrecognizesmultifingergestures,justasthehumanhandnormallybehaves.TheMacOSXapplicationimbeddedintotheiPhoneassuresuserswilleasilyrecognizewhattheycando
Brandawareness–AppleiswellknownforcoolessentialgadgetsliketheiPodsalonggreattechnologicalinnovationsliketheoriginalMacintosh.
Price–At$350,theiPhonewouldbesoldatareasonablepriceforitsvalue.ItoutperformsanyotherPDAorsmartphoneonthemarketandtheconvenienceofhavingmultiplefeaturescombinedintoone-deviceincreasesitsoverallvalue.
Quality–TheiPhonehasoneofthebrightestandmostscratchresistantscreensinthemarket.Italsohasafinemetallicfinishthatisdurableandlight.Thesoftwaresuiteincludedisalsounsurpassedwiththeireaseofuseandresistancetocomputerviruses.
Weaknesses
Image–TheApplebrandisnottargetedtowardsbusinesspeople,whichmostsmartphoneshavetargeted.Doesnothaveareputationasbeingcompatiblewiththecorporateworld.
Price–Appledoesnotyetofferlowerpricedmodelsformorecostconsciousconsumers.
UserInterface–Touchscreeninterfacessufferfromtheproblemof“gorillaarm,”inwhichlong-termuseofaflat,solidsurfaceforinputbecomesuncomfortable.
Opportunities
Increasingdemandandexpansiontoanewtargetsegment–Applewillcontinuetotargetthebusinessproductivitymarketwhowantsanallinonecomputingsolution.Butastechnologyadvancesandsmartphonesgetcheapercompaniesalsohaveagreatopportunitytotargetpeoplewhowantentertainment.ApplewillattracttheseconsumersandgetiPoduserstoupgradetoiPhones.
Upgradeable–SincesoftwareontheiPhonecanbeupdated,itallowsnewexcitingfeaturestobebroughtinwhichtakeadvantageofthetouchscreenability.Futureversionswillalsobehardwareupgradeable.
Partnerships–ApplecancollaboratewithmanypowerfulglobalmobilephonecompaniestofloodthemarketwithiPhones,whichreducescostsinmarketingandincreasesrevenuethroughlong-termagreementdeals.
Threats
Increasedcompetition–Smartphonesareeasiertomakenowmorethanever.Morecompaniesmayenterthemarket,giventhattherearefewbarrierstoentryotherthanpatents.CompetitorsorevenApplecontractorscanmaneuveraroundpatentstocreatesimilardevices.
Downwardpricingpressure–TheiPhoneismarketedasahigh-endphone,butphonepricesarealmostcertainlygoingtofallwhenothercompaniesundercutthepriceofiPhones.
DifficultyexpandingintoAsianmarket–ThereislesshypeandinterestinAsiasincesmartphonesarebetterknownandalreadywidelyused.
CompetitionSWOT:
Palm(directthreat)
Strengths
Experience:
PalmhasthelongesthistoryinPDAmarketandhasexperience-developingsoftwareformobiledevices.
Businessbrand:
Itisawell-knownbrandforbusinesspeople.Existingsoftwareiswellestablishedandcompatiblewithmanyproductsforthismarket.ThemarketisfamiliarwithPalmproducts;significantswitchingcostsareinvolvedingoingtoaniPhone.
Weaknesses
Lowprofile:
Notknownforgroundbreakinginnovationsorconsumermarketplaceproducts.Palm’sclosestiPhonecompetitor,theTreo,haslowerbuildqualityanditsinterfacemaybehardertouse,beingfromanoldergenerationofproductsandunfamiliartoApplecustomers.
Interface:
ReviewscomplainthattheTrio’skeyboardissmallanddifficulttouse,especiallyforaccessingtheInternet.Althoughsomeusersmaypreferhavingakeyboardbuiltintothedevice,potentialusersshowapreferencetowardsusingthetouchscreenonly.
Opportunities:
Similarity:
PalmcanaddmanysimilarcapabilitiestotheirproductsthatmatchtheiPhoneandexpandtoawidermarketthroughlowercostandhigher-powerproducts.
Threats:
Increasingcompetition:
NewcompetitorslikeAppleareenteringthemarketandPalmwillfacedifficultymaintainingitsmarketshare.
Microsoft(indirectthreat)
Strengths:
Financialflexibilityandcapital:
Microsofthaslotsofmoneyanddevelopmentresources.
Compatibility:
Thereisalargeamountofsoftwarealreadyavailable,suchasWindowsCEoperatingsystemformobiledevices.WindowsCEis"proven"technology,justlikePalm'ssoftware.
Brandname:
Microsoftisknownworldwideforitssoftwareproducts.Businesspeoplearelikelytoorderitonthestrengthofitsname,whereasAppledoesnotmake
"businessmachines.”
Weaknesses:
Previousfailuresinhardware:
Zunehavenotbeensuccessfulorprofitableforthecompany.
Image:
LacksApple’scoolimageandcustomersatisfactionrates.ManypeoplehateWindowsandwillrecoilatthethoughtofusingaphoneversion.
Opportunities:
Newhardwaremarket:
MicrosofthastheabilitytocreatesmartphonehardwarebasedonWindowsCEandalreadymakesaniPodcompetitor,theZune.Thisopensupanothermajorfrontinthecomputerwars.
FurtherWindowsOSandOffice:
MicrosoftcanexpandthereachofitsdominantOSanditsOfficeSuite,whicharehugecashcowsforthecompany.
Threats:
MarketSaturation:
ThemarketistoocompetitiveforacompanylikeMicrosoft;Microsoftisstrongwhentheyhavesingleproductstofocusonandovercome.Inthesmartphonemarket,onesizeisnotlikelytofitall.Itisafast-pacedmarketandsubjecttofadslikeMotorola'sRAZRphones.
ProductOffering
Multi-touchscreen–manyrecentproductshaveusedtouchscreenssuccessfully.Digitalsignaturesaremadewithtouchscreensnow;kiosksinsupermarketsandretailstoresusetouchscreensastheirmaininterface.TheNintendoDSgameconsoleusesatouchscreentoaddmoregameplayoptions.
Phone–Mobilephonesareverycommonnow.Otherfeaturesinadditiontophonefunctionalityhaveenhancedtheabilitiesofthephone.Thephoneiscomesincludedwith3Gtechnologiesforhigherconnectionspeeds.ItalsosupportsWi-Fi,EDGE,andBluetooth.
Camera–offers2-megapixel-cameraresolution,whichisbetterthanmanymobilecamerasoutthere.Consumersconsideritamarketstandardfeatureonhigher-endphones.Ithassyncingcapabilitieswithimage-managementsoftware,sothattheprocessoftransferringphotosisconvenient.Thereisapossiblevideorecordingfeature.
iPod–Universallypopularmusicdevice.iTunessoftwareandstoreoffersincomparablecompatibilityandeaseofuse.
Internetcommunicator–iPhone’sdesignistailoredtoInternetuse;thewidescreenandtouchscreenmakeInternetuseeasyandconvenient;themultitudeofwirelesstechnologiesmakeiteasytoconnect.
Style–iPhonehasdistinctivedesignextendingApple’swell-knownstyling.
OSX–Stable,wellknown,elegantoperatingsystem.StylecomplimentsiPhone’sstyle.ThismakestheiPhoneveryuniqueandaddsa“coolfactorneverpresentwithsmartphones”.TheiPhonesoftwareiscompatiblewithallthesoftwarefoundonaregularMac.
Built-inbattery–iPhonehassuperiorbatterylifeandiseasytorecharge.5hoursofvideoplayback.Talktimeis16+hours,comparabletomarketstandards.
Headphoneswithbuilt-inmicrophone–Marketstandardaccessory.BeautifullydesignedtofitwithApple’seyeforaesthetics.
Loudspeaker(two-way)–thisfeatureisusefulforsituationswheremicrophoneisinappropriate;eg.Boardroomconversations.
SynchronizationwithiTunes,iCal,AddressBook–Thisismarketstandardfeatures,butwithApplebrandinganduserfriendliness.
Distribution
oAT&TandeventuallyothermajorcellularproviderslikeVerizon.Goalisavailabilitywithallphoneproviders.
oPurchasabledirectfromAppleonline,andfrommajorthird-partyonlineretailerslikeA.
oApplestoresinU.S.,Japan,U.K.,Canada,andworldwide.
oAllmajorelectronicsretailers:
Wal-Mart,BestBuy,CircuitCity,etc.
MarketingStrategy
OBJECTIVES-Wehavesetanaggressivebuyachievableobjectiveforthefirstandsecondyearsofmarket
oFirst-yearObjectives-Weareaimingfora2percentshareoftheU.SandU.K.PDA/Phonemarketthroughunitsalesvolumeof445,000.
oSecond-yearObjectives-Oursecond-yearobjectivesaretoachievea10percentsharebasedonsales.
AnimportantobjectivewillbetoextendontheApplebrandnameandlinktotheestablishedmeaningfulpositioning.ApplehasinvestedheavilyontheiPodbrandandweplantocapitalizeonthebrandwhenmarketingtheiPhone.WewillextendonApplesimageofinnovat
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