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1、AppleiPhoneMarketingPlan GroupAssignment ArabAcademyforScience TechnologyandMaritimeTransportationMBAGroupH AhmadullahEl HadidyBasemGaberHanyAbdulwahabKareemRaslanMoustafaHanafyTamerYousif AppleiPhoneMarketingPlan ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyImp
2、lementationBudgetControl ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl ExecutiveSummery ThePast SteveJobs SteveWozniakandRonaldWayneestablishedAppleonApril1 1976inordertoselltheApple1ComputerKitthatwashandbuiltbySteveW
3、ozniak TheApple1wassoldasamotherboard withCPU RAMandbasictextualvideochips lessthanwhatisconsideredapersonalcomputertoday Applewasresponsibleforcreatingthedesktoppublishingmarketduetotheirinnovativeprogrammes PageMakerandLaserWriter Between1983and1996Appleexperimentedwithanumberoffailedconsumertarge
4、tproductsincludingdigitalcameras portableCDplayers speakers videoconsolesandTVappliances Marketshareandstockpricesdecreased In2001 AppleintroducedtheiPodportabledigitalaudioplayer Theproductwasphenomenallysuccessful over100millionunitsweresoldwithin6years ExecutiveSummerySituationalAnalysisSWOTAnaly
5、sisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl ExecutiveSummery ThePresent January2007 SteveJobs theCEOandCo FounderofApple announcesthatAppleComputerIncorporatedwouldnowbeknownasAppleInc HealsorevealsthelonganticipatediPhone acombinationofanInternet enabledsmart
6、phoneandtheiPod InJune2008 heannouncesthattheiPhone3GwouldbereleasedinJuly2008 thisnewerversionaddedsupportfor3GNetworkingandassistedGPSnavigation amongotherthings TheFuture Appleplansonfocusingonsatisfyingpersonalconsumerdemandsratherthanmerelyfulfillingademographicrequirementaswellas improvingperf
7、ormanceandstabilityratherthanintroducingnewfeatureswhenreleasingnewversionsofanyproduct ThinkDifferent ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl ExecutiveSummery TheiPhonetargetsconsumerswhoneedtostoreinformationan
8、dcommunicateorpeoplewhowantentertainmentonthego Applestargetsegmentsconsistofprofessionals students corporateusers entrepreneurs andhealthcareworkers Currently themarketforhigh endphonesliketheAppleiPhoneissmall FewpeoplewantInternet video andPDAfeaturesinonedevicebecauseofthehighprice Thesmartphone
9、marketisstillrelativelysmallcomparedwithgeneralphonemarket Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl SituationalAnalysis PoliticalSituationTa
10、xationissomethingthatgovernmentsputandAppleshouldbestudythisascountrybycountrycasetoanticipateprofitability andpricingstrategy ImportinglawsintheworldwithGATTareinfavoroftrading Countriesareveryvariableinstabilityof soweshouldstudyeachcountrycasebycase EconomicalSituationEconomicalgrowthworldwideisi
11、nabigrecessionwhichneedcarefulmanipulationPotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsector ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl SituationalAnalysis Socio CulturalSituationPopulat
12、iongrowthleadingtoexpansionofthesectorneedsforcellphones Peopledependmoreanmoreonmobilecommunicationeverywhere Thereiseducationalgrowthintheworld Culture sperceptionofthetechnologicaldevicesispositiveworldwide Literacy illiteracylevelisnotaffectingusingcellphonesbutaffectinghightechnologicalcellphon
13、es thisfactneedstobeconsidered AcceptanceofimportedproductsinsomecountriesarelessifthereislocalproviderTherearedifferentsocialviewsthatmayaffectproductshouldbeconsidered e g BoycottingAmericanproductsintheIslamicworld ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrateg
14、yMarketingResearchImplementationBudgetControl SituationalAnalysis TechnologicalSituationLeveloftechnologyintheworldisincreasing Internetlevelofawareness usageforindividuals industrialaspectareincreasingworldwideFixedphonelinescapacityanddevelopmentattempts Newtechnologiesinthecellphonesareincreasing
15、 Futureplansfortechnologicallinkagebetweencities universities colleges hospitalsandotherinstitutesareincreasingandcanbeconnectedtocellphonesLevelofusageoftheE Technology onlinebidding billing complaints bloggingetc arehighandtrendy ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMa
16、rketingStrategyMarketingResearchImplementationBudgetControl SituationalAnalysis CompetitionSituationThereare19260cellphoneproducerintheworld buttherearemorethan15bigcompaniescompetingattheworldlevelMarket ExecutiveSummerySituationalAnalysisSWOTAnalysisMarketingObjectivesMarketingStrategyMarketingResearchImplementationBudgetControl SituationalAnalysis EnvironmentalSituationTheglobalconcernoftheGlobalWarmingissue otherpollutioneffectsconcerningthepackagingmaterialandradiationofthecellphonesThedema
