MARKETING MANAGEMENT

Marketing Management

Marketing Management

Introduction

Apple's proficiency to go in the International mobile market is of vital significance to the businesses future success. Traditionally, Apple has not been very thriving in this market due to communal, financial and heritage differences. The International government are renowned for their authoritarian command over both buyers and businesses; a place that Apple are not snug with.

The next report summaries the centre power and flaws of Apple when going into the International market while giving vigilance to their competitors in a natural environment where thoughtful house is not respected. Finally, a trading design is suggested that will effectively place Apple in the market.

The iPod was initially evolved for Mac computers but software was introduced in 2002 to support windows users. It is exceptionally popular, portable digital music player that stores up to 10,000 songs on its 40GB hard disk. The previous versions of iPod were only able to function as melodies players. Currently, it also encompasses features such as movie carries, storing addresses, sport and calendar as well as the revolutionary new merchandise iPhone.

The intent of the report is outline the most successful products iPod and iPhone by looking at the global environment, business natural environment, trading scheme, trading functions as well as distribution passages.

Global Environment

General industry trends

The commerce of iPod and iPhone is exceedingly competitive and characterized by some highly innovative companies.

For iPod, since it becomes international merchandise with the same characteristics universal independent of position, mass customization that can be accomplished by inserting distinct types of accessories according to local needs. The future of iPod is more expectable in the industry.

For iPhone, the key competitors will answer with several different comparable strategies. The first will be with vying products like Blackberry, Nokia N95, these PDA-like goods that contend in alike mass markets but have increased characteristics and smaller prices. The second will be with competing products like Palm Treo, which contend primarily for the enterprise client and have superior characteristics for that reason therefore farther segmenting the Smartphone market.

Opportunities

Opportunity to capitalize financially

Develop an admirable/exceptional generosity that can have monetary worth in future

Success of downloads from iTunes

New Wi-Fi joint venture with starbucks

Opportunity for very quick market development as parents may glimpse this as an informative apparatus as it is adept to read publications

Threats

Possible impact of finding out that Apple has infringed on the intellectual property rights of others

Highly dependent on spending trends in the education, customer and creative markets

Margins depend on changes in component pricing

Constantly altering market for buyer electronics

Company Environment

Target market and customers

The users of iPod are believed to have a number of common characteristics, for the purpose of this report we have divided the target market into behavioral segment, demographic segment and finally psychographic segment. The geographical area is as stated in the initial question Hong Kong, the characteristics outlined below is bound to this area and should not be understood as universally valid market segmentation for iPod users.

Demographic Segment:

Age 16-34

Middle-income

Class-Student

White collar

The average iPod user is believed to be aged 16-34 that is consistent of ...