This is a study about the international marketing of Apple for the product I Pad in China.
This analysis is divided into three parts. The first one deals with the environmental scanning of the brand. We initially propose a presentation of the company, and then present a strategic diagnosis with a preview of the mission, and success key factors. The main tool used in this segment is the SWOT analysis. It allows us to see what the strengths and key opportunities of the company are.
The second part aims to analyze the opportunities of the market through a SLEPT, and an analysis of the competition.
The main goal of the third and last part is to implement the strategy through the marketing mix. Therefore, we developed the strategies we suggested, with an overview of the new plan of the Chanel of distribution.
Introduction
The market of new technology is one of the most significant since the beginning of the century. It is the market that has known the highest growth. Apple is very interesting as a subject, because it is a brand which has made a big impact on our life. This company has created very impressive innovations that have change the way of consumption, such as the I Pad.
It would be interesting to analyze why Apple is so important. We find that Apple would not be one of the most important companies in the world if its co-founder and CEO Steve Jobs were not in command. He is at the origin of each innovation of the company, and controls all aspects in the process of manufacturing and marketing it.
Apple is focusing on a strategic country with China. Apple succeeded in establishing itself with the IPhones or IPod, but it always faces the same issue. Apple has to face many competitors due to counterfeiting. In fact, a product similar to the I Pod exists in China already, and is causing trouble to Apple because of the difference in price.
In this document, we will first present the company with an external and internal diagnosis, analyze the Chinese market with the opportunities to catch thanks to an analysis of the competition, and finally establish the marketing mix of I Pad in China.
Apple, a company in constant innovation
This first step is to analyze the external and internal environment. The main objective is to extract strategic elements from this analysis. After presenting the company Apple, we are going to conduct a SWOT analysis.
Apple is an American multinational company dealing with the new technologies of information and communication. It was created in 1976 by Steve Jobs and Steve Wozniak. The company is based in California in Cupertino.
The adventure of Apple began with the first models (Apple 1) which had the main objective of being the first individual computer built to make all informatics applications accessible to everyone. It was a success, and Apple did not have the capability to fulfill all the orders.
Tags: Apple in China; Ipad; International marketing of Apple
[...] Apple will face a lot of trouble when Steve Jobs will no longer be a part of the company. We are not sure that Apple will continue to have good results without him. We have seen that Steve Jobs is important for Apple. This business plan is followed by three parts which allow us to conclude on the main strategies via a marketing mix which may be applied. Apple is also positioned on a Blue Ocean Strategy with its Itunes program, and its first concept of computer which changed the market of PCs. It has now [...]
[...] Factors Apple Ipad China's Iped processor and has micro-SD-based space Marketing Plan for the I Pad in China (How to market the I Pad) Objectives of entering the Chinese market Apple will benefit from the launch of the I Pad in China. Being present in China will allow it reach the largest population of the world. Secondly, this is a way to be present in the two main cities Shanghai and Beijing. These cities are the most industrialized cities of the country. [...]
[...] New entrants The market seems closed due to the huge need of investment to enter. Suppliers' power 4/10: This is average because the company needs many components, but Apple remains the main customer. Customers' power The Customers' power is very high because there are many products in this market. Substitutes 3.5 There are many substitutes to new technologies, but the strength of Apple is to differentiate itself and the upper class. State barriers The pressure of States is high, due to the influence of the government Chinese market China's market is very specific because it is the most difficult market to reach for Apple. [...]
[...] SWOT analysis: STRENGHTS WEAKNESSES Strong notoriety High price High budget R&D Competition very important High level of innovation (Microsoft, Dell, IBM, HP) diversified Products Imitations (corresponding to 5 senses”) Major retail stores in USA Apple's customers loyalty Music store (Itunes) OPPORTUNITIES THREATS Strong potential of buyers Economic situation New form of consumption (NTIC) Launch of Windows 7 Opportunity to open stores in many New entrant: (Smartphone) countries High prices can be a threat in the future On the basis of this diagnosis, we can say that Apple can depend on its strengths such as innovation, notoriety and its CEO Steve Jobs, to catch the opportunities, and to be the leader. The only thing which can change the position of Apple in a bad way is the health of Steve Jobs. We can question if the company will be still competitive without him. The i-Pad This is the new product of Apple and like for each revolution of the company; Steve Jobs is proceeding to launch of the product. He has such an impact on people that this product is a success before its launch. [...]
[...] The strategy of Apple is also to consciously produce less stock, to show that the demand is higher than expected. This will encourage the market consumption. Promotion: The major event which is held to communicate on the I Pad is the press conference. This is strength of Apple with Steve Jobs. All the fans of Apple follow such events because of him. Everybody is there when Steve Jobs launches a new product. What is simple for I Pad is that they have to follow the same advertisement campaigns as those of the I Pod or I Phones. [...]
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