In this document, we are going to market the iPad in the Chinese Market. The iPad is a product of Apple, the well‐known American company led by Steve
Jobs. First of all, we will take a quick look at the Apple Company concerning the iPad. So in the first part, we will briefly describe the Apple company and the iPad in order to know where we are. The Chinese market is a very specific and difficult market. So in order to market a product in China we have to study this country. In the second part, we will analyze the Chinese market. In this study, we will see the characteristics of the country (political, economical, social) and we will also look at the different kinds of customers we can find in this market. As the iPad and all the Apple's products are high tech products we will study the high tech market in China. In the second part, we are going to answer to where we want to go? In order to market the iPad of Apple in China we have to set up a strategy. We will set up this strategy in the third part. In this strategy we have to take into account all the specificities of our target market in order to choose the right customers, the right price, and the right distribution channels. And to finish, will we conclude and make some recommendations.
[...] As we want to market the iPad of APPLE in China we are going to study the Chinese market. In this part, we will make a PEST analysis (Political, Economic, Social and Technological). After that, we will talk about the high tech market in China. We will also make a consumer research in order to look at the different Chinese consumers in order to determine the strategy to best target customers. And we also are going to talk about the competition . [...]
[...] China has the biggest market in the world for the cellular phones lines market with the highest number of subscribers in the world. Now China is also developing some sectors like aviation,China has begun to construct planes . For all the questions of technological development, the government suggests to Chinese companies to build joint ventures with foreign companies in order to learn the know hows of different sectors. Because at the moment, China is not very efficient in technological production and creation. [...]
[...] China has one of the fastest growths in the world, better than the rest of Asia. So this market represents a big opportunity for Apple and its brand new product the iPad. Among all the Chinese customers, many of them have the financial capacity and the mindset to buy a product such as Apple. Moreover, the iPad is built in China which will allow Apple to save on importation taxes which are huge in decrease the price of its iPad in China and with this fact the iPad will not [...]
[...] Among these foreign product buyers we have some potential customers for the iPad because in China Apple is a foreign brand. The other characteristic needed for our product is that the iPad has a high purchasing power because we know that Apple's products are expensive . So our target customers are: Golden Youth . They are young urban graduates who want to adopt a high standard of living. This "golden youth" has a strong purchasing power thanks to his rich family . [...]
[...] They want to preserve their culture and lifestyle, and lead their struggle against the advance of Western culture in China . Buyers looking for good value . There is a second target for marketing, which focuses on Chinese brands; they are the "buyers of traditional values." This type of consumer generally is a father who sees national brands as a good value for money. These brands don't invest in innovation, marketing and communication, and have a low sales volume and low margin when compared to foreign brands . [...]
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