A New Product Entry Strategy

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A NEW PRODUCT ENTRY STRATEGY (A CASE STUDY OF IPHONE 6) Executive Summary
Apple is the one of the top company in technology innovation. Now the company started recycling of their old iPhones that will help to reduce the electronic garbage from the environment. According to Tim Cook, iPhone 6 and iPhone 6 plus will be available in more than 116 countries by the end of 2014. The demand of the iPhone 6 and iPhone 6 plus is very high but the company is unable to meet the demand that is a loophole for the organisation. Apple Inc supply products all over the world around 200 countries. The company distributes its product through international suppliers that help in expansion of the business all over the world. Every time Apple comes with new
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This study is based on the marketing strategy that might help for entering new product in frame and boundary of the Australian market. Major competitors of the Apple iPhone 6 are Samsung galaxy S5, LG G3, Google Nexus 5 and HTC one M8. The supplier imports the iphone 6 and iphone 6 plus from USA and sells it to Australia market.
2. Situation analysis:
2.1 Market analysis:
After launching iPhone 6 and iPhone 6 plus, Apple has sold 10 million iPhone in first three days. In the market, many operating systems give direct competition to the iOS are Windows, Android and improving their functions side by side. The author will import iPhone 6 from USA because it will be cost effective. It decrease transport cost (Melbourne.vic.gov.au, 2014).
As primary research it has been found that, most of the customers are willing to buy the iPhone 6 or iPhone 6 plus due to its quality and brand image. As per quantitative research by taking sample of 400 customers in Melbourne is discussed below:
Ages (Years) Total respondents Respondents Percentage of respondents
15-20 400 36 9%
20-25 400 72 18%
25-30 400 76 19%
30-35 400 56 14%
35-40 400 63 15.75%
40-45 400 35 8.75%
45-50 400 32 8%
Above 55 400 30 7.5%
Table 1: Age wise demand of iPhone
(Sources: Mazzarol & Soutar, 2012, pp-719)
2.2 Company overview:
Apple Inc is the one of the largest tech company all over the world. In 2013, Apple Inc earns $170.910 billion
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