Apple Marketing Plan - Executive Summary

4021 Words Nov 16th, 2012 17 Pages
Apple’s new iPad Marketing Plan

Made by: Vu Tien Thanh
Bouy Yang
Shi Lei
QiaoLing Ma

2012
Executive Summary

Although facing fierce competition from other companies, Apple is still indisputably at the top of the tablet market (54.7% market share in the 4th quarter of 2011). The company has sold nearly 33 millions iPad 2 in the year of 2011. On March 7th 2012, the company launched its “new” iPad (3rd generation) for this year. This report aims at the marketing analysis for the Apple’s new iPad.
As committed, new iPad is the upgrade of previous iPad 2, designed to bring the best user experience to its customers through its innovative hardware, software, peripherals, and services. Apple continues to use the same pricing strategy for the new
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As a fact, according to Tim Cook, Apple’s CEO, Apple sold 15.4 million iPads in Q4 2011, whereas HP sold 15.1 million PCs in the same timeframe. Lenovo sold 13.1 million units in Q4. Basically Apple sold more iPads in Q4 of last year, than any PC manufacturer sold of their products worldwide.
Economic environment. Uncertainty about global economic conditions poses a risk as consumers and businesses postpone spending in response to tighter credit, unemployment, negative financial news and/or declines in income or asset values, which could have a material negative effect on demand for the company’s products and services. Other factors that could influence demand include increases in fuel and other energy costs, conditions in the real estate and mortgage markets, labor and healthcare costs, access to credit, consumer confidence, and other macroeconomic factors affecting consumer spending behavior.
Social environment. New information technology devices have become a new cultural feature in our life. People have developed a culture of mobility while staying connected and new technological devices like iPad are likely to become not only a social feature but a social need as well.
Political environment. The political factors affect the organization’s ability to operate efficiently in foreign markets. For example, Apple’s operations are affected by political conditions of some countries in Asia where it is unable to meet its organizational targets

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