A marketing report of iphone
Abstract
According to the high competition of mobile phone’s market, a brand hope to maintain or even improve the selling level, a better strategy of marketing should be needed. In order to this assignment, in this thesis, our team search some information of the GARYIN which is the premium reseller of iPhone. Then we use the SWOT to analyze the problem and make some questionnaire which can ensure our approach. Finally, the analysis report have borned.
Key words: iphone swot marketing strategy
Contents
1.Introduction Of Company 3
2.Analysis of the market opportunity 4
3.Market targeting 8
4.The management of marketing’s activities 12
5.Conclusion 13
6.References 14
7.Appendix 15
1.Introduction Of Company
Today, we want to introduce a company named GARYIN which is the premium reseller of apple. The company was established in 2010. It is the total agent of Apple’s products in Guangdong and Zhejiang provinces. At present, the business, which is covers all Apple’s electronic products, has hold in Guangdong and Zhejiang. Currently, six retail stores have opened. Apart form this, the company aims at the target that it will opens over 20 specialty stores of Apple’s product with around 10 memories of annual sales. And I am honored to introduce the best mobile phone on the earth --IPHONE. It is the first mobile phone using Retina capacitive touch that makes the text and graphics sharper, contrast for 800-1 and it was so slim that just of 9.3mm.And if you love to take a picture, iPhone provide you the best camera of all mobile phone. All of this supporting depends on the A4 processor. That is why iPhone called iPhone.
2.Analysis of the market opportunity
We make a survey and questionnaire, which is adapt to the different consumer groups, about iPhone marketing in order to not only understand the listed marketing outcome and customers feedback in the last years but also to grasp the market prospect and make a timely developing marketing strategy,
Respondents:
Different consumer groups
time：
3 December 2011- 10 December, 2011
place：
Big market, bus station, the university campus
Survey method:
Questionnaire
Sample distribution：
In the survey of 200 people, 41% of men, women accounted for 59%.
Sample age composition：
This survey was set up five age steps, less than 20 years old, 20 to 30 years old, 30 to 40 years old 21%, 40 to 50 years old, 50 years old or above accounted for 52%, 21%, 11%, 10%, 6% respectively, so the investigation is for the young gens as the main research group.
Sample month income：
This month income was divided into six classes, respectively for less than 1000 Yuan, 1000-2000 Yuan, 2000-3000 Yuan, 3000-5000, 5000-10000, 10000 Yuan of above, whose span is a bit big and is suitable for consumers to fill out. The income situation is shown below.
The analysis of results of the survey and data
the focus of consumption to consider：
From the survey result, the price, appearance and function are considered by most people.
The time of change the phone
Because the mobile phone belong to durable consumer goods, the average consumer change with bad, and this kind of user accounts for 61% of the survey data, which can be regarded as the most common updated cycle; At the same time, nearly 31% of users will replace cell phone in 1 or 2 years, and the new listed accounted for only 8%, whose reason is that it is also as a kind of fashionable consumer goods besides looking the users of mobile phones as a communication tool.
The analysis method of the mobile phone market for apple is SWOT, which is closely related with the research object of all kinds of main internal strengths, weaknesses, opportunities and threats, and among them, S, W is the internal factors, and O, T is the external factors. With the survey listed, it will be done with the matrix form arrangement, and then uses the idea of system analysis, analyzing
