• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing Research for an iPad competitior.

Extracts from this document...

Introduction

Background of the company Brand Logo: Company Name: Edge Size: 10080 employees Turnover: �56.89 Billions/year (2010) Products: PDA, laptop, mobile phone and Tablet device. The company was established in Hong Kong in 1991. The initial name was ??(HUIFENG). At first, it was an original equipment manufacturer (OEM) to help some well-known computer companies to produce their notebook computers. After few years, the company became very successful and we decided to create our own brand of smart phones and computers. Therefore, we merged related technologies companies and decided to change the company's name. In 1998, the new brand was created and it was named Edge. The first major products, which are smart phones and computers was made in 2006. It was first released in the United States for pre-order on March 23, 2008 and has since been introduced in many countries including United Kingdom, Australia and Singapore. Our products have very high technology but it is very easy to use for people. The consumers of our products are high end market. In May 2011, the new product development team thought they have come up with ultimate tablet device, named Edge Thor, to compete with Apple iPad. Mission statement We hope that our products could provide technological easy to all levels of consumers. Therefore, we prefer to develop different types of products to suit different people. Additionally, we have made our products of high quality with reasonable prices. Therefore, their mission statement is: "Create hi-tech for all consumers with high quality and reasonable price, enhance employees' career abilities" Product introduction Edge Thor is a portable 8.5-inch tablet with a digital pen that can do more for consumers than consumers could imagine. "More sharing, more joy" is the core idea of this product. The most outstanding unique feature of Thor is that it could be used as a projector. Purchasers could share images, videos or other visual technologies with their friends. Moreover, Edge's Thor also provides HD screen, blue tooth, word processor, USB and handwriting input. ...read more.

Middle

* Only 10% are of the opinion that the iPad is perfect and would not change anything about it, 20 % of their customers want the iPad to be lighter, improvement on its camera and battery life, 17% want better screen resolution, 22% want better speakers. * 98% of the people that have iPad use it for internet browsing, 94% use it for emails, 88% use it for music and videos, 78% use it for shopping and social activities, 69% use it for reading newspapers and magazines,63% use it for reading books and 48% use it for work. http://idea.imano.com/2011/06/uk-iPad-usage-infographic/ Comparison Brand Awareness Price After-service Thor iPad Function Appearance Brand awareness: There is no doubt that Apple is the most famous IT Company in the world nowadays. After-service: However, Apple's customers always complain that they have to fix their products in Apple store. We can provide our users home services. Appearance: Our consumers can make a choice of their favorite design, and iPad's users can choose different colors of covers. Function: Our ultimate tablet Thor can be used as a projector for sharing entertainment, it is our initial product. Price: Thor's price is lower than iPad, and we are trying our best to provide our customer best value for money. Our target market Although iPad has 73% of market share in the UK, the research conducted by our company's suggests that most of the people that use iPads are business men and women, and some of the people that use it are not satisfied with some of its functions. Hence, the Edge company has decided to target those that are not satisfied with iPads and those that do not use the iPad at all. We want to create a niche for Thor, that keeps the customers coming back by providing features that the prospective customers want and no other tablet is offering in the market. ...read more.

Conclusion

And we can provide them our tablets as the award if they need. (2) It is an opportunity to advertise in the school handbooks, brochures, and campus maps to the new students at the beginning of the academic year. Also we can put our company's logo and URL to the footprint of each page. (3) We can hire some university student to paste our posters on school's bulletin boards and leave the leaflets on the tables in the restaurant every week, which is also the cheapest and most effective way of publicizing. Advertising Marketing Stuff: Marketing, Accounting, Sales and IT Department Cost: �7,000,000 (1) Comparing with put our advertisement on newspapers, online advertising is a more effective way to promote the image of our product, since there are far more young people prefer searching the internet than reading newspapers or journals. We are ready to publish online advertisement in Youtube and Facebook all the year round. (�1,000,000) (2) Invite the recently most popular British-Irish boy band "One Direction" to appear in our commercials and broadcast them on BB1, BBC2, ITV1, CHANNEL4 and FIVE six times a day for the coming year. (�4,000,000) (3) Due to the London Olympic Games next year, more and more people will come to London. As a result, we will put our advertisement in bus and railway stations in London during the Olympic Games which will make our product quickly knew by the people all over the world. (�2,000,000) Control 1. Revenue and profits: Cooperate with Sales and Accounting Department, collect the data of Sales every three months to calculate and forecast the profitability. 2. Customer Satisfaction: Ask the information from IT Department to know how many users are satisfied with our Thor and where the consumers are satisfied or dissatisfied every month. 3. Market Share: In the end of the year, invite DJS Research Ltd to make a professional research of our market share and help with making marketing strategies for the next year. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Renault Marketing Project

    commercial W3 award is won as Silver Winner-Automotive.With Modus commercial Click D'argent is won as Categorie Communiquer. For instance,Renault used a strategy like this in its Clio commercials.The slogan of this commercial is "Makes You Look Good".This is the big idea of the commercial.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    The taste of social class can change with years. Psychographic segmentation: Buyers are divided into different groups based on personality and values. People within the same demographic group can exhibit very different psychographic profiles. Lifestyle: people generally exhibit more lifestyle than are suggested by social classes generally the goods they

  1. Marketing analysis of Aquafresh tooth paste

    Environmental analysis of Aqua fresh: With various products that come in the web of Aqua fresh, it is the leading oral car brand. The range of products includes toothbrushes, toothpastes, oral care products and mouth washes. The environmental analysis of Aqua fresh is studied by PESTLE analysis that is

  2. PROJECT ON MARKETING STRATEGIES OF BPL COLOR TELEVISION

    office automation, consumer electronics, home appliances and refrigeration. To combat corroborative pressure, the company launched the latest models knight market and went in for heavy advertising to maintain its leadership in the market for a quality product company from its earlier image equipment company.

  1. Marketing research. This marketing report focuses on providing marketing advice to Blood Bank ...

    Nominal Scale: A variable scale with the weakest power of measurement is mainly used to classify things into categories. 2. Ordinal Scale: A variable scale that can be used to imply ranking yet this scale does not always use equally spaced intervals like interval scale.

  2. Apple marketing for the Iphone 5.

    Even though Iphone 5 has better camera, costumer found Iphone 5 leak many feature that its biggest rival offer, Samsung galaxy 3 let their user use micro SD cards and the micro USB standard Unlike the iPhone, the Samsung doesn't rely on sync software to transfer files directly either, customers

  1. Electric skateboard survey on the UCI campus

    The highest percentage of skateboard?s users is between 12-35 years old. However, Zboard?s price ($ 649 - $949) could be expensive for the majority of this segment composed by students. Due to this interesting niche, the company wants to study the possibility to launch a Zboard rental service for California Universities.

  2. Marketing Mix Strategy Analysis of Apple iPod

    Using the Marketing mix, the number of strategies which can be made for any product can be infinite but there also has been huge criticism regarding the current relevance of 4Ps. Still, we find that there is no other framework which is more apt than 4P?s to describe Marketing mix

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work