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

This report shows a marketing mix for the Apple iPhone, with the purpose of introducing the iPhone to the Southeast Asia market for the first time.

Extracts from this document...


ACKNOWLEDGEMENT Sincere gratitude goes out to Mr.Sevakumar A/L T.Batumalai, for creating an understanding of what a marketing mix is. I truly and humbly appreciate your assistance and guidance, believing that without your help I would have not been able to complete this report. Special thanks goes to my brother Farzan, for helping me with my report by finding time out of your busy schedule. Your time and words are highly recognized and appreciated throughout the beginning of this report till its end. Also my heartfelt thanks goes to my brother Farhan, for helping me with the presentation slides of this report and for being always so welcoming whenever I needed any help in it. Also I take this opportunity to thank my sweet buddy Reshwan, for helping me in finding some useful links through which I was able to get some really important information. In addition, to everyone who helped me in obtaining even the slightest information that was necessary to write this report, I want to thank you for your assistance and corporation for it is highly recognized and appreciated. EXECUTIVE SUMMARY / ABSTRACT This report shows a marketing mix for the Apple iPhone, with the purpose of introducing the iPhone to the Southeast Asia market for the first time. For instance it shows a report on how Apple can carry on with their marketing strategies such as product strategies, Pricing strategies, Promotion strategies and Distribution strategies. ...read more.


THREATS Due to the expansion of the smart phone market, the levels of competitions and rivals are increasing. So there are few barriers for entry in the market and firms need to make its products patented and this can increase the internal costs of the firms. Add to that, the price of iPhone is assumed to be quite high. But due to high competition, Apple might need to reduce its price to increase sales. PEST ANALYSIS PEST means Political, Economical, Social and Technological factors that Apple need to keep in mind. In other words they are the environmental variables that can affect the business. Political factors like payment of tax and being within the advertising ethics is important for Apple to be in safer side. And economic factors are also very important for Apple because it can aid them in deciding their long term and short term plan. This also includes the impact of variables like inflation and interest rates upon the business planning. The social factors are the factors which consider the cultural and social life of consumers. And technological factors include those factors with the help of which Apple can gain competitive advantage over its rivals. MARKETING STRATEGIES FOR APPLE IPHONE PRODUCT STRATEGIES Product element plays an important role in the marketing strategies since this includes what the customers believe about our products value, features and benefits. Some of the product strategies Apple can use for positioning the iPhone are certain classes of users, which means iPhone can be targeted on certain classes of users. ...read more.


DISTRIBUTION STRATEGIES Placing involves deciding on which outlets to distribute, what is the level of distribution targeted at and how to achieve that target. For Apple one of the most appropriate placing strategies could be the selective strategy. This involves placing iPhone to a selective region and not to all regions. This strategy could be very cost efficient and will be easy to distribute iPhone to the target segment. Apart from this Apple can also go for franchising or licensing as a method of distributing the iPhone. Our main aim is placing iPhone with all the reputable major retailers. All the Apple stores and Apple website will dedicate themselves to iPhone and also provide channel partners by providing product demonstrations. CONCLUSION After considering the available options and their possible outcomes, following are the most appropriate strategies that Apple can choose in order to market its iPhone to Southeast Asia market. * Under the product strategy Apple can use three strategies, which are Certain classes of users, Benefits the products offer and then Away from competitors. * Under the price strategy the most appropriate strategy would be better value for money and penetration pricing, since Southeast Asia might include a number of cost conscious customers compared to European market therefore Skimming might not be very a good choice and Apple can go for optional product pricing as a product mix pricing strategy. * As for this promotion strategy apart from the above mentioned promotional tools, Apple can go with the Consumer promotion tools and trade promotion tools as their sales promotion techniques. * Eventually Apple can use selective strategy and franchising as their distribution strategy. ...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. Ben Sherman Report

    Ben Sherman Failed in this area, so its design for womenswear has to be unique. 4.3 Segmentation, Targeting & Positioning 4.3.1 Segmentation & Targeting Segmentation Geographic The segmented consumer is all over the country, but mainly in London, South, Wales/West/ South West and Scotland.

  2. the marketing mix report

    It all depends on the market segment. Product Development Product development involve seven steps * Establishing whether there is a customer 'need'; can the company afford to respond and can it do so profitably? * Generation of ideas. This is likely to come from the research and Development department, but may come from anywhere in the company, from the Chairman (as did the Walkman)

  1. ikea report

    Trying to achieve the lowest costs in production and distribution means that they have incorporated a cost-leadership strategy this has been embedded into the IKEA's culture through efficient processes. IKEA works on the idea "pile them high, sell them cheap" idea (Marcous´┐Ż et al 1999 pp164).

  2. Strategic Market Planning for Social Media Platforms

    Second, by using traditional social media websites, the established user base compounds the speed at which information is spread. In Molson's case, pictures spread quickly across Facebook, much to the dismay of many students featured in the photographs. Facebook has over 500 million users who all had access to Molson's pictures.

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

    quality Service spec - bank accepting loans on phone and hand delivery of money Channel spec - soft drink selling thru only gas stations Operating in one niche is dangerous so either should continuously create new niches or multiple niches operation.

  2. An investigation of the current marketing mix and strategies of Cadbury's

    The range takes in 11.1% of the total retail sales. The report supports the argument of Cadbury's launching a breakfast cereal as long as it is aimed at the correct segment of the market. That of course is being the children's varieties and adult indulgent.

  1. Mobile phones

    Ownership of mobile phones varied with age. Nearly 90 per cent of people between the ages of 15 and 34 owned or used a mobile phone in February 2003. This proportion declined with age; less than a quarter of those aged 75 and over owned or used a mobile phone.

  2. TNT Marketing Strategy. The objective of this marketing plan will be targeting to ...

    in demand for outbound logistic if more manufacturing industry were to set up in these emerging countries (Grundy, 2005). Positioning TNT will focus on growth in B2B parcel and document express service in these emerging platform. Express service is very much needed in the healthcare, high-tech and manufacturing industries as

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