Ipad Preliminary Marketing Report
Executive Summary
This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in.
The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Apple can undertake to help ensure a successful product launch has been instigated.
It has also been decided that Apple should focus the demographic segment in general but more specifically be targeting their product primarily to the 18-35 yr old age group along with the secondary target of 6-17 yr old. By targeting marketing stimuli etc to these age groups, Apple can make the most of their competitive advantage and be able to position the product as a high priced high quality product
Table of Contents
- Executive Summary Page 1
- Introduction/Overview Page 3
- Industry Definition Page 4
- Competitor Overview Page 5
-Macro Environmental Analysis Page 6 • Political/legal Page 6 • Economical Page 7 • Socio – Cultural Page 7 • Technological Page 8
- Consumer Behaviour Analysis Page 8
- Further Marketing Research Required Page 9
- Market Segmentation Page 10
- Justification for choice of segmentation base Page 11
- Profile of Segments Page 11
- Target Market Choice and Justification
This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in.
The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Apple can undertake to help ensure a successful product launch has been instigated.
It has also been decided that Apple should focus the demographic segment in general but more specifically be targeting their product primarily to the 18-35 yr old age group along with the secondary target of 6-17 yr old. By targeting marketing stimuli etc to these age groups, Apple can make the most of their competitive advantage and be able to position the product as a high priced high quality product
Table of Contents
- Executive Summary Page 1
- Introduction/Overview Page 3
- Industry Definition Page 4
- Competitor Overview Page 5
-Macro Environmental Analysis Page 6 • Political/legal Page 6 • Economical Page 7 • Socio – Cultural Page 7 • Technological Page 8
- Consumer Behaviour Analysis Page 8
- Further Marketing Research Required Page 9
- Market Segmentation Page 10
- Justification for choice of segmentation base Page 11
- Profile of Segments Page 11
- Target Market Choice and Justification
References: • Australian Bureau of Statistics 2010, ‘6523.0 – Household Income and Income distribution, Australia, 2010’ ABS, viewed on 20th July 2010