Marketing plan for iPad in China

Thèmes abordés

Marketing strategy apple ipad china pestel swot porter customer high tech

Résumé du document

In this document, we are going to market the iPad in the Chinese Market. The iPad is a product of Apple, the well‐known American company led by Steve
Jobs. First of all, we will take a quick look at the Apple Company concerning the iPad. So in the first part, we will briefly describe the Apple company and the iPad in order to know where we are. The Chinese market is a very specific and difficult market. So in order to market a product in China we have to study this country. In the second part, we will analyze the Chinese market. In this study, we will see the characteristics of the country (political, economical, social) and we will also look at the different kinds of customers we can find in this market. As the iPad and all the Apple's products are high tech products we will study the high tech market in China. In the second part, we are going to answer to where we want to go? In order to market the iPad of Apple in China we have to set up a strategy. We will set up this strategy in the third part. In this strategy we have to take into account all the specificities of our target market in order to choose the right customers, the right price, and the right distribution channels. And to finish, will we conclude and make some recommendations.

Extraits

[...] Marketing Mix: . Products: . Firstly, the product name iPad can be conserve on the Chinese market because it don't explain negative signification in this country . The product is the same everywhere in the world so the features will be the same in China. There are three types of iPad the 16 GB, the 32 GB and, the 64 GB. For the introduction of the iPad in China we will sell only the 16GB and the 32 GB at the beginning . [...]

[...] In 2010, China is the second largest economy behind the United States and ahead of Japan . The current economic development of China is one of the fastest in the world, since there is growing with an average, for nearly twenty years, is around ten percent . Between 1980 and 2007, GDP has been multiplied by 12. This growth is mainly driven by investment and exports. China is now the world's largest exporter, with exports amounting to $ 1,435 billion in China also has the largest reserves of rare metals in the world. [...]

[...] But on the other side, facing the development of local brands, some foreign groups should be more aggressive . So we have to set up a marketing strategy in order to market the iPad on the Chinese Market. First we are going to choose the target customers for the iPad in China. After we will set up the marketing mix to choose the price, the distribution channels, and the promotion . In this strategy we have to think about the specificities of the Chinese market that we have seen before . Target Customers: . [...]

[...] They are courted by many men. Indeed, the 3 previous male target, namely golden youth, ambitious and wealthy Chinese, are trying to seduce these meinu offering them gifts of great value. The favorite sport of the meinu is the shopping . The Competition . This huge market is not open to all manufacturers. Among the ten largest PC vendors in China, half are Chinese manufacturers: Lenovo is far ahead with 25% market share according to Gartner. Manufacturers such as Founder Electronics Tongfang Great Wall Computer and Haier are also in the Top 10. [...]

[...] Indeed, there are many Chinese products of very poor quality and consumers have all had a bad experience with defective products . Several types of Chinese consumers are very sensitive to foreign brands and insensitive to Chinese brands. Foreign companies can then enter this vast market . But first, they must adapt their marketing strategies to the particularities of different consumer segments . Golden Youth . They are young urban graduates who want to adopt a high standard of living. This category of customers likes foreign brands. This kind consumer loves to buy new brands. [...]