SITUATIONANALYSIS.docVIP

International Marketing and Export Management Mr. Veldman  Students: Jing Cui Huishi Tao Haiou Xiao Henriette Verdoorn Mirna Thijssen SITUATION ANALYSIS: iPhone, Apple Incorporate A situation analysis is the basis of planning a strategic market plan for a product. It consists the assessment of the following points: Internal Analysis: Focuses on the internal factors that determine the strengths and weaknesses that influences in meeting the needs of the target market. Below is the Internal Analysis of Apple Incorporated as the producer of iPhone: Internal Factors ++ + - - - Product Divisions: Operations Division √ RD √ Product Support Divisions: Sales Div. √ Communication Div. √ Marketing Div. √ Administrative Dept Finance Dept √ Human Resources √ Legal Services √ External Analysis: Observes the factors that exists in the surroundings. It consists four types: Industry Analysis iPhone has already got a list of its suppliers’ names. Below are the contracted partners for the iPhone according to FBR Research: Samsung Electronics (applications/video processor) Marvell (802.11) Infineon Technologies (baseband) Broadcom Corp. (touch screen controller) Cambridge Silicon Radio (Bluetooth) Foxconn International (assembly) Foxconn Tech (mechanical parts) Catcher (stainless casing) Cheng Uei (connectors and cable) Entery (Bluetooth module) Unimicron (PCB) Tripod (PCB) Largan Precision (camera lens) Altus (camera module) For instance, iPhone choose Samsung Electronics as its main video processor instead of Intel because of Samsung’s ability of stock gains. Its stock price, which is susceptible to all the crosscurrents that afflict any business in the unpredictable consumer electronics sector, will turn on more than the iPhone. For this electronics maker, like some of the other companies associated with the iPhone phenomenon,