市场营销论文之Marketing_Plan_for_iPad外文翻译.doc

Marketing Plan for iPad 1 Executive Summary As a famous company in the word, Apple has developed a new computer, the iPad, in a comparatively maturing market. Besides the dominance of Apples fame, the product can compete because it offers a unique combination feature at a value-added price. We has specific segmentations in consumer and business market.We are taking advantage of our strengths and opportunities sizeing the market and promoting our product. Depending on the detailed analysis of the environment, market strategy, market mix, our company can function well. The goal is to sell 3 million to 4 million in the first 12 months its available and to sell 8 million iPad in 2011.Whats more,the profit of selling iPad will gain 4.6 billion dollars for Apple. 2 Situational Analysis 2.1 SWOT Analysis SWOT analysis is an overall evaluation of the companys strengths(S),weakness(W),opportunities(O),and threats(T).As a new product,iPad has its own strengths,weaknesses,opportunities and threats.iPad has several powerfull strengths on characteristics,but the major weakness is lack of the local storage.The major opportunity is the wonderfull sales in areas such as medicine which owes to the ability to access software and files on other computers remotely.We also need to face the threat of higher competition from other computer makers such as Hewlett-Packard,Acer and Dell,as well as pricing pressure.Table 2.1.1 summarizes iPads main strengths,weakness,opportunities and threats. Strengths ? A thin,lightweight body with a powerfull battery. ? Be capable of handling many of the tasks consumers deem important in netbooks. ? All the procedures of iPhone can be applied on iPad. Weaknesses ? Without camera,USB,and has no chance of changing battery. ? Lack of storage. Opportunities ? The demand appears to be diverse. ? Make it to be a magical device with the ability to consume media in all its many forms. . Threats ? Intense competition ? Downward pricing pressure. 2.2 Industry