资源描述：
《市场营销论文之Marketing_Plan_for_iPad外文翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、MarketingPlanforiPad1ExecutiveSummaryAsafamouscompanyintheword,Applehasdevelopedanewcomputer,theiPad,inacomparativelymaturingmarket.BesidesthedominanceofApple'sfame,theproductcancompetebecauseitoffersauniquecombinationfeatureatavalue-addedprice.Wehasspecificsegmentatio
2、nsinconsumerandbusinessmarket.Wearetakingadvantageofourstrengthsandopportunitiessizeingthemarketandpromotingourproduct.Dependingonthedetailedanalysisoftheenvironment,marketstrategy,marketmix,ourcompanycanfunctionwell.Thegoalistosell3millionto4millioninthefirst12monthsi
3、t'savailableandtosell8millioniPadin2011.What'smore,theprofitofsellingiPadwillgain4.6billiondollarsforApple.2SituationalAnalysis2.1SWOTAnalysisSWOTanalysisisanoverallevaluationofthecompany'sstrengths(S),weakness(W),opportunities(O),andthreats(T).Asanewproduct,iPadhasits
4、ownstrengths,weaknesses,opportunitiesandthreats.iPadhasseveralpowerfullstrengthsoncharacteristics,butthemajorweaknessislackofthelocalstorage.Themajoropportunityisthewonderfullsalesinareassuchasmedicinewhichowestotheabilitytoaccesssoftwareandfilesonothercomputersremotel
5、y.WealsoneedtofacethethreatofhighercompetitionfromothercomputermakerssuchasHewlett-Packard,AcerandDell,aswellaspricingpressure.Table2.1.1summarizesiPad'smainstrengths,weakness,opportunitiesandthreats.StrengthsuAthin,lightweightbodywithapowerfullbattery.uBecapableofhand
6、lingmanyofthetasksconsumersdeemimportantinnetbooks.uAlltheproceduresofiPhonecanbeappliedoniPad.WeaknessesuWithoutcamera,USB,andhasnochanceofchangingbattery.uLackofstorage.OpportunitiesuThedemandappearstobediverse.uMakeittobeamagicaldevicewiththeabilitytoconsumemediaina
7、llitsmanyforms..ThreatsuIntensecompetitionuDownwardpricingpressure.2.2IndustryAnalysisAsacomputermaker,ofcourse,therearemanyothercomputermakersintheindustry.KnowingtheindustrysituationindetailisimportantforthecompanyiPadisanewproduct,whichisenteringtheindustry.Asalight
8、weightdevice,iPadbrowsesthewebanddeliversmedia,mayserveasanalternativetonetbooksandposeathreattoPCmakers.Thereareothe
