Abstract
Apple is going to launch a new product called iTV. It is an intelligent television that has an integrated Hi-fi system and can access the internet. It has several different features such as integrated webcam, DVD player and voice remote. This report first of all reviews Apple Inc's milestones and environment, in order to be able to develop an appropriate segmentation, targeting and positioning strategy.
This enabled the iTeam to develop the Marketing mix (Product, Price, Placement and Promotion Strategies). The prices have been set at 1799€ and 2199€ for the 94cm and 127cm diagonal screens. What the products are and how the prices have been determined is explained in this report. The iTV will be launched everywhere in the world simultaneously, but the placement and promotional strategies of this paper focus on China in order to give a concrete example.
