Abstract
This is a study about the international marketing of Apple for the product I Pad in China.
This analysis is divided into three parts. The first one deals with the environmental scanning of the brand. We initially propose a presentation of the company, and then present a strategic diagnosis with a preview of the mission, and success key factors. The main tool used in this segment is the SWOT analysis. It allows us to see what the strengths and key opportunities of the company are.
The second part aims to analyze the opportunities of the market through a SLEPT, and an analysis of the competition.
The main goal of the third and last part is to implement the strategy through the marketing mix. Therefore, we developed the strategies we suggested, with an overview of the new plan of the Chanel of distribution.
Introduction
The market of new technology is one of the most significant since the beginning of the century. It is the market that has known the highest growth. Apple is very interesting as a subject, because it is a brand which has made a big impact on our life. This company has created very impressive innovations that have change the way of consumption, such as the I Pad.
It would be interesting to analyze why Apple is so important. We find that Apple would not be one of the most important companies in the world if its co-founder and CEO Steve Jobs were not in command. He is at the origin of each innovation of the company, and controls all aspects in the process of manufacturing and marketing it.
Apple is focusing on a strategic country with China. Apple succeeded in establishing itself with the IPhones or IPod, but it always faces the same issue. Apple has to face many competitors due to counterfeiting. In fact, a product similar to the I Pod exists in China already, and is causing trouble to Apple because of the difference in price.
In this document, we will first present the company with an external and internal diagnosis, analyze the Chinese market with the opportunities to catch thanks to an analysis of the competition, and finally establish the marketing mix of I Pad in China.
Apple, a company in constant innovation
This first step is to analyze the external and internal environment. The main objective is to extract strategic elements from this analysis. After presenting the company Apple, we are going to conduct a SWOT analysis.
Apple is an American multinational company dealing with the new technologies of information and communication. It was created in 1976 by Steve Jobs and Steve Wozniak. The company is based in California in Cupertino.
The adventure of Apple began with the first models (Apple 1) which had the main objective of being the first individual computer built to make all informatics applications accessible to everyone. It was a success, and Apple did not have the capability to fulfill all the orders.
Tags: Apple in China; Ipad; International marketing of Apple
