It includes: copying information directly from the Web or books without referencing the material; submitting Joint coursework as an individual effort; copying another student's coursework; stealing coursework from another student and submitting it as your own. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the university. The coursework should exhibit formal research skills I. E. Tit a table of content, proper citations, references, and appendixes.
The coursework write up must be able to demonstrate critical analysis and application of both theory and practical issues of the company that you have selected. Student may include additional relevant data/ information apart from the proposed guidelines in conjunction to your research.Additional marks will be awarded for such attempt. You should bind your coursework with the Assignment Cover Page as the 1st page and Grading Sheet for report (Appendix A) and presentation (Appendix B) as the 2nd page. Your report should not be more than 2500 words. Appropriate PAP Referencing System will be employed where applicable.
You should submit Turning report (below 25% plagiarism percentage). You should also submit a copy of CD containing the softy version of your report. COURSEWORK 1 - QUESTION You are a marketing manager and are required to prepare a marketing research report for a new product to be produced by your manufacturing company (from any country).Prior to the designing and launching of the new product, you have to conduct a marketing research to identify the feasibility of marketing the new product. The marketing research report should cover critical analysis on the marketing environment, market segmentation, target marketing and positioning strategies.
You are required to provide relevant Justification for the selected marketing strategies. Your report should include: Executive Summary (Appear. 200-250 words, excluded from the workaround) Table of Content Introduction - background of the company (company history and description of the new product) (Appear. 300 words) Marketing environment analysis - key macro- environment and micro-environmental factors.
(Appear. 00 words) Market Segmentation - geographical, demographic, behavioral and psychological segmentation analysis. (Appear. 00 words) Target Marketing and Positioning strategies - types of targeting strategies, selected location and targeted market description, etc (Appear. 700 words) Conclusion (Appear. 200 words) List of References Appendices (if relevant) Appendix A UNDERSTANDING MARKETS AND CONSUMERS GRADING SCHEME (REPORT) Assessment Criteria Weightings Marks Allotted by Lecturer 1.
Introduction Company background New Product Description 10% 2. Main Content Marketing environment analysis - key macro-environment and micro-environmental factors.Market Segmentation - geographical, demographic, behavioral and psychological segmentation analysis. Target Marketing and Positioning strategies - types of targeting strategies, selected location and targeted market description, etc.
(30%) (20%) 3. Conclusion 4. Report formatting: Appropriate citation and references. Style and readability including proper organization of answers.
Involvement and critical discussion 10% 1100 125 Comments: Executive Summary Apple is the first in the world is making goods, but in one of China's most successful company is because our performance has always been ranked first, so we market in China has a relatively firm.Apple recently launched a new product, we take effective traceries to promote sales of new products and analyze a number of relevant data, we analyze the macro and micro environment for Apple, including the advantages and disadvantages in the Chinese market, through a fine sub-markets, we want the best product for the Chinese market, so we developed a strategy to overthrow the goal. Table of content Introduction---------- Marketing environment analysis--- Market segmentation--- Name of Student: No. Conclusion---------- UP Student ID: ___up_up up_up Target marketing and positioning strategies ______up_up List of references----------- POI Introduction Company Background Apple was founded on April 1, 1976, in the high-tech enterprises in innovation and famous.Design and construct a new pod and Mac laptop (desktop computers), ISO X operating system, as well as symbol of the phone and pad. Apple introduced the first mobile phone phone 36 (phoenix, 2008) kiosk version of the official to provide inclusive language.
Then launch of the new phone, named phone ASS. S on behalf of speed, it runs twice as fast as previous generations of the phone and more, and joined the compass, camera and other functions (phones, 2009). Apple released relied opening was held in San Francisco Convention Center. Apple CEO Steve Jobs released the fourth generation phone, model phone 4 (phones,2010). Subsequently launched phone AS, ISO 5 system and use cloud (2011, phones).Apple announced that it will convene the conference in San Francisco, this conference released a new generation phones (phones,2012), then the official website of stock phones and declared the shutdown phones.
(Phoenix, AS, 2013) Apple released phone c and phone as, the authorized sale phone 5 and phone 4 (except China and Brazil) and announced the shutdown. This year, Apple leased phones, following the death of Steve Jobs introduced the latest version. New product description l, as Apple's managers, with the technology changed over the years, mobile phones have become thinner and lighter and faster. With the latest developments in our company is to market a new variety.
Phones is Apple's latest product, this phone is a system used socio, with a powerful amah battery capacity and can not be replaced, and our CPU is Apple AY + MM motion coprocessor 2. 1 GHz (128 bit dual- core) and PR GX6650, and after the phone's built-in capacity since we was to be expanded to a maximum of BIBB. And our latest cell phone camera quality supports maximum 4264 3448 resolution. In addition, the appearance of the phone we has introduced a new color. Phones biggest feature is that it is not the same as the previous Apple phone by shaking the arm can be switched to the song of the interface, which is the most significant feature of this phone us.
The series was two products. The price is fixed at 6,000 Yuan.Marketing environment analysis Micro-marketing Environmentalists micro-?environment essentially refers to the company's own environment and the business which is directly linked to units or individuals formed environment. The Apple group micro-economic development a great extent by the impact of macroeconomic, the relationship is both macroeconomic and microeconomic development is harmonious with each other mutual restraint. Company Itself eve of the Beijing Olympic Games, Apple opened its first mainland Chinese apple store, Located in a prime location in central Beijing, So focused on the purchasing power of expatriates and people came pastime, relatively strong purchasing power, But it is not targeted, focused around the lack of effect, so demanding marketing tool.
Competitor the field of smart phones, android market share in the global hegemony is undisputed, But as more and more people use 'phone, android system usage dropped by 1. 4%, The largest competitor is Samsung, Samsung update speed, reasonable price war, the screen is big, In contrast, phone updated once a year is relatively slow, Competition in the industry as well as etc, Motorola and LEG. Marketing Intermediaries 1) Differentiated combination competition of Apple's Mobile Intelligence is the development trend of the mobile phone market, but also the opportunity for Apple. Apple phone success comes from a combination of multi- angle difference.
Apple pod rely on a combination of the MPH market + tunes big success, then in the mobile phone market with 'phone ; app store portfolio, By product, performance, LU (operating system), channels and services, and other aspects of differentiation rout competitors. 2) Innovative marketing strategies hunger phone before listing The so-called hunger marketing refers to commodity provider intends to reduce production, Regulation of supply and demand, manufacturing shortage of illusion, the purpose of higher commodity prices maintain and reparability. 'phone's hunger and traditional marketing strategy is different, In the process of the implementation of Apple's marketing strategy, we see that he did not go to control production to create the illusion of market demand, but the product of a market-related information into hunger, So that consumers are eager to learn phone.Customizable buyers focused on the young and high-income groups.
Due to the success of its brand apple shape, Show more than Just a cell phone phone so simple, He represents a pursuit of innovation and the spirit of individuality, while preventatives of the wealthy. High brand loyalty buyers, almost after using the phone people not used to other brands of mobile phones, this makes Apple has a large number of loyal fans. 'phone technology and design makes near-perfect lead in similar products, it has a strong competitive edge. So weak bargaining power of buyers. Macro-marketing Environment Macroeconomics is relative to the microeconomics.
Its study is overall economic activity and social consequences, as well as the overall economy, Including production, income, price level and employment levels to analyze the entire immunity. The macro external environment for the development of the Apple group has an important influence, the integration and adaptation of macroeconomic environment policy and social economic environment ensures that the Apple Group can go better in the long-term strategic development of the road. Economic Environment China's GAP growth in the year, which means that residents' disposable level is increased. While Apple's products more expensive, but most Chinese people are still willing and able to buy.
Especially as the Yanking River Delta region, north-Canton rear residents have the ability to buy more; this is an opportunity for Apple.Apple generally better in our economic and financial environment. Cultural Environment Americans always like new things and innovations, Apple's products always lead the trend is such to attract the attention of consumers, the success of leading the market. Moreover, China's population has always been considered the high price is certainly better than a low price, There herd mentality and psychological comparisons, Apple products in China's market is all goes well, People would rather Penn a few thousand dollars to buy a 'phone rather than spend a thousand to buy domestic mobile phone. Technology Environment Technology is essential for the United States, is the driving force of economic development.
In addition, the speed and the invention of new technologies but also to Apple's technical challenges, in particular for the development of new Apple products, new technology investment pressure. With the rapid development of the core technology of the notebook, a significant reduction in costs in China, modular components mature, with the conditions so that the cottage manufacturers and UAPITA to enter the electronics market, Whether in the mobile phone industry or notebook market, There will be a lot of imitation Apple products, So, Apple is facing piracy crisis inevitable. Policy Environment The United States is a federal state, a presidential form of political organization, Implementation of separation of powers and checks and balances system combining party political system and the two-party system.They are prepared to invest in the development of high-tech industry and give high importance. China is a socialist country, Led by the Communist Party of China, highly internalized political, So Apple's political environment in our country faces is quite grim, and the Chinese government attach importance to foreign companies than state-owned enterprises, If Apple does not follow the provisions of China's economic policies and the relevant foreign trade, develop the Chinese market is very difficult.
Market segmentation Geographic segmentation Apple's market is global, diversified development can help the company to survive, while the mainland is Apple's major market, so Apple will set up branches in China.Ranked first in the world's most populous country, there are many potential nonuser customers, as well as ultra-high levels of consumption so that we have to promote our company's products China as an important country. In China, the differences between regions is very obvious, the eastern coastal cities such as Guanos, Sheehan, with advanced technology and improve the economy, per capita consumption level is higher than the central and western regions, the purchasing power is higher than the mainland, the rural market and urban markets are resolved, rural consumers focus on price, while urban residents pay more attention to performance. Demographic segmentation For the Chinese market, Apple for the crowd of customers can be divided into groups according to age, gender, income, occupation and educational background.
The first is the successful people, they are more to pursue their own quality of life, for whom price is a factor to consider in the second, they pay more attention to the quality of the phone, the more the better performance. The second is that office workers, this group of people some of them think that the phone must be equipped with the best, while others are able to think, after all, the main factor for the price they are engendering whether to purchase the line. The third is young, they have no reliable source of income but living in this fast-growing community, they rely on the Internet, electronic devices to communicate, and they are the main consideration is the degree of fashion and performance, the price is not the primary condition, so this part of the the crowd is a very important market.The fourth is still living in backward rural users, the phone is not the most important for them, and if they want to buy the phone price is definitely a primary consideration, so for this part of the population of our market is not very open, and only developed economy , and to let them go off level, and thus to broaden our market.
Psychology segmentation Customer perceptions and attitudes affect consumer psychology, according to the user's status, we users are divided into three parts, the first is a consumer to buy a long-term, they identified this product will choose this product a second is the potential consumers, they are hidden consumers, giving them a little time, or if the product effect will become our buyers, the last one is no consumer, they would not come to buy our kind of products.Generally fixed buyers have a good understanding of the product, they Just need us to provide better service, and for potential buyers, we want them to become real buyers. Behavioral segmentation Behavioral segmentation is based on the usage behavior of consumers who understand the product or to divide. Customers first are the pursuit of the interests of some of our products is produced for the benefit of our customers.
They will choose to buy. The second is loyalty, there are two ways to increase the number of products, the first is to get new clients, and the second is to retain existing customers. More loyal customers will drive more potential customers to choose our products.The brand's loyal customer strategy is used to acquire new customers is very different. Target marketing and positioning strategies Targeting strategies Positioning strategy is divided into undifferentiated, concentrated, and differentiation.
And our company phones relative enrichment and differentiated positioning is not accurate. The increasingly fierce competition in the mobile phone industry, consumers prefer high performance and low price of the phone, but different price positioning is different, so if you give consumers the same promotional information, regardless of the price level, the more consumer-oriented public choose who will go to the new products, so that our marketing activities are more targeted and efficient.Marketing Strategies Our company's marketing strategy involves the internal and external environments. We are willing to combine phones and some preferential marketing mix model information into a marketing tool on the market too much because if we do not introduce some information to attract our consumers that we can be eliminated. For the external environment in which we use the price of marketing for successful people and young people, they have their own views on the high-performance mobile phone, and have a strong brand awareness.
We only need to give some preferential policies on it. And for those residents living in the more remote is the broad message to make us know they know our products, improve visibility.
