Marketing

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International Foundation Programme 2010/2011
Sunderland University

Academic Tutor: Susan Hakim

Leonardo Santos Crespo da Costa Dias

Student ID: 109039268

Marketing assignment

Words count: 1730

TABLE OF CONTENTS:
Introduction.................................................................. 1
Marketing Mix .............................................................. 2Product ......................................................................... 2
Price .............................................................................. 3
Place
Promotion

1.0 Introduction
This report will focus on the analysis of a famous premium product, the iPad. The analysis will be made by the consumer perspective, wants and needs. The iPad targets clients that need tostore information and communicate, or people who want entertainment on the go.
The new touch screen tablet called iPad was officially launched in January 2010 by the executive chief from Apple Company, Steve Jobs, who described the device as a “third category”, once it is a product situated between smart phones and laptops (BBC News, 2010). To analyze the iPad’s market, it requires the ability topredict how exogenous factors might shift the demand in the future (Braeutigam, 2002).
1.1 Wants and Needs.
People who purchase iPads are looking for a high quality device and expect to be able to perform many functions without carrying multiple gadgets. They want to stay in touch, record information and entertain while on the go. Customers want to have their expectations exceeded and that is whatApple tries to do.

2.0 PEST Analysis
PEST Analysis looks at likely changes in political, economic, socio-cultural, and technological factor and seeks to predict the extent to which change is likely to occur and its possible consequences for the organisation (Worthington and Britton, 2006:475).
2.1 Political

This means identifying facets of politics which have an impact on theorganisation. These facets could include: Political issues within the organisation itself, political issues in the region where the organisation is based or national and international political issues. ‘’In an increasingly global economy, the effect of changes in politics in one country are likely to affect businesses and legislation in many other countries’’ (Williams and Green, 1997:162).

Politiccrisis can lead to an increase of taxes on imported products such as the iPad. Changes in politics might affect the demand for iPad, positively or negatively. If taxes go up for instance, the search for an imported product might decrease because of its higher price. There is also the possibility of the government to decrease taxes to stimulate foreign capital and that would raise the search forimported products as the price for such product would decrease.
External political issues may include: a change of government, spending cuts or increases by government, war and civil disturbance, changes in legislation, etc. Within the organisation, political issues may involve: a change of chief executive, change of ownership, changes to the mission, vision, goals and beliefs of the organisation(Williams and Green, 1997:162).

2.2 Economic
Economic factors are concerned with anything financial – inside or outside the company – which affects operations within the company. An obvious example of an economic factor is a change in national interest rates. An increase might affect the cash flow of the company, make its goods and services more expensive, cause the company to invest less moneyin capital equipment, or stop the company investing in a new product or business venture. (Williams and Green, 1997:162-163)
iPad buyers are most middle class and wealthy. An economic crisis can also affect consumer’s confidence. Depending on the economic situation of the country, people might prefer saving money instead of spending on luxury goods like the iPad. If economy is not stable,...
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