Marketing

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 .............................................................. 2
Product ......................................................................... 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 to store 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 to predict 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 what Apple 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 the