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INTERNATIONAL MARKETING PLAN
iPhone: Entering the Chinese MarketBy Mark Regan
 
Table of Contents
....................................................................................................1. Executive Summary 1.................................................................................................................2. Introduction 1.......................................................................................................3. Situation Analysis 2..................................................................................................3.1 Stakeholders 2.....................................................................................3.2 Envir onment Analysis 2...............................................................3.2.1 Political & Legal Environment 2.........................................................................3.2.2 Economic Environment 3......................................................................3.2.3 Social & Cultural Factors 3..........................................................................3.2.4 Technical Environment 3...............................................................................................3.3SWOT Analysis 3..............................................................................................3.3.1 Strengths 3......................................3.3.1.1 Technical Innovation and 100% Control 3............................................3.3.1.2 Software Development Experience 4...................................................................3.3.1.3 High switching costs 4.....................3.3.1.4 Strong Relationships with 3rd Party Manufactures 4...............................................................................3.3.1.5 Upgradability 5............................................................................................3.3.2 Weakness 5.....................................................3.3.2.1 Apple’s Weak Brand in China 5........................................................................................3.3.3 Opportunities 5.....................................................3.3.3.1 iPhone as a Gaming Platform 5.......................................................................3.3.3.2 In App Purchasing 6..............3.3.3.3 Multi Touch Trackpad as an Input Method for Pin-Ying 6.........................................................................3.3.3.4 iPhone as a Hub 6
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.................................................................................................3.3.4 Threats 6...........3.3.4.1 Competition from Microsoft, RIM, Palm, Nokia & Google 6..........................................3.3.4.2 iPhone Clones & Copyright in China 6........................................................................................3.4 Competitor Analysis 7.................................................................................................4. Market Segmentation 7......................................................................................5. Selected Marketing Strategy 8...........................................................................................................5.1 Product 9...............................................................................................................5.2 Price 9.......................................................................................5.3 Distribution (Place) 10.....................................................................................................5.4 Promotion 10................................................................................................................6. Conclusion 10...................................................................................................................7. Appendix 12................Fig 3: China Monthly Growth by Operator March 2007 - March 2008 12..........................................................................Fig 4: China Population Density 12..................................................................................Fig 5: Population of China 13................................................................................Fig 6: Population Projection 13........................................................................................Fig 7: Age Distribution 14.........................................................................Fig 8: Population Pyramid 2006 14...............................................................................Fig 9: Sex Distribution 2009 15...........................................................................Fig 10: Educational attainment 15.................................................Fig 11: Total Worldwide iPhone Sales (Millions) 16....................................................................Fig 12: iPod Unit Sales per Quarter 16.................................................................Fig 13: iPhone Worldwide Availability 17..............................................................................................................8. Bibliography 18..................................................................................................8.1 Publications 18....................................................................................................8.2 Webpages 18
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