AM 10 : 30

Bi tp nhm 2

Qun Tr Marketing
Nhm 1 C0511
Nguyn Th Thu Hng Nguyn Thnh Ha Trn Th Nht Cm Tng T Thanh Nguyn Vn Hng Hunh Ngc Minh

Ni dung
PHN TICH KINH NGHIM MARKETING QUC T CUA APPLE

S lc v tp on Apple

2 Thnh cng trong chin lc Marketing iPhone 2G 3

Tht bi khi qung co thi qu iPhone 2G Bi hc kinh nghim

S lc v tp on Apple
Apple Inc l tp on cng ngh my tnh ca M c tr s chnh t ti bang California, M.
Kinh doanh phn cng, phn mm my tnh, in t tiu dng, phn phi k thut s Apple l mt trong nhng cng ty ln nht trn th gii v l cng ty cng ngh c gi tr nht trn th gii, vt qua Microsoft. C gi tr ln th hai trn th gii, sau tp on nng lng Exxon Mobil Corp Xp th 2 sau Google trong 10 cng ty danh ting nht th gii Apple c nh gi cao bi lun i mi, nh lnh o ti gii v cc hot ng ti chnh thnh cng

Biu tng quan li nhun rng ca Apple so vi tng li nhun ca nhng cng ty khc

Ngun: Statista.

Gii thiu
iPhone
- Nhc n iPhone, cho d l nhng ai yu thch Apple, nhng chuyn gia cng ngh ln nhng khch hng thng thng nht cng phi dnh cho chic smartphone ny nhng s knh trng nht nh. - Cho d c yu thch Apple hay khng, th tt c mi ngi cn phi tha nhn, s ra i ca iPhone khng ging vi s ra i ca bt k thit b cng ngh no khc, m c xem l nh ting chung u tin cho mt cuc cch mng trn th trng smartphone. Bi v, s ra i ca iPhone chnh l bc ngot trong qu trnh pht trin ca ngnh cng nghip di ng v a Apple thc s tr thnh mt trong nhng tp on cng ngh hng u th gii

Marketing iPhone 2G

Thnh cng trong chin lc Marketing ca Apple i vi sn phm iPhone 2G

Marketing iPhone 2G
Chin lc Marketing iPhone 2G
Chin lc xc tin Chin lc sn phm Chin lc phn phi (Apple Store)

Chin lc xc tin

Bo ch

Lauching
Cng ng Film
a sn phm ln cc show truyn hnh v qung co tr hnh thng qua phim nh. Da vo cc phng tin truyn thng gy ting vang cho sn phm thng qua nhng nh gi tch cc ca cng ng. Thc hin chin lc ng bng th trng cng b tin tc v iPhone sm trc 6 thng trc khi sn phm thc s ra mt.

Lan truyn v qung co trn bo ch hon ton min ph.

Chin lc sn phm
Tn dng yu t cng ngh

Kt hp 2 in 1 Gi + iPod nghe nhc

S chin lc ca Apple

Chin lc sn phm
S khc bit ha sn phm:
Cu hnh tng ng vi 1 my tnh bn cch y 10 nm, cng 8-16GB. Thit k bt mt vi mn hnh rng. Cm ng a chm u tin gip ngi dng c th giao tip nh nhng bng ngn tay. Tch hp vi cc thit b ngoi vi (mc d rt t): iu khin, thit b t. V c bit l trnh duyt web rt tin li.

Chin lc sn phm
1. Chiu i 4. Khc bit

2. Thch Th

5. Hnh phc

3. ng cp

Tn dng yu t cm xc
Ngi s dng n xng ng ng 1 ng cp khc trong x hi Apple a ra nhng chin lc PR nhiu hn l nhng clip qung co rm r.

Chin lc phn phi

Chin lc phn phi

nh cao v thit k thng minh
Khi lp phng bng knh trong sut

Logo Apple treo bn trong

Thang my bng knh trong sut

Cu thang xoy c, Din tch rng trn 3.000m2 bn di

Chin lc phn phi

B tr theo mc ch s dng, khng theo danh mc sn phm. Cho khch hng tri nghim s ch khng phi sn phm.

Mt na s nhn vin ti y khng c nhim v bn hng. Hng lng lng ch khng thu nhp da theo doanh s bn hng.

Chin lc phn phi

Chin lc phn phi

c cung cp sn phm vi s lng ln

To iu kin thun li trong vic bn hng

Dch v ti chnh cho cc nh bn l

To iu kin thun li cho cc t chc trung gian S dng xe ti vn chuyn hng ha tit kim chi ph

Apple ti Trung Quc l mt minh chng r nt cho h thng phn phi hiu qu

nh gi chung
iPhone 2G c khi u khng sun s:
Mt 74 ngy bn ht 1 triu chic iPhone Kt thc 1 nm cng ch tu tn c 1,4 triu chic Mt con s chng thm vo u so vi 35 triu chic iPhone bn ra trong 3 thng u nm 2012

Apple gim gi, doanh s cng khng h tng.

Marketing iPhone 2G

Tht bi khi qung co thi qu i vi sn phm iPhone 2G

Marketing iPhone 2G

Chin lc xc tin thi qu

Marketing thi qu sn phm iPhone 2G giai on u

Chin lc gi
Chin lc gi ht vng qu :

Chic iPhone u tin qu t v khin cho 56% ngi dng M khng mua sn phm

Chin lc gi
Chy hng ti Apple Store v cc ca hng bn l AT&T Rao bn trn eBay vi gi cao hn gi thc 100 USD Gim gi Iphone xung 399$, r hn 200$ so vi trc Gim gi ti 1/3 ch 2 thng sau khi tung ra sn phm Gy ra s nghi ngi trong tm l ngi tiu dng.

Chin lc xc tin thi ha

16/10/2006
17/10/2006 29/6/2007 9/1/2007

1
Tp ch Forbes c bi vit ni Apple s tit l v iPhone ti hi ngh MacWorld t chc vo thng 1/2007

2
Ngay ngy hm sau, Forbes c bi What Would An iPhone Look Like? (iPhone trng s nh th no?)

3
Hng di ngi ch mua iPhone M trong ngy u tin, c nhng ngi cm tm bin vi hng ch Ging sinh n sm

4
Ti hi ngh MacWorld San Francisco (M), Apple mi chnh thc gii thiu iPhone vi cc tnh nng ni tri nh mn hnh cm ng, h iu hnh Apple OSX, nghe nhc iPod v kt ni Internet Wi-Fi

Chin lc xc tin thi ha

Ngi tiu dng hon ton b thuyt phc Tin tng qu mc vo nhng tnh nng ca iPhone ln gi ca n Sn sng b tin ra c l nhng ngi u tin s hu
n khi Apple tung ra chnh sch gim gi thi Apple a lm mt lng tin ngi tiu dung mt trong nhng iu m Apple a xy dng thnh cng trc

Marketing thi qu
Yu im ca iPhone 2G bc l
Khng h tr flash, Pin khng th tho ri, Khng th quay video, Khng c kh nng copy v pase vn bn, Khng c dch v tin nhn a phng tin, Khng quay s bng ging ni...

Marketing iPhone 2G
Tht bi v qung co thi qu
Steve Jobs ca Apple phi ln ting co li

Hon li 100USD cho nhng khch hng trung thnh ca iPhone C phiu tt gi hn 6% trong hai ngy sau = 8 t USD bin mt

Bi hc kinh nghim
Qung co phi c chng mc Chin lc xc tin phi i cng thng ip qung co Chin lc gi v chin lc phn phi p ng tt nht Thnh tht vi cng chng nh vic xin li khch hng Trung thc vi ngi tiu dng.

Qua i vo ngy 5/10/2011, Steve Jobs khin th gii tic thng khi mt i mt con ngi ti nng v am m sng to. CEO Apple khng ch gy ting vang ln trong lng cng ngh m cn ghi du n vi nhiu lnh vc khc.

AM 10 : 30

Thank You!