Essay on Ipad Preliminary Marketing Report

3218 Words Sep 29th, 2010 13 Pages
Executive Summary

This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in.

The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process.
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The iPad allows for consumers to read e-books which are being regarded as the most important transformation within the book industry since the introduction of publication houses (IBIS 2010). Added to all of this, the iPad runs almost 150,000 applications which were made for iPods and iPhones. (IBIS 2010) Competitor Overview

To aid in a successful launch of the iPad, it is necessary that analysis is done of the iPad’s competitors. By doing so it will help identify and utilise any strengths and weaknesses of the competitors. The competition can be divided into two categories; direct and indirect competitors. Direct competitors can be regards as those which compete in the same product category and offer identical or near identical products or services, whereas on the other hand indirect competitors would be classified as those that offer similar but not identical products or services. As the competitor overview will only be focused on analyzing the Australian market, it has been established that there are a number of products which could be considered as direct competitors. However for the purpose of the report, only three major direct competitors will be mentioned. These are as follows:

• Hewlett Packard’s Slate • Amazon’s Kindle • Asus’s Eee Tablet

Apple has

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