The Power of Promotional Products - Research Paper Example

Apple Team Marketing Report Product: The Electronic Dictionary Course Name: 1003 MKT Students Names: Christopher Jones Salam Fazal Chris Jung Students’IDs Jochp1101 Juhad 1301 Due Date: Tuesday April 23rd 2013 Word Count : Table of Contents Table of Contents 2 1.0 Executive Summary 5 2.0 Introduction 6 Marketing is the process of establishing the customers’ needs and wants and delivering products that satisfy those particular needs and wants. It involves all the activities undertaken to move products from the producer to the final consumer in the target market. This report focuses on the development of a new product called Electronic dictionary by the Apple Company. It will examine the P.E.S.T.L Environment which needs to understand the marketing mix. Our Marketing Team will review its performance in the competitors market time frame is 1 year. The Marketing Campaign will focus on a tangible product for international Students living in Australia. As being a part of The Marketing department we have chosen Apple as our Company to understand the consumers’ needs and wants for the value under $1000. 6 3.0 Environmental scan 6 3.1 Organization 6 3.2 The SWOT Analysis summary 7 The purpose of the SWOT analysis is to determine the strengths and weaknesses of the organization and the environmental opportunities and threats. After an organization has identified these factors, it is supposed to develop strategies which help to build the strengths, decrease the weaknesses, utilize the opportunities and counteract the threats. The strengths and weaknesses come from within the organization while opportunities and threats originate from the external environment. Apple Company identified its strengths as established brand reputation, strong distribution channels and familiarity of the company across the world. The weaknesses include availability of many competitors, high prices and inability to conduct progressive innovation. However, the company also found out its opportunities to be ability to listen to the current market and the fact that it’s the product falls in the mobile industry. The company is threatened by the major three competitors, dynamic nature of the customer needs and potential lawsuits among others (refer appendix A). 7 3.3 Company’s Market Share 7 3.4 Competitor’s/ Industry Analysis 8 3.5 P.E.S.T.L Analysis 8 3.5.1 Political 8 3.5.2 Economic 9 3.5.3 social- culture 9 3.5.4 Technology 9 3.5.5 Legal& Regulatory 10 3.6 Primary Research 10 3.7 Summary of Environment scans 10 From the SWOT Analysis, it is evident that the company has established brand reputation and it well known in Australia and across the world. This gives the company an advantage over the competitors. Developing an electronic dictionary is a well thought idea since it is being produced in a mobile device industry. Apple has to consider taxation and government regulatory policies when developing the new product. Inflationary situations and high levels of unemployment will drastically affect its pricing decision. The major competitors for Apple are Samsung, LG and HTC and they pose a serious threat to the product survival. 10 4.0 Organization and new product concept 10 5.0 Segmentation, Target market and positioning 11 5.1 Demographic Segmentation 11 Demand of goods and services in Australia is largely dependent on the demographic factors. The State is densely populated with many people coming from other countries. The numbers students in learning institutions are also high and this provides a huge market for our product. The company classifies its market in terms of age groups and the design of the electronic dictionary with focus various age brackets irrespective of the level of education. The age groups will range from 15-18 years, 19-25 years and 25 years and above. Customers who fall between the age brackets of 15 to 18 years will be provided with simple versions of electronic dictionary followed by those between 19 to 25 years. However, customers who are above 25 years will be provided with complex version of the electronic dictionary since their level of understanding is high, and most of them are in tertiary institutions and universities (Refer Appendix D). 11 5.2 Target Marketing Analysis 12 Apple will classify its target market by considering the purchasing power of the customers and the geographic location (Lamb et al, 2012). The first marketing initiative will aim at influencing the potential customers to buy the product. Electronic dictionary will be an international product and therefore we target users from Asia, Europe and Ociena. Our consumers from these regions will be students since most of the students who study in Australia are international students and they come from the three continents. The product will benefit students at all levels of learning that is from secondary to university level. The company hopes that by integrating students at all levels of learning will help to increase the market base and hence more sales. 12 5.3 Product positioning 12 What comes to the mind of consumers whenever they mention a product is what is referred to as product positioning. This shall be one of the major considerations when introducing the electronic dictionary to the market so as to influence the perception of the market towards our new brand. The company intends to initiates a meaningful, clear and concise product positioning in its target market in order to reduce the costs of marketing and advertisement (Carlton and Blaise, 2007). The Apple team’s product positioning will focus on the benefits the electronic dictionary offers the market. The team will emphasize the need to own an electronic dictionary if the market want to have quality education activities ( see appendix F). 12 6.0 Marketing Goal 13 7.0 Marketing Mix (4Ps) 14 According to Goi (2009), marketing mix is a conceptual structure that helps decision making managers in organizations to build up their brand to suit the needs of their customers. It is a tool that is used to establish short-term product decisions and long-term strategies. Marketing mix guides the development of the marketing practices and theories in all business setups. Marketing mix is considered a strong marketing tool since it simplifies the marketing tasks, especially in terms of delegating marketing activities to the specialists. The 4Ps of marketing include product, place, promotion and price. 14 7.1 Product overview 14 Business practitioners should be able to identify, anticipate and satisfy the needs of their customers. This depends on the type of the product they offer to the market. Therefore, it is important to ensure that the product provides continuous satisfaction to the customers to be able to remain relevant to the market (Dwyer and Tanner, 2002). Electronic dictionary is a new product for Apple Company and it is in its introductory stage. The product will user-friendly and customers will be able to use it wherever they are at any time since it will portable. It will definitely offer new experience to customers. Apple will develop both the online and offline electronic dictionary so that even those customers who cannot afford internet can benefit from the product. One of the key features of the product will be its combination of both the audio and visual capacities. 14 7.2 Place/distribution strategy 15 Place is a marketing mix concept which means the channel of distribution that a company chooses to use to make its product or services reach the final consumer. The choice of the type of distribution channel depends of the type of product or service the company is marketing. It is also important to note that the choice influences the pricing and promotion decision (Percy, 2008). There are three options of product distribution for customers who are consumers. The first one is selling to wholesalers who sell to retailers and retailers sell to consumers. A company could also choose to sell direct to the retail outlets or consumers (Lamb et al, 2012). The customers for electronic dictionary are final consumers and therefore the three distribution channels are applicable to Apple Company. 15 7.3 Promotion strategy 16 According to Lamb et al, (2012), Promotion defines how a company gets its marketing message to the target market by use of tools like advertisement, sales promotion, public relations, direct marketing and personal selling. The combination of these tools often depends on the available budget, the promotional message to pass on to customers and the target market. A company has a competitive advantage over its competitors if it gives both high level pre-sales and post-sales advice and support to its customers. This requires the use of skilled staff in the field of marketing. 16 7.4 Pricing strategy 17 From a commercial exchange perspective, price is defined as payment made in return for a good or product. However, in case of services, other relevant terms are applicable and this depends on the type of service offered. Pricing is a marketing activity which is used to capture the value generated by the other marketing activities. Therefore, pricing is an element of marketing mix that produces revenue hence maximum care should be taken when it is being undertaken (Goi, 2009). Pricing is a marketing strategy that has to be handled with a lot of care for the company to remain relevant in the market. Changes in the market may require price adjustment, and the company can change the price for its products as long as it continues to make profits (Dwyer and Tanner, 2002). 17 8.0 Recommendation 18 9.0 Conclusion 18 References 19 Appendixes 20 1.0 Executive Summary Learning institutions in Australia constitute of many international students, some of whom have poor command in English. This has really affected their performance and level of communication. In order to help such students and the rest improve in the academic and social life, the Apple team plans to develop an electronic dictionary that will facilitate learning of the English language. This is a new technology development which will be conducted by the Apple Company, a technological firm that is known across the world for its smart ideas. This report is presented in three main sections that is, the introduction, the body, recommendation and conclusion. The introduction part is brief overview of the company and intention of the report. The body to the report is further broken down into headings and sub-headings, which provide an analysis of various marketing concepts in marketing related to the new product. The P.E.S.T.E.L analysis has been conducted to ensure that the new product meets the political, economic, social-culture, technology and legal regulatory frameworks. The Apple team also conducted a SWOT analysis to determine the strengths, weaknesses, opportunities and threats of the company to facilitate its marketing strategies. Another issue considered in the report is the market mix which is very important marketing concept that spells out how the product looks like, the distribution mechanisms, promotion and pricing strategies. The report ends with a recommendation and conclusion which summarizes the whole report. 2.0 Introduction Marketing is the process of establishing the customers’ needs and wants and delivering products that satisfy those particular needs and wants. It involves all the activities undertaken to move products from the producer to the final consumer in the target market. This report focuses on the development of a new product called Electronic dictionary by the Apple Company. It will examine the P.E.S.T.L Environment which needs to understand the marketing mix. Our Marketing Team will review its performance in the competitors market time frame is 1 year. The Marketing Campaign will focus on a tangible product for international Students living in Australia. As being a part of The Marketing department we have chosen Apple as our Company to understand the consumers’ needs and wants for the value under $1000. 3.0 Environmental scan 3.1 Organization Apple has been around and well known for their smart concept Technology that the product is in the Technology Industry. The swot analysis shows the companies strengths and weaknesses and opportunies in the Industry. The P.E.S.T.L analysis is part of the Macro environment, which Marketers need to understand theconsumer’s needs in how they spend their money. So this affects the consumer’s purchasing power and consumers can use these factors in the macro environment to make desions. Main Points about our company: Gives professional edge with smart design Apple employs over 16.8 people in their business to date Apple was brought to the market in 2007 for its first IPhone Popular in many countries and successful company which is ranked 10 out of 50 companies. To see the strengths, Weaknesses, Opportunities and Threats to Apple Company please refer to Appendix A. 3.2 The SWOT Analysis summary The purpose of the SWOT analysis is to determine the strengths and weaknesses of the organization and the environmental opportunities and threats. After an organization has identified these factors, it is supposed to develop strategies which help to build the strengths, decrease the weaknesses, utilize the opportunities and counteract the threats. The strengths and weaknesses come from within the organization while opportunities and threats originate from the external environment. Apple Company identified its strengths as established brand reputation, strong distribution channels and familiarity of the company across the world. The weaknesses include availability of many competitors, high prices and inability to conduct progressive innovation. However, the company also found out its opportunities to be ability to listen to the current market and the fact that it’s the product falls in the mobile industry. The company is threatened by the major three competitors, dynamic nature of the customer needs and potential lawsuits among others (refer appendix A). 3.3 Company’s Market Share Apple had a small market presence when it introduced the first IPhone to the market. However, this position has changed drastically and the company is recognized in Australia across the world due to its product features. Increase in marketing and communications strategies and the introduction of electronic dictionary will contribute to the increase in the market share of the company despite the existence of competitors like Samsung, HTC and LG. 3.4 Competitor’s/ Industry Analysis Apple has a few competitors in the Market and few that are a big threat in the market. Android is the biggest threat as there is a lot of companies using this software some companies below are the major competitors major threat apple will face to the market. Last year apple has noticed that goggle’s android has been successful in the market with the smart phone and tablets all over the world. Its tough for apple to step up, as they don’t release only one product per year to the market, where as android releases a lot of new products though out the year. Why will our product be more successful in the market? Against the competitors’ product? Reasons below are the major competitors: Samsung HTC LG More information 3 brands (Refer Appendix B). 3.5 P.E.S.T.L Analysis 3.5.1 Political The Apple Company will have to abide by the government regulations. The government intervene in business by establishing laws and regulations which companies have to follow. Taxation and price determination are the factors that Apple will have to consider when developing the new product (Refer Appendix C). 3.5.2 Economic It is important to understand the Economic Factors when marketing a product. The factors we have to consider are income and spending and inflation unemployment rates vs. employment rates. These impacts the amount of money the consumer has to spend. The economic factors include everyday living expenses such as for domestic holiday travel and accommodation (+6.2%), automotive fuel (+2.6%) and rents (+0.8%). The most significant price falls this quarter were for vegetables (-5.7%), audio, visual and computing equipment (-4.3%) and pharmaceutical products (-3.5%). These positive and negative factors make it harder for the consumer to spend money on Electronic equipment as it’s down (-4.3%). The overall revenue growth soared to more than 80% in 2011 but dropped significantly to less than 20% in 2013. Obviously, besides that fact that people spend less in computing equipment, the competition in the smartphone and tablet is heating up, making it even harder for apple to increase the profit margin. Also unemployment rates (abs stats) from December 2012 -2012 of January these results show that the full time employment decreased while the part time work increased. This is good news as may be more students studying and working less (Refer Appendix C). 3.5.3 social- culture Apple will have to consider the sociol-cultural factors when developing the new product. Values, attitudes, beliefs, age and religions have to be considered by Apple to determine its target market (Refer Appendixes C). 3.5.4 Technology The company will embrace the new technology in the manufacturing of the Electronic dictionary. It will use affordable technology to produce quality product with innovative features so that it is able to compete in the market. The company will also use the internet to promote its new product both within and on the international scene (Refer Appendix C). 3.5.5 Legal& Regulatory It is important to follow all guidelines when marketing a product must follow the consumer Act 2010. In advertising & selling a product must follow these guidelines: Terms and conditions stated clearly Product must be safe materials Contain all contract information and clear under the terms and conditions of sale Product safety is essential and must follow each law under the trade practice act. The Trade practice act is a regulation which protects any price fixing and competition between each company. The ACCC is in control of this law. 3.6 Primary Research Our Marketing Team has conducted a research with a questionnaire to understand the consumer needs and wants in a product. We have conducted this to find out where our consumer lives , what they want in a product a company image why they choose apple compared the the under competitors . Our product is for international students so to be successful in our product must understand are consumers’ needs and wants (Refer Appendix E). 3.7 Summary of Environment scans From the SWOT Analysis, it is evident that the company has established brand reputation and it well known in Australia and across the world. This gives the company an advantage over the competitors. Developing an electronic dictionary is a well thought idea since it is being produced in a mobile device industry. Apple has to consider taxation and government regulatory policies when developing the new product. Inflationary situations and high levels of unemployment will drastically affect its pricing decision. The major competitors for Apple are Samsung, LG and HTC and they pose a serious threat to the product survival. 4.0 Organization and new product concept Our Product is the Electronic Dictionary based with new features suited for the international students living in Australia. Features we based it on is suitable for the everyday tasks as students need easy to use functions to make their life easier their studying life and stress free. It’s a new product not on the market which makes it special with its extra features it provides to help the student. Features are unique including the following: Apple is one of the most famous brands in mobile industry so far. As is shown from the table above, apple’s market share is about 38.9% in Feb 2013, increased from 35% in Nov 2012, which is now a leader in terms of the total mobile shares in Australia. Most consumers tend to give preferentiality to apple products although lots of other brands like Samsung or HTC have very similar functions. It is kind of a fashion to have an apple mobile nowadays, which dramatically increases our new apple product’s advantages.  On the other hand, our competitors’ brands are not as popular as apple (Refer Appendix F).  Which as the marketing team we conducted the Research in Australia we chose a product concept, which is called “The New Dictionary “which hasn’t been on the market yet benefits are below: Gps – navigation never get lost Backlight – studying at any time of the day IOS 6 used already on the IPhone, updates available Normal system functions dictionary Scan to Translate to text 5.0 Segmentation, Target market and positioning 5.1 Demographic Segmentation Demand of goods and services in Australia is largely dependent on the demographic factors. The State is densely populated with many people coming from other countries. The numbers students in learning institutions are also high and this provides a huge market for our product. The company classifies its market in terms of age groups and the design of the electronic dictionary with focus various age brackets irrespective of the level of education. The age groups will range from 15-18 years, 19-25 years and 25 years and above. Customers who fall between the age brackets of 15 to 18 years will be provided with simple versions of electronic dictionary followed by those between 19 to 25 years. However, customers who are above 25 years will be provided with complex version of the electronic dictionary since their level of understanding is high, and most of them are in tertiary institutions and universities (Refer Appendix D). 5.2 Target Marketing Analysis Apple will classify its target market by considering the purchasing power of the customers and the geographic location (Lamb et al, 2012). The first marketing initiative will aim at influencing the potential customers to buy the product. Electronic dictionary will be an international product and therefore we target users from Asia, Europe and Ociena. Our consumers from these regions will be students since most of the students who study in Australia are international students and they come from the three continents. The product will benefit students at all levels of learning that is from secondary to university level. The company hopes that by integrating students at all levels of learning will help to increase the market base and hence more sales. 5.3 Product positioning What comes to the mind of consumers whenever they mention a product is what is referred to as product positioning. This shall be one of the major considerations when introducing the electronic dictionary to the market so as to influence the perception of the market towards our new brand. The company intends to initiates a meaningful, clear and concise product positioning in its target market in order to reduce the costs of marketing and advertisement (Carlton and Blaise, 2007). The Apple team’s product positioning will focus on the benefits the electronic dictionary offers the market. The team will emphasize the need to own an electronic dictionary if the market want to have quality education activities ( see appendix F). 6.0 Marketing Goal (a) To maintain high quality production Apple will focus on producing high quality electronic dictionaries that would attract more customers, and also help the company remain competitive in the market. The product will be adequately distributed to the market to enable the company achieve the target sales. (b) To become the market leader in Australia The company aims at having command in the market and being the largest supplier of electronic dictionary in Australia. This will be achieved through selling the product at lower price compared to possible competitors. Through the marketing department, the company will monitor the market trends so as to be able to meet the customer needs. (c) To be recognized across the world Apple manufacturers Limited intends to distribute its product across the world in the next 10 years. But before it goes global, it will sell the product in Asia, Europe and Ociena. The company will achieve this objective through establishing subsidiaries all over the world. 7.0 Marketing Mix (4Ps) According to Goi (2009), marketing mix is a conceptual structure that helps decision making managers in organizations to build up their brand to suit the needs of their customers. It is a tool that is used to establish short-term product decisions and long-term strategies. Marketing mix guides the development of the marketing practices and theories in all business setups. Marketing mix is considered a strong marketing tool since it simplifies the marketing tasks, especially in terms of delegating marketing activities to the specialists. The 4Ps of marketing include product, place, promotion and price. 7.1 Product overview Business practitioners should be able to identify, anticipate and satisfy the needs of their customers. This depends on the type of the product they offer to the market. Therefore, it is important to ensure that the product provides continuous satisfaction to the customers to be able to remain relevant to the market (Dwyer and Tanner, 2002). Electronic dictionary is a new product for Apple Company and it is in its introductory stage. The product will user-friendly and customers will be able to use it wherever they are at any time since it will portable. It will definitely offer new experience to customers. Apple will develop both the online and offline electronic dictionary so that even those customers who cannot afford internet can benefit from the product. One of the key features of the product will be its combination of both the audio and visual capacities. Electronic dictionary being a new product in the market will attract many customers because of its associated benefits. It is a product that will help to improve the standards of education for students at all levels of learning. The product will come in different capacities to suit all categories of customers in terms of age. They will also have different colours (blue, black and silver) and shapes. The product will be beneficial especially to those students whose second language is English. The electronic dictionary will have a long lasting re-chargeable battery with the capacity to last for one week. This will relieve the users from having to re-charge their batteries all the time. The durability for the product will be high with an estimated lifestyle of more than 10 years. Branding a product not only express the content of the product but also serves as a promotional tool (Dwyer and Tanner, 2002). Apple team will ensure that the labelling of the electronic dictionary sells the company and also identifies the company as the manufacturer. The labelling must indicate the name and address of the company that is, Apple Manufacturers Limited; Name of the product, Electronic dictionary; Quantity in case the package is big, the logo of the company and the date of manufacturing. Packaging is an important requirement when producing products. It guards the product from damage at the time of transportation and during storage. Most importantly it acts as a promotional tool. Due to environmental concerns the company will introduce packaging materials that are environment friendly. Most of the packaging materials for the electronic dictionaries shall be 70% non-plastic since cartons shall be dominantly used (Carlton and Blaise, 2007). The reason why the company will encourage the use on non-plastic packaging materials is to promote the image of the company on the global world as a company which values the environment. 7.2 Place/distribution strategy Place is a marketing mix concept which means the channel of distribution that a company chooses to use to make its product or services reach the final consumer. The choice of the type of distribution channel depends of the type of product or service the company is marketing. It is also important to note that the choice influences the pricing and promotion decision (Percy, 2008). There are three options of product distribution for customers who are consumers. The first one is selling to wholesalers who sell to retailers and retailers sell to consumers. A company could also choose to sell direct to the retail outlets or consumers (Lamb et al, 2012). The customers for electronic dictionary are final consumers and therefore the three distribution channels are applicable to Apple Company. As mentioned earlier, the electronic dictionary will be sold both on the local market and international market. The company will engage the wholesalers and retailers to distribute the product in the local market to the final consumer. In order to increase product supply on the local market, several distribution points will be established across the country. The company will also make use of learning institutions whereby our distributers will visit such places to promote and sell the product to students. In order to reach the international market effectively, the company will employ agents in Asia, Europe and Ociena to market the new product in those markets. It will be a costly venture to the company; therefore it will seek for some funding from the financial institutions. Figure 1: Apple Distribution system Apple company Wholesalers Retailers Consumers 7.3 Promotion strategy According to Lamb et al, (2012), Promotion defines how a company gets its marketing message to the target market by use of tools like advertisement, sales promotion, public relations, direct marketing and personal selling. The combination of these tools often depends on the available budget, the promotional message to pass on to customers and the target market. A company has a competitive advantage over its competitors if it gives both high level pre-sales and post-sales advice and support to its customers. This requires the use of skilled staff in the field of marketing. The company will have to intensify its advertisement and promotion strategies so as it can achieve the sales target by influencing the customers to buy the product. The company will apply the market control process which includes product performance standards, marketing objectives, result comparison, product alterations and corrections in order for the promotion to be successful (Yeshin, 2006). Product advertisement will be done through locally available media services like television, newspapers and social media. The company will also use the internet to promote the product (Coupey, 2005). The company will also use sales promotion and billboards to pass its message to the target market. Personal selling will apply when the company visits educational institutions to promote the electric dictionary to students. This will be part of direct selling. The total cost of promotion is estimated at $ 65,500 during the first year of the company’s operation. Technology has changed and so is the marketing communication. The use of internet in marketing will help the company to reach the global market within a short time (Lamb et al, 2012).The company will take advantage of the transparency of the internet to post the product features to allow users to read about the product and develop the interest to buy (Gurau, 2008). The promotion mix of Apple Company is indicated in the figure 2 below. Figure 2: Promotion Mix Analysis Activity Year one ($) Advertising 50,000 Sales Promotion 3,500 Public relations 2,500 Direct Marketing 5,000 Personal Selling 4,500 TOTAL 65,500 7.4 Pricing strategy From a commercial exchange perspective, price is defined as payment made in return for a good or product. However, in case of services, other relevant terms are applicable and this depends on the type of service offered. Pricing is a marketing activity which is used to capture the value generated by the other marketing activities. Therefore, pricing is an element of marketing mix that produces revenue hence maximum care should be taken when it is being undertaken (Goi, 2009). Pricing is a marketing strategy that has to be handled with a lot of care for the company to remain relevant in the market. Changes in the market may require price adjustment, and the company can change the price for its products as long as it continues to make profits (Dwyer and Tanner, 2002). The electronic dictionary will be sold at a price $ 700 which is lower than the competitors’ by $ 50. The marketing team will have to conduct constant research to determine the pricing of the product. Understanding the pricing will help the company to plan its production, analyse product profitability and to determine the relationship that exists between the price of the product and the consumption behaviour. At the introduction stage of the product to the market the sale are likely to be low since the product is still new to the market. However, as the company continues to carry out promotion and advertisement many people will get to know about the product, which is likely to improve the sale if at all they become our customers. 8.0 Recommendation Considering the results of this research, a recommendation is proposed on how to improve the electronic dictionary to suit the needs of the users. The electronic dictionary should incorporate all the skills in the English language so that users whom English is the second language can benefit from it. This requires more research, and is important for the development of an improved version of electronic dictionary. It will also be a motivation to students to improve their language skills. The new electronic dictionary will have a slightly higher price than the previous version and its features will also be more advanced. Since electronic dictionary will have reached the growth stage, less cost will be incurred in advertisement and promotion. It is projected the more advanced electronic dictionary will register more sales that the previous. 9.0 Conclusion Apple manufacturing Company Limited's marketing report is really encouraging since it intends to produce a new product (Electronic dictionary) to the market. It is a unique product that is expected to improve the performance of the company and lift it to the international scene. The company's target market comprises of mostly youths who embrace technological changes, and as such they are likely to buy more electronic dictionaries, which will help increase the company's sales and profit margin. References Carlton, M., & Blaise, D. (2007). The power of pormotional products: how to motivate prospects, reward performnace and create target promotions with residue value. Hamilton: Phantom Publishers. Coupey, E., (2005), Marketing and the Internet, 2nd edn. Prentice-Hall Dwyer, R. and Tanner, J., (2002), Business Marketing, 2nd Ed. McGraw-Hill, New York. Gurau, C. (2008). Intergrated online marketing communication: Implementation and management. JOurnal of communication management, 12(2) , 169-184. Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International Journal of Marketing Studies, 1(1), P2. Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of marketing. Mason: South-Western Cengage Learning. Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. London: Elseiver Publishers. Yeshin, T. (2006). Sales promotion. London: Thomson learning. www.comlaw.gov.au, www.abs.gov.au/ausstats/abs.@/nsf/mf/6202.0, Www.spam.acom.gov.au http://www.sumsung.com/us/mobile/cell-phones/sgh-1997zkaatt-features http://digitaltrends.com/mobile/galaxy-s3-problems-what-users-compain-about-the-most/ http://dpnick330.wikidot.com/background http://www.macroaxis.com/invest/ratio/appl-number_of employees http://dpnick330.wikidot.com/background http://robeberhard.com/?page_id=134 Appendixes Appendix A: SWOT Analysis SWOT analysis Strengths Weaknesses 1. Design well made 2. Brand reputation 3. Strong distribution channels 4. Well know company in Australia and world wide 1. Lots of competitors in the market 2. Price very expensive due to high quality 3. Features need to match current market 4. Slow to innovate Opportunities Threats 1. Listen to the current market 2. Compare provide a greater exchange of offerings 3. Mobile device industry 1. Intense competition lots of major competitors 1. Samsung 2. Hatch 3. Lg 2. Changing consumer needs and habits 3. Android Market release a lot of products compared to apple 4. Potential lawsuits Appendix B: VENN DIAGRAM wea Samsung shows above that its leading in in head of apple and Htc. Appendix C P.E.S.T.L Analysis Appendix D: Questionnaire Question 1) What age group are you from? □ 15-18 □ 19-25 □ 25+ Question 2) Which Country are you from? □ Japan □ China □ America □ Africa □ Oceania Question3) What is your favourite Brand when buying an Electronic product? □ Apple □ Samsung □ Sony □ Sharp □ Panasonic Question 4) How often have you used an Electronic dictionary in your student life? □ 1-5 times a day □ 1-5 times a week □ 1-5 times a month Question 5) What do you usually pay when purchasing an Electronic Dictionary? □ $400 □ $500 □ 600 + Question 6) Would you likely to buy this product what feature is important as a consumer when buying a new product? □ Extra Battery □ backlight □ E-mail □ IOS6 Question 7) Where do you purchase when thinking of buying a product? □ Online □ Store visits □ special stores Question 8) What are you factors you consider when buying a product from apple? Please rank these features from 1-10 on scale □ Price □ features □ design □ concept Question 9) Where do you see our promotions in advertisement where you likely to view our company from which source? □ Online channels □ TV □ Internet Question 10) If you were to buy an Electronic dictionary what is your main purpose features use and why you like apple? □ Easy to use □ design □ services Appendix E: Potential segments Groups Potential Segment Name Segment Profile Age 10-18; 19-35; 36 and over Nationality Asian; European Appendix F: Perceptual Map Convenience Read More