《《Apple-iPhone-Marketing-Plan_-_苹果公司销售计划》.ppt

Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Budget Control Marketing Research We will ask for feedback on iPhone features, and implement those changes most important to the end user in the next generation iPhone We will allow users themselves to design their own ideal iPhone on-line and use any useful ideas to further refine future iPhone models We will continuously scour the Apple fan websites to understand what the Mac faithful are saying, as they are our best customers. Executive Summery Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Budget Control Implementation Compensation system workers $5 incentive pay for every non reject phone they produce $10 per phone six sigma quality program each worker $5000 each year for best practice training use control measures to closely monitor quality and customer service satisfaction consumers can contact the main headquarters about any possible technical problems – by using Apple Customer Service Bar and a customer service phone number stored in the phone book Executive Summery Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Budget Control Implementation In case of slow sales Offer iPhone to customers who have purchased other Apple products $10 per phone six sigma quality program, which will lead to: demonstrate the product for consumers, it will promote synergy and lure buyers. develop deep relationships with two very different segments: those who have it and those who aspire Executive Summary Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Budget Control Budget Our break-even analysis assumes wholesale revenue of $500 per unit variable cost of $250 per unit and est. fixed cost of $50 million. Based on these assumptions the break-even calculation is