Marketing strategy of iPad mini--Based on the analysis of the marketing mix
Table of Contents
報告的目的是探討iPad mini的營銷策略。本文將遵循營銷組合的概念、概念、SWOT分析方法。這份報告將探討營銷組合模式，為iPad mini的營銷策略提出建議。由此可見，通過營銷組合來改進營銷策略是有益的。
1.1 Overview of the task
Marketing mix is an important part of business marketing strategy and it is a holistic activity composed by basic marketing initiatives that controllable. The main purpose of marketing is to meet the needs of consumers and it is the foundation of developing the corporate marketing strategy. A good working at marketing mix is a point to satisfy the overall needs of consumers (Karjaluto et al. 2005). In addition, it is also a powerful means against competitors and basis of allocating the corporate marketing budget reasonable. The purpose of the report is to explore the marketing strategy by Marketing mix and SWOT analysis methods for the purpose of giving recommendations.
1.2 Report purpose and structure
This report will first discuss the implications of marketing mix model. Following this, it will explain the marketing mix model in terms of the iPad mini. Finally, it will offer informed recommendations for optimizing the marketing mix model. In order to better perceive how marketing mix model works and develop the marketing strategy of iPad mini.
2.1 Marketing mix model
Marketing mix is a business marketing strategy that enterprise target market needs, considering the environment, capacity, competition, on their own factors that can be controlled by a variety of marketing (product, price, distribution, promotion, etc.) to optimize the combination and integrated use. in order to achieve better economic and social benefits. In the early 1950s, the controllable marketing activities grouped into four categories, namely product, price, distribution channels and marketing, namely 4P marketing mix based on the theory of Demand Center (Abraham & Lodish 1990).
2.2 SWOT analysis
SWOT analysis is also known as trend analysis. The four letters in SWOT representing: Strength, Weakness, Opportunity and Threat that closely associated with the object of study.
2.3 Situational analysis of iPad mini
iPad mini is a small size of the touch-screen tablet launched by Apple. Standard iPad has 9.7 inches and 4:3 aspect ratio. iPad mini will maintain the same aspect ratio but the screen size is reduced to 7.85 inches, overall smaller than the iPad, and because of this 53% lighter than ipad. Apple officially released the iPad mini on October 23, 2012, in view of this, Apple stocks in A-share market appeared to float (Yang, Y. 2013).