애플(Apple) 국내 성공을 위한 기업분석 및 마케팅 전략 (Advertising)

소개글

애플의 국내 시장 점유울 부진에 대한 분석과 마케팅 해결첵 제시
새로운 마케팅 전략을 통한 애플의 국내 시장 점유율 증대

목차

1. Executive summary 
2. Situation Analysis
3. Marketing
4. Problems and opportunities
5. Diagnosis
6. Proposal for new strategy
7. Creative Plan
8. Budget
9. Evaluation & Conclusion
10. References

본문내용

Executive summary

Apple is the one of most famous company about their innovative, high-tech products such as iphone, ipod, ipad, and Mac etc. ipod was released in 2001 and manufactured 35.2million units by 2012. . iphone was released in 2007 and manufactured 47.79million units by 2013. . ipad was released in 2010 and manufactured 58.23million units by 2012. Total revenue of apple was 156 billion dollars in 2012 and profit was 41.7billion dollars in 2012. Apple is selling their products all of the almost area in the world, America, Europe, Asian-Pacific. Apple reserves 137billion cash. iphone is first smart phone in the world. Even though many powerful rival companies are manufacturing good smart phones, but iphone is still most popular smart phone in the world.

Situation Analysis

This statistic is very surprising table. We expected Samsung has the biggest market share in Korea, but not like this table. Apple had only 3% of market share last year, astonishingly Samsung had 64% of market share. Many people are still using iphone, but when they have a chance to change their smart phone, they changed other rival’s smart phone. It’s the one of problem.

참고 자료

애플의 위기 : Apple's hidden marketing / 애플의 숨은 마케팅 / 이영호. 산문, 2012.
애플, 성공 신화의 비밀 = (The) Apple story / 김정남. 황금부엉이, 2010.
애플의 IMC 전략과 매체전략에 관한 소고 : http://blog.naver.com/cedishop?Redirect=Log&logNo=70132935324
아이폰과 삼성 스마트폰 마케팅 전략 비교 : http://blog.naver.com/PostView.nhn?blogId=90204725&logNo=60182487930
무엇 때문에 저가 아이폰이 필요한가? : http://hrmac.tistory.com/649
아이폰의 감성 마케팅 속 숨겨진 전략은? : http://catchrod.tistory.com/505