Apple-iPhone-Marketing-Plan - 苹果公司销售计划(16)

Apple-iPhone-Marketing-Plan - 苹果公司销售计划

Apple iPhone Marketing Plan

W/T AnalysisWeaknessesImage – The Apple brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world. Price – Apple does not yet offer lower priced models for more cost conscious consumers. User Interface – Touch screen interfaces suffer from the problem of “gorilla arm”*

Executive Summery Situational Analysis SWOT Analysis Marketing Objectives Marketing Strategy Marketing Research Implementation Budget Control

* Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built

to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.

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