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巴西苹果公司的市场计划

时间:2016-03-29 09:23来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Executive summary 摘要
 
巴西是国家经济快速发展的国家,站在手机向智能手机转型的情况下,功能手机具有巨大的消费潜力。然而,苹果公司在巴西的智能手机市场上处于劣势地位。通过介绍苹果公司的情况和巴西移动电话产业的环境,分析苹果公司的目标市场选择和产品定位,并指出苹果公司的主要竞争优势。该报告提出了营销渠道和营销在巴西市场的苹果已经在巴西苹果公司的营销工作提供推荐策略。Brazil which is the country with rapid economic development and stands on the situation of mobile phone transformation to Smartphone from function mobile phone has huge consumption potential of mobile phone. However, Apple Inc stands on inferior position in Brazil Smartphone market. The report analyzes the target market selection and product positioning of Apple Inc and points out the main competitive strengths of Apple Inc through introducing the situation of Apple Inc and the environment of Brazil mobile phone industry. The report put forward the marketing channel and marketing strategy of Apple Ince in Brazil market to provide recommendation to the marketing work of Apple Inc in Brazil. 
 
1.0 Introduction 介绍
 
近年来巴西经济的快速发展,逐年增加的中产阶级数量逐年增加。巴西已成为世界上最大的经济实体之一,在过去的十年中,有约4000万人口,在过去十年中,约有1亿9390万人口,在中产阶级在过去十年(鲁伊斯等人,2013)。以中产阶级为主要力量的消费已经超过了巴西总人口的一半。目前,巴西是世界上第五大智能手机市场,根据IDC公司的预测,智能手机在巴西的销量将跃升至全球第四大智能手机市场的2017(鲁伊斯等,2013)。然而,在巴西苹果公司的业绩不乐观甚至在巴西智能手机市场有巨大的潜力,苹果公司在巴西的市场份额不足百分之2(当归马里,2014)。本报告打算给一个市场计划,给予宝贵的建议,苹果公司在巴西的营销。报告的结构如下。首先,它会给外部环境和内部环境分析苹果公司在巴西市场。其次,它将分析市场细分,目标市场,苹果公司第三的定位,它将给营销组合。最后,它会做出一个简短的结论。Economy in Brazil has rapid development in recent years with increasing quantity of middle class year by year. Brazil has become one of largest economic entity in the world with 193.9 million populations and there were approximately 40 million populations free from poverty and step in middle class in the past decade (Ruiz et al, 2013). Middle class as the main force of consumption has exceeded half of total populations in Brazil. At present, Brazil is the fifth largest Smartphone market in the world and according to the prediction of IDC Company, the sales volume of Smartphone in Brazil will jump to the fourth largest Smartphone market in the world in 2017 (Ruiz et al, 2013). However, the performance of Apple Inc in Brazil is not optimistic even Smartphone market in Brazil has giant potential that the market share of Apple Inc in Brazil is less than 2 percent (Angelica Mari, 2014). This report intends to give a market plan to give valuable recommendation for Apple Inc about marketing in Brazil. The structure of the report shows as follow. First, it will give external environment and internal environment analysis to Apple Inc in Brazil market. Second, it will analyze market segmentation, target market, and positioning of Apple Inc. Third, it will give the marketing mix. Finally, it will make a short conclusion. (责任编辑:cinq)


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