【正文】 es not yet offer lower priced models for more cost conscious consumers. User Interface – Touch screen interfaces suffer from the problem of “gorilla arm”* * Gorilla arm is a sideeffect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or headheight, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement bees painful and clumsy. This is now considered a classic cautionary tale to humanfactors designers. Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control W/T Analysis Threats Increased petition – Smart phones are easier to make now more than ever. More panies may enter the market, and petitors or even Apple contractors can maneuver around patents to create similar devices. Downward pricing pressure – The iPhone is marketed as a highend phone, but phone prices are almost certainly going to fall when other panies undercut the price of iPhones. Difficulty expanding into Asian market – There is less hype and interest in Asia since smart phones are better known and already widely used. Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control W/T Analysis Threats Competition (Palm) Palm has the longest history in PDA market and has experiencedeveloping software for mobile devices. It is also a wellknown brand for businesspeople. Existing software is well established and patible with many products for this market. The market is familiar with Palm products。 usage for individuals amp。 significant switching costs are involved in going to an iPhone. Palm can add many similar capabilities to their products that match the iPhone and expand to a wider market through lower cost and higherpower products. Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Objectives ? Set an aggressive buy achievable objective for the first and second years of market : 1. Firstyear Objectives We are aiming for a 2 percent share of the and . PDA/Phone market through unit sales volume of 445,000. 2. Secondyear Objectives are to achieve a 10 percent share based on sales. ? Extend on the Apple brand name and link to the established meaningful positioning. ? Extend on Apples image of innovation, quality, and value. ? Measure the awareness and response in order to make adjustments to the marketing campaigns as necessary. Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Marketing Objectives Target Market ? Differentiate the iPhone from other PDA’s on the market. ? Primary customer targets is the middleupper ine professional to coordinate their busy schedules and municate with colleagues, friends and family. ? Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. ? Primary business target is to partner with : ? large cell phone service providers, ATamp。 illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. ? Acceptance of imported products in some countries are less if there is local provider ?There are different social views that may affect product should be considered (.: Boycotting American products in the Islamic world) Apple iPhone Marketing Plan ? Executive Summery ? Situational Analysis ? SWOT Analysis ? Marketing Objectives ? Marketing Strategy ? Marketing Research ? Implementation ? Budget ? Control Situational Analysis Technological Situation ? Level of technology in the world is increasing. ? Inter level of awareness amp。T, Verizon, Sprint and Cellular One ? large enterprise software firms where informa