Introduccion producto iphone japon

Marketing Plan

Trabajo para la asignatura
“Mercadeo Internacional”
Escuela ciencias Económicas y Administrativas
Programa de Administración de Negocios Internacionales
Docente: Luis Fernando Correa Correa
Universidad de la Sabana

Presentado por:
Iván Consuegra
Bernardo Mecías
Sergio Vázquez
Hernán David Pastor
Santiago Sánchez Buitrago

Chia, Noviembre
Semester II, 2009INTERNATIONAL MARKETING PLAN
iPhone: Entering the Japanese Market

By

Iván Consuegra
Sergio Vázquez
Bernardo Mecías
Hernán David Pastor
Santiago Sánchez Buitrago
Introduction

Apple Inc. designs, manufactures, and markets personal computers, portable digital music players, and mobile communication devices and sells a variety of related software, services, peripherals, and networkingsolutions.

Apple’s most successful product to date has been the iPod which has sold over 163 million units to date. As the market for digital music players has become saturated, Apple has developed a break through smart phone called the iPhone. Although many doubted Apple’s ability to gain market share in an increasingly competitive and complex market, they have succeeded in selling over 21.17million units in only 2 years. In comparison, it took Apple 3.75 years to sell that many iPods. Relatively speaking, the iPhone is far more important to Apple than the iPod. The iPhone‘s addressable market is considerably larger than that of the iPod. Although traditional mobile phone sales still dominate the market, a clear shift is under way. Mobile phone sales for the first quarter of 2009 totaled269.1 million, a drop of 9.4% over the same period last year. Smart phone sales for the first quarter of 2009 were 36.4 million, representing a 12.7% increase over the first quarter of 2008.

The iPhone is available in 88 different countries throughout the world, representing an addressable market of 760 million users. Entering the Japan’s market is not easy, because Apple has to choose from 8mobile phone companies to choose, that are Au, EMOBILE Limited, IYOUIT, Index Holdings, SoftBank Mobile, KDDI, NTT DoCoMo and Willcom.

Technical Name: Apple iPhone

Commercial Name: iPhone 3GS

Characteristics:

Size and Weight:

• Height 4.5 inches (115.5mm)
• Width: 2.4 inches (62.1mm)
• Depth: 0.48 inch (12.3mm)
• Weight: 4.8 ounces (135 gr)

Cellular and Wireless• UMTS/HDPA (850, 1900, 2100 MHz)
• GSM/EDGE (850, 900, 1800, 1900 MHz)
• Wi-Fi (802.11 b/g)
• Bluetooth 2.1 + EDR (Enhanced Data Rate)
• Location
• Assisted GPS
• Digital Compass
• Wi-Fi
• Cellular

Power and Battery

• Built-in rechargeable lithium-ion battery

Talk time:

• Up to 12 hours on 2G
• Up to 5 hours on 3G
•Standby time: Up to 300 hours

Internet use:

• Up to 5 hours on 3G
• Up to 9 hours on Wi-Fi

Video Playback: Up to 10 hours
Audio Playback: Up to 30 hours

Camera, Photos, and Video

• 3 megapixels
• Autofocus
• Tap to focus
• Video recording, VGA up to 30 fps with audio
• Photo and video geotagging
• iPhone and third-party application integration• Increased reality

Capacity

• 16 GB Flash drive
• 32GB Flash drive

Display

• 3-5 inch (diagonal) widescreen Multi-touch display
• 480-by-320-pixels resolution at 163 ppi
• Fingerprint-resistant oleo phobic coating
• Support for display of multiple languages and characters simultaneously
• Audio Playback
• Frequency response: 20Hz to 20,000Hz• Audio formats supported: ACC, Protected ACC, MP3, MP3 VBR, Audible (formats 2, 3, and 4), Apple Lossless, AIFF, and WAV
• User-configurable maximum volume limit
• Video Playback
• Video formats supported: H.264 video, up to 1.5 Mbps, 640 by 480 pixels, 30 frames per second, Low-Complexity version of the H.264 Baseline Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo...