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This report aims to present the marketing analysis of Apple iPad. The company sold 1 million

units in 1 month and in last one year they have sold nearly 19 million units which made it a

huge success. There are 5 business models which have been used to present a detailed

understanding of the product followed by discussion, conclusion and suggested

recommendations. The product no doubt is getting support of Apple¶s brand image but the

iPad has changed the way to consumer media. They have started a new consumer segment

and provided a platform for media industry to develop and publish news and magazine

content complimented with advertisement of brand at the same time. iPad is well received by

L¶Oreal, South Part Hotel, GE where they are using innovative apps to fulfil their customised

requirement. The product has is operating under premium pricing and hybrid distribution

strategy and gained 80% market share in since 2010. Though the rivalry is getting tougher but

Apple iPad has used his innovative and expensive marketing strategy to reach out to young

and now adult consumers. The product is also had µhalo effect¶ on iPhone resulting in greater

sales. The company have also used eco-friendly raw material and packaging to take care of

the environment as part of their green strategy initiative. (Apple Reports, 2010; Apple

Environment Report, 2010;MacNN, 2011)


 



Executive Summary ................................ ................................ ................................ .............. 2m

1.m Introduction ................................ ................................ ................................ ................... 4m

2.m Product Profile ................................ ................................ ................................ ............... 4m

3.m Situational Analysis ................................ ................................ ................................ ....... 5m

3.1mMarketing Mix 4P Analysis ................................ ................................ ......................... 5m

3.2 PESTEL Analysis................................ ................................ ................................ ........ 8m

3.3 Porters 5 forces Analysis ................................ ................................ ........................... 12m

3.4 SWOT Analysis ................................ ................................ ................................ ........ 15m

3.5 Ansoff Matrix Analysis ................................ ................................ ............................. 18m

4.m Discussion ................................ ................................ ................................ ................... 20m

5.m Conclusion ................................ ................................ ................................ ................... 21m

6.m Recommendations................................ ................................ ................................ ........ 22m

References ................................ ................................ ................................ .......................... 24m

 
 V m j

Apple Inc. is based in USA and been the pioneer in the development & marketing of

innovative products by using innovative business methods. The company was formed in 1977

and they have developed Mac Computers to start with followed by iPod, iPhone 4 and now

the recently launched iPad in the tablet PC section. Not only in hardware but the company

has gained a competitive edge in the software industry with the development of Mac iOS, OS

X operating system which is the backbone of their hardware products along with the famous

iTunes which is used to transfer data in Apple iPhone, iPad or iPod. (Apple Annual Reports,

2010)

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Figure 1 Apple iPad (Apple Annual reports, 2010)

In a recent lawsuit against Samsung, Apple has given details of their sales. The company has

sold 19 Million iPads in 1 yr and 108 ml iPhones & 60 million iPod Touch. (MacNN Staff,

2011) So this gives a good idea how wanted the products are although they have lot of
practical issues like problem with internet, no wide screen or no multitasking, the next section

will review those aspects in the SWOT analysis.

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This section will make efforts to analyse the present market situation of Apple iPad using

recommended business models like 4P, SWOT, PEST, Porters 5 P model, Ansoff Matrix

followed by discussion on the basis of the secondary research conducted on the product.

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The product market mix consists of 4P¶s (Product, Price, Place & Promotion) and it

helps the marketing managers to get maximum response from the buyers by blending the

4 P¶s. (Kotler, 2010) As discussed during lecture hours 7P is applied on Services and 4P

on products so this report is using 4P for Apple iPad analysis.

Figure 1. iPad components (Wong, 2010)

Vm
 Ipad is using iOS operating system with weight between 680-730 grams

and size of 9.5 x 7.4 x 0.5 inches. It has Wi-Fi and Bluetooth (limited to keyboard &

headphone use) . The main parts are assembled by  

min China which is also planning

to change location to Brazil. The company started taking orders for iPad from 12th Mar 2010

and there was a gap between Wi-Fi & Wi-fi + 3G versions. The company made strict policy

to buy contract from AT &T with 2 contract options (unlimited data plan and 250MB per

month). There are various components which are taken from different companies shown in

figure 1 which reflects the management of strategic supply chain and integration of suppliers

which has contributed the success of Apple iPad. (Wong, 2010)

m
  The company started selling iPad at $499 onwards and it was $638 (£399) in

UK. The company is very sensitive and adopted the same pricing strategy as they had done

for iPhone. Their best fit strategy is focused on price insensitive consumers who want to use

the latest product and ready to pay expensive prices. Thus products are sold using skimming

and versioning pricing strategy. Even the company decided to reduce the price by $100 when

the sales were low, none the less the company made good profits by launching the products

after 1-2 months interval. The company sold nearly 1 million units in one month and 19

million in one year (MacAnn reporters, 2011) Although the product costs around $260

according to a report from iSuppli but it doesn't include the taxes or R &D costs. (Raphael,

2010; Wong, 2010)

Xm
  The company started selling the iPad only from their retail outlets and then

Apple Stores but soon they also joined hands with AT & T, Amazon, Wal-Mart outlets as

show in Figure 2. They started selling in Europe (UK, Spain, Switzerland) by May 28 2010

and in the south east Asia like HK, Singapore during July 23 2010. Israel denied the selling

as they were concerned about the Wi-Fi issues. It is available at stores in India and require 3G
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2m Faster thinner and Lighter were the most keywords that were reflected in the adverts.

Similar to their old marketing campaign for Newton the company is using keywords like

Magical to entice the viewers. (Re, 2010) The company has used the famous song There

Goes my Love from The Blue Van whcih was also aired at the Academy Award in

Hollywood. The adverts are designed to sell iPads on the basis of functional attributes and the

users are shown to use the various features which can be used by the consumers like email,

photo sharing etc. (Daniel, 2010)

2m The iPad¶s marketing is helping to sell iPhones as well. Users who have iPad but not

iPhone have decided to buy iPhone as their next Smartphone according to a survey. Also

Apple is marketing that the users can reduce the cost of their investment as they can use the

same apps for their iPad and iPhone. The company is also targeting old users and quite

successful in that with the help of their easy life adverts, nearly 15% of iPad users are above

56 yrs and above. (keizer, 2010)The company also organise special events like

@ mm m mto announce the launching of iPad. (Apple Annual reports,

2010)

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This section will study the PESTEL forces which are affecting iPad, due to short product life

cycle (6 to 12 months) the managers need to know the factors which are and which can affect

their strategy so it is important that every company should make contingency plans before

they get affected drastically.(Kotler, 2010)

V m
 The Company has adopted monopolistic development behaviour and the

operating system works only with special programs developed specifically for them.
This has also started a new era of Apple apps which is an innovative business idea and

have created a new niche target market. Apple iPad have been used in the political

arena and they have been used by the USA President Mr Obama during June 2010

campaigns and they are planned to use iPad apps to interact with the voters like

updates on local events, election news, sharing of videos and even Call Congress

which connect to the local congress representative. This also helped Apple to give

upper hand with other competitors especially Android features. (Mukherji, 2010)

Figure 4 Price comparison of iPad (www.apple.com, 2011)

The company has started their marketing operations in politically stable countries to

start with like USA, Europe and now in India , China. The company is enforcing

customers to buy contracts if they want at good price and in UK the prices are quite

high and similarly in Asia as well as seen in Figure 4. Because of Apple has higher

bargaining power so they can take monopolistic actions although this is another threat

for iPad. This pricing strategy is also been condemned by the customers as there is

sudden decrease in prices after they are launched as happened with iPhone and now

with iPad. (Wagner, 2010)

 m 
 iPad is built on iOS operating system and is challenged by Android

from Google along with other companies like Samsung, LG, Toshiba. The company

already has over 140k apps which is the highest in the tablet category. Microsoft and

Google ar still fighting to get their share but now iPad is most wanted product
although report says that people are quite less aware of the main features. The

limitation of Bluetooth to transfer data is a major limitation along with no

multitasking capability as iPad was expected to replace Laptops however it has

drastically affected the sales during April 2010 and it is estimated that the sales will

be over 60 million by 2011. (NAT Reports, 2010) In other new reports, Android 3.0

is rather unstable and the tablet makers like HTC, Asustek Computers are forced to

delay the production after the bad review of Motorola Xoom with only 100k sales

(Marshal, 2011) Apple on the other had being proactive and gave upfront cash for the

key components as opposed to other manufacturers who are affected by Tsunami in

Japan which limited their capability to supply. iPad has provided new platform in the

health care industry where the data from electrocardiograph (ECG) will sent directly

to the iPad using the new app called Airstrip Cardiology and AirStrip Cardiology is

available as screenshot. This is expected to be a new platform for health care

development & research and this is just the starting. (Mearian, 2011)

X m
m Apple is facing tough controversy for exploiting the consumers

with their excessive pricing strategy in the tough economic conditions. The loyal

customers mostly don¶t get exclusive treatment and still have to face the tough pricing

decisions of the company. The price of iPad started at $499 but in developing

countries like India its $544. This is a premium product and du e to increasing

purchasing power the company is targeting the high end users but the company is still

facing tough challenge of low 3G service in the country which has drastically

impacted the sales.

 mm iPad is changing the way people have thought about the product, with the

help of over 19 million iPad users the company is providing new opportunity for

making changes in the life of the people around it. The users are in touch using social
media sites is just a start but the product is well suited for the consuming media and

there are many opportunities for the brands where features like iP adverts give high

appeal visual & imagery presence for the users with the help of sound, touch and

motion. The users can interact with the banners which are on the side of the editorial.

This is a good strategy which is attract lot of publishers than even before. The CEO

have been using the iPad for corporate presentations Companies like Lexus have

created a virtual tour of the car which reflects the level of portability which is brought

by Apple. The application is widespread even in hospitality industry where hotel like

The Plaza Part South Hotel is using the iPads for their rooms and they can order the

drinks or food at their convenience or can request wakeup calls or look at the city

guides & even airlines schedules. Another company like L'Oreal is using it to show

the application and usage (after and before affects) which is helping the brands and

the consumers easy access & enhancement of brand building. (Young, 2011) So

Apple has provided a new platform apart from web where the marketers can get

targeted consumers. It is well received by media and publishing companies where

Change Management can be facilitated by iPads. (Larrson, 2010)

Ö m  Fujitsu is claiming that they have launched and used the name iPad before

Apple similar to iPhone controversy with Cisco. Also feature like ebook reading by

Amazon Kindle faced lawsuit as they are not paying the author for reading his book.

Still no issues have been noticed with iPad but time will tell if they will face legal

consequences. (Shvartsman, 2011; Sullivan, 2010)

 m


m m Apple has taken great care and done full environmental

impact analysis (as in figure 4.1) and have used environment management methods

during the design and develop life cycle including the material to be used for

manufacturing and significant efforts were done to reduce the energy consumption of
 iPad by 80%. iPad is made of recyclable glass and Aluminium and the packaging

material is recyclable & the packing is efficiently done so more iPad's can go in one

container. The company is not using Arsenic, PVC, Mercury as the company has

started following Environmental friendly European directive and restrict the use of

harmful chemicals. The company has also stared recycling programs at majority of

the places where Apple iPad is sold. (Apple Environment Report, 2010)

Figure 4.1 Environmentally friendly iPad (Apple Environment report, 2010)

X X





This section will evaluate the industry factors which shape the strategy of Apple. Presently

Apple due to its strong position can govern the tablet market but still there are many factors

which have needs to be analysed before iPad can become a true market leader.

2m
! m m   Apple has high power over consumers as they have partnered

with big brands and therefore using monopolistic price policies. Their product is

standard and can't be customised by others. The company is taking products from so

many other companies and assembling it which has helped them to decide the prices
 and high brand image is helping them to cash the price of advertising from the

consumers. The company has changed the product and launched iPad 2 from March 2,

2011 but still there are lot of buyers who haven't used iPad first generation yet. (Apple

Annual Reports, 2010)

2m
! mm" mThe buyers have no control over iPad and they are at the mercy of

the company. The buyers want to get products as soon as possible but mostly the

company says 3-4 weeks for iPad to reach the consumers. Due to strong ties with the

network providers the buyers have to take the products under contract otherwise they

have to pay huge money to get the iPad alone. The price is $499 in US but its $ 544 in

Asia but the buyers can¶t do anything due to low power over the supplier. The

products in this category is quite high and so the switching cost is also quite high.

(Shin, 2010)m

Figure 5. iPad 5 forces Model (Kotler, 2010; Apple Annual Reports, 2010;Shin, 2011)
m
2m  mm# !m

 The Company has maintained a good brand image and its

difficult to imitate their strategy due to high financial demand. Apple is deciding the

price of the product and consumers are ready to pay & place pre-orders by online

which shows that Apple has high bargaining power. They are also earning good profit

and utilizing China for assembling the iPad. The switching cost is high and the

company is spending nearly 3% of the budget on R &D which is around $464 ml

compared to their rival $1.9 billion still Nokia is taking time to launch their products.

The initial investment is quite high and building the infrastructure is not everyone¶s

cup of tea, apart from R &D division they also need stores worldwide which is time

consuming and require lot of money. (Apple Annual Reports, 2010; Pringle, 2010)

2m  mm$  The threat is moderate but according to the Garter reports the

Tablet market will significantly affect the sale of laptop and PC (10.5 % only) and the

tablets is expected growth of 100% amounting the figure to reach 54 million in 2011

alone. Apple had 80% market share last year and it is expected that LG, Motorola,

RIM, HP etc. will affect the sales of Apple sales. The company has stopped the

production of iPad and now iPad 2 is in place. But time will tell who will be the

leader. (Garter, 2011)m

2m ë  m % m The rivalry is quite high in the Tablet industry and IT giants

like Google, LG, Samsung, Toshiba, Acer and other local brands are entering the

market and what to have their share of consumer markets. Although the growth of

Apple is 61% and it is expected that they be the dominant player but still the

competition is quite high especially due to high inflation in the countries and the

products are quite expensive for normal users. Another challenge is the compulsion to

use only Apple apps from Apple stores in a consumer world where everyone is getting
 use to freeware or low price preference due to software piracy. (Shin, 2011; Kotler,

2010)m

X 


This section will focus on the strength of the iPad which is helping them to gain

competitive advantage along with the weakness which needs to be taken care of by Apple

to gain better market share. The concluding section focuses on new threats which will

affect the sales of the product but there are many opportunities which Apple is still

utilizing and can gain more revenue.


mm

2m The company has excellent brand awareness which is helping the iPad's to sell

quickly like in just 1 year the company sold 19 ml iPads. The brand is getting

leverage from iPods, iPhones and other Mac loyal customers who want to try new

Apple products. The company has used innovative marketing skills to sell iPads with

lot of halo effect. (MacNN Staff, 2011)

2m The product has good battery life and when its locked it can stay for longer periods.

The product is small and easy to handle, its light and portable & has changed the

Document manipulations unlike Smart phones with multi-touch features. This light

weight device is making the Book Publishing easy like Amazon's Kindle as the

company is managing the publishing value chain & presented a new way to consume

content. (Bapun, 2010; indianic.com, 2011)

2m The iPad software developers can embed the advertising content in the applications

and it has provided a new market for software developers. Over 30000 iPhone apps

can be installed on Apple iPad which give lot of choices for the users. The product
 has the first mover advantage and has made a strong presence. (Apple Annual Reports

2010)

2m The product is eco-friendly and the company has studied environmental impacts while

developing the product which is more likely to attract environmental conscious

buyers. (Apple Annual reports, 2010)

 &
mm

2m The product is facing lot of limitations which makes it difficult to sell in markets like

India or China where 3G is still in the developing phase. The iPad is not having any

camera and there is no multitasking, so two applications can't run in the product so the

users can't download the music if they are working. The internet is only for data usage

and no VOIP service like Skype can be used. Like in iPhone there is no USB port and

so no external DVD drive can be used so it¶s a challenge to transfer data.

incompatible Flash support makes it difficult to open Flash sites. The maximum

storage size is 64GB as compared to normal PC's or Laptops where 300+GB is

normal. Without screen protector the product is quite delicate. (Bapun, 2010)

2m The product can only run on iOS operating system and so widespread Window Linux

programs can't run on the system. Only the apps from Apple Store can run on the

system which further limits the usability. (Bapun, 2010)

2m The product is small but the price is high and with limited distribution channels its

tough to get the product and if ordered from website it takes at least 2-3 weeks before

they ship the product. The product is not so much suitable for business professionals

although the company is marketing the product for business presentations. (Apple

Annual Reports, 2010; www.apple.com, 2011)

ï
 
 2m The company can The trend of online book publishing is picking up which has given

rise to new iPad publishers and developers. With millions of iPhone and iPad users,

the company can earn lot of money as they always charge when the apps are

downloaded and share it with the developer company. The company can sell their

iTunes content more widely which will help them to sell future products to them. It

can¶t be considered that Apple has cannibalize the PC segment as the tablet market is

still underserved and has been in existence since and the product has new market of

its own. But a recent review from Morgan Stanley research shows that iPad Tablets

has impacted the PC and laptop sales and its quite low during March & April 2010.

(Blodget, 2010)

Figure 6 PC Sales in 2010 (Blodget, 2010)

  m

2m The company is facing huge competition from Windows Table t, Kindle, Google

Nexus One (sold nearly 80,000 units in one month), Blackberry has launched Storm

and so there are lot of competitors. Lot of users are using Windows operating system

and Window 7 is a new brand competitor which is a dominant operating system and
 lot of applications already exist in the market which are also free compared to iPad

apps (140,000) compares to millions of other software¶s which can run on Windows.

(Stern, 2010)

2m The company is offering products at a higher price in Asia and Europe compared to

USA, which is discrimination and not much appreciated by consumers.

2m Other products like HTC Flyer is coming with camera while Black Berry Playbook

has got two cameras Other competitors include Dell Steak 10, Toshiba has got SD

card slots and removable battery & 2 cameras, Acer has also launched Iconia Tab

A500 with 2 cameras, LG is another big challenger and has launched G-Slate with

HDMI out port while Samsung Galaxy is quite cheap ($249 with contract) and has

Bluetooth features and 2 cameras and lastly Motorola Xoom is expensive but is

compatible with 3G & 4G technology with 2 cameras. (Shin, 2011)

X @
 


Figure 7. Selling of Old iPad (www.gazelle.com, 2011)

As discussed during the lecture hours by Mr _____ Ansoff Matrix can be quite helpful for the

business managers to decide their product or market strategy. There are basically four types

of strategies where Market Penetration and Market Development is used for existing products

and Product Development and Diversification is used for new products. Diversification has

been considered to be the most risky as it is a new product for a new market. (Kotler, 2010)

As far as iPad is concerned the company has been adopting Market Penetration and Product

Development strategy at the same time, which is minimum risk strategy. The company has

launched iPad 2, which is a new product for the existing markets and the company knows

very well to ignite the selling of iPad 2. Recently by using the buyback strategy the company

is increasing the sale of iPad 2 and also attracting the low purchasing power customers. Apple

decided to drop the price of the original gadget i.e. iPad and have attracted the secondary

market consumers who still want to buy the original iPad in under $400. Companies like

reCommerce Gazelle have offered to give money equivalent to 70% of the original price of

the product on the "like-new" conditions as in Figure 7. After large number of consumer

(2000 in few hours) decided to give back the product the company lowered the bid to 50%.

Sellers can gain $300-$375 for 16GB and $595 for 64GB Wi-Fi. This is a good strategy to

finish the old inventory and a way to promote the new product in the existing market

according to Ansoff Matrix. (Jones, 2011)

Figure 8. iPad Ansoff Matrix (Adapted from Kotler, 2010; Jones, 2011)

 m ð

The company is using hybrid distribution strategy (as in figure 9 below) and using the stores

of their partners to sell their product which is helping them to sell with low cost. However the

company is also getting revenue as the consumers have to take contract to get a good price on

iPads. The strategic partners are quite strong like Cingular has database of 58 million

customers with 18ml already tried iPod. This has created a dual win status for both

firms.(Warren, 2010) The company has adopted business processes outsourcing similar to

Nike where the manufacturing is done in China and the company is focusing on design and

architecture of the product. From Transaction Cost Economy theory it is costing quite

cheaper if they had done the same in USA due to high labour cost similarly from Resource

Based View the company is focusing on their core competency (design & development)

while there is no risk for the firm to outsource the assembly. Apple also has enough money to

give upfront to get products at good price due to high bargaining power as a buyer with
 
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more. The company is using channel partners to sell the product like they have done in

iPhone and they have used the same pricing and marketing strategy as they have done with

iPhone making it difficult to be imitated by the rivals. They have also proved that iOS is

better than Android which is still at the development stage but is also a big threat for Apple

in future which demands more innovative products and the company still need to adapt to

expected changes in iPad which they have already started in their new iPad 2.

† m 




2m
 Although Apple iPad is still a huge success but the company can

take more steps to make it better like the introduction of multi-tasking which

limits the usage of the iPads. They can use good screen guard because iPads

are delicate and can be quite expensive investment on behalf of the users.

Internet can only be used if the user has 3G or Wi-Fi which restricts the sale in

the developing countries where 3G has just started and not affordable by all

consumers. Also Bluetooth for file transfer can be quite helpful. Company can

invest in the infrastructural development as they have enough budgets which

they mostly spend in marketing. (Bapun, 2010)

2m
  The price is quite high and the company can earn more from economy

of scale and the company has earned enough they can lower the price so they

can also attract middle class consumer segment. Every country is facing tough

financial situation which should not be ignored. (Researcher)

2m
 m The products are sold only by websites and retail stores or big

companies, but the company can penetrate the mass market by making

regional dealers which is not in place now. This will help them to gain better

sales. (Rhiain, 2010)m

2m

m The adverts are always made in English but with the growing

internet users in countries like India, Bangladesh, Sri Lanka, the company

should use regional languages in TV and news papers which has never started

so far. (Researcher)m






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