경영학아이팟 마케팅 전략(영문)

경영학아이팟 마케팅 전략(영문) [경영학]아이팟 마케팅 전략(영문).doc 목차 I. Introduction II. Mission Statement of Apple Computer Q. 1 - Apple’s mission statement Q. 2 – How company is fulfilling its job? Q. 3 – Alternative or revised version III. S.T.P Analysis 1. Segmentation 2. Targeting 3. Positioning IV. External & Internal Analysis 1. Market Analysis 2. Competitor Analysis 3. Internal(Company) Analysis V. Marketing Mix Strategy 1. Product Strategy 2. Pricing Strategy 3. Marketing Communication strategy 4. Distribution Strategy VI. Conclusion 본문 I. Introduction MP3 player became ‘must – have’ item among Korean youngsters including ourselves during these days. When we go to school and ride a subway or a bus, we can see many people listening to music by MP3 players. Although few years ago, the major portable people carried was ‘CD player’. We also once had ‘CD player’ and switched into ‘MP3 player. This might seem not a big change, but MP3 players’ invention was sensational because it seduced almost every ‘CD player’ users to buy new MP3 player. At first, we thought that people needed MP3 players because of its convenience compare to CD players. However, the use of broad MP3 player wasn’t just caused by its convenience only, because every product has more than core benefit the product gives. We became curious what factor leaded MP3 player’s broad use, and the concept of ‘marketing’ came into our mind. That’s why we researched about Ipod, the leading MP3 player in the world. Of course, in Korea, No.1 MP3 player is still Iriver, and it seems very concrete. However, since we know much about Iriver, we thought researching Ipod would be more beneficial to us. As we took this marketing principle class, we learned many things related practical marketing strategy. So we wanted to apply what we learned about marketing to real Apple Ipod’s. This term paper mainly concerns about core concept and strategy by Apple – mission statement, STP analysis, external – internal analysis, and 4P analysis. II. Mission Statement of Apple Computer Q. 1 - Apple’s mission statement Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services. 본문내용 ding ourselves during these days. When we go to school and ride a subway or a bus, we can see many people listening to music by MP3 players. Although few years ago, the major portable people carried was CD player. We also once had CD player and switched into MP3 player. This might seem not a big change, but MP3 players invention was sensational because it seduced almost every CD player use