Apple’s i-Pod, new marketing strategy in Korea
Summary :
Table of Contents
- Introduction
- Development
- Market analysis
- The product
- U.S. market
- Korean market
- Consumer analysis
- U.S. market
- Korean market
- Suggestions
- Advertising strategy
- Attitude change
- Post-purchase strategy
- Conclusion
- Bibliography
Abstract
apple's ipod is the hottest, most innovative and sought-after MP3 player in the world. In Europe, ipod takes 80% in MP3 player market, and it is the most powerful item for Europeans. Same situation is happening in north-America. For almost all of American, when they think of MP3 player, they definitely choose apple's ipod. ipod provides a lot of customers with brand loyalty by constructing strong relationship with them.
However, it is different in Korean market compared to Europe and America. In South korea, ipod accounts for only 7% in sales charts, according to a recent report by market analyst GfK AG. ipod ranked 13th in this market. Reigncom, better known as iRiver, was ranked first with 30.8% in the market.(Samsung Electronics Co. Ltd. with 14.4 percent, and Cowon, known as iAudio with 11.8 percent.)
The reason why we chose this topic is that we thought it would be an interesting challenge to find a proper marketing strategy. And it would be a good way to apply what we learned in the class. Nowadays, ipod is getting trendier to Korean young consumers, and also in the world, and it could be appropriate to apply a stronger marketing strategy.
It is obvious that the ipod product is less successful in korea than in the USA, then we will analyze the marketing strategies of apple in both countries.
However, it is different in Korean market compared to Europe and America. In South korea, ipod accounts for only 7% in sales charts, according to a recent report by market analyst GfK AG. ipod ranked 13th in this market. Reigncom, better known as iRiver, was ranked first with 30.8% in the market.(Samsung Electronics Co. Ltd. with 14.4 percent, and Cowon, known as iAudio with 11.8 percent.)
The reason why we chose this topic is that we thought it would be an interesting challenge to find a proper marketing strategy. And it would be a good way to apply what we learned in the class. Nowadays, ipod is getting trendier to Korean young consumers, and also in the world, and it could be appropriate to apply a stronger marketing strategy.
It is obvious that the ipod product is less successful in korea than in the USA, then we will analyze the marketing strategies of apple in both countries.
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