The Potential Market for Apple Ipad in the Uk
The Potential Market for Apple iPad in the UK Table of contents 1. 0Introduction3 2. 0Creative thinking3 3. 0Recommendations for successfully marketing iPad in the UK3 4. 0Conclusion4 References5 1. 0 Introduction After iSlate and iGuide, iPad as another tablet-shaped computer was launched by Apple. The various applications of the iPad are very attractive for customers, but it also has some shortcomings including high price and the same user interface as iPhone. The company prepares to set foot in the UK market. The purpose of this report is to identify how the iPad can be successfully marketed in the UK.
Firstly, the main body of the report will briefly introduce creative thinking. Then, it will present the approaches for marketing iPad in the UK successfully. After that, it will make a conclusion in a few words. 2. 0 Creative thinking Creative thinking plays a significant part in constantly increasing the amounts of human knowledge, improving perceptivity of human being, as well as opening up new situation for practice. Creativity is the basis for generating innovation which is favorable to improve organizational competitiveness in the marketplace (Amabile, et al, 1996).
It can be seen that creative thinking plays a significant role in the success or failure of new product or services in the market. Innovation can be driven by leadership, people management, knowledge management, and creativity management (Prajogo and Ahmed, 2006). The sources of creativity and innovation are people including customers, specialists, groups and teams, as well as individuals. Apple can be regarded as an innovative firm. Its innovation capacity comes from innovative chief executive. How to market its products creatively is very crucial for the success of product sales, which ill be discussed in the next section. 3. 0 Recommendations for successfully marketing iPad in the UK Marketing is the root for the survival and development of an organization. Over time, a large number of marketing approaches come to the market, including relationship marketing, direct marketing, service marketing, internet marketing, international marketing and brand marketing and so on. Successful product marketing should attach much importance to many aspects such as market demand, customer preference, price, and marketing mix and etc.
The following paragraphs will suggest ways how the iPad can be marketed successfully in the UK. In order to successfully marketing product or services in a new market, the first and most important thing for an organization to do is market research. In this way, the organization can better meet customer demands and preferences by analyzing market researching findings. In general, market research consists of four steps, that is, gathering the data, integrating the evidence, unraveling the insight, and telling the story (Rawlinson, 1970).
It is known that iPhone has obtained remarkable success in the market. Owing to this, iPad has already employed the iPhone-style user interface (Johnson and Arthur, 2010). It is apparently that iPad is not creative in this aspect as a result of passive consumption. For successfully marketing, the company must attempt to persuade consumers to accept the uncommonness of the product. The key lies in how to promote its advantages overwhelming its advantages. As a whole, the company must explain clearly about the creation of the product so as to attract the attention of consumers.
Otherwise, the marketing of the iPad will suffer from the impediment or even resistance from consumers. In the next place, marketing strategy is one of important factors to help the organization to remain invincible in the increasingly dramatic market competition. The iPad can provide numerous applications for customers but not only limited to web browsing, email and reading e-books (Johnson and Arthur, 2010). At the beginning, Apple did not make a price for iPad in the UK market. However, according to the surveys, a great many customers in the
UK reveal that iPad is excessively expensive (Harvey, 2010). It can be seen that cost is a key factor to determine if iPad can be successfully marketed in the UK. On one hand, the company should employ appropriately pricing strategy. Pricing strategies include skimming, market pricing and penetration pricing (Sutton-Brady and Beal, 2008). It is obviously that the UK is a new potential market for Apple. The key for the survival of the company in the new market is to stimulate market and capture market share. For this reason, penetration pricing strategy should be adopted by the company.
On the other hand, the company should attempt to reduce cost as much as possible by all means. The last but not the least, promotional methods are also of great importance to the sales of products. Traditional promotional mix mainly includes the elements such as advertising, personnel selling, direct marketing, sales promotion, and public relation. Among them, advertising is an important tool for marketing at any time. Both mature and blind consumers will be guided by the advertisement. What’s more, the returns from advertising are also impressive at short notice.
In addition, public relation makes great contribution to corporate image and marketing. However, with the development of media technology, the promotional mix is taking place great changes. Moreover, the communication has already gone through four ages from interruption, entertainment, engagement to dialogue. From this aspect, it can be said that the iPad has already done a good job for media in different sectors including print and publishing, television, and advertising (Arthur, Anderson and Sweney, 2010). It has satisfied the customer demands on entertainment and engagement.
According to the statistics, 70% of the content of the web will be user generated until 2010 (Daugherty, Eastin and Bright, 2008). From this, it can be seen that it is very important for an organization to interact with customers. For this reason, customer engagement and interaction should be embodied in every link of marketing. The advertising ideas of iPad will be multiplatform rather than the “big TV campaign” mentality; furthermore, it will develop creative advertising ideas by a spectrum of consumer engagement (Arthur, Anderson and Sweney, 2010).
From the perspective of public relation, traditional public relation messaging techniques may not be perceived as authentic any more. On the contrary, the company should regard user reviews and comments as the new word of mouth. Their messages will become the critical factors to improve the leadership of Apple in the UK market. 4. 0 Conclusion To sum up, marketing is extremely important for the development and expansion of an organization. The report has firstly introduced a little about creative thinking. Then, it has demonstrated how the iPad can be successfully marketed in the UK.
Firstly, the company needs to conduct market research and make correspondingly responses by market analysis. Secondly, the company is necessary to formulate appropriately pricing strategy. Thirdly, the company must focus on the interaction with customers in the age of media technology. The iPad can be marketed successfully by effective market reaction, correct pricing strategy, as well as frequent interaction with consumers. References Amabile, T. et al, (1996) Assessing the work environment for creativity, Academy of Management Journal, 39 (5): 1154-1184. Arthur, C. Anderson, K. and Sweney, M. (2010) A Good Job for Media, http://www. guardian. co. uk/media/2010/feb/01/ipad-imapact-on-media, Date accessed on June 8, 2010. Daugherty, T. , Eastin, M. S. and Bright, L. (2008) Exploring Consumer Motivations for Creating User-Generated Content, Journal of Interactive Advertising, 8(2): 1-24. Harvey, M. (2010) British Buyers will Pay More for iPad, but Critics Say Wait, http://business. timesonline. co. uk/tol/business/industry_sectors/technology/article7119823. ece, Date accessed on June 8, 2010. Johnson, B. and Arthur, C. 2010) Apple iPad: The Wait is over – but is it Future of Media or Oversized Phone? http://www. guardian. co. uk/technology/2010/jan/27/apple-ipad-tablet-computer-k indle, Date accessed on June 8, 2010. Prajogo, D. I. and Ahmed, P. K. (2006) Relationship between Innovation Stimulus, Innovation Capacity, and Innovation Performance, R&D Management, 36(5): 499-515. Rawlinson, J. G. (1970) Creative Thinking and Brainstorming, London: British Institute of Management. Sutton-Brady, C. and Beal, T. (2008) International Marketing, South Melbourne, Vic: Thomson Learning Australia.