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TABLE OF CONTENT
I. EXECUTIVE SUMMARY: 2
II. INTRODUCTION: 3
III. SITUATION ANALYSIS: 4
III. 1. Market Situation: 4
III. 2. Product Situation: 5
III. 3. Competitive Situation: 5
III. 4. SWOT Analysis: 6
IV. MARKET OBJECTIVES: 7
IV.1. Mission Statement: 7
IV.2. Objectives: 7
V. MARKET TARGETING: 7
VI. MARKETING POSITIONING: 8
VI. 1. Positioning Statement: 8
VI. 2. Perceptual Maps: 8
VI. 3. Possible Competitive Advantages: 10
VI. 4. Positioning Strategy: 10
VII. MARKET STRATEGY: 11
VII. 1. Product: 11
VII. 2. Price: 13
VII. 3. Place: 14
VII.4. Promotion: 15
VIII. ACTION PLAN & BUDGET: 16
IX. MARKETING CONTROL: 17
X. REFERENCES: 19
I. EXECUTIVE SUMMARY:
iPod Nano is a mp3 player developed by Apple company. Apple is one of top 100 brands all over the world as in the Haig's book "Brands Royalty, how the world's top 100 brands thrive & survive". Apple is an American-founded company established in 1976 which manufactures computers, laptops, mp3 players, and accessories related to them.
Along with the wealth of Vietnamese population in recent year, we realize that there is a strong demand for entertainment tool such as mp3 player. Taking the advantage of the strong brand from Apple and t ...