English for marketing project report executive summary

Activities involved in: Apple’s company activities involve designing, manufacturing, and marketing its products and services.. - The Ipet is seamlessly integrated with other Apple produc

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

FACULTY OF ENGLISH LANGUAGE

ENGLISH FOR MARKETING PROJECT REPORT EXECUTIVE SUMMARY

Students’ names - Student ID Class: 20DTAC3

1 Nguyén Thuy Trang - 2082000655 Instructor: Mr Quang

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

FACULTY OF ENGLISH LANGUAGE

ENGLISH FOR MARKETING PROJECT REPORT EXECUTIVE SUMMARY

Students’ names - Student ID Class: 20DTAC3

1 Nguyén Thuy Trang - 2082000655 Instructor: Mr Quang

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A ø pple was founded in 1976 by Steve Jobs, Steve Wozniak, and

Ronald Wayne in Jobs’ garage It was incorporated as Apple

‘Also Known Apple is a company that works in the

As Apple Computer, Inc information technology industry It is one of Date 1976 — present the largest IT companies in the world and one Tick AAPL of the most recognizable brands in the world icker

$176.65 (prev day Share price

close) Market 2.76 tr

Sector Technology

Industry Computer

CEO Timothy D Cook

2, A public company:

Apple is a public company that is traded on the Nasdaq stock exchange under the symbol AAPL It is also a component of the Nasdaq-100, DJIA, S&P 100, and S&P 500 indices

3 Service/Goods:

Apple produces consumer electronics, personal computers, and software Some of its products include the iPhone, iPad, Mac, Apple Watch, AirPods, and Apple TV It also offers software applications and related services, such as App Store, Apple Music, Apple Pay, Apple TV+, and iCloud Additionally, it sells accessories, peripherals, networking solutions, third-party digital content, and applications

4 Activities involved in:

Apple’s company activities involve designing, manufacturing, and marketing its products and services It also engages in research and development, innovation, and customer service Apple operates in various segments, such as the Americas, Europe, Greater China, Japan, and Rest of Asia Pacific It has retail stores in several countries, as well as online platforms for e-commerce and digital content distribution

5 Company resources:

Apple’s current resources include its physical assets, such as its headquarters

in Cupertino, California, which is part of Silicon Valley, its production facilities, its retail stores, and its data centres It also has intangible assets, such as its brand value, its intellectual property rights, its patents, its trademarks, and its software Moreover, it has human resources, such as its employees, its executives, its

founders (Steve Jobs, Steve Wozniak, and Ronald Wayne), and its board of directors

6 Customers:

Apple’s customers are individuals and organizations that use its products and services for personal or professional purposes They include consumers, businesses, educational institutions, government agencies, and non-profit organizations Apple’s customers are located in various regions around the world and have different preferences and needs

7, Competitor:

Apple’s competitors are other companies that produce similar or substitute products and services in the information technology industry They include Alphabet (parent company of Google), Amazon, Meta Platforms (formerly Facebook), Microsoft, Samsung, Huawei, Dell, HP, Lenovo, Sony, LG, and others

> The aim of the executive summary The aim of the above executive summary is to provide a brief overview of the main points and arguments of the essay about Apple’s AI desktop pet It is intended to capture the reader’s attention and interest, and persuade them to read the full essay It also summarizes the background, context, thesis, findings and conclusions of the essay

-Build quality and luxury design

-Sercurity and privacy

-Low battery life -Depending on Apple service -Late adoption feature

-AI development

-Branding into emerging market

-Creating compelling service bundles

-Friendly image

-Intense competition -Major competitors -Pricing pressure -Technological disrupton -Recession

2-1.1 SWOT Analysis

STRENGTHS

- Apple is a financially strong brand, topping Forbes’ list of most

- Many customers are loyal to the brand, and they appreciate the consistency of Apple’s product user experience Our brand strength has led to high customer satisfaction and repeat purchases

- The Ipet is seamlessly integrated with other Apple products and services, such as Macs, iPads, Apple Watch, iCloud, Apple Music, Apple TV+, and Apple Pay Each product integrates and syncs seamlessly, allowing you to switch between devices with ease Ipet has an advanced Neural

Network Processor and three different Al Processing Models, which enable him to process large amounts of images, sound and sensor data simultaneously to think and respond in a thoughtful, authentic, and natural manner

Apple is known for its attention to detail in design and build qualitfy Ipet has a sleek, minimalist design and high-quality materials, such as titantum and glass Maintains durability but still comes with luxury Ipet have a closed system and strict App Store review process We also frequently release security updates to protect users from potential threats WEAKNESSES

Ipet is built with high-quality materials and superior hardware components Production will take labor and high-quality materials, and Apple products always have high value Therefore, the product price will

be higher than other products on the market Ipet is designed with a small battery that last 4 and a half hour

Only connect to Apple devices ( Mac, iphone., )

Apple has a culture that emphasizes doing something well instead of doing it fast

OPPORTUNITIES

As the world is moving towards a new wave of AI, we can benefit from recent developments to make our products more user-friendly and accessible

China, Japan, Singapore, Korea, Denmark present significant growth opportunities when those countries are the one with the largest number of robot users in the world

Offerings like Apple Music, Apple TV+, Apple Arcade, and iCloud By further integrating these services with the Ipet We can enhance the overall user experience and generate additional revenue streams

- Developing more technology to meet more user aspects contributes to presenting a positive image of the business

THREATS

- Natural disasters such as hurricanes, earthquakes, polar vortexes, floods and fires have been increasing in frequency Their effects disrupt freight networks by damaging infrastructure, leading to delays in transit or supply if the area hit is the source of raw material, manufacturing and distribution

- Ipet’s competitors: Robot Vector, Cozmo, Emo, Eilik

- Major competitors like Samsung, Huawei, and Xiaomi, along with emerging players like Oppo and Vivo, offer Android smartphones that often provide similar features at lower prices

- Oriented towards a high-end product we may need to explore options for more affordable Ipet or risk losing price-sensitive customers to competitors offering similar features at lower prices

- Rapid technological advancements can threaten the Ipet if we fail to adapt quickly Competitors may introduce disruptive technologies or features that make the Ipet seems outdated or less attractive to consumers

- Economic downturn in the US and many countries in 2023 People’s demand for technology products has dropped Ipet may not be able to be sold well in the market

II THE STP MARKETING:

2.1 Segmentation:

Demographic segmentation: IPET targets customers who are young adults (18-34 years old) with high income and those who have a high interest in technology, music, and entertainment IPET can also customize its appearance and personality to appeal to different genders and lifestyles of each demographic segment

Geographic segmentation: [PET targets developed countries which have more income This can increase Apple’ profit margins IPET can also adapt its features and functions to suit the local culture, language, and climate of each geographic segment

Behavioral segmentation: IPET can target customers who are heavy users

of online platforms and social media, who are loyal to the brand and product, who seek benefits such as fun, friendship, and assistance from the product, who are current or potential users of the product, and who are ready to buy or try the product IPET can also offer incentives and rewards to encourage repeat purchase and referral from each behavioral segment

2.2, The target marketing of Ipet:

Young adults Multiple-target market Married couples with young children

Students

2-2.2.1 The targeting market

Apple targets young adults (18-25 years old) who live in urban areas, who are interested in technology and art, and who value design and creativity, as the primary target market for the Ipet, as it has a high market potential, a low competitive intensity, and a high alignment with the Ipet’s value proposition and differentiation strategy

Apple would also target the segment of married couples with young children, who live in suburban areas, who are interested in education and entertainment, and who value convenience and security, as the secondary target market for the Ipet, as

it has a moderate market potential, a moderate competitive intensity, and a moderate alignment with the Ipet’s value proposition and differentiation strategy

The segment of students (18-25 years old) who study in colleges or universities, who live in urban or suburban areas, who are interested in entertainment socialization, education and also who value design and creativity This segment may have a moderate market potential, a high competitive intensity, and a moderate alignment with the Ipet’s value proposition and differentiation strategy, as they may enjoy the Ipet’s personalization and customization options, as well as its ability to communicate with the user and explore the world

© Multiple-target:

With a multi-purpose Ipet (entertainment, study, care), the way to use Ipet is also diverse with many types of work and depending on what purpose it is used And each target market has different interests, research, and passions, so the approach to them is also different Advertising strategies to attract customers are also different

> _Advantage:

- Reach a wider audience Multiple marketing allows Apple to reach a wider range of potential customers than it could with single marketing This is because Apple can use a variety of marketing channels to reach different types of customers

For example: Apple could use social media marketing to reach tech enthusiasts, email marketing to reach its existing customers, and search engine marketing to reach people who are interested in robot pets

- Increase brand awareness Multiple marketing can help Apple to increase brand awareness for its robot pet This is because Apple will be exposed to a wider range of people through its multiple marketing channels The more

Boost sales Multiple marketing can help Apple to boost sales of its robot pet This is because Apple will be able to reach more potential customers and generate more leads through its multiple marketing channels Additionally, Apple can use its multiple marketing channels to promote special offers and discounts on its robot pet This can encourage people to buy the product sooner, or to buy more than one product

Consistency: It can be difficult to maintain a consistent message across multiple marketing channels

Measurement: It can be difficult to measure the effectiveness of multiple marketing campaigns, as it is not always clear which channel is driving sales

Positioning:

Specific: Increase the number of IPET users by 20% by May 2024

Measurable: by 20%

10

Achievable: by creating targeted social media campaigns, and offering discounts and referral bonuses

Relevant: Increase the number of IPET users

Measurable: by 5%.Achievable: by entering new geographic regions, developing new partnerships and distribution channels, and offering competitive pricing and quality

Relevant: Expand the market share of IPET

Time: by March 2025

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PART 4; STRATEGY AND TACTICS

I IPET, THE 4PS OF MARKETING MIX:

4-1.1 Ipet

An AIT-Pet

Ipet 1s an AI desktop pet with distinct characters and ideas He stays by your side To keep you company, to surprise you, and yes, sometimes to annoy you Just like a real pet

High-tech

- Ipet has an advanced Neural Network Processor and three different AI Processing Models, which enable him to process large amounts of images, sound and sensor data simultaneously to think and respond in a thoughtful, authentic, and natural manner

- Has a smart brain that is controlled by Siri, he can answer any of your questions and respond with useful information

- IPET is a product that offers a unique customer experience of having a loyal companion that can self-explore the world and react to the user with 1000+ faces and movements

4-1.2 Ipet can change his emotion

- IPET can also play music, dance, play online games, wake up the user, turn

on the light, take pictures, and answer questions

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