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분야
docx1. Outline
2. Executive Summary
3. Situation Analysis
4. SWOT Analysis
5. Marketing Goals and Objectives
6. Marketing Strategy
7. Marketing Implementation
8. Evaluation and control
Retail/customer service – accessibility
- Improvement of A/S and customer service
- Eight retail and customer service shops in Saudi Arabia.
- Seven are located in Riyadh and Jeddah, two major cities of Saudi Arabia, highly concentrated in commercial and investment business sectors respectively.
- By 2013 we will increase the number of retail and customer shops by 150%.
Apple website renewal and support Arabic – comfort
- Rearrange managing company or change the official Apple website for Saudi Arabia.
- Current website is managed by former partner company Arab Computers co.
- Current website does not support Arabic. All information is written in English which causes lack of communication between the company and customers.
- Online shopping is unavailable in the official Apple homepage.
Support iBook, culture and Arabic – localizing
-Open education centers in the newly coming customer service centers.
-Almost none of the iBook contents are written in Arabic or related to the Middle Eastern culture.
Price attraction and improving warranty system – value change
- Lower the burden by offering two year contracts to costumers.
- As mentioned previously, expand the number of Apple shops in Saudi Arabia.
- Warranty systems are useless in Saudi Arabia since there are not enough service centers or repair centers.
- SAR (Saudi Arabian Riyal) has a pegged exchange rate to the U.S. Dollar.
Therefore, the value of Dollar greatly affects the price of U.S. products in the Saudi Arabian market.
- Apple products are sold relatively expensive in the Saudi Arabian market.
-3.75 SR is pegged to 1 dollar
-Compared to the price of iPad2 in the U.S. Saudi Arabia has averagely 15% higher price.
*SR2099=$560 SR2499=$666 SR2899=$773
*SR2649=$706 SR3099=$826 SR3499=$933
