Smartphone Market Trends With Pest Analysis In Korea

Smartphone Market Trends With Pest Analysis In KoreaThe Korean telecom company called KT has published that the major client of ache phone is men and women in their 20s and 30s who live in capital ara. They keep back a need to buy recent planetary phone when their brisk phone is out of order or behind in fashion. point some Macolytes who is enthusiastic in apple products tend to be disgruntled at not getting bracing iPhone. After recognizing problems, they get hemorrhoid of propoundation about new mobile phone from their friends, relatives, internet acquainted(predicate)ity and media.As the number of smartphone practice sessionrs is increasing, many smart phone companies have been laborious to penetrate Koreas smartphone grocery store. orc gravely apple trees prodigiousgest direct competitor is Samsung. While orchard apple tree sells and iPhone series, Samsung keeps a rich assortment of trustworthys. Samsung sells cheaper mobile phone maneuvered at teen shape uprs or a little bit expensive mobile phone which includes a pack of divisions aimed at adult and CEO. Like this, Samsung does not overwhelm with material favour competent position but gulls segment market. Therefore, customers stooge make a choice what they indigence in their dam get along with category.As I mentioned earlier, Samsung sells versatile kinds of smartphone for different age groups. The Left targets at teenager and the Right aims at adults. obstinate to living galaxy series smartphone, galaxy pop offers miscellaneous color and it throw out satisfy young hoi pollois desires and their personality with inexpensive price. A celebrity who is pop with teenagers appears in commercial advertizing, and the ad encourages young customer to buy it. On the other hand, galaxy s4 is equipped with the latest and the best performance. Samsung installs a softwood of billboards to advertise the product. The company offers flip cover with discounted price only for several(pren ominal) days and even gives voucher which pile enjoy mobile TV.Smartphone market Trends with PEST analysis in Korea.Political figure Abolition of WIPI responsiblenessWIPI (Wireless Internet Platform for Interoperability) is a platform utilise in south roughly Korea. It is basic softw ar which is same manoeuver as OS utilize in personal computer. Korean mobile communication companies made their give birth wireless internet platform in a different ship brookal and split of contents manufacturing businesss had to make same contents in various ways. Therefore it caused unnecessary emaciate. Government carried out regulation to reduce waste to a minimum. However, apple, Nokia and other companies made their mobile phones with their protest platform. So that companies had to transplant their platform to entry Korean mobile phone market. With these difficulties, many companies are reluctant to penetrate Korean market. Eventually, Korea government abolished the WIPI obligation . After Multinational manufacturer entering Korean market, mobile market became much competitive. Especially, Apple moved(p) various positive effects for breathing apple customer and this affirmative response continued.Economic component Consumption PromotionWith the smart phone, more and more people use mobile contents which called lotion program. In application market, there are lots of categories so consumers are able to buy what they want. As people are using smartphone, fill of applications are activated naturally. Even some people develop their own application program and create sugars. At the same time, they make a nifty contribution to mobile contents market. Eventually smartphone is one of the main divisor which promotes application consumption and makes mobile market more active.Social Factor consumer trend, various age groupsOriginally, only young people who stinker don change quickly prefer to use smartphone. As time goes by, however, various age people start ed to use smartphone. At first, they are not familiar with using smartphone and application, but now many people get wonted(a) to utilizing their smartphone. Another factor is consumer trend. Many people want to get loads of information in real time. Even in public transportations comparable electron tube or bus, consumer search latest information. Customers want to get a lot of information as soon as possible.Technology Factor Camera, GPS,People consider Camera as important factor in smartphone. They dont have to carry their own camera when they want to take pictures and they can just take pictures with high pixel camera in smartphone. With GPS, consumer can know where they are now and how to go to their destination. Consumers are no longstanding afraid of getting lost due to GPS.Apple Analysis institution bit Apple organization structure.Apple organization is so wide and not conventional. It is vastly different from other companies organization chart. At first, Apple doesnt have committee and organization management. The company only has CFO which controls profit and loss. roughly of companies tend to regard profit and loss as net result of management responsibility however, in Apple, only CFO pays anxiety to their profit and loss. As a result, workers can share their ideas with bottom up not top down.Brand StrengthFigure Apple ranked as Worlds about valuable brandApples strengths are retail stores, customer service, leading innovator and financial reports,First of all, Apple opened own retail stores all over the world. It is estimated that about 280 stores in 10 countries. Most of retail stores are a success because consumers have an opportunity to lead and use about the product in stores. Second, Apple is known for good customer service. Apple is home to many sales representatives who are practised customer service and information. Apple similarly offers free online chat function and replies the answer to consumers inquiry.The Third strength i s leading innovator. Apple is regarded as most in advance(p) company. The company can produce innovative products and its innovation affects some other mobile company. Final strength is financial reports. The financial performance of apple is split than many companies. It has high gross profit margin.PositioningApple offers various applications and service through iTunes and app store. This is main positioning of apple and thats why the companys main consumers are in their 20s and 30s who have strong purchasing power.Figure Past iPhone campaign historyThe iphone3 campaign is simple. Apple just emphasizes price and speed. Actually many people thought that there is no big difference between iPhone3 and iPod. But after releasing iPhone 4, the campaign is solely different. Apple introduced new function which called human face-time. iPhone4 users could call their family or friends with face to face. The most important factor that apple emphasizes about iPhone 4s is Siri. Consumers c an order motion with their voice and the product takes an action. Like this, the past iPhone campaign is quite innovative but it isnt useful in real life. For example, Siri is not offered on the Korean iPhone therefore it is hard to use Siri for Korean consumer. Another failure is face time. Because lots of Korean mobile phones have already offered video call, Korean didnt think it is special. Therefore considering this failure, the most important iPhone 5 campaign guide word is Innovative but PracticaliPhone 5 communications objectives.Make iphone5 red-hot than before.Add the ability to watch TV in everywhere.Extend the assault and outpouring lifeMake up for yellow gate and camera.Target audiencesThe existing target audience is men aged 18-35 however now it would be changed. The main iPhone 5 target audiences are in their early 20s and mid-30s. These groups of people have strong purchasing power and they are very tender to the changes. The reason that I exclude teenagers from target audiences is they tend to buy their mobile phone according to the situation and they dont have any income so it is hard to make them as long-term customers.Many people including existing users were disgruntled at the short assault and battery life. Showing the main problem-solving, Apple express consumer to buy the product. This is helpful to leave positive images which Apple is trying to tell with consumer. Consumer in their 20s and 30s are very sensitive to the latest trends and sometimes they observe depressed when they cannot have latest product. People want to buy not only products but also the brands name. Apple has to understand the character of target audiences, and make them feel .superior.Promotional toolsAdvertisingMedia broadcast, print, outdoor, in storeBlogs upload information about new iPhone and draw intention.Broadcast emphasize the iPhone 5 speed.Print Print new catchwordPublic relations stir up release updates every monthVideo news Make iPhone take at Youtube and upload regularlyDirect MarketingEmail aim emails to all apple consumers with introduction of iPhone 5Personal selling develop sales person lets information and spend time with new customers. induce long relationships between seller and buyerPersuade to purchase new productSales PromotionsDiscounting price Offer discounted price to student and existing users who bring their iPhone series.Samples Retail stores allow consumers to try the iPhone5Voucher When customers buy iPhone 5, Apple give voucherSuggestions for relevant mediaSocial Network MediaAccording to the inquiry graph, more and more Korean people are getting use their own social network. With using social network, the company can clear a lot of social network users.For example, on Facebook, most of users age is from 18 to 35 which is our main target audience. So If the company target on Social Media such as facebook, twitter etc, the company can attract a lot of main target consumer. Customers will be interested in new iPhone, and they could express their own opinion on Social network. The best advantage using this media is the company can spread abroad with the consumers and advertise effectively with a small charge.TV commercial advertisement.The TV commercial is the easiest way for customers to get new information about iPhone. During for only 2-30 seconds, the commercial could effect on customers. Nowadays, it becomes more and more important to contain advertising background music. With using TV ad music, it also can emphasize the products various advantages. TV commercial advertising expenditure is most expensive than other advertisement, but it is one of effective means to inform the public.Creative StrategyEmphasize the better battery and offer man- movable chargers.Many Korean people think that the most disadvantage of iPhone is the battery. Contrary to other competitors, iPhone has a built-in battery. So the company has to extend the battery life, and emphasize th e major improvement. And the company will offer free movable chargers for consumer during specific period. Apple sticks to make iPhone with built-in battery. Instead of making portable battery, offering portable chargers could be differentiation strategy and it also hold iPhones unique purport. Like this, if the battery life is longer, lots of customers would satisfy the new iPhone and they will also suggest their friends or family.Advertising with new functionThe new function of iPhone is DMB(Digital Multimedia Broadcasting). As I target at Korean mobile market, launching iPhone with DMB could draw consumers interest. In Korea, during commuting hours, lots of workers tend to spend their time with watching TV in metro or buses. Previously, because Apple didnt add this features, many Korean apple users used to experience discomfort. Combining with 43 screen ratios and Apples Retina Display, the company would provide target audience with crystal clear images.In summary, new slogan of iPhone is practical and unique. I will adhere to existing unique design and make up for shortcomings. The main objectives of iPhone 5 marketing is to emphasize the better battery life, new DMB functions and higher speed than before. To target main audience, I will advertise on Social Media and TV commercial advertisement in priority. With this advertising, the company is able to attract major consumers. I also want to stretch more budgets for advertising and sales promotions than before. With promoting consumers about the elongate battery life, the company can offer free portable battery charges as sales promotions. Using this promotional tool appropriately, the company would be successful on iPhone5.