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APR Jabbuka BusinessCase Competition
Lutovac Marko
Marketing Plan for APR JabbukaPromotion and selling in Montenegro
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Company facts
Apple Inc.
Revenues of US$ 24.01 billion,
20.000 employees APR Jabbuka
Located in the city center
Expanding its retail store in nearfuture
No promotion
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Products
Ipod series
iMac, Mac mini
Mac Book, Mac Book Pro Mac OS X v10.5.2 Leopard
iPhone
Mac Book Air Final Cut Studio 2 & Aperture 2
No !
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Market size and potential
Estimated market size by ICD Report :
IT spending per capita is 51 euro p.a. withannual increase of 14 %.
IT Spending IDCReport
2006
2007
2008
2009
2010
2011
Montenegro (eur mil)
31 35 40 46 52 58IT Spending growth - 14,0% 14,0% 14,1% 14,2% 12,4%
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Competitive intensity
Two large competitors
KimTec - part of M SAN Group
15 milion euros of revenues 250 partners in Montenegro
Trade Com - part of Com Trade Group
50 cooperation contracts
Apple products distribution
Mp3 players, 3G cellphones
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SWOT Analysis Strenghts
High quality products
Location in city
center Inovations
Strong brand name
Intel chips
Try out practice andpolite staff
Weaknesses
High price
Small retail space
No significantpromotion so far
Weak presence andshorth reach
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SWOT Analysis
Opportunities
Growing rate of IT
spending of 14 % Expanding the shop
Launching Mac BookAir & iPhone
Possiblepartnerships
Threats
Stiff competition
Overloaded marketand high substitutioneffect
Trade Com offer Apple
products on Mnemarket
Copyright law
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Market segmentation and
targeting Geographic segmentation
Demographic segmenation Tennagers
Students
Young proffesionals computer and designexperts, architects and businesmen
Upper midle class and upper class
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Psychographic segmentation
Sharers & Experiencers vs Maintainers & Controllers
Nokias diagram :
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Behavioral segmentation Computer experts, video and photo designers
Businessmen
Teenagers, students ( generaly young people)
Status hunters
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Promotion strategies
1. Free documentary about Appleproducts and Jabbuka shop -
coverage2. Official oppening of shop
PR Center 300 euros
Media attention
High number of visitors
Pre-promotion flyers 100 euros
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Promotion
3. TV advertisments Partnership with some TV Station that suits best
the targeted segments
A lista Careful planing and finacing it
Best way to show tangible elements of product
4.Promotions of new products:
Creating publicity Free on the air advertisment
Making news
Possible partnerships regarding iPhone
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Promotion
5. Post Office Advertisments 1.350 eur for 50.000 households in Podgorica
3.500 eur for 200.000 housholds in Montenegro
More efficient than radio, daily newspapers,magazines
Higher coverage
6. Possible option Internet advertisement cafemontenegro.com
Fixed banner 2000 euros per month
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Sale strategy
Personal selling
Online store
Premium price strategy - discounts Store interior
Polite and skilled staff
Technological experts Promotion and direct sale workers
RM practice
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APR Jabbuka
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Thank you for your attention!
Lutovac Marko
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Brand and positioning
Think different
Cool design
High technology Having fun
Simplicity, attention to detail, ease of use,
creative thinking
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