APR Jabbuka Business Case Competition

8/2/2019 APR Jabbuka Business Case Competition

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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

APR Jabbuka Business Case Competition

Documents

Transcript of APR Jabbuka Business Case Competition