Asses Market Size Trends Within a Given Tablet Market

3.1. Asses market size trends within a given tablet market.

Over the last few decades the demand of technology and the development and the establishment of technological devices are revolutionary and this trend will continue in near futures. Tablet is one of those technological devices which is experiencing a massive growth across the globe nowadays and assumed to be continued in future though it has struggle nearly a decade and experienced the accomplishment in the year 2010 (Infinite Research, 2012). Tablet market is growing faster than it was initially forecasted and the growing rate was more than 20% for the year 2010 and 2011 and it is found that this will increase to 57% and 112% or the shipments of 133 million and 216 million in the year 2012 and 2013 respectively and by the year 2016 the sale units of tablet will reach to 450 unit in a year (Stanley, 2012).

The tablet market is dominated by Apple for last two years and the global market of Apple grew up to almost 70% on the shipment of 17million worldwide in the second quarter of this year where Samsung takes the second place with only 9.2% market share (Reisinger, 2012) though it has experienced a share decrease in the market share in the following quarter by its rival android tablet that take 41% of market share where apple market share decrease to 57% (Reed, 2012). According to Reisinger (2012) Apple is making right moves through taking the tablet from a niche device into a hot-selling, aspiration as well as consumer phenomenon. Reed (2012) reported the reasons Android tablet made huge impact on increasing their market share because of comparative low price and the consumer anticipation of purchasing multiple new models.

The demand of tablet is growing very firstly across the globe due to various reasons such as the realisation that tablet can significantly improve output through offering real time access content, the internet, computing, communication tools, apps and productivity software, mobility and so on. The mobile computing facility is one of the greatest efforts of table which allow the consumers to compute anywhere else they are easily (Infinite Research, 2012).

3.2. Plan and carryout a competitor analysis for an Apple's iPad Mini

Competitor analysis refers to the strategic technique which is used to identify evaluate the competitors in order to recognize the strength and weakness of the competitors and their products or services might have so that the collective information can be used to improve the effort of the company (Sekhar, 2010). He added that competitor analysis includes three consequent steps: firstly- identification of rivals; second- identification of the ability of the organisation and final step include the conduct of SWOT analysis in order to identify the strength and weakness of the organisation its self and its rivals.

Apple is market leader in tablet market despite having a sharp shrinking in the market share in the third quarter the year. Apple is the market leader in the tablet market with the market share of 50% while; its major two rivals are Samsung and Amazon with the market share of 18.4% and 9% respectively in the third quarter. In the second quart it was 64.3, 9.9 and 4.9 accordingly (IDC, 2012). Apple gets the competitive edge in the tablet market due to its revolutionary design, image, operating system, and price where its competitor are struggling to match with it (Lam, 2011).

SWOT analysis of iPad Mini

S: Strength W: Weakness

 Revolutionary design of the product

 Excellent design

 Latest technology

 Goodwill and brand awareness

 Research and innovation

 Positive word and mouth  High price

 Fault of product

 Shortage in multiple use of applications



O: Opportunity T: Threat

 Better quality control implementation

 New market

 New technology  Strong competitors

 Economic instability and crisis

 Political instability

 New technology

 Substitute products

4.2. Design and complete a customer satisfaction survey

A structure survey questionnaire is designed in order to state satisfaction level of the customer of iPad with intention of getting valuable information which is effective to help Apple to bring in their new iPad Mini in the market effectively. The survey questionnaire included two parts namely close ended and open ended questions.