...that suggests the iPhone 7 will be far less successful than both the iPhone 5 and the iPhone 6? The iPhone 6-era produced more growth than the iPhone 5-era (trend is in the right direction), AAPL is opening more retail stores in China now than ever before, China’s middle class is growing at a rate of 10% (assuming China GDP growth of 7%) and is expected to be 1.5x the size of the US middle class in 2017, and 30% of iPhone buyers are switching from Android. Although it was arguably reasonable for analysts to sound the alarm bells from 2013 through 2014 because era-over-era growth dropped from 563.3% (iPhone 4-era) to 51.1% (iPhone 5 era), it is unfounded today given a conservative iPhone 6 era-over-era growth estimate of approximately 63% (30%+ per year). This report focuses on the iPhone because it generates nearly 70% of AAPL revenue and 100% of growth. I bought AAPL on 2/16/2016 at $95.0 because the Street’s 2017 revenue and earnings estimates are irrationally low. Thesis Summary: * The Street focuses on QoQ growth rates and next quarter guidance, which equates to comparing every iPhone release with the previous release in order to project short to medium term iPhone revenue growth. This methodology would have an investor think that iPhone growth is slowing and the iPhone 7 will produce far lower growth than the 5 (~25%/year) or the iPhone 6 (~30%/year) * The reasonable/rational way to think about iPhone growth is “era-over-era” because all iPhone releases are not...
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...4P’s Analysis of Apple’s iPhone 5 26-Nov-12 [Type the company name] [Type the author name] Word Count: 3038 Table of Contents 1. INTRODUCTION 2 1.1 Background of 4P’s principal 2 1.1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Value through Design 6 2.1.2 Value through Features 7 2.1.3 Value through Brand Image 7 2.2 Price 8 2.2.1 Value through Price Options 8 2.2.2 Value through Purchase Options 8 2.2.3 Value through Higher Benefits vs. Price 9 References 10 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include...
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...TEAM MARKETING STRATEGY Fundamentals of Marketing Apple iPhone 6 TABLE OF CONTENTS Contents 1. Executive Summary 3 2. Introduction 4 3. Section One 4 3.1 Industry Overview 4 3.2 Competitors 5 3.2.1 Samsung 5 3.2.2 HTC 6 3.3 Key player of importance 6 3.4 Technology Trends 6 3.5 Demographic Trends 7 4. Section Two : Segmentation 8 4.1 Consumer Characteristics 8 4.2 Segmentation Framework 9 4.3 Segment Profiles 9 5. Conclusion 11 6. References 11 Executive Summary Apple’s iPhone is a leader in the global smartphone market with 231.2 million units sold in 2015 (Villapaz 2015). Although the number of mobile phone users continues to increase, the smartphone market has seen some decline. This report presents the background information required for Apple to further their iPhone 6 marketing efforts. The following report carries out a detailed environmental analysis to support strategic marketing. Over two sections, the report presents information about the demographic and consumer segmentation to explore the purchase decision for an Apple iPhone 6. Section one has an industry outline and breakdown, followed by research on competitors, industry, product trends, and demographics of the target market. It looks at the risks and opportunities that could result from technological development or a shift in the demographic. The second section presents an overview of the consumer. Segmentation of the consumers...
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...4P’s Analysis of Apple’s iPhone 5 26-Nov-12 [Type the company name] Ali Word Count: 3038 Table of Contents 1. INTRODUCTION 2 1.1 Background of 4P’s principal 2 1.1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Design 5 2.1.2 Features 6 2.1.3 Brand Image 7 2.2 Price 7 2.3 Promotion 9 2.4 Place 12 3. Conclusion 13 References 14 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include Product, Price, Promotion and Place. This classification was first proposed by E. Jerome McCarthy in 1960s and ever since it has become an...
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...Apple was founded on the first 1st April 1976 by Steve Jobs, Steve Wozniak and Roland Wayne in Cupertino, California. Apple was originally founded to create personal computers but expanded its market in 2001 with the iPod, a revolutionary music playing device. Since that time apple has gone on to release a number of other market leading products including the Apple iPhone, Apple TV and the Apple iPad to make it the market leader in consumer electronics. ------------------------------------------------- Photo courtesy of http://www.technobuffalo.com/2011/12/14/apples-founding-contracts-go-for-1-6-million-at-auction/ ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Apple now has 406 retail stores across the world selling a total of 17 different products in a range of sizes, along with a huge range of accessories. ------------------------------------------------- After Apple’s first day as a listed company on December 12, 1980 it had a market capitalisation of $1.778 billion. Apple IPO makes instant millionaires, December 12, 1980 | EDN. [ONLINE] Available at: http://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980. [Accessed 10 March 2014] ------------------------------------------------- Market Capitalisation is “the total dollar market value of all of a company’s outstanding shares” (citation), calculated...
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...5/7/2013 MK0274 | W10003081Word Count: 2052 | Tutor: Paul Copley | Northumbria University | Marketing Communications Plan for the Launch of the iPhone 5 | Northumbria University | Marketing Communications Plan for the Launch of the iPhone 5 | Contents Page No. 1.0. Introduction…………………………………………………………………….…………………….2 2.0. Section 1- Campaign Context Analysis……………………………………………..…….2 3.1. Customer Analysis………………………………………………………………...…….2 3.2.1. Demographics…………………….………………………………………….….2 3.2.2. Behavioural Insights……………………..……………………………………3 3.2. Competitive Landscape………………………………………………………………..3 3.3.3. Direct…………………………………………………………………………..…….3 3.3.4. Indirect…………………………………………………………………….………..4 3.3. Market trends & Forecasts…………………………………………………….…….4 3.4.5. PESTEL Analysis………………………………………………….………………5 3.4. Brand Analysis……………………………………………………….…………………….6 3.5.6. Positioning………………………………………………….……………………..7 3.5.7. SWOT Analysis…………………………………………….…………………….7 3.5. Review of iPhone Marketing Communications Activities……………..8 3.6.8. Past Campaign History……………………………………………..……..…8 3.6.9. Implications for the Marketing Plan………………….…….………..9 3.0. Section 2- Marketing Communications Plan (MCP)………………………………10 4.6. Communication Objectives…………………………………………….………….10 4.7. Target Audience ……………………………………………….……………………….11 4.8. Promotional...
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...TUI University Paul A. Krasulski Module 1 SLP: Segmentation, Targeting and Positioning SLP Branded Product: Apple iPhone 4S MKT 501: Strategic Marketing Dr. Francisca Nkadi July 23, 2012 Abstract Purpose: the purpose of this paper is to identify a branded product or service to be examined through the session; examining elements of consumer behavior as they relate to market segmentation, targeting, and positioning for it. This paper, and subsequent papers, will lead to a SWOT marketing analysis of the chosen branded product. Methodology/approach: the branded product for this paper will be Apple’s iPhone4S. Data to be covered in this first paper will include the following: Product/Brand Analyzed Corporate Background Market/Industry Analysis and Competition Market Segmentation and Target Marketing Relevant External Factors Module 1 SWOT Analysis Findings: Apple is a leader in sales and production in US Markets; with products that appeal across target markets. iPhone 4S sales have eclipsed internal Apple brands, as well as other smartphone companies in the U.S. market. Recent sales dominance, however, has not established an industry lead. Samsung, in partnership with Google’s Android Operating system, owns the global marketplace with something like 21% of total market share. Apple faces both technological and political challenges in the largest smartphone market, China, as it is unable to establish a partnership with the largest carriers there due to non-4G/LTE...
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...decided by how much to producer is happy to supply the goods demanded at a common price for consumers. Question 1 The market which this report will look at is the Apple iPhone. The iPhone was first created in 2007 when Steve Jobs (Apple Inc Founder) introduced a wide screen iPod with touch screen controls and was able to be used as a mobile phone. Three determinants of demand which affect the iPhone are: Buyers Tastes and Preferences The tastes and preferences of a buyer may change because of personal preferences or advertising. If an advertising campaign is successful then the demand for the iPhone will increase as it has been made more appealing to consumers. Similarly an increase in the brands popularity will also cause the demand for the iPhone to rise. A Change in Income A change in consumers real income will also affect the demand for the iPhone. As smart phones are considered a ‘normal good’ and not a luxury, if income levels rise then the demand for normal goods will also rise. Advances in Technology After the release of the first iPhone in 2007 Apple realised their problems with the first iPhone and used this information to develop the iPhone 3G. The denser graphics and faster internet speeds made this model more appealing to consumers. Question 2 The market which this report will look at is the Apple iPhone. The iPhone was first created in 2007 when Steve Jobs (Apple Inc Founder) introduced a wide screen iPod with touch screen controls and was able to...
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...to complete this report. Special thanks goes to my brother Farzan, for helping me with my report by finding time out of your busy schedule. Your time and words are highly recognized and appreciated throughout the beginning of this report till its end. Also my heartfelt thanks goes to my brother Farhan, for helping me with the presentation slides of this report and for being always so welcoming whenever I needed any help in it. Also I take this opportunity to thank my sweet buddy Reshwan, for helping me in finding some useful links through which I was able to get some really important information. In addition, to everyone who helped me in obtaining even the slightest information that was necessary to write this report, I want to thank you for your assistance and corporation for it is highly recognized and appreciated. EXECUTIVE SUMMARY / ABSTRACT This report shows a marketing mix for the Apple iPhone, with the purpose of introducing the iPhone to the Southeast Asia market for the first time. For instance it shows a report on how Apple can carry on with their marketing strategies such as product strategies, Pricing strategies, Promotion strategies and Distribution strategies. And after considering the available strategies the report is concluded with the most appropriate strategies which the Apple can use for its marketing of iPhone to the Southeast Asia Market. CONTENTS ACKNOWLEDGEMENT 1 EXECUTIVE SUMMARY / ABSTRACT 2 INTRODUCTION 4 SWOT ANALYSIS 5 PEST 6 MARKETING...
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...Segmentation Of Apple Iphone 4s Marketing Essay In this report, it aims to analyze and evaluate the market segmentation of Apple iPhone 4S. First of all, based on the theory of means end chain, the product is analyzed through product attributes, consequences of use and personal values. Special features of the product lead to the consequence of use, which finally stand for the value of the product. Besides, consumer markets are segmented according to different groups. Therefore, in this report, based on the analysis of four different categories including demographic, psychographic, use-related and benefit sought, it states consumers have different characteristics in terms of different items in each category, and then it identifies three groups of iPhone 4S consumers, including the primary targets of iPhone 4S are people who are loyalty to this brand with some knowledge of it, another two big groups are people who are interested in new high tech phones and people who are chasing social acceptance. It indicates that groups with special features share the same choices when they are making the purchase decisions. Furthermore, based on two reference groups, friends who are using the same products and other people who are interested in discovering applications in smart phones and give comments on the products, this report shows that purchasing decision from reference groups may have very important influence to target customers’ decision-making process. This report has given five recommendations...
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...disappointing quarters -- or slowing iPhone sales-growth -- and doubt could build about Apple's post-Steve Jobs future. By Sam Gustin | @samgustin | August 3, 2012 | + inShare [pic] David Paul Morris/Bloomberg via Getty Images Steve Jobs, Apple's late CEO unveils the iCloud storage system at the Apple Worldwide Developers Conference 2011 in San Francisco, California, U.S., on June 6, 2011. If last week’s technology earnings bloodbath gave you pause, consider this: What happens if Apple, the world’s most valuable technology company, falters? It’s a chilling thought. As the one-year anniversary approaches of the death of Steve Jobs, the visionary and revered executive behind Apple’s most beloved products, tough questions could bubble up about Apple’s future, especially if we see a few more quarters of disappointing earnings results — or weakening iPhone sales growth. Last week, Apple delivered a rare earnings disappointment. The report was notable for weak iPhone sales growth, which Apple tried to explain by citing “rumors and speculation” about a new iPhone that could be leading consumers to hold out for the new model. Apple reported sales of $35 billion, below Wall Street expectations of $37 billion, and said it sold 26 million iPhones, down from 35.1 million in the previous quarter but 28% higher than last year. That result was underwhelming for a company that normally blows away Wall Street expectations. “It’s disappointing on the iPhone number,” Piper Jaffray analyst Gene...
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...Strategies Planning of iPhone5 The biggest thing to happen to iPhone since iPhone “We don’t want to just make a new phone; we want to make a much better phone” By Jony Ive, Senior Vice President Design Team name: People’s liberation army (Elvis, Clarence, Maggie, Leko, Jojo) INT1005 Management Concepts and Practice Dr Şőhret Başaran Howells Submission Date: 07 November 2012 Content Executive summary-----------------------------------------------------------------------------------------3 Introduction----------------------------------------------------------------------------------------------------4 Mission statement-------------------------------------------------------------------------------------------5 Objectives-----------------------------------------------------------------------------------------------------6 Internal analysis * SWOT analysis-----------------------------------------------------------------------------------------7 External analysis * PESTEL analysis---------------------------------------------------------------------------------------8 Strategy-------------------------------------------------------------------------------------------------------10 Other relevant aspects-------------------------------------------------------------------------------------11 Conclusion----------------------------------------------------------------------------------------------------12 Recommendation-------------------------------------...
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...revered multinational company that designs and sells desktops, laptops, Smart phones, Tablets, software and accessories. Apple was the first major novel entrant to the evolving mobile Internet market otherwise known as smartphone which in 2007 introduced the Apple iPhone. ``It catalyzed a shift in the architecture of the mobile phone industry and set the standard in two ways. First, it provided a fully functional web browser that allowed users to escape previous operator-specific silos of mobile content by linking them directly to the infinitely larger and more diverse Internet value networks.Ineffect, it collapsed the boundaries between the mobile device and the Internet with its enormous content. Secondly, leveraging the iPod ecosystem, but going far beyond it, the iPhone created a platform sufficiently open and attractive to create an ecosystem of application providers with 250,000 iPhone-specific applications that encouraged billions of downloads``( Kenney,M. & Pon,B.2011). Apple designs, markets and manufactures portable communication digital media devices like personal computers (pc`s), digital musical players, and interrelated software products. Among the Company’s products and services are the iPhone, IPod, iPad, Mac Pc, Apple TV, ICloud, iTunes, iBook, the iOS and OS X operating systems and other accessories. Apple markets and sells its products and services globally via its network of retail stores, direct sales, third party sellers and Wireless Network providers...
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...Apple Marketing Plan Anthony M Concilio December 1st, 2011 Table of Contents Executive Summary | Page 3 | Situational analysis | Page 3 | Product Offering | Page 4 | S.W.O.T. Analysis | Page 5 | Marketing Strategy | Page 6 | Mission Statement | Page 8 | Financial | Page 8 | Controls | Page 10 | Summary | Page 11 | References | Page 12 | Executive Summary The year 1976 marked epic moments in our history, such as, the Bicentennial of the United States, NASA releases the famous Face on Mars photo, the Pittsburgh Steelers win Super Bowl X, and the biggest name in electronics is born, Apple Inc. Since 1976, Apple has used innovation and creation to become one of the most profitable companies of all time. Apple was able to achieve this goal by developing products like, home/personal computers, silent printers, ultra thin laptops, and music/cell phone devices that do more than meets the eye. However, this company was not always at the top of its game, and continues to have some struggles. It is how Apple improves these weaknesses that make it such a power house. The shadows of its competitors like Microsoft and Google lurk nearby and are always trying to outdo; or, mimic Apple. Even though the master mind of Apple, Steve Jobs, has passed on, this company will continue to create new products that everyone from children to business professionals will want to get their hands on. Situational analysis Apple has grown from its early days being...
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...flagship phone will be called the iPhone 5S As with the iPhone 5C, mobile phone operator leaks have indicated that Apple is maintaining its current iPhone naming scheme, sticking with the solitary number and variations to denote upgraded iPhone models. Given that the alternative iPhone is highly likely to be called the iPhone 5C, the 5S moniker could be another differentiator for Apple's next flagship phone. The iPhone 5S will be available in more colours Ever since the iPhone 3G launched, in 2008, Apple has offered its smartphones in two colours, black and white. Recent part leaks from Apple's manufacturing partners in China have indicated that Apple will launch the iPhone 5S in more colours including a gold, or "champagne", model, which could make sense in terms of Apple's attempt to secure market share in Asia. Apple will upgrade the camera in the iPhone 5S It is highly probable, given the competition from the likes of the Samsung Galaxy S4, with its 13-megapixel camera, that Apple will improve the current 8MP camera from the iPhone 5 to at least 13 megapixels. The iPhone 5S will have almost exactly the same design as the iPhone 5 Apple has a history of redesigning the look of its flagship phone only every other generation, improving the specifications and inner components without altering the case design on the outside significantly. Both part leaks and previous actions suggest that Apple will stay true to form and release the iPhone 5S with improved insides while...
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