...Marketing The Iphone Smartphone TABLE OF CONTENTS EXECUTIVE SUMMARY IPhone is Apple’s well celebrated smart phone which has taken the mobile phone industry by storm. The iPhone idea came about when Apple CEO Steve Jobs told Apple engineers to explore the concept of touch-screens. There are many reasons a consumer would favour iPhone over other smart phones, whether the reason lies in its sleek, metallic design or the entertainment kicks the consumer obtains out of using it, it is crucial that Apple looks in greater depth at more sophisticated business tools in order to cater professionals like surgeons, businessmen and engineers. Iphone’s attractive brand image can be single-handedly gunned down by other strong factors, like the mentioned business element for instance, should Apple not expand its utilisation potency. Brand audit has been performed by using Keller’s CBBE Framework. In order to understand the iphone’s degree of competitiveness in the market, it is essential to conduct a SWOT analysis so that it becomes clearer to which side weighs more: the pros or the cons. The audit offers recommendations to the sort of improvements that will help establish iPhone’s brand positioning, brand management and marketing value. Keller’s model is not the only model that can be adapted to measure brand equity. Its limitations are discussed and other brand equity models are explained briefly. INTRODUCTION The mobile phone industry is progressing fast in today’s modern society...
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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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...Raman Fadaei 2013 Marketing management Raman Fadaei 2013 Marketing management Apple iPhone Marketing Analysis Apple iPhone Marketing Analysis Table of Content Introduction……………………………………………………………… 2 Apple SWOT analysis…………………………………………………… 7 Apple PESTEL Analysis ………………………………………............. 9 Porter's 5 Forces Analysis……………………………………………… 11 BCG matrix perspective………………………………………………… 12 Ansoff Matrix Perspective ……………………………………………… 15 Extended Marketing mix Analysis……………………………………… Conclusion………………………………………………………………... 17 Recommendation………………………………………………………… 18 Introduction The phone starts ringing, we're going to pick it up and when we touch it, the ringer volume smartly goes down! Yes! Today a company like HTC could make this kind of cellphone. Since the launch of the IBM Simon in 1993, smartphone technology has reached levels that until recent times had only been dreamed about. Features such as wireless sharing, HD video recording and mobile internet are now commonplace and today’s average smartphone has more processing power than computers used by NASA to land a man on the moon. All over the world, the smartphone experience is being shared by more and more people every day. (Belic, 2012) The convergence of mobile telephony, Internet services, and personal computing devices is resulting in the emergence of a “mobile Internet” (Ishii 2004; Funk 2001). The key devices for accessing the mobile Internet -currently dubbed “smartphones” - are powerful new...
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...What is the best smartphone in the current market? Most of us know that Apple iPhone is the best smartphone in the world. Well, who is the rival for apple iPhone? Samsung Galaxy smartphones? Well, you’re wrong. There is another new smartphone in the market that could become a competition to Apple iPhone. That is none other than OnePlus smartphones. Yes, OnePlus is a smartphone manufacturer founded in China on December 2013. Many people might look down at the phone as it is a China product but actually it is not. Based on the article, “Can OnePlus ‘One Up’ Apple’s new iPhones?” by Eva Tam, OnePlus was compared with Apple iPhone 6 which was released on September 2014. As you all know, Apple iPhone 6 costs $749 for 64GB and iPhone 6 plus costs $849 for 64GB. However, OnePlus is selling their OnePlus One smartphone for only $349 for 64GB. Before get into the marketing environment and marketing strategies, let us know about what is OnePlus One and its specifications. OnePlus One is an android version smartphone and it uses a Snapdragon 801 with 3 GB RAM, a 3100 mAh battery, a 5.5" 1920 x 1080 (Full HD 1080p) JDI display with 401ppi, a 6-lens 13 MP f/2.0 Sony Exmor IMX214 camera, and StyleSwap replaceable back covers. There are two options for storage, 16 GB and 64 GB. The phone does not feature a microSD card slot. The color of the 16GB phone is Silk White while 64GB phone is Sandstone Black. Compared to Apple iPhone 6 and Samsung Galaxy s5, OnePlus One is lighter because it uses...
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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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...successful cell phone providers since releasing the iPhone in 2007 (Apple, n.d.). This product is revolutionizing the cellular phone industry in ways that no other product could ever do. But like any product, the iPhone must continue to grow to stay ahead of the competition and always to increase sales. One way to do this is preparing a sales plan that can keep the product successful and increase the products revenues as it goes forward. As vice president of sales for Apple (Apple, n.d.), it is incumbent upon Team B to implement such a plan. Topics covered include outlining where the product is in the product life cycle, an environmental scan, situation analysis, and a SWOTT analysis. Other topics to include are sales goals, strategic plans, tactics, a budget, and measurement tools. By providing this data, Team B will ensure a successful sales plan that will not only maintain the products current success but also provide it with a very bright future to keep sustainability high. A discussion of the executive summary follows. Executive Summary The Apple iPhone is by far the most advanced and successful phone on the market today. It set the standard for smartphones and left the competition far behind with the features and applications it offers. Between all the applications available for download, the easy access to voicemail and an easy to use keyboard this phone has set itself apart. With all these benefits and features the iPhone has eclipsed out of the growth stage in the...
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...Apple Case Team Assignment 1. What historically have been the sources of Apple’s competitive advantage? (15pt) Apple, since its conception, has been focused on making a superior personal computer. Apple was, at first, ahead of their competition due to their improvements upon the personal computer. Apple was adamant on creating an easy to use personal computer with exceptional design and style; creating a premium product. Apple was focused on being different, rebellious and cutting-edge. Steve Jobs coined the motto, “It’s better to be a pirate than join the navy,” which exemplifies the rebellious and unique nature of Apple’s culture. Innovation and aesthetics were, in Steve Jobs’ eyes, the competitive advantage of Apple. When Apple shifted away from this vision, it took major hits to their profits and lost much of its market share to its competitors. This is because Apple tried to implement the advantage that IBM and other competitors had, which was low-cost mass market appeal products. Apple even started creating desktop peripherals and other products not true to the identity of the brand. This marred the image of Apple and confused its identity; ultimately making Apple lose their competitive advantage. Apple went from a unique, rebellious, and innovative company to just another mass-producing computer company with inferior technology. Once Steve Jobs returned, after all of the chaos, they went back to their roots of being an innovative company focused on creating...
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...Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of the company’s 2 research and development (R&D) institutes. However, after the death of their founder Lee Byung-chul, it was segmented into 4 independent business groups. By the 1990s, Samsung became more globalized and their best sources of revenue came from their mobile phones and semiconductors. Business Portfolio Samsung Corporation is a multinational conglomerate company with operations in almost every country. Often, they have products or services that are available in a huge number of countries and an example is the initial launch of the Samsung Galaxy S4 smartphone. It was initially sold in 110 countries and over time it expanded to total of 155 countries in cooperation with 327 partners (Yarow, 2013). It also serves organisations and almost every segment of consumers regardless of geography, demography and other differentiations among them. They serve industries by providing them products such the chips Apple use in their mobile devices (lessin, 2013), or services such as asset management. Furthermore, much of the products that they sell are sold through third party organisations such as BestBuy in the US market. Samsung also has contracts with governments in which...
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...understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. You can also use SWOT analysis exercises for team building games. Note that SWOT analysis is often interpreted and used as a SWOT Analysis 2x2 Matrix, especially in business and marketing planning. In addition to this 2x2 matrix method, SWOT analysis is also a widely recognized method for gathering, structuring, presenting and reviewing extensive planning data within a larger business or project planning process. See also PEST analysis, which measures a business's market and potential according to external factors; Political, Economic, Social and Technological. It is often helpful to complete a PEST analysis prior to a SWOT analysis. In other situations it may be more useful to complete a PEST analysis as part of, or after, a SWOT analysis. See also Porter's Five Forces model, which is used to analyse...
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...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 products...
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...Zandi, Cameron Marketing 605 BlackBerry Marketing Campaign Analysis Research in Motion, now operating under the name BlackBerry Limited, was once the leading smartphone maker. The term BlackBerry was coined by Lexicon Branding marketing company, inspired from its keyboard resembling the drupelets of a blackberry. The motivation behind the company name switch from Research in Motion to BlackBerry Limited was to consolidate the company’s brand into a single cohesive global presence and to strengthen its recognition among its operating system, smartphones/devices, and its stock trading name. The telecommunication and wireless equipment company was founded in Waterloo, Ontario, Canada by Mike Lazaridis, who served as CEO until January 22, 2012. He was replaced by John Chen immediately. Chen wanted to change BlackBerry’s strategy by outsourcing manufacturing of its hardware to Foxconn, which is most notable for manufacturing the iPad, iPhone, Kindle, PlayStation 4, Xbox One, and Wii U. The reason behind this move is to have the company focus more heavily on software technology development. The company wants to make the brand name synonymous with work. Blackberry’s new brand focus is software and service centric, making up 54% of the company’s revenues in 2013. Blackberry Limited has a loyal consumer base, and is most recognized for its sophisticated network security system, most notably its advanced encryption capabilities, which allows for secure exchange of e-mails. This...
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...Marketing Management Group Project Background Information Question 3, Part A - C Liberty University BUSI 520 Strategic Marketing Management Apple’s iPhone is one of the most popular cellular phones currently available on the market. The iPhone is a technologically innovative product which uses both hedonic and utilitarian product attributes to “trigger consumer frenzy in the launch period complete with long lines outside Apple stores the night prior to the launch date” (Arruda-Filho, Cabusas, & Dholakia, 2010, para.4). Describe and discuss the demographic trends associated with your product/service. In 2010, Nielsen’s quarter 1 2010 data “showed 23% of all mobile consumers have a smartphone” (Kellogg, 2010, para.1). According to Nielsen, both Android and iPhone users are mostly male, with Android users being slightly younger than iPhone users. However, those users who are in a lower income bracket and less educated are more likely to choose an Android device over an iPhone. (Kellogg, 2010) Drew DeSilver (2013) summarized a recent Pew Research Center’s Internet & American Life Project report on smartphone ownership., which backed up Nielsen’s survey. According to this report, “25% of all U.S. cellphone owners, and 43% of smartphone owners, own an iPhone, a few percentage points behind Android” (DeSilver, 2013, para.2). Over the past three years, smartphone users have The survey also found that “more affluent and more educated people are much more likely...
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...or important about it? I will be reporting on the iPhone 6. I selected this product for two years. First of all, I’m a devoted Apple user (I use the iPhone, the iPad, the iPod, and my MacBook). Secondly, the iPhone is considered one of the premiere smartphones of choice in the United States with there being 63 million iPhone users (Statista). 2. Describe the target market(s) for your product or organization. Include as many bases for segmentation as possible. There are multiple homogeneous groups of customers that Apple appeals to with its iPhone 6. The first group is millennia’s and teenagers. Teenagers are the technology generation and the iPhone 6 offers the premiere way to access social media. The second group is business people. The iPhone 6 offers a way to communicate easily, finish work efficiently, and keep work material organized. Apple also appeals to college students with the iPhone 6. It offers quick communication between professors and classmates, a way to keep notes organized, and constant entertainment. Finally, Apple appeals to adults with the iPhone 6. It allows for stable internet connection, a state of the art GPS, and a high quality camera. 3. Analyze specific segments that make up the target market(s) according to the four criteria for segmenting a broad product-market (homogeneous within segments, heterogeneous between segments, substantial, and operational). The business segment of the smartphone target market is both heterogeneous and homogenous...
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...Their leading product is a smartphone called the iPhone, which began selling in the early 2000's. It has made them billions of dollars over time, because their cost to manufacture the phone is less than what they can charge to sell the phone to consumers. This leads to Apple producing larger profits for their shareholders. Besides manufacturing the iPhone, Apple is also responsible for the iPad, iPods, and Mac computers. Apple is known to have expensive products, but their products still have a high consumer demand. The first iPhone was unveiled in the market and sold to consumers on June 29, 2007. The device is unique because it is centered on its touch screen user interface, Wi-Fi, and downloading capabilities. According to Steve Jobs, Apple’s former CEO, “iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone…” (Apple Press Info, 2007). The special capabilities of this phone have since led to seven versions of iPhones being produced and released to market. Factors that can affect the supply and demand and hence the equilibrium price of iPhones are varied. When iPhones first came on the market, they were the best in smartphones and demand was high. Even though the cost for the iPhone ranged from $500 to $600, people were willing to pay for the latest technology and Apple was willing to produce all that was demanded. Within seventy-four days of its launch, Apple had sold one million iPhones (Apple Press Info, 2007)...
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...IPhone in Japan The IPhone is now known as the most successful smartphone in the entire world. Millions of people all over use their IPhone for worldwide communication and for various recreational activities. The growth of the smartphone has reduced the need for planners, calendars and contact lists, as the millions of applications these devices can do is limitless. Information can easily be accessed by the push of a button, and the ease of use is a great selling point when trying to infiltrate the Japanese smartphone market. Japan is portrayed in two different views; traditional, such as Geishas, kimonos, and old time samurai; and modern, with their digital billboards littering the streets and high speed monorail system. Traditional culture is still alive in the remote regions of the country, but given that Japans’ major cities are home to millions of people in tight, confined spaces, the modern digital culture and entertainment business are instrumental in the selling of technology to the Japanese people. “Japan's strengths are in interactive digital gaming, the use of animation in digital entertainment, and the adaptation of the lowly cell phone into a ubiquitous multimedia apparatus of ever-broadening applications (Evans)”. IPhones are capable of doing all the above, and although there will be some barriers to selling the phone to the people, the technology and features given will be more than enough to guarantee success in Japan. The First Generation IPhone debuted...
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