Apple Iphone
Executive Summary
The purpose of this business report is to review the appropriateness of the iPhone for the target segment. A brief explanation of the iPhone, in which the market operates, is given, including the main micro and macro environmental factors that affect the industry. People have different needs based on their demographic, economic and physiological backgrounds and they perceive the appropriate mobile phone category accordingly. The mobile phone industry has many competitors, and organizations have to develop new trends to meet the demands of customers and deliver superior value and satisfaction. Identification of bases for effective product distribution is necessary and it can be done by segmenting, target marketing and positioning. Consumers purchase products according to the roles they have in the society and display specific buying behaviours based on internal characteristics and external influences. Grouping customers based on their buying behaviour and other common characteristics and targeting them is effective way of marketing mobile phones. The iPhone can be targeted on both working group and students. These target segments have specific needs that can be fulfilled with this procedure.
Introduction
Background
Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics, computer software, and personal computers. (Appendix 1) It was established in 1976 California and the founded by Steve Jobs, Steve Wozniak and Ronald Wayne. The company's best-known hardware products include Macintosh computers, the iPod, the iPhone and the iPad. (Business Insider, 2012).
Purpose
The purpose of this report is to identify and evaluate the market factors of the mobile phone industry as a junior marketing executive, and review the appropriateness of Apple Inc.’s product, the iPhone.
Scope
The scope of this report plan is the Apple Inc.’s mobile market and it includes information about the
The purpose of this business report is to review the appropriateness of the iPhone for the target segment. A brief explanation of the iPhone, in which the market operates, is given, including the main micro and macro environmental factors that affect the industry. People have different needs based on their demographic, economic and physiological backgrounds and they perceive the appropriate mobile phone category accordingly. The mobile phone industry has many competitors, and organizations have to develop new trends to meet the demands of customers and deliver superior value and satisfaction. Identification of bases for effective product distribution is necessary and it can be done by segmenting, target marketing and positioning. Consumers purchase products according to the roles they have in the society and display specific buying behaviours based on internal characteristics and external influences. Grouping customers based on their buying behaviour and other common characteristics and targeting them is effective way of marketing mobile phones. The iPhone can be targeted on both working group and students. These target segments have specific needs that can be fulfilled with this procedure.
Introduction
Background
Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics, computer software, and personal computers. (Appendix 1) It was established in 1976 California and the founded by Steve Jobs, Steve Wozniak and Ronald Wayne. The company's best-known hardware products include Macintosh computers, the iPod, the iPhone and the iPad. (Business Insider, 2012).
Purpose
The purpose of this report is to identify and evaluate the market factors of the mobile phone industry as a junior marketing executive, and review the appropriateness of Apple Inc.’s product, the iPhone.
Scope
The scope of this report plan is the Apple Inc.’s mobile market and it includes information about the