Market Research
1. Introduction
This marketing research project is focusing on Singaporean’s Perception of Apple iPhones. In this report, we will be studying on Singapore only. The reason for writing this report is because Singaporeans like to keep up with technology trends. Hence, there is always a demand for the latest handset models by major manufacturers, such as HTC, Nokia, Samsung and Apple. Therefore, it is important to find out Singaporean’s Perception of smartphones in order for, in this case Apple, to penetrate fully into the Singapore Market. Singapore’s market demand for smartphones will continue to grow over the years.
1.1 Apple Inc. Background
Apple Inc. is formally known as Apple Computer, Inc is a multi-national corporation that manufacturers mostly consumer electronics. The company started out during the 1970s manufacturing personal computers. Apple’s main production lines are now the iPhones, iPad, iPod and MacBook. Apple has released its first smartphone, the iPhone in 2007 in the United States of America. (Apple, 2007) Apple has also made a record of selling one million iPhones within 74 days after its launch on 26 June 2007.
1.2 Apple’s iPhone
The Apple’s iPhone is a combination of three products, namely the mobile phone, the itouch and internet communications device with desktop-class email, web browsing, searching and maps. The iPhone also introduces an entirely new user interface based on a large multi-touch display and pioneering new software, letting users control iPhone with their fingers. iPhone also ushers in an era of software power and sophistication never before seen in a mobile device, which completely redefines what users can do on their mobile phones. (Apple, 2007)
1.3 Mobile Phone Penetration in Singapore
As seen on the Chart above, Mobile Phone Penetration has been increasing steadily from the year 1997 to 2011. The iPhone 3G was introduced to Singapore in 2008, this can also explain the reason for the steep increase in Mobile Phone
This marketing research project is focusing on Singaporean’s Perception of Apple iPhones. In this report, we will be studying on Singapore only. The reason for writing this report is because Singaporeans like to keep up with technology trends. Hence, there is always a demand for the latest handset models by major manufacturers, such as HTC, Nokia, Samsung and Apple. Therefore, it is important to find out Singaporean’s Perception of smartphones in order for, in this case Apple, to penetrate fully into the Singapore Market. Singapore’s market demand for smartphones will continue to grow over the years.
1.1 Apple Inc. Background
Apple Inc. is formally known as Apple Computer, Inc is a multi-national corporation that manufacturers mostly consumer electronics. The company started out during the 1970s manufacturing personal computers. Apple’s main production lines are now the iPhones, iPad, iPod and MacBook. Apple has released its first smartphone, the iPhone in 2007 in the United States of America. (Apple, 2007) Apple has also made a record of selling one million iPhones within 74 days after its launch on 26 June 2007.
1.2 Apple’s iPhone
The Apple’s iPhone is a combination of three products, namely the mobile phone, the itouch and internet communications device with desktop-class email, web browsing, searching and maps. The iPhone also introduces an entirely new user interface based on a large multi-touch display and pioneering new software, letting users control iPhone with their fingers. iPhone also ushers in an era of software power and sophistication never before seen in a mobile device, which completely redefines what users can do on their mobile phones. (Apple, 2007)
1.3 Mobile Phone Penetration in Singapore
As seen on the Chart above, Mobile Phone Penetration has been increasing steadily from the year 1997 to 2011. The iPhone 3G was introduced to Singapore in 2008, this can also explain the reason for the steep increase in Mobile Phone
References: 1. Apple (2007) Apple - Press Info - iPhone Premieres This Friday Night at Apple Retail Stores. [Online] Available at: http://www.apple.com/pr/library/2007/06/28iPhone-Premieres-This-Friday-Night-at-Apple-Retail-Stores.html [Accessed: 20 Aug 2012]. 2. Apple (2007) Apple - Press Info - Apple Sells One Millionth iPhone. [Online] Available at: http://www.apple.com/pr/library/2007/09/10Apple-Sells-One-Millionth-iPhone.html [Accessed: 20 Aug 2012]. 3. Apple (2007) Apple - Press Info - Apple Reinvents the Phone with iPhone. [Online] Available at: http://www.apple.com/pr/library/2007/01/09Apple-Reinvents-the-Phone-with-iPhone.html [Accessed: 20 Aug 2012]. 4. Apple (2008) Apple - Press Info - iPhone 3G on Sale Tomorrow. [Online] Available at: http://www.apple.com/pr/library/2008/07/10iPhone-3G-on-Sale-Tomorrow.html [Accessed: 20 Aug 2012]. 5. Info-communications Development Authority of Singapore (2012) Telecommunications. [Online] Available:http://www.ida.gov.sg/Publications/20070822130650.aspx#telecom1 [Accessed: 20 Aug 2012]. 6. Euromonitor (2011) Consumer Lifestyles in Singapore. [Online] Available at: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx [Accessed: 10 Aug 2012]. 7. Dictionary.reference.com (2012) Perception | Define Perception at Dictionary.com. [Online] Available at: http://dictionary.reference.com/browse/perception [Accessed: 22 Aug 2012]. 8. Hudson, L. and Ozanne, J. (1988) Alternative Ways of Seeking Knowledge in Consumer Research. The Journal of Consumer Research, 14 (4), p.508 - 521. 9. Shiu, E. et al. (2009) Marketing Research. United Kingdom: McGraw-Hill Higher Education , p.168 - 222. 10. AUERBACH, C. F., & SILVERSTEIN, L. B. (2003). Qualitative data: an introduction to coding and analysis. New York, New York University Press. 11. CASSELL, C., & SYMON, G. (2004). Essential guide to qualitative methods in organizational research. London, SAGE Publications.