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.
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).
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.
The scope of this report plan is the Apple Inc.’s mobile market and it includes information about the company, its competitors, customers, the environment, segmentation, targeting, positioning, and market research. The data comprises of the current trends and the market size. The focus is on both the organization and the industry in which it operates.
A number of journals, company websites, and newspaper articles were used to collect information for this business report. Research was done to analyse data and apply it to the organization. Journals and company websites were used to collect accurate data which was necessary to evaluate the marketing factors and company performance in the industry.
The company consist of 393 retail stores in fourteen countries, as well as the online Apple Store and iTunes Store. It is the largest publicly traded corporation in the world by market capitalization. The estimated value is of US$626 billion as of September 2012. The company has 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2010 which was $65 billion, increased to $156 billion in 2012.(Apple, 2012)
The organization's environment
"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings." .(Apple, 2012) Micro Environment
Appendix 2 - Elements of a modern marketing system
Micro environment of the mobile industry is comprised of Suppliers, the company, competitors, marketing intermediaries and the end-users.
Factors such as household income, shareholder investments, the market output, and the competition of other mobile companies affect the micro environment within the industry.
* Suppliers – shareholders, ICT manufacturers.
* The company – Apple Inc.
* Competitors – Samsung, Blackberry, Nokia (Appendix 6) * Marketing intermediaries – exporters.
* End-users – customers, buying power...
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