Iphone 5s
Course: Planning Marketing Programs
Group Project: iPhone 5s, September 2014
Table of Contents:
1. Executive Summary ……………………………………………… 2
2. Situational Analysis ……………………………………………… 3
3. SWOT Analysis …………………………………………………...7
4. Objectives ……………………………………………… ………...8
5. Strategy (segmentation, targeting and positioning) ……………… 9
6. Action Program (the operational marketing plan itself for the period under review) ……………………………………………… 10
7. Controls ……………………………………………… 11
1) Excusive summary:
iPhone targets consumers who need to store any kind of information and communicate and people who want entertainment on the go. The following plan analyzes the SWOT (Strengths, Weaknesses, Opportunities and Threats) and the PEST (Political, Economic, Social and Technological) and other situational analysis of the iPhone and the smartphones market. After that, we determined the objectives of this plan. According to our objectives we targeted segments consist of professionals, students, corporate users and health care workers. And according to consumer and market needs and some feedbacks, we determined the feature of the product, which has been developed and designed to meet the needs of each segment we are targeting. In addition, we implemented the pricing strategies we are going to use. Finally, a control plan designed to keep our whole plan in control and in continuous update.
2) Situational Analysis:
1) Macroenvironment
Economical Situation
Economic factors will affect the purchasing power of potential customers and the products cost of capital. Some examples of the economy:
Economical growth worldwide is in a big recession, which needs careful study.
Potentiality of the market is decreasing but it is higher than
Group Project: iPhone 5s, September 2014
Table of Contents:
1. Executive Summary ……………………………………………… 2
2. Situational Analysis ……………………………………………… 3
3. SWOT Analysis …………………………………………………...7
4. Objectives ……………………………………………… ………...8
5. Strategy (segmentation, targeting and positioning) ……………… 9
6. Action Program (the operational marketing plan itself for the period under review) ……………………………………………… 10
7. Controls ……………………………………………… 11
1) Excusive summary:
iPhone targets consumers who need to store any kind of information and communicate and people who want entertainment on the go. The following plan analyzes the SWOT (Strengths, Weaknesses, Opportunities and Threats) and the PEST (Political, Economic, Social and Technological) and other situational analysis of the iPhone and the smartphones market. After that, we determined the objectives of this plan. According to our objectives we targeted segments consist of professionals, students, corporate users and health care workers. And according to consumer and market needs and some feedbacks, we determined the feature of the product, which has been developed and designed to meet the needs of each segment we are targeting. In addition, we implemented the pricing strategies we are going to use. Finally, a control plan designed to keep our whole plan in control and in continuous update.
2) Situational Analysis:
1) Macroenvironment
Economical Situation
Economic factors will affect the purchasing power of potential customers and the products cost of capital. Some examples of the economy:
Economical growth worldwide is in a big recession, which needs careful study.
Potentiality of the market is decreasing but it is higher than