Marketing Analysis Iphone 3gs

Title： Marketing Analysis- Apple iPhone 3GS

Authors: HSIAO­CHEN CHEN, HSIN‐YA LO, KUAN‐YEN CHEN, JUNG‐HUA  CHEN, HAO‐PING CHIU                  Class: 2nd year of Bachelor of International Business Administration   Student ID: D9726184、D9726167、D9725980、D9726255、D9726064  Course: Marketing management  Instructor: WU, KUANG‐WEN Department: Bachelor of International Business Administration  Academic Year: Semester 1, 2009‐2010 

Marketing Analysis- Apple iPhone 3GS

Executive Summary

“A Work of Genius” The iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customer’s needs moreover it is also exceeding their expectations thanks to its fashionable design. The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power.

Keyword： iPhone、smart phone、Marketing

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FCU e-Paper (2009-2010)

Marketing Analysis- Apple iPhone 3GS

Table of Contents
Page Executive summary…………….………………………………………………2 Company overview……………………………………………………………. 4 What is iPhone 3GS…………………………………………………………….4 Compare iPhone 3GS v.s 3G………………………………………………….6 Current marketing situation………………………………………………….7 Market Description……………………………………………………………...8 The Competitors………………………………………………………………….9 SWOT Analysis…………………………………………………………………..10 Marketing Objectives………………………………………………………….12 Positioning……………………………………………………………………….12 Product Strategy………………………………………………………………..12 Price strategy…………………………………………………………………….14... [continues]

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