Iphone Marketing Strategy Essay Example
11/30/2009
Apple’s iPhone Marketing Strategy
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Executive Summary
As the team of marketing consultants hired by Apple Corporation, we have been asked to review their current target markets and marketing mix’s to come up with possible suggestions for improving the overall effectiveness of the organizations marketing efforts. Our main focus will be specifically to cover the already successful iPhone, and not the other wide range of products and services that Apple has to offer such as: computers, software bundles, iPods, and the iTunes store. The iTunes store in its self provides everything from music, movies, shows and even applications which are all compatible with the iPhone. First we will have to identify the target market and address the 4P’s (place, price, product, and promotion) to find the strengths and possible weaknesses for areas of improvement. We will also be covering market segmentation, showing specifically how they decided to subdivide the market and what Apple is aiming to achieve for each market segment.
When the iPhone was first released out in to the public in June of 2007, it was an instant hit, but Apple is always looking to increase its market share in the smart phone industry. The smart phone industry is such a competitive market that innovation and consistent improvement are a must. As the iPhone’s product life cycle continues to move forward, Apple will need to stay on top of their marketing strategies to remain successful, especially as the product reaches maturity.
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Target Market Profile
Apple has a very unique target market consisting of two major targets which include; consumer targets and business targets. With the consumer market category, Apple has two sub targets. Their primary target being middle to upper class income individuals who need to coordinate their busy schedules while still being able to communicate with
Apple’s iPhone Marketing Strategy
-------------------------------------------------
Executive Summary
As the team of marketing consultants hired by Apple Corporation, we have been asked to review their current target markets and marketing mix’s to come up with possible suggestions for improving the overall effectiveness of the organizations marketing efforts. Our main focus will be specifically to cover the already successful iPhone, and not the other wide range of products and services that Apple has to offer such as: computers, software bundles, iPods, and the iTunes store. The iTunes store in its self provides everything from music, movies, shows and even applications which are all compatible with the iPhone. First we will have to identify the target market and address the 4P’s (place, price, product, and promotion) to find the strengths and possible weaknesses for areas of improvement. We will also be covering market segmentation, showing specifically how they decided to subdivide the market and what Apple is aiming to achieve for each market segment.
When the iPhone was first released out in to the public in June of 2007, it was an instant hit, but Apple is always looking to increase its market share in the smart phone industry. The smart phone industry is such a competitive market that innovation and consistent improvement are a must. As the iPhone’s product life cycle continues to move forward, Apple will need to stay on top of their marketing strategies to remain successful, especially as the product reaches maturity.
-------------------------------------------------
Target Market Profile
Apple has a very unique target market consisting of two major targets which include; consumer targets and business targets. With the consumer market category, Apple has two sub targets. Their primary target being middle to upper class income individuals who need to coordinate their busy schedules while still being able to communicate with