Iphone 5s

Topics: IPhone, IPod Touch, App Store Pages: 11 (2521 words) Published: March 11, 2014


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 any others in the Telecom sector.

Legal and Governmental Situation
Taxation and communication laws are something that governments put and Apple should 
study this as region by region to anticipate profitability and pricing strategy and to have the standards of the mobile communication laws for frequency ranges and available network with 3G or 4G coverage. Technological Situation

• Level of technology in the world is increasing. Internet level of awareness and usage for individuals are increasing worldwide • Due to the huge competition of the big brand in smart phones, new technologies in the smart phones are increasing. • Future plans for technological linkage between cities, 
universities, colleges, hospitals and other institutes are 
increasing and have to be connected to smart phones. •  Level of usage of the e-technology (online stores, books, social networks etc.) are high and trendy. Ecological Situation

Apple-iPhone impact on the environment is also important. Environmental considerations are an integral part of Apple’s business practices. From the earliest stages of iPhone design through manufacturing, use and recycling, Apple take care to keep their activities and their product “iPhone” environmentally sound. Sociocultural Situation


Social factors include the demographic and cultural aspects of the external macro environment. Its involved customer needs and the size of possible markets. • Population growth leading to expansion of the sector needs for cell phones. • People depend more and more on mobile communication everywhere due to the big growth of social networks and chatting applications. • There is educational growth in the world huge demanding on smart phones useful application.

2) Market and Competitors

Smartphones Market analysis and iPhone competitors

Why Apple is focusing on the market of its smartphone “iPhone”?

Today more than 1.3 billion mobile phone handsets are being sold annually, and in 2010 smartphones made up almost...
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