Mkt 421 Strategy And Positioning Research Paper

Strategy and Positioning Paper
April Francis, Brooke Burasco, Danilo Murphy, Francisa, Marsalis Hall, Zarahy Martinez
MKT/421 Team D
April 6, 2015
Kelly Duman
Strategy and Positioning Paper
In this paper Team D will discuss strategy and positioning on Apple IPhone7. This paper will describe overviews of the organization, the product or service, SWOT analysis and many more marketing plan. Team D will also write a written positioning statement.
An Overview of the Organization/Description of Product or Service
The organization or company Apple Inc. was founded by Steve Jobs in 1976. Steve Jobs died in 2011 and Tim Cook took over in his place as the new CEO. This massive technology company is one of the largest companies to market cell phones,
The iPhone are the most revolutionary in the industry that with that said, there is no wonder no one would find a substitution for the smartphone. It is one of a kind and the material used to create the iPhone 7 is hard to come by. For another phone to be created like this smartphone it would be nearly impossible to recreate. This phone is a leader in its generation.
Force 5: Threat of New Entry
Overall, the company can determine the level of competition by rationing the allocation amounts from the product it seeks to develop. We see no threat of entry to go into the market to sell iPhone 7. We have a unique product that it makes it difficult for our competitors to imitate. We believe we are the company that influences the threat of new entrants to other companies. There is a very high demand currently for Apple’s iPhone products and what gives us that advantage is that the customers see them as a unique product, where the substitutes just don’t compare.
The criteria you will use to segment your market and select your target market including geographic, demographic, psychographic, and behavioral
The product’s features should be acknowledged as well as the benefit to consumers and businesses that are likely to purchase. While it is expected to want to target as many potential buyers, it is better to segment the market and campaign directly to meet the needs of a specific group. It will be more cost effective to focus on one group because the promotional funds are distributed more adequately. Because the target market for the iPhone is large, it should be divided into smaller segments on the basis of geographic, demographic, psychographic, and behavioral factors. Potential buyers for the iPhone are located throughout the world therefore they would be part of the national marketplace segment. The demographic target market for the iPhone would be based on age, income level, family size, and occupation. You want to make sure the potential buyer can afford the iPhone. With each model that is released, the user age group is younger and younger. Knowing the family size can help promote additional devices. Physiographic variables are important because it guides businesses as to what products to offer. Attitudes and emotions tend to influence customers’ buying behavior. The belief that we have to have what others have is a big motivator to purchase a product. Some of us purchase an iPhone out of loyalty to Apple or because we have become accustomed to the product, and it meets our