Apple IPhone Jeanette

Topics: IPhone, Apple Inc., IPod Touch Pages: 11 (1671 words) Published: November 7, 2014
Apple iPhone
Marketing Plan

Submitted by:
Acain, Jeanette P.
Marketing 100-F

Submitted to:
Perez, Erlinda Basilio

Date Submitted:
September 29, 2014

Table of Contents
Executive Summery1
Situational Analysis2
SWOT Analysis5
Marketing Objectives6
Marketing Strategy7

Executive Summery
The Past
– Steve Jobs, Steve Wozniak and Ronald Wayne established Apple on April 1, 1976 in order to sell the Apple 1 Computer Kit that was handbuilt by Steve Wozniak. The Apple 1 was sold as a motherboard (with CPU, RAM and basic textual video chips) – less than what is considered a personal computer today. Apple was responsible for creating he desktop publishing market due to their innovative programmes, PageMaker and LaserWriter. Between 1983 and 1996 Apple experimented with a number of failed consumer target products including digital camera, portable CD players, speakers, video consoles and TV appliances. Market share and stock prices decreased. In 2001, Apple introduced the iPod portable digital audio player. The product was phenomenally successful over 100 million units were sold within 6 years. The Present

- January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announces that Apple that Apple Computer Incorporated would now be known as Apple Inc. He also reveals the long anticipated iPhone. The Future

- Apple plans on focusing on satisfying a demographic rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any poduct.

The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of proffesionals, 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 incoming years due to lower prices and greater power. Situational Analysis

Political Situation
Taxation is something that governments put and Apple should be study this as country by country case to anticipate profitability, and pricing strategy. Importing laws in the world with GATT are in favor of trading. Countries are very variable in stability of, so we should study each country case by case Economical Situation

Economical growth world wide is in a big recession which need careful manipulation Potentiality of the market is decreasing but it is higher than any others in the Telecom sector. Socio-Cultural Situation

Population growth leading to expansion of the sector needs for cell phones. People depend more an more on mobile.
Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Acceptance of imported products in some countries are less if there is local provider. There are different social views that may affect product should be considered (e.g Boycotting American products in the Islamic world) Technological Situation

Level of technology in the world is increasing.
Internet level of awareness & usage for individuals & industrial aspect are increasing worldwide Fixed phone lines capacity and development attempts.
New technologies in the cell phones are increasing.
Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones Level of usage of the E-Technology (online bidding, billing, compliants, blogging etc.) are high and trendy. Environmental Situation

The global concern of the Global Warming issue & other pollution...
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