r epositioning – a pple i p hone. p resentation o utline target market segmenting the market ...
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REPOSITIONING – APPLE IPHONE
PRESENTATION OUTLINE
Target Market Segmenting the market Positioning Internal/External/Environmental Factors Repositioning
TARGET MARKET
Target Market vs. Target individual user
TARGET MARKET
Target Market includes variety of people
Tech astute people Students Programmers Teachers/Educators Businessmen Individuals
PRODUCT STRATEGY & SEGMENTING THE MARKET
POSITIONING
Apple iPhone’s key competitors SamsungNokiaSony EriksonRIMMotorolaLG
POSITIONING
INTERNAL INFLUENCING FACTORS
Research and Development Costs
Employees
Internal Atmosphere
EXTERNAL INFLUENCES
Culture of the customers
Age of customers and technology
Status symbol and Materialistic desires
ENVIRONMENTAL INFLUENCES
Competition
Economic issues
Political and Regulatory environment
ENVIRONMENTAL INFLUENCES CONT.
Social influences
Technology
REPOSITIONING
Marketing mix
Price Product Promotional Place
REPOSITIONING CONT.
Target audience External/internal influences Positioning Promotional Loyalty of the target audience
REPOSITIONING CONT.
Price Product External/ Internal factors Place Positioning
FINAL THOUGHTS
Apple has over the years increased its market share
iPhone predominates in profits within the market
The iPhone has several influences that affect its marketing strategy: internal/external/environmental
REFERENCES Apple. (2012). iPhone. Retrieved from: http://www.apple.com/iphone/
Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (), . Retrieved from http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/
Bains, I. (2011, November). Apple iPhone accounts for just 4% of the mobile market ... but rakes in an impressive 52% of the industry's profits. Mail Online, (), . Retrieved from http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakes-impressive-52-industrys-profits.html
Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from http://www.macobserver.com/tmo/article/apple_claims_7.9_of_mobile_phone_market_in_q1/
Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html
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