...Introduction 4 3. Section One 4 3.1 Industry Overview 4 3.2 Competitors 5 3.2.1 Samsung 5 3.2.2 HTC 6 3.3 Key player of importance 6 3.4 Technology Trends 6 3.5 Demographic Trends 7 4. Section Two : Segmentation 8 4.1 Consumer Characteristics 8 4.2 Segmentation Framework 9 4.3 Segment Profiles 9 5. Conclusion 11 6. References 11 Executive Summary Apple’s iPhone is a leader in the global smartphone market with 231.2 million units sold in 2015 (Villapaz 2015). Although the number of mobile phone users continues to increase, the smartphone market has seen some decline. This report presents the background information required for Apple to further their iPhone 6 marketing efforts. The following report carries out a detailed environmental analysis to support strategic marketing. Over two sections, the report presents information about the demographic and consumer segmentation to explore the purchase decision for an Apple iPhone 6. Section one has an industry outline and breakdown, followed by research on competitors, industry, product trends, and demographics of the target market. It looks at the risks and opportunities that could result from technological development or a shift in the demographic. The second section presents an overview of the consumer. Segmentation of the consumers directly relevant to the purchasing decision of the Apple iPhone 6 is identified. The environmental analysis in this report, including...
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...Study Guide Taylor’s University Undergraduate Business Programmes BUS1604/ECN60104 Microeconomics March Semester 2016 ______________________________________________________________ TUTORIAL 1 (WEEK 2): INTRODUCTION - THE NATURE AND METHOD OF ECONOMICS. THE ECONOMIZING PROBLEM (CHAPTER 1&2) CLASS ACTIVITIES: • Recap Lecture 1 • Tutorial exercises LEARNING OUTCOMES: Understand the meaning and significance of economics. Distinguish between microeconomics and macroeconomics. Explain various types of economic choices and to appreciate the concept of opportunity cost. Understand the marginal concepts and how they relate to rational choices. Construct, interpret a production possibility curve and understand its significance within the micro and macro perspectives. Describe economic efficiency. Understand the importance of ceteris paribus assumption. Distinguish between positive and normative statements. TUTORIAL EXERCISES. Question 1 In a paper written by Bentley College economists Patricia M. Flynn and Michael A. Quinn, the authors state: We find evidence that Economics is a good choice of major for those aspiring to become a CEO. When adjusting for size of the pool of graduates, those with undergraduate degrees in Economics are shown to have had a greater likelihood of becoming an S&P 500 CEO than any other major. A list of famous economics majors published by Marietta College includes business leaders Warren Buffet, Donald...
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