...Apple iPhone Simon Reading Bernt Wahl Hannes Hesse Chris Volz Johnson Nguyen 1- INTRODUCTION A. The Apple iPhone Not since the introduction of the original Apple Macintosh has a product introduction been met with so much anticipation. The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apple’s OS X in a Unix Kernel. The iPhone combines smart phone capabilities with a simple to use graphical interface projected on a large ‘multi-touch’ display. Apple has managed to create a Macintosh computer with mobile phone capabilities, bundled within an Internet enabled PDA and an iPod body. B. Design The iPhone’s functionality is accessed through its 3.5-inch touch screen display and one “home” button. Using only finger commands, a user can navigate seamlessly through iPhone’s features, conjuring up a keyboard when needed. At a resolution of over 25,000 pixels per inch, its picture quality for videos and photos is astounding. An ambient light sensor automatically adjusts the iPhone’s display brightness enhancing visibility and saving power. Audio is provided by a standard headphone jack, a built-in speaker or through Bluetooth (stereo) transmission. C. Features 1. Smart Phone iPhone touch technology allows users to make calls by simply pointing to a name or number in an address book or by dialing through a touch pad keyboard. Contacts are automatically...
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...Apple iPhone Simon Reading Bernt Wahl Hannes Hesse Chris Volz Johnson Nguyen 1- INTRODUCTION A. The Apple iPhone Not since the introduction of the original Apple Macintosh has a product introduction been met with so much anticipation. The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apple’s OS X in a Unix Kernel. The iPhone combines smart phone capabilities with a simple to use graphical interface projected on a large ‘multi-touch’ display. Apple has managed to create a Macintosh computer with mobile phone capabilities, bundled within an Internet enabled PDA and an iPod body. B. Design The iPhone’s functionality is accessed through its 3.5-inch touch screen display and one “home” button. Using only finger commands, a user can navigate seamlessly through iPhone’s features, conjuring up a keyboard when needed. At a resolution of over 25,000 pixels per inch, its picture quality for videos and photos is astounding. An ambient light sensor automatically adjusts the iPhone’s display brightness enhancing visibility and saving power. Audio is provided by a standard headphone jack, a built-in speaker or through Bluetooth (stereo) transmission. C. Features 1. Smart Phone iPhone touch technology allows users to make calls by simply pointing to a name or number in an address book or by dialing through a touch pad keyboard. Contacts are automatically...
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...smartphone industry is developing at and extraordinary pace since the invention of touchscreen and smartphone technology. The new technology development of the IPhone is creating a high intense competitive market and creates the need for constant innovation and separation from other competitors in the market. Since the introduction of touch screens and advanced 3, 4, and 5G technologies, the consumer trend and market curve is leaning away from the standard cell phone such as Motorola, Razors, and Blackberry to IPhones, Samsung Galaxies/Notes, Windows HTCs, and other substitutes with similar capabilities. Cellular phones no longer only serve as a verbal communication device but as a compact computer that has many of the same capabilities that the laptop or personal computer has in the home. Market Structure The smartphones market is relatively young and in the maturing stage with new and improved technologies developing every day. The direct competitors for Apple Inc. are Google, Samsung, Hewlett-Packard Company, BlackBerry Limited, and Microsoft (Apple Inc., 2014). There are large numbers of corporations in the smartphone industry, but none as large as the aforementioned top competitors. Many of the companies sell a similar product, but each tries to differentiate itself from the competition (McConnell, 2009). Apple sells its IPhone with special retina screens, and Samsung sells there Galaxy/Note with a larger screens and different apps. There are no major barriers to entry to the...
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...a persistent WiFi Internet connection, potential use of high-speed cellular networks, functionality from over 250,000 applications available on Apple’s App Store, and the ability to deliver video, music, text, social networking applications, and video games. Its entry-level price is just $499. The challenge for Apple is to convince potential users that they need a new, expensive gadget with the functionality that the iPad provides. This is the same challenge faced by the iPhone when it was first announced. As it turned out, the iPhone was a smashing success that decimated the sales of traditional cell phones throughout the world. Will the iPad do likewise as a disruptive technology for the media and content industries? It looks like it is on its way. The iPad has some appeal to mobile business users, but most experts believe it will not supplant laptops or netbooks. It is in the publishing and media industries where its disruptive impact will first be felt. The iPad and similar devices (including the Kindle Reader) will force many existing media businesses to change their business models significantly. These companies may need to stop investing in their traditional delivery platforms (like newsprint) and increase their investments in the new digital platform. The iPad will spur people to watch TV on the go, rather than their television set at home, and to read their books, newspapers, and magazines online rather than in print. Publishers are increasingly...
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...4P’s Analysis of Apple’s iPhone 5 26-Nov-12 [Type the company name] Ali Word Count: 3038 Table of Contents 1. INTRODUCTION 2 1.1 Background of 4P’s principal 2 1.1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Design 5 2.1.2 Features 6 2.1.3 Brand Image 7 2.2 Price 7 2.3 Promotion 9 2.4 Place 12 3. Conclusion 13 References 14 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include Product, Price, Promotion and Place. This classification was first proposed by E. Jerome McCarthy in 1960s and ever since it has become an...
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...4P’s Analysis of Apple’s iPhone 5 26-Nov-12 [Type the company name] [Type the author name] Word Count: 3038 Table of Contents 1. INTRODUCTION 2 1.1 Background of 4P’s principal 2 1.1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Value through Design 6 2.1.2 Value through Features 7 2.1.3 Value through Brand Image 7 2.2 Price 8 2.2.1 Value through Price Options 8 2.2.2 Value through Purchase Options 8 2.2.3 Value through Higher Benefits vs. Price 9 References 10 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include...
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...phone rivals such as Samsung. This increase in market saturation was coupled with Apples falling IPhone sales which decreased from 90% growth in 2007 to 43% growth in 2012, a decrease of 47%.This left Apple in a dilemma and meant they had to choose between two possible alternatives; ‘market share and profit margins’ (page 10). Apple were keen to target a new segment of consumer in the emerging markets that were growing rapidly, with India growing 229% annually and China being predicted to ship over 400 million smartphones. However, they had a very small presence in these markets occupying a 2.3% share of the market, a dwindling amount when compared their rival Samsung who engrossed the market with a share of 91% (case page 9). Establishing a strategic plan that allowed Apple to target entering these markets presented Apple with a serious obstacle, due to the noticeable different in smartphone trends. Unlike the markets that the company had already penetrated, a premium pricing strategy would not endeavour market share. The smartphone trends in these markets exhibited a demand for products that were low budget and low cost directly correlating with consumer’s limited income. If they compromised on price they would lose revenue per phone, however not changing the current pricing strategy would mean no growth in the emerging markets. Ultimately Apple decided to adjust their pricing strategy to allow them to target this growing and profitable market. In this strategy Apple simultaneously...
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...Change 5 Integrity 6 Co-Prosperity 6 Vision 2020 6 Samsung’s Core concepts: 7 What Is Marketing in Samsung 7 Samsung as Brand 7 Key Markets that Samsung Electronics Position its products to 7 Samsung Electronics Marketing Concepts: 8 Samsung’s Marketing Mix 11 An environmental scan and SWOT analysis for Samsung Electronics 14 Microenvironments 15 Macro environments 16 SWOT 20 Samsung SWOT analysis 20 Strengths 20 Weaknesses 20 Opportunities 20 Threats 20 Strengths 20 Weaknesses 21 Opportunities 22 Threats 22 STP MARKETING 23 SEGMENTATION: 23 TARGETING: 26 POSITIONING: 27 Samsung marketing mix 27 Product 27 Promotion 27 Price 28 Place 28 Product Line Strategy: 30 Distribution Strategy: 30 Pricing Strategy: 32 Samsung vs Apple Pricing Strategy 33 Integrated Marketing Communication: 38 Conclusion: 40 References: 41 Company background: Samsung was founded in Suwon, Korea in 1969. Its vision 2020 is stated as being “Inspire the world, create the future” (Samsung website). Samsung...
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...International Conference on Mobile Business / 2010 Ninth Global Mobility Roundtable What factors contributed to the success of Apple’s iPhone? John Laugesen Yufei Yuan McMaster University, DeGroote School of Business Hamilton, Ontario CANADA laugesjd@mcmaster.ca McMaster University, DeGroote School of Business Hamilton, Ontario CANADA yuanyuf@mcmaster.ca Abstract — Unknown to most North American consumers, a mobile data and Internet service in Japan called i-mode has been highly successful in that country for the past decade. Unfortunately, mobile data services in North America have lagged behind many European and Asian countries. However, the situation changed rapidly with the iPhone, launched in the US in June 2007. Consumers lined up for days for the chance to purchase one, and over 500,000 units sold on the first weekend. Since that time, over 42 million iPhones have been sold, arguably making it one of the most successful mobile phone products ever launched. What is it that makes the iPhone such a success? In this paper we define a set of success criteria to investigate the success of the iPhone and propose a comprehensive success model. The success model can be used by both academics and practitioners to understand the reasons why, and ways to ensure that mobile data and commerce services become successful. II. To adequately judge whether the iPhone is successful, a set of ‘success’ criteria was developed. These success criteria are based on an extensive literature review as...
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...................................................3 PECTS analysis........................................................................................................3-4 Strategy (Step-segmentation, targeting, positioning) analysis) ...............................4-5 Competitor Analysis.................................................................................................5-6 SWOT Analysis........................................................................................................6-8 Product Analysis.......................................................................................................8 Promotion/advertising Analysis................................................................................8-9 Pricing Analysis........................................................................................................9 PART II: Recommendation I: Focus On Product Quality......................................................10-11 Recommendation II: Expand International Trade Market......................................11-12 Recommendation III: Design and Innovation.........................................................12 Work cited...............................................................................................................13 Appendix..........................................................................................................................................14-15 2 PART I: Introduction Apple...
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...expected outcome of the marketing plan). EXECUTIVE SUMMARY AT&T Inc., striving to maintain its market share from one of turgid dependability on the iPhone to a more courageous, ground-breaking and hip concern, by launching a marketing initiative that effectively combines aspects of virtual reality with the power of social networking. Inasmuch as the carrier’s giant marketing strategy will include traditional television commercials and billboards, it will also optimize the capabilities of an online AT&T Store that opens the company’s product and services to customers who want to create their own worlds. Previously, the company has been riding on a crest of popularity of Apple’s iPhone, but lost its exclusivity, giving its main competitor (Verizon) a chance to get a piece of the golden goose. As an alternative, AT&T can continue to market the iPhone while at the same time extending its hand in the Android market. The Android market is wider as compared to that of the iPhone; this can help AT&T to maintain its youthful touch by offering its services to the internet-craze generation. Therefore, AT&T must try to balance its move; the acquiring of a new image for the consumer market (as in the Android market) while at the same time continue to appeal to professionals, corporate and government customers (in the iPhone market). This may prove to be a challenge. This marketing plan analyzes the company's competitive position before attempting to offer concrete action...
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...Apple SWOT Analysis Jamaal Piper MGT 521 July 4, 2011 Dr. Julie Ballaro Introduction Apple Computer, Incorporated have gone through many up and downs to become the successful company that it is today. Co-Founder and current Chief Executive Officer Steve Jobs has been an innovator and strong leader in the direction of the company. A mutual fund manager should invest in Apple due to the track record Apple and Jobs has demonstrated. The following SWOT (strengths, weaknesses, opportunities, and threats) analysis of Apple will illustrate where the company has been and where it is going. Apple has set high standards for their products, which continues to challenge its competitors. History Steve Jobs and Steve Wozniak on April 1, 1976, both college dropouts, started Apple Computers. Jobs was a 26-year-old working at Atari and Wozniak was 21. Their partnership began several years earlier when Wozniak, a talented, self-taught electronics engineer, began building boxes that allowed him to make free long-distance phone calls. Several hundred boxers were sold and in 1976 Wozniak was working on another box--the Apple I computer, without keyboard or power supply--for a computer hobbyist club (Finkle & Mallin, 2008). Their original partnership began years earlier when they were designing a box to that could make free long distance phone calls. In 1976 Wozniak was already working on the first Apple Computer, the Apple I. Later that year the Wozniak began developing...
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...segmentation strategy involves dividing the market into groups, where individuals have similar needs and wants. Apple position itself as a niche player in laptop industry and concentrate on the professional segment. Market Development In the Market Development, Apple could use different marketing strategies in order to sell existing products/services to new markets and increase its profit. It could achieve that, either by expanding to other geographical areas or by looking for users that will use the product in a different way. A common example is by expanding to foreign markets or to expand from the private sector to the public.Some examples of Apple are the following: Apple did not stayed on selling only to U.S but expanded on all over the world and in 2010 it earned $24,298 from America sales and $30,929 from worldwide. Another example is that when Apple introduces a new product to the market, it leaves the previous one for some time in the market in order for the customers with low income to buy it. With this technique Apple gain a new market and make a small profit. Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone Smartphone, and the iPad tablet computer. Its software includes the OS X and iOS...
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...Marketing Plan Apple iPhone Table of Contents Executive Summary | …………………….……………………. | 3 | Situational Analysis | …………………….……………………. | 3 | Marketing Strategy | …………………….……………………. | 8 | Financials | …………………….……………………. | 13 | Controls | …………………….……………………. | 16 | Summary | …………………….……………………. | 17 | Executive Summary The Apple iPhone targets consumers who desire to have constant access to the internet, media, and communication. The market for smart phones compared to standard cell phones is relatively small but will increase in the future. Currently apple has roughly 4.2% of the global handset market share. The goals of this plan are increase market share to 6% by July 2012 and to increase to 10% by January 2013. To acquire 5 additional fortune 500 contracts to utilize the iPhone. Situational Analysis Market Summary: The current market for smart phones is small but constantly growing. The market will continue to increase as prices and capabilities continue to change. Competition in the market is also growing rapidly. The target markets that exist are educational community, businesses, professionals, medical community, and technology savvy individuals. The general target market will be those in the middle class to the upper class. SWOT Analysis: Current strengths of Apple iPhone: * Innovation: Touchscreen, power, product customization, Siri voice control * Brand identity: Apple is well known in the computing and phone market as a high...
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...specializing in personal computers. In December of 1980, Apple became a publicly traded company and in 1982 became the first personal computer company to attain $1 billion in annual sales. In 1985 after the launch of the Macintosh, Steve Jobs was forced out of the company. He later returned in 1997 to rescue Apple from its stagnant and unimpressive performance of the early 1990s. Jobs’ vision for Apple began to take shape in 1998 with the unveiling of the iMac, which returned the company to profitable status by the end of the decade. In the 2000s Apple unleashed a volley of game changing products, starting with the iPod and continued with the iPhone and iPad. These innovations solidified Apple’s status as the world’s foremost technology company and cultural icon. Apple’s horizontal and vertical integration between all of its devices, software, hardware, and operating system give it a unique competitive advantage in the fast changing world of technology. Steve Jobs stepped down from Apple in August 2011 while he was battling cancer. He passed away in October of the same year. Apple thrived under his leadership and his death left a void that is not easily reconciled. Jobs was a visionary leader who brought Apple back from stagnation and built it into the world’s most valuable company. Although Apple has had some missteps without Jobs at the helm, it seems to be poised to face the future with the same gritty, innovative spirit that it is known for. MARKET POSITION ...
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