Iphone Executive Summary

Executive Summary

As the team of marketing consultants hired by Apple Corporation, we have been asked to review their current target markets and marketing mix's to come up with possible suggestions for improving the overall effectiveness of the organizations marketing efforts. Our main focus will be specifically to cover the already successful iPhone, and not the other wide range of products and services that Apple has to offer such as: computers, software bundles, iPods, and the iTunes store. The iTunes store in its self provides everything from music, movies, shows and even applications which are all compatible with the iPhone. First we will have to identify the target market and address the 4P's (place, price, product, and promotion) to find the strengths and possible weaknesses for areas of improvement. We will also be covering market segmentation, showing specifically

how they decided to subdivide the market and what Apple is aiming to achieve for each market segment.

When the iPhone was first released out in to the public in June of 2007, it was an instant hit, but Apple is always looking to increase its market share in the smart phone industry. The smart phone industry is such a competitive market that innovation and consistent improvement are a must. As the iPhone's product life cycle continues to move forward, Apple will need to stay on top of their marketing strategies to remain successful, especially as the product reaches maturity.

The purpose of report is to analysis market strategy and competitive analysis of Apple iPhone by using frameworks from Jobber (2004).Need to find conclusion with suggestive recommendation. To Analyse market strategy of Apple iPhone few structures has been used. These structures justify company diversification and market development using Ansoff matrix. Product differentiation has been discussed in terms of Porter generic model.

In later stage customer segmentation has been discussed with respect to behavioural, psychographic and profile aspects of customer. After this an analysis has been done for competitive environment against Apple iPhone wrt Nokia / RIM in conjunction with perceptual map (frame work) evaluates competitors in terms of market share and product line breadth.

Brand positioning shown with the help of 4C's model (Jobber, 2004).

Future strategies are suggested for iPhone with 4P's model which basically comprise of Price, promotion, product and place.

At the end conclusion and recommendation are derived from the analysis done as mentioned above for Apple iPhone.

For further information references and appendices has been incorporated.