Business Finance
University of Phoenix Apple Incorporated Target Market Research Proposal

University of Phoenix

Question Description

I’m trying to learn for my Marketing class and I’m stuck. Can you help?

Purpose of Assignment

To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. This week's assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.

Assignment Steps

To develop effective relationship marketing, a company must first understand its targeted consumers' buying influences and behaviors. In Week 2, create the Research section of your plan.

Create the research section of your marketing plan in minimum of 700 words.

Include at least 3 elements of the Research List of Topics (see list below):

  • Research List of Topics:
  • Primary Research
  • Secondary Research
  • Consumer Analysis
  • Customer Profile
  • Continuous Consumer Monitoring & Research
  • Environmental Scanning
  • Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
  • Current Opportunities
  • Potential Future Opportunities
  • Current Threats
  • Potential Future Threat
  • Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market--Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market--Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.

Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).

Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.

This assignment will be incorporated into your overall marketing plan for Week 6.

The plan will be a continuation of the global or multi-regional company you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.

Note: Charts/graphs/tables do not count toward the word count.

Format your assignment according to APA guidelines.

Submit your assignment.

Grading Guide: Understanding Target Markets Grading Guide

Resources:

Unformatted Attachment Preview

1 Researching Marketing Questions Monica Schell MKT/571 John Kauttenberger March 16, 2020 RESEARCHING MARKETING QUESTIONS 2 Company Reports Insights The analysis of the annual report on the data provided by this summary was done in an exemplary manner. The report contains data for the year between July 2016 and July 2017. The information contained in this report includes vital areas in the Information and Communication Technology business category, available trends the industry as well as ideas to marketing strategies. In the key areas, the report highlights the market share of the United States in the global lens, as well as various matters concerning the digital economy. The trends contained in the reports indicate the upcoming ICT sectors and the future of the industry. Key Areas in ICT According to the report, the United States happens to be the leader in technological inventions, primarily due to its competitiveness. This competitiveness has resulted from a broad innovation dynamism, firm institutional pillars, robust innovation environment, and mechanisms used to finance startups. The driver to the country’s economic growth is the digital economy, which conceptually comprises goods and services produced using technologies. The report shows that between 1995 and 2010, for developed and developing countries, economic growth was contributed considerably by Information and Communication Technology. ICT investments, apart from increasing contribution to GDP growth, have improved labor productivity. Between 2005 and 2017, The United States economy has witnessed an increase in wage increments from $62 per hour to 76.2 per hour. India and China have not been left behind and have seen developments in the sectors of internet infrastructure and mobile applications. Other economic RESEARCHING MARKETING QUESTIONS 3 events have benefitted mainly from investments in ICT sectors as well as increasing labor productivity. Available Trends The trends in the Information Technology industry clarify how past performance has reinforced the industry’s projection. The report shows that the telecommunication and broadcasting industries are the largest generally, although they imply a 14 percent growth rise between 2007 and 2017. This rate is the lowest overall in the ICT industry. Conversely, other ICT subgroups such as the data processing and internet publishing industry have flourished tremendously. Figures show that in the past ten years, the contribution of these subgroups to the GDP has tripled ballooning from a value-add of 465.2 billion to 263.6 billion. The publishing industry, which included software, portrayed a 39 percent economic growth. In terms of growth, data processing and internet publishing are rapidly growing, and companies have adopted and commercialized these digital technologies in their regular marketing strategies. This adoption has, in return, led to significant productivity gains. On the other hand, it may lead to adverse under-evaluation of the value-add input to the ICT industry. However, emerging trends such as Artificial Intelligence, the Internet of Things, and the blockchain are expected to influence the industry long into the future. The report anticipates prolific growth in advanced technologies, thus scooping a rising more significant share in the expenditure in ICT inventions. Consequently, spending on legacy technologies is expected to reduce, resulting in growth being driven by platforms such as cloud, social and big data, mobile, and analytics. RESEARCHING MARKETING QUESTIONS 4 Marketing strategies in the ICT industry for any company need to be development oriented. Marketing managers should invest in ways to solve consumer problems as well as being at the forefront in the facilitation of change. Processing massive data and using analytics could be the best approach for a company that has not invested in Artificial Intelligence or the Internet of Things. For an ever-changing industry like ICT, a marketing manager must be creative and employ the most diverse marketing team in the industry. Apple Incorporated Apple Incorporated is a technology company based in Cupertino, California. Its business includes designing and selling computer software, electronics, and offering online services. The company is managed on a geographical basis with reportable locations consisting of America, Europe, Japan, Greater China, and the Rest of Asia. Key people in the company include Arthur D. Levinson, who is the chairman, the CEO Tim Cook, and the COO, Jeff Williams. It has a large employee base, boasting of a total of 137,000 employees by 2019. Apple is famous in terms of size and revenues. It has subsidiaries such as Braeburn Capital, Beats Electronics, Claris, Apple Energy, Apple Sales International, Apple Services, Apple Worldwide Video, Anobit, and Beddit. Apple is an incorporated company that trades in the NASDAQ Global Select Market with a ticker symbol AAPL. Total net sales in the year 2017/2018 for all Apple products were $265.6 billion, with iPhone contributing the largest share. iPhone is the smartphone product sold by the company based on the iOS operating system. It has an intelligent voice-activated assistant, Apple Pay, and Touch ID in several qualifying devices. iPhone 8 and 8 Plus features a new glass and aluminum design, wireless charging, high-level cameras and speakers, and enhanced reality escalation. iPhone uses the RESEARCHING MARKETING QUESTIONS company’s online services such as iBook store, iTunes, App Store, and Apple music to allow consumers to purchase, play, and organize digital applications and content. 5 ...
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Final Answer

Attached.

Running Head: APPLE INCORPORATED MARKET RESEARCH PROPOSAL

Apple Incorporated Market Research Proposal
Monica Schell
MKT/571
John Kauttenberger
March 22, 2020

1

APPLE INCORPORATED MARKET RESEARCH PROPOSAL

2

Apple Incorporated Market Research Proposal
Introduction
Apple Incorporated in the fiscal year 2016 – 2017 report had revenue of $265.6 billion.
Performance in the market is as good (fortune 500, 2020). On rankings, the firm was leading in
revenue ahead of firms like Foxconn with over 650, 000 employees and Samsung Electronics
with over three hundred thousand. Apple's employee population in 2017 was estimated to be
around 130 000 (Fortune 500, 2020). Compared to other potential competitors, Apple's Strategy
attains optimized results than any other firm. The report recognizes and associates excellent
performance to trends in the digital market, which continues to grow. Digital tech is transforming
the economy, leading to a high demand in digital hardware and software. Notable in the report is
market segmentation and product specialization. Apple, a multinational company, focus on the
home market, European countries, China, Japan, and Asia. The market strategy and Product lack
diversity limiting investment Africa and other developing coun...

Joelda (10855)
University of Maryland

Anonymous
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