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mkt 571 Segmentation, Targeting and Positioning Apple Iphone 4s

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Segmentation, Targeting and Positioning Apple Iphone 4s
Module 1 SLP: Segmentation, Targeting and Positioning
Abstract
Purpose: the purpose of this paper is to identify a branded product or
service to be examined through the session; examining elements of
consumer behavior as they relate to market segmentation, targeting,
and positioning for it. This paper, and subsequent papers, will lead to
a SWOT marketing analysis of the chosen branded product.
Methodology/approach: the branded product for this paper will be
Apple’s iPhone4S. Data to be covered in this first paper will include
the following:
Product/Brand Analyzed
Corporate Background
Market/Industry Analysis and Competition
Market Segmentation and Target Marketing
Relevant External Factors
Module 1 SWOT Analysis
Findings: Apple is a leader in sales and production in US Markets;
with products that appeal across target markets. iPhone 4S sales have
eclipsed internal Apple brands, as well as other smartphone
companies in the U.S. market. Recent sales dominance, however, has
not established an industry lead. Samsung, in partnership with
Google’s Android Operating system, owns the global marketplace
with something like 21% of total market share. Apple faces both
technological and political challenges in the largest smartphone
market, China, as it is unable to establish a partnership with the
largest carriers there due to non-4G/LTE products. SWOT Analysis
section provides specific details regarding branded product strengths,
weaknesses, opportunities and threats.

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Conclusion: while Apple reigns supreme in US markets in terms of
sales, and is indeed a global force, it has not established itself overall
as the industry leader. It must build on brand/product strengths
through release of newer 4G technology; reduce liability to market
threats and capitalize on market opportunities (both in the U.S and
globally) in order to overtake competitors, and overcome the
widening gap created by Google and Samsung’s growing Android
user base.
Paper type: Module 1 SLP
Introduction
During the Session Long Project, I will be analyzing the iPhone 4S, a
branded product from Apple, Inc.; examining elements of consumer
behavior as they relate to market segmentation, targeting, and
positioning.
This paper, and subsequent papers, will lead to a complete SWOT
marketing analysis of the iPhone 4S.
Section 1: Branded Product: Apple iPhone 4S
Key Features
The iPhone 4S is a touchscreen-based smartphone developed by
Apple Inc. It is the fifth and recent generation of the iPhone and
retains the exterior design of its predecessor, the iPhone 4, but is host
to a range of improved hardware specifications and software updates
(Wikipedia.org, 2012). Robinson (2011), late last year, reported that
the upgraded A5 chipset in the iPhone 4S would handle data twice as
fast as before; with gamers enjoying seven times the computing
power over the standard iPhone 4; an 8 megapixel camera with 1080p
video recording, including face recognition; and the new iCloud
service which would allow users to store and access all of their data
wirelessly. With so much of the new iPhone 4S’s capabilities based
upon wireless computing, it was initially thought that the phone
wouldn’t live up to such lofty expectations, not unlike its predecessor
the iPhone 4 (Rothman, 2011); however, after reviewing the iPhone
4S’s WLAN connectivity and local WIFI transfer speed, Shimpi and

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