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Workmemofixed

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Management
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University of Phoenix
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CORPORATE MEMO
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From:
Cc:
Date:
Subject: Target Segment of Apple iPhone 7 and iPhone 7 Plus
Apple Inc. sells different products, including but not limited to, iPhone, iPhone 7, Macintosh,
iPod, and Apple Watch. It is vital to note that Apple Inc. usually targets high-end consumers
(Gupta & Prinzinger, 2013). One product that the company has differentiated and used it to
position itself in the market is iPhone 7 and iPhone 7 plus. The products were introduced in
September 2016.
The targeted market segments for iPhone 7 and iPhone 7 plus for United States and the
international market, especially in urban centers where most things are digital and people love
the digital life. Demographically, the company targets people aged 18-45 (both males and
females) who are bachelors or newly married. These are university students, professionals and
executives who earn high amounts of income every other month. Behaviorally, the target
segment consists of ‘hardcore’ loyal customers of Apple Products, non-users and potential users;
who love self-expression; and those who are in need of devices with high speed and advanced
features and unmatched capabilities (Wee, 2016). In terms of personality, businesses such as
Apple usually target people who are determined and ambitious and belong to the middle and
upper classes (Sofi & Nika, 2016). Psychographic, the target segment consists of resigned
individuals who can be described as aspirers and explorers.

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CORPORATE MEMO
Cultural factors refer to the behaviors of consumers that result from their values, wants and
perceptions. Apple markets these two products basing on the fact that its customers love
expensive American-made products, which they believe are of high quality (Coughlin, 2017).
Social factors combine income, occupation, wealth, education and others. As mentioned above,
the target segment includes people who are professionals and doing well-paying jobs, and fall
within the middle and upper classes. Most of these customers are well-educated or are in colleges
or university. Psychological factors targets individuals with regard to their knowledge,
motivations, perceptions, attitudes and beliefs. The need for quality devices that are fast and have
multiple abilities will motivate customers in the target segment to purchase iPhone 7 and iPhone
7 plus. Most of these targeted consumers are people who have been buying and using Apple
products in the past and believe that all Apple products are original and of unmatched quality.
Personal factors such as life cycle and age of the buyers matters a lot when marketing
smartphones (Akkucuk & Esmaeili, 2016). Buyers in the target segment, as aforementioned, are
at least 18 years old and at most 45 years old.
Samsung Group is Apple Inc.’s biggest competitor when it comes to the smartphone market
(Coughlin, 2017). Over the last couple of years, Samsung has been taking certain market
segments that previously belonged to Apple. The company recently introduced Samsung S series
and Galaxy J7 Max. To counter the competition from Samsung and other smartphone producers,
Apple Inc. has introduced iPhone 7 and iPhone 7 Plus, which are an upgrade to previous versions
of iPhones (Apple Inc., 2017). The cell phones have advanced new camera systems, the best
performance ever in an iPhone, improved battery life, and immersive stereo speakers. Most
importantly, the iPhone 7 Plus phone comes with 12MP-two (wide-angle and telephoto) cameras
that shoot as one. To beat competition, the cell phones are colorful and the brightest. In addition,

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CORPORATE MEMO To: From: Cc: Date: Subject: Target Segment of Apple iPhone 7 and iPhone 7 Plus Apple Inc. sells different products, including but not limited to, iPhone, iPhone 7, Macintosh, iPod, and Apple Watch. It is vital to note that Apple Inc. usually targets high-end consumers (Gupta & Prinzinger, 2013). One product that the company has differentiated and used it to position itself in the market is iPhone 7 and iPhone 7 plus. The products were introduced in September 2016. The targeted market segments for iPhone 7 and iPhone 7 plus for United States and the international market, especially in urban centers where most things are digital and people love the digital life. Demographically, the company targets people aged 18-45 (both males and females) who are bachelors or newly married. These are university students, professionals and executives who earn high amounts of income every other month. Behaviorally, the target segment consists of ‘hardcore’ loyal customers of Apple Products, non-users and potential users; who love self-expression; and those who are in need of devices with high speed and advanced features and unmatched capabilities (Wee, 2016). In terms of personali ...
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