Description
HOMEWORK ASSIGNMENT #1
TARGET ANALYSIS. GEOGRAPHIC ANALYSIS.
With regard to the client choice, remember what your Media Plan assignment says:
“Note that if you select a national brand or a publicly traded company, you will be able to find a lot of information about it using secondary sources (e.g., syndicated research). If you choose a local business and/or a private company, it might be more difficult to find information through secondary sources; so, you will be encouraged to seek information through a direct contact with business employees.”
Also, check information about the target challenge in the media plan (and in this assignment). Make sure that you pick a client that is appropriate for the restrictions imposed on the choice of your target group.
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For your first homework, you are asked to complete steps 3 to 5 of your media plan. Read the description of these steps in the media plan before you start doing this assignment.
Here is the extended explanation of what you need to do.
Remember about the challenge described in your media plan: “You MAY NOT purposefully run the campaign on college campuses.”
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Running Head: TARGET AND GEOGRAPHIC ANALYSIS
HOMEWORK ASSIGNMENT #1: TARGET ANALYSIS and GEOGRAPHIC
ANALYSIS
Student’s Name
Instructor’s Name
Course
Date
1
TARGET AND GEOGRAPHIC ANALYSIS
2
Apple Inc. (iPhone Brand as the Product Category)
Stage 3
Apple Inc. in an American technological multinational corporation company based in
Cupertino, California, USA. The technology company was founded on April 1, 1976, by, Ronald
Wayne, Steve Wozniak, and Steve Jobs. It was then later incorporated on February 4, 1977, into
the market. The company specializes in selling, developing and designing online services,
computer software, and consumer electronics. The company also markets third-party digital
application and content, networking solutions, portable media players, and personal computers as
well as media devices. Some of the major hardware products include the Apple TV digital media
player, Apple Watch smartwatch, the iPod portable media player, the Mac personal computer,
the iPad tablet computer, and the popular iPhone smartphone. Software designed by Apple
include the Safari web browser, the iTunes media player, and the iOS and the macOS operating
systems. Apple’s current mission states that “Apple designs best personal computers on earth,
Macs, along with professional software, iWork, and OS X. With iTunes online store and iPads,
the digital music revolution is led by Apple” (Duke, 2018).
As of the 2017 fiscal year, the company pulled in a total of $229 billion as revenue
worldwide. After Huawei and Samsung, Apple is ranked third largest mobile phone
manufacturer and by revenue, it is ranked the world’s largest technology company. The company
employees over 124,000 permanent employees and has over 500 retail stores in 25 countries as
of July 2018 (Duke, 2018). The CEO of Apple is Tom Cook who joined in 2011. Apple enjoys a
very strong brand loyalty around the world due to its high-quality products.
In this media assignment, in as far as target analysis and geographical analysis of Apple
Inc. is concerned, I am going to focus on a specific category of the brand in Apple Inc. which is
an iPhone smartphone. This marketing campaign will also not focus on iPhones all over the
world or just in the United States but in major Designated Market Areas. Having mentioned this,
this campaign will narrow down to iPhone smartphone usage in New York City DMA.
The iPhone smartphone is a product category which belongs to Apple Inc. Company.
According to the Y-chart Team (2018), it is clear that the company experiences some challenges
during their designing, selling, marketing processes of iPhone product category brand. The main
challenge facing the iPhone brand is the technology challenge. Based on the features displayed
by the latest iPhone 4XS series, it is clear that the stock of ideas where innovation is based at
Apple Inc. is slowly fading away. Due to this, people are starting to lose faith in the brand since
there is no assurance that there is something amazing coming up in the future. This can be
solved however via advertising. The company can decide to cross-check and cross-reference all
the technology that had been used to develop a prototype to show to the customers what is
coming up next. Even though it might not be soon or realistic, the numerous loyal customers will
definitely by it.
TARGET AND GEOGRAPHIC ANALYSIS
3
The other challenge is competition from other bran...