Marketing Apple: The iPhone “Phenomenon”

Type :

Case study

Pages :

14 pages

Format :

.doc

Published date :

02/26/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Executive summary.
Company description.
Strategic focus and plan.
Situational analysis.
1. SWOT analysis.
2. Key internal strengths.
3. Key internal eeaknesses.
4. Key external opportunities.
5. Industry analysis: Growth opportunity of smartphones.
6. Competitor analysis.
7. Company analysis.
Market-product focus.
1. Marketing and product objective.
2. Target market segmentation.
3. Positioning.
Marketing program.
1. Product strategy.
2. Price strategy.
3. Promotion strategy.
Financial data and projections.
Business organization.
Implementation plan.
Evaluation and control.
Conclusion.
Appendix.

Abstract

apple Inc (AAPL) is a leading provider of digital portable entertainment devices, computer systems, software and music. One of its newest devices is the apple iphone 3G. This revolutionary cell phone combines together nearly every type of gadget a person would need to carry. Instead of being merely a cell phone, it has the capabilities to act as a PDA, MP3 Player, GPS Device and more. With its source developer's kit, anyone can create programs that can be used on this remarkable device. Furthermore, coupled with the unique and robust online distribution system iTunes, the capabilities of the iphone is limitless. Currently the strategic focus of apple Inc is to invade the mobile phone market. The company has a very strong grip on the mobile music sector with a market share of 84%. Furthermore with its iMac line of powerful desktops and Macbook line of portable notebooks, apple has made great strides into the ubiquitous market of PCs. Since the original iphone's release in 2007, it has been received with great enthusiasm. Its market share in the smartphone category has grown tremendously, exceeding the popularity of the Blackberry in a mere year.