The iPhone

Type :

Presentation

Pages :

13 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Study of the marketing of the Iphone.
1. Analysis-diagnosis of the situation.
2. Internal Factors.
3. Decision criteria.
4. Strengths and weaknesses.
5. External factors.
6. Environment.
7. The Competition.
8. Intermediaries.
9. The market.
Determination of problems posed and uncertainties.
Current strategy.
1. Segmentation, target and positioning.
Marketing Mix.
1. Product, price, distribution and communication.
Explanation of Aristotle's grid.
The argumentative grid.
Sources.

Abstract

Inaugurated at Mac world 2006, the iphone marks Apple in the smart phone market, following the example of Steve Jobs. It is via its triple function (iPod, telephone, internet) that the firm wishes to anchor the iphone in the market of mobile telephony, by offering a product which combines the know-how of Apple, (in particular, the reliability of MAC technology) and the latest innovations in telephony and its contents. This report deals with the latest product from Apple, the competitive environment of mobile telephony, current consumer behavior and the development of mix-marketing for this product without forgetting a SWOT analysis. Through this, one also responds to the problems: Is the iphone a real revolution?; and evaluates it through an argumentative model ETHOS PATHOS borrowed from Marketing which lists the strengths of the iphone and also the doubts likely to be felt. Profit: It is certain that Apple seeks, by this innovative new product resulting from the latest technologies, to increase its sales turnover as well as the price of its shares on the stock market. Finally, many operators will subsidize this product in order to attract new customers.