Marketing Apple: The iPhone "Phenomenon"

Extract

[...] Success in US board market is not translating to certain other countries (Schenker Offerings Innovative, high-quality, Not a open source devices like high-price products some competitors are Marketing Effective marketing efforts Marketing efforts by other have produced a strong competitors have attacked the brand awareness iPhone and Apple directly Personnel Dedicated workforce that Small workforce compared giant stresses creativity companies Finance Robust Financial Reducing price can reduce profit Performance margin Manufacturing Supplier of the iPhone has Dependence on specific suppliers consistently produced high-quality products R&D Continuing efforts for Declining R&D investment discovering ways to improve quality External Opportunities Threats Factors Consumer/Social Growing smartphone market; High price of the iPhone may consumers becoming more prevent access to mass market technologically educated with the decreasing discretionary income of consumers Competitive Strong brand awareness and Possibility of competing with its brand loyalty own products, presence of other strong competitions Technological Innovative features, touch Competitors are adopting similar screen, and upgradeable features offered in the iPhone software Economic Large revenue and assets Recession and decreased will help weather the discretionary income; decreased economic downturn stock price Legal/Regulator Patents Patent infringement[viii] y Key Internal Strengths The iPhone has an innovative touch screen that is patented and unmatched by any other mobile product today. [...]

[...] Through increased exposure by increasing marketing efforts, the iPhone can reach wider a consumer base in the same market. Place. Apple is increasing the number of Apple stores across nation, improving their online store, and also entering into retail outlets. These are all effective strategies for market penetration because it will increase the available channels of distribution. Target Market Segmentation As stated previously, iPhone customers tend to be young, educated, wealthy, and male. Therefore, the iPhone will continue to target this segment of the consumers. [...]

[...] example, despite mounting recommendations from industry pundits and analysts for Apple Computer to produce a low-cost computer to capture market share, it has steadfastly resisted owing to its strategy to remain on the edge of new technologies and be a premium value-added producer”.[xv] Apple's bold marketing plan for iPhone has been extremely effective, boosting the sale of iPhone ever since its introduction. Apple manipulated the price of iPhone to match the company's production capacity and also to affect demand. Apple initially introduced the 8GB iPhone at price of $399, a high price for a mobile phone. [...]

[...] One advantage of having the Apple Stores under our control is that customers will immediately be able to try out the iPhone 3G as soon as they enter a store. The end of the first year will be mainly about analyzing the results. True enough, this is a job that we have already done with the first iPhone; trying to identify the most pertiment issues about the product, and finding out why some customers decided to go with competing products. [...]

[...] However, more recent advertisements have been emphasizing specific details about the new iPhone 3G, such as some of the more astounding applications that have been created for it. A recent iPhone television ad features an application called that allows a person to find out the information of any song just by putting their iPhone 3G near a speaker that is playing it.[xxii] Personal Selling Apple's creation of their own retailer Apple Store” has placed strong emphasis on the advantages of personal selling. [...]