r epositioning – a pple i p hone. p resentation o utline target market segmenting the market ...
TRANSCRIPT
![Page 1: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/1.jpg)
REPOSITIONING – APPLE IPHONE
![Page 2: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/2.jpg)
PRESENTATION OUTLINE
Target Market Segmenting the market Positioning Internal/External/Environmental Factors Repositioning
![Page 3: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/3.jpg)
TARGET MARKET
Target Market vs. Target individual user
![Page 4: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/4.jpg)
TARGET MARKET
Target Market includes variety of people
Tech astute people Students Programmers Teachers/Educators Businessmen Individuals
![Page 5: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/5.jpg)
PRODUCT STRATEGY & SEGMENTING THE MARKET
![Page 6: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/6.jpg)
POSITIONING
Apple iPhone’s key competitors SamsungNokiaSony EriksonRIMMotorolaLG
![Page 7: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/7.jpg)
POSITIONING
![Page 8: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/8.jpg)
INTERNAL INFLUENCING FACTORS
Research and Development Costs
Employees
Internal Atmosphere
![Page 9: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/9.jpg)
EXTERNAL INFLUENCES
Culture of the customers
Age of customers and technology
Status symbol and Materialistic desires
![Page 10: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/10.jpg)
ENVIRONMENTAL INFLUENCES
Competition
Economic issues
Political and Regulatory environment
![Page 11: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/11.jpg)
ENVIRONMENTAL INFLUENCES CONT.
Social influences
Technology
![Page 12: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/12.jpg)
REPOSITIONING
Marketing mix
Price Product Promotional Place
![Page 13: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/13.jpg)
REPOSITIONING CONT.
Target audience External/internal influences Positioning Promotional Loyalty of the target audience
![Page 14: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/14.jpg)
REPOSITIONING CONT.
Price Product External/ Internal factors Place Positioning
![Page 15: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/15.jpg)
FINAL THOUGHTS
Apple has over the years increased its market share
iPhone predominates in profits within the market
The iPhone has several influences that affect its marketing strategy: internal/external/environmental
![Page 16: R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE Target Market Segmenting the market Positioning Internal/External/Environmental Factors](https://reader036.vdocuments.site/reader036/viewer/2022062422/56649ef25503460f94c03b64/html5/thumbnails/16.jpg)
REFERENCES Apple. (2012). iPhone. Retrieved from: http://www.apple.com/iphone/
Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (), . Retrieved from http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/
Bains, I. (2011, November). Apple iPhone accounts for just 4% of the mobile market ... but rakes in an impressive 52% of the industry's profits. Mail Online, (), . Retrieved from http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakes-impressive-52-industrys-profits.html
Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from http://www.macobserver.com/tmo/article/apple_claims_7.9_of_mobile_phone_market_in_q1/
Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html