Marketing Consumers Behavior

Running head: Marketing Consumers Behavior
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Marketing Consumers Behavior
Name
Affiliation

Marketing Consumers Behavior
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Table of Contents
Introduction......................................................................................................................................3
Company and product overview......................................................................................................3
SWOT analysis............................................................................................................................3
Industry overview............................................................................................................................4
PESTEL analysis..........................................................................................................................4
Political.....................................................................................................................................5
Technology...............................................................................................................................5
Competitor comparison table...........................................................................................................6
Samsung Galaxy Note 8...............................................................................................................6
LG V30........................................................................................................................................6
HTC U11......................................................................................................................................7
Pixel XL.......................................................................................................................................7
Target market...................................................................................................................................7
Perceptual maps and positioning.....................................................................................................8
Recommended changes in the marketing mix.................................................................................8
References......................................................................................................................................10

Marketing Consumers Behavior
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Marketing Consumer Behavior
Introduction
One of the most improved sectors in the international market in terms of technology is
the telecommunication industry. The industry has experienced an improvement in technology in
the recent years in the international market. Different phone model of phone have been discussed
by innovators. Some of the leading companies which steer head this sector include Nokia,
Samsung, apple, Motorola, Techno among other companies (O'Grady, 2012). Every company
started in its own country before venturing in international market which currently all companies
is almost found in every country. Some of the reasons why those companies started operating in
international market was to their customers and increase their revenues. In this case study we are
going to discuss iphone X which entered Australian market on 3rd of November 2017.
Company and product overview
Iphone X is a mobile phone which is under communication category. The product’s
parent name is Apple which is located at apple park way, Cupertino, California, U.S.A. The
company was founded by Steve Jobs Steve Wazniak Ronald Wayne in April 1, 1976. In the
international market the company has around 500 retail store worldwide (O'Grady J. D., 2014).
Name of parent company Apple
Location of the company’s headquarters Cupertino, CA, USA
The type of company
(Public/Private/multinational)
Private

Marketing Consumers Behavior
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The industry/product categories that the
company serves
Mobile phones and communication category
Brands used by the company Microsoft
The overall value (net worth or latest annual
revenue) of the Company
1. Apple: Brand value $154.1 billion
The product selected iphone X
A full description of the product including The
core consumer need that the product fulfils The
features and benefits of the product
All new liquid retina display-the most
advanced LCD in the industry. Even faster face
ID. The smartest, most powerful chip in a
Smartphone. And a breakthrough camera
system. Iphone X. its beautiful any way you
look at it.
The date that the Product was launched in
Australia
3rd of November 2017
SWOT analysis
In the international market Apple took the world by storm when it launched the iphone X
at Australian market. What most amazed everybody were their IOS operating system and also
the multi touch features (Tar, 2015). For sure, this was the first phones which bared the title
smart phone in the market. Some of strengths which were associated with the product include tag
of innovation, consumer loyalty, amazing software and OS, wide developer support, design
consistency and control in the hand of users. However, in the market the product had some
weakness which included high price, restrictions on the phone, no variety and no Steve jobs