Fundamentals of Marketing (MKT10007)

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MKT10007 FUNDAMENTALS OF MARKETING
Assignment3: Marketing Strategy
Apple IPhone 7
100990318 – Jessica Cartlidge. 101634918 – Veronika Tashkovska. 1014972481
- Angus Langford. 101463123 - Jordan McKay. – Nick Cornetta

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Executive Summery
This report is an in depth analysis of the Apple iPhone7 and demonstrates a
basis for a marketing strategy. The marketplace and influencing factors,
consumer segmentation and segment attractiveness were all explored in order
to develop a thorough understanding of the consumers and the iPhone7’s place
within the market. Using the resultsof this information, it is possible to identify
which areas are required for further study and research.
Withinthe research, this reports presents a number of key findings about the
current state of Apple’s marketing environment. One the key factorsare that
Apple has created a loyal and dedicated clientele who focuses on the importance
of customization, design and hardware. Due to Apple being such a domineering
force within the marketplace, it is unlikely that any other competitor will be able
to match Apple’s progress in technological advances, and entrepreneurship.
Furthermore, the findings clearly demonstrates that the consumer who values
aesthetic, design and practically are the most attractable demographic for Apple
to target. Finally, this research does acknowledge that Apple could use additional
research to find new and innovative strategies that other competitors are
lacking.
It is recommended:
• That Apple fully invests and creates sustainable relationships with
their suppliers to avoid productivity failures and the sacrifice of
qualityparts of the output product.
• It is equally beneficial and important that Apple puts an emphasis of
hardware innovation as well as the aesthetic appearance of the
product. Apple as a business has cemented its self in the mind of the
consumer as, ‘different’ and, ‘revolutionary.’
Introduction:
We, MKT Marketing Consultants have been contracted by Apple to conduct and
prepare a situational analysis of the iPhone7. Withinthis report,we intend to
research and investigate how the current market, the environment (micro and
macro), segmentation, and the attractiveness make the iPhone7 desirable too
the consumer. Synonymously, we shall conclude this report with
recommendations based upon our findings with the intent of improving sales
and the marketing effectiveness of the Apple iPhone7.
Due to time constraints we were not able to conduct interviews or surveys to the
consumers of Apple products, which presents the primary limitation of our
research. However, the research and data collected within this report are
available to the public and have referenced.

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Table of Contents
Executive Summary
Table of Contents
Introduction
1. The Marketplace and Influencing Factors
1.1. The Micro-Environment
1.1.1. Industry Overview
1.1.2. The Competitors
1.1.3. Analysis of other Micro-Environment Players
1.2. Macro-Environment
1.2.1. Environmental Factors Influencing the Company
2. Consumer Segmentation
2.1. Explanation of Profile Elements
2.2. Justification of Segment Base
3. Segment Attractiveness
3.1. Size and Growth
3.2 Structural Attractiveness
3.3. Company Objectives and Resources
3.4. Most Attractive Segment
4. Recommendations for Additional Research
4.1 Additional Information
4.2 Primary Information
4.3 Research Design
Recommendations

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Section 1: The Marketplace and Influencing Factors
1.1: The Micro-Environment
1.1.1: Industry Overview
Apple is a US based multinational technology company that produces a wide
variety of technological products, such as the Apple iPhone. Apple is descried as
the leading digital management assets company due to its ability to allow users
to access an infinite number of songs, applications and games through app store
and iTunes. (Jeynes, R 2013) Apple provides a range of products such as music
streaming and sharing services (Apple music), technological products, such as
the iMacs and MacBook’s to entertainment products like iPads (Apple, 2017).
A diagram has been provided below to determine the scope of the industry in
which apple operates.
As shown, Apple is involved in the technological industry and in 2015 generated
$233.7 billion dollarsin revenue, two thirds of which was generated by the Apple
iPhone. (Bowers, A Et al. 2017) Apple competes in a market with a high demand
for technological products such as smartphones, computers and entertainment
devices. As we move into technology based world Apple needs to work harder to
come up with new innovative ideas that have not yet been seen, therefore it is
necessary for Apple to invest strongly in research to help deliver future
developments. (Deloitte, 2017) Apple’s products rely heavily on the interlocking
of software’s, which sets them apart from other competitors in the industry, such
as Samsung Electronics. Apple also uses uniquefeatures such as iMessage which
allows for an easier way to message other iPhoneusers without using phone
credit.