Apple's iPad Air 2: Marketing Strategies and Target Market Analysis

This report delves into Apple's marketing strategies for the iPad Air 2, examining its target markets and entrepreneurial approach. It assesses the product's unique features, such as speed and design, comparing them with competitors like Samsung and Google. The analysis highlights how these attributes align with consumer needs and contribute to market success. Recommendations include price adjustments and increased service accessibility to enhance affordability and customer satisfaction.

Marketing &
Entrepreneurship

Table of Contents
INTRODUCTION...........................................................................................................................1
Company background.................................................................................................................1
Target market:.............................................................................................................................2
Marketing strategy: ....................................................................................................................4
Recommendations.......................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Entrepreneurial marketing is considered as the unique set of marketing strategies and
techniques which are used by entrepreneur, new ventures and small businesses organisation. It is
used to build sustainable business environment and tried to achieved the set target within the
time frame. A business entity can provide right direction to its marketing efforts towards one
strategies (Barringer, 2012). This project report consist of marketing plan of Apple iPad air
regarding its marketing strategies in order to increase it growth in other parts of the country. It
also covers various target market which are helpful for lunching of products to its customers. On
the basis of overall analysis necessary recommendation is been drawn.
Company background
Apple Inc. is a public limited company which is established in 1976. Its founders was
Steve Jobs. It's headquarter at situated in apple campus, California, US. It is well known
company when any one talks about technology. It is cutting edge and something that young
people wants to have in their control. As, the stories of two young people who are started the
businesses are college drop out students. Most of the people have heard, Apple really begun its
journey in the basement or garage, rather than at some high profile locations. That's why the
main reason so many people were fascinate by the products brand which happen to be huge
success of there businesses. The most interesting aspects of this company is that nearly 500 retail
stores are currently operating in different parts of the country. The net income generated in 2016
is about $ 45.687 billion with 116,000 employees working for them. They are world's largest IT
company in terms of revenue and second in mobile phone after Samsung.
Products offered:
The product which are offered by the apple company are Macintosh, iPad, iPhone, apple
watch, TV, MacOS, Home pod etc. The iPad Air is the fifth generation iPad Tablet computer
framework. It is design and marketed by Apple Inc. In 2003, it was lunched in grey and silver
colour. It is much similar to the iPad mini with 64-bit Apple A7 processor along with M7
coprocessor. In 2016, almost one billion of Apple products are actively in operation at the global
level.
Services delivered:
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Services which are provided to its customers are Apple pay, apple stores, iTunes stores,
app stores, Mac app stores and many more. It also operate the iTunes store which is related with
world's wide music retailer (Bettiol, Di Maria and Finotto, 2012). By offering superior quality of
services for its products to the customers, they gain high level of brand loyalty and has been
continuously ranked as one of the most effective brand.
Target market:
In the context to business, it means that market segment in which a specify products and
services is marketed. It is mostly categorised by the age, gender, geographical location and other
aspects of marketing situations.
Illustration 1: Target market
(Source: Susan Ward, 2017)
It is mainly related with splitting of marketing into two segments and after that
concentrate company's market efforts on a single or a few segments. It is done in order to
identify the customers need and desire are satisfied by the products which are offered by Apple
Inc. to its customers. Those products are need to be provided which matches the customers
demand. It will help to create more awareness and increase brand loyalty among different types
of customers. With use of demographic data to start a new venture or lunching a new product in
the market. It is based on age, level of education, occupation, income level, geographical areas
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and gender. The company major impact is seen over the sales and in making the businesses more
profitable. The interesting aspects of this target market is that by aiming to a particular group of
people it makes the publicity, pricing and distribution of products can be much easier and
effective.
Apple Inc. is presenting that their iPad Air is very well suitable for all shorts of
professionals and individuals those are passionate regarding what they do. It has been observed
that the use of iPad Apps and its accessories are make the iPad more useful for those individuals
which are using their work with old model of systems (Blair, Czaja and Blair, 2013). It is most
effective application which are creating new features and improve quality to provided best
services to the customers. As, their products are more useful to young children and kids. That is
the reason for this lunching more iPods and iPads with effective or safe touch screen quality
which is good for children. It will help to increase the learning ability and make familiar with
new technologies which are transforming the world. It consist of various powerful tools kits,
interactive textbooks that make the learning much more effective for young generation. The most
favourable target audience of Apple Inc. is the youth and middle to high class people. By using
appropriate necessary data to help implement new plan in order to draw attention of ideal
customers toward their products.
Target market of Apple Inc.
 Teenagers: They are considered as one of the important target market for Apple iPad
Air. They are using iPads for many reasons. Some of them are to remain connected with
friends, listen music and use of social websites.
 College and university students: They are also taken into consideration as they are
using these products from making assignment and various projects. The class note are
easily be recorded in these devices because they are very light weight so it is much more
easy to carry.
 Businesses class people: Such kind of people are more intrigued by Apple iPads Air. It is
helpful in mailing, presentation of data or valuable information directly in conferences. It
make easy for people to send documents in organised manner.
 Children: The kids are more interest in playing various games by using iPad Air they
can play many of games which are of their choice.
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Marketing strategy:
In relation to Apple iPad air 2, marketing strategy success is the result of being
consistence with their effective plan in order to get competitive advantages. Its how their more
than one products are integrate as single one (Kraus and et. al., 2012). As they are operating in a
ecosystem to get maximum advantages. Once customer has buy one of Apple's products they are
more disposed to other products that will be ranked as per their set.
Apple's Key Competitive advantages in the tablet spaces are based on its:
 Superior brand image: The features of Apple iPad air 2 is of best quality which draws the
intention of customers towards its. Because of the brand image they are using such kind
of products.
 Market position: The brand value in the market is also impressive which makes them
positive enough to introduce new products without any doubts.
 Patent and leadership technology: It has been seen that CEO of the company is suppose
to be good leader which are guiding its business operations in right direction.
 Product development: The strategies which are planned for iPad air2 is clear to provide
all the essential requirement of people into a single tablet (Apple iPad Air 2, 2017).
 Large number of services offering: They are associated with delivering wide range of
series in relation to its products which are offered to its customers.
Some strategies are associated with:
Promotion: It is considered as the mode of reaching it products in between the customer.
There are various channel through which they can promote their product in front of the people.
Such as social media, TV channel and advertising it into the newspapers. The ad provide more
emphasizes more on creativity and risky venture in which an iPad and lighting is suppose to be a
major subject of the creativity.
Price: In comparison of other iPad which were lunched by the Apple Inc. are less for
iPad air2. With the facilities of Wi-Fi along with cellular models that will be available for a
recommended price of pound £499 including VAT for 16GB. While, £579 including Vat for
64GB model and £659 + Vat for 128GB.
Product: Apple is known for producing more effective phone model and tablets for rich
and middle class people. Apple computers are more identified for personal system such as Apple
II, macintosh etc. They have implemented new ideas to launch a new products which is called as
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iPod music players in 2001 and later introduce iTunes music store. With the services of iOS in
many phone are implementation of new innovation for future generation.
Competitors: As, they are in the field of electronic product there competitors are also
engaged in same kind of businesses. With a wide range of products that use to get into so many
other markets (Lam and Harker, 2015). When it comes to smart phone Samsung is one of the
biggest competitor of Apple. In the tablet section they is not other close competitor.
The Apple iPad marketing planning can provide a huge example to how an effectively a
company can build its product image in the market to gain maximum competitive advantages.
Recommendations
According to all the information which are collected regarding iPad Air 2 are need to be
analyse properly so that to reach at the valid solution. Few things which are noticed in the report
are the planning and brand perception which are create in the mind of people about Apple are
fabulous. With the quality of feature and safety in iPads most of the customers are buying their
products more easily (Smart and Smart, 2012). Some techniques which are used by Apple
company is to give maximum facilities in a single set of phone or tablets to solve their issues
while setting at one place. In order to make people more comfortable they are introducing iPads
Air2 which is a tablet multi-feature device. It carries various multi-criteria feature such as
recording, documentation and emailing, presentation design features and gaming. After
analysing various qualities and effect in the above product some of the recommendation are
mentioned underneath:
 The iPad Air2 is relative fast in performances as compare to other iPads which are made
by Apple Inc.
 It is required more than one year time to get updated its application as well as its
software in order to increase the capabilities of its cameras, battery and other quality
features.
 The quality and superiority of tablets are more effective in use and helpful for the kids to
operating very easily.
Few recommendations in this contexts are:
 Use to cut down the prices as they are launching with relatively high prices for their iPads
Air2. It will be not affordable to most of the people.
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 Service areas and customers care stores are need to be opened more in local areas of the
country at national as well as international level.
 Keeping middle class people income level and their purchasing ability products can be
introduce among the people (Morrish, 2011).
 Tablet section should be more focused in comparison with the iPhone mobile which are
more purchased by young and business class people.
CONCLUSION
From the above project report it has been articulated that marketing and entrepreneur
both are operating for the same benefits. Marketing is required to make product reach the
products between various group of people. The project covers different target market and
marketing strategies which are implemented by Apple Inc. On the basis of various analysis
which are done in relation with the Apple iPad Air 2 are evaluated properly. Further, this report
covers various recommendation regarding the its benefits and limitation to customers those are
using the products. Overall project is based on highlighting different features of iPad and apple
which are running into the market.
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REFERENCES
Books and Journals:
Barringer, B., 2012. Entrepreneurship: Successfully Launching New Ventures, (2012).
Bettiol, M., Di Maria, E. and Finotto, V., 2012. Marketing in SMEs: the role of entrepreneurial
sensemaking. International Entrepreneurship and Management Journal. 8(2). pp.223-
248.
Blair, J., Czaja, R.F. and Blair, E.A., 2013. Designing surveys: A guide to decisions and
procedures. Sage Publications.
Kraus, S and et. al., 2012. The entrepreneurial marketing domain: a citation and co-citation
analysis. Journal of Research in Marketing and Entrepreneurship. 14(1). pp.6-26.
Lam, W. and Harker, M.J., 2015. Marketing and entrepreneurship: An integrated view from the
entrepreneur’s perspective. International Small Business Journal. 33(3). pp.321-348.
Morrish, S.C., 2011. Entrepreneurial marketing: a strategy for the twenty-first century?. Journal
of Research in Marketing and Entrepreneurship. 13(2). pp.110-119.
Smart, A. and Smart, J. eds., 2012. Petty capitalists and globalization: flexibility,
entrepreneurship, and economic development. SUNY Press.
Online
Apple iPad Air 2. 2017.[Online] Available through:
<http://www.expertreviews.co.uk/apple/apple-ipad-air-2> .[Accessed on 4th October
2017].
Susan Ward. 2017.[Online] Available through: <https://www.thebalance.com/target-marketing-
2948355> .[Accessed on 4th October 2017].
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