Analysis of Attractiveness Factors of Apple iPhone: Marketing Report

This report examines the attractiveness factors of the Apple iPhone across various consumer segments, including university students, full-time workers, and business people. It analyzes the market size, growth potential, and structural attractiveness of the iPhone, considering factors like product features, pricing, and brand perception. The report emphasizes the importance of tailored marketing strategies to cater to each segment's specific needs and preferences, highlighting the need for innovation and quality. For university students, the report suggests focusing on trendy designs and high-performance features. For full-time workers, it recommends more affordable options, while for business people, it emphasizes high-quality products and brand prestige. The report also refers to existing academic research to support its findings.

Running head: ATTRACTIVE FACTORS OF APPLE IPHONE
Attractive factors of apple iphone
Name of the student
Name of the university
Author note

1ATTRACTIVE FACTORS OF APPLE IPHONE
Segments
Market attractiveness criteria
Size and Growth Structural
Attractiveness
Company Objective and
Resources
University
or college
Students
 The size and growth of
Apple iphone for the
university or college
student is comparatively
high. The college students
prefer style and they want
to follow the recent trend.
Therefore, the company
needs to increase their
focus on the college
students
 In order to increase the
structural awareness of
the product among the
university students’
campaigns should be
organized in the
university campuses. The
size of the phone should
be big and the processor
should be high.
 In order to improve the
objective of the company
and the resources for the
university students the
company must concentrate
on the recent innovations
that can be made as the
students prefer change and
they usually want to follow
the trend (Eaton et al.
2015).
Full time
workers
 The full time workers
does not have the
financial capacity to
purchase the product
therefore, the company
needs to concentrate on
the promotion of the
products among the full
time workers to increase
the growth (Dolata 2017).
 The full time workers
prefer the trendy model
as they cannot afford
brand. Therefore, the
structure of the phone for
this class of people
should consist of big
screen and high
resolution.
 The objective of the
company for the full time
workers should be to bring
products of lower price so
that they can afford.
Business
people
 The company must focus
more on the business
people. They want best
quality and prefer brand
therefore, the company
 The structure of the
phone for this particular
class of people should be
the best. It should be
more qualitative. The
The objective of the
company for the
businessman should be to
bring high quality products
as they prefer brand and

2ATTRACTIVE FACTORS OF APPLE IPHONE
must concentrate on the
high range quality in
order to increase the size
of the market.
business people prefer
brand and quality.
quality.

3ATTRACTIVE FACTORS OF APPLE IPHONE
References
Dolata, U., 2017. Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und
Innovationsforschung, SOI Discussion Paper.
Eaton, B., Elaluf-Calderwood, S., Sorensen, C. and Yoo, Y., 2015. Distributed tuning of
boundary resources: the case of Apple's iOS service system. Mis Quarterly, 39(1), pp.217-
243.