MKT1001 Assessment 2: iPhone 8 Plus Market Segmentation Report

This report analyzes the iPhone 8 Plus, focusing on market segmentation, product features, and the competitive landscape. It begins with an overview of Apple Inc., its background, market share, and global presence. The report then identifies key competitors like Google Pixel 2XL, Samsung Galaxy Note 8, and OnePlus 5, highlighting their strengths and weaknesses relative to the iPhone 8 Plus. The core of the analysis centers on market segmentation, exploring demographic, geographic, and psychographic factors that influence consumer behavior. Demographic segmentation considers factors like lifecycle, occupation, and age, while geographic segmentation covers Apple's global retail presence. Psychographic segmentation explores how Apple caters to consumer preferences. The report concludes by referencing academic sources to support its findings and provide a comprehensive view of the iPhone 8 Plus's market position.

IPHONE 8 PLUS
MARKET SEGMENTATION

PRODUCT AND ORGANISATION
 Apple Inc. originated in the year 1976 in
California by Steve Jobs, Steve Wozniak
and Ronald Wayne.
 Apple is the biggest technology company
in the world.
 Apple iPhone 8 Plus is the biggest selling
smartphone for Apple.
 Apple sold 45.51 million unit.

COMPANY BACKGROUND
• The company has more than 123,000 full time
employees.
• Apple has entered in 24 countries in the world by
opening the more than 500 retail store.
• The market share of the company was 17.9% in the
year of 2018.
• The annual revenue of the company was $265.6
billion.

COMPETITION IN THE MARKET
• Three biggest competitor for iPhone 8 Plus are
Google Pixel 2XL, Samsung Galaxy Note 8 and
OnePlus 5.
• Google Pixel 2XL has the competitive advantage
over iPhone 8 Plus by having superficial camera.
• Samsung Galaxy Note 8 has much better
specifications.
• OnePlus 5 provide the higher specifications in
much less price.

MARKET SEGMENTATION
• Demographic: In this sector Apple Inc. has
performed really well because the company
creates the product based on lifecycle, occupation
and age of the customers.
• Geographic: Apple has intervened in many
countries and has 500 retailed stores.
• Behaviour: The company has one of the best
service in the industry which helped the company
to gain brand value.
• Psychographic: Apple create the product after
analyzing the market.

REFERENCE
Al-Daraiseh, A.A., Al Omari, D., Al Hamid, H., Hamad, N. and
Althemali, R., 2015. Effectiveness of iPhones Touch ID: KSA case
study. Editorial Preface, 6(1).
Andreasen, A.R., 2018. Challenges for the science and practice of
social marketing. In Social Marketing (pp. 3-19). Psychology Press.
Andreasen, A.R., 2018. Challenges for the science and practice of
social marketing. In Social Marketing (pp. 3-19). Psychology Press.
Arnould, E.J., Price, L.L. and Malshe, A., 2014. Toward a cultural
resource-based theory of the customer. In The Service-Dominant
Logic of Marketing (pp. 109-122). Routledge.
Bauder, H., 2015. The international mobility of academics: A
labour market perspective. International Migration, 53(1), pp.83-
96.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing
managers use market segmentation: An exploratory study.
In Proceedings of the 1990 Academy of Marketing Science (AMS)
Annual Conference (pp. 531-536). Springer, Cham.
De Steur, H., Blancquaert, D., Strobbe, S., Lambert, W., Gellynck,
X. and Van Der Straeten, D., 2015. Status and market potential of
transgenic biofortified crops. Nature biotechnology, 33(1), p.25.