Apple Inc.’s iPhone Introduction

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Analyze the marketing environment for this product/or service in detail

iPhone operates in a unique market and that is why we can say that the product is in a challenging environment. It should be known that the product targets a unique group of customers who include professionals, students, and to some extend entrepreneurs (Scott 23). This is a group of consumers who want information and communication at the same time. In addition, this target group has also been synonymous with entertainment and that is why this should be guaranteed.

In this case, the global marketing environment is challenging and this is based on various factors. The smartphone and cell phone industry is one of the most profitable and this means that it has attracted a lot of competition. In this case, the product is supposed to compete with other products that were existent in the market meaning that there is a need for creativity to reach out to customers. The company is supposed to get various international approvals and this is quite challenging because there are concerns over global warming.

Pollution effects that revolve around packaging and cell radiation have complicated the company’s approach to the product. In this case, materials that are used to package the products are supposed to be environmentally friendly. There are more than 15 products in the market and this means that the product is supposed to be highly innovative (Honan 35). Technology levels have been increasing and changing as time goes by and this has to be integrated into the products marketing strategy.

This can be a challenge and advantage depending on how this issue is approached by the company as far as the product is concerned. There is a lot of demand in the market and this means that cell phones are highly needed. This has been as a result of a growing population that is technology conscious. Mobile communication has been increasing in recent years and this has called upon the product to stand up to the challenge.

Increased education growth around the world means that consumers and customers are highly informed about products and this revolves around product features. In this case, the product is supposed to meet the needs and expectations of customers which should be integrated into marketing for long-term sustainability (Murtazin 57). Some countries have been cautious as far as the importation of foreign products is concerned and this slows down marketing.

This means that the company has to look for a local provider whom they will use to distribute products in a given country that might be having restrictions. Different countries have their own approach to taxation which is not consistent. In such occasions and instances, taxation affects pricing which is important in marketing. Therefore, it can be wholesomely said that the product operates in a unique taxation environment that affects prices thereby having an impact on its demand.

Design the appropriate questionnaire to collect information on the target market describing your research process

Where did you hear about the product in the first place?
Can you describe your personal experience with the product?
What interests you about this product?
Has the product met your expectations?
Why is this product different from other products?
What made you go for this product instead of others?
How regularly do you go for this product as far as purchasing it is concerned?
Is there anything that needs to be improved about this product?
Would you recommend this product to other consumers?
For how long have you been using this product?
What is the best feature that this product offers when compared with other competing products?
How would you love to see the product in the near future?
Are you satisfied with the pricing of the product?

Undertake the appropriate segmentation, targeting, and positioning for your product/service

It should be known that segmentation, targeting, and positioning of a product play an important role in the market. This means that there should be perfect as far as these aspects are concerned. For instance, if you don’t identify your target market well, you will not be able to position your product or service in the market effectively. This means that there might be failures because customers will not be at ease with what you are selling to them.

The product is well known for good technology and design thereby positioning itself in the market well. A good design means that consumers and customers can easily identify it in the market (Lewis 57). The iPhone targets a wide market with unique needs. In this case, the product’s main target market is corporate users, medicinal users, and professionals. In addition, the product also targets entrepreneurs and students. All these people have their own needs that they expect the product to satisfy and fulfill and this is what complicates the marketing environment.

This target market has its own consumer needs meaning that it should be effectively attended to. For instance, professionals might want to stay in touch with various things in relation to their jobs while corporate users might want to access data without any problem. These are two distinct needs that can not be ignored because we are talking about diverse and different individuals (Lewis 32). As far as segmentation is concerned, the iPhone should focus and pay more attention to western countries.

This is because the product is mainly released in places that have coverage of wireless network providers. This is quite challenging because there are other countries that can not guarantee such networks. Other destinations and markets that do not have the AT&T Cingular Wireless network might find it hard to use this product (Pogue 39). The product should position itself in the market as flexible and convenient. As a matter of fact, it can be positioned as a value-added service that will help professionals to go about their jobs without any problem.

These are important positioning elements that will move the product close to the market because this is what most customers want to see. Apple, the company, is already good and established brand name in the market and this means that consumers will easily resonate and identify with it. Therefore, the company should use its already established and strong brand name in the market to woo more customers to its side. The company’s products have been focused on new technologies and this means that customers will not doubt it thereby positioning it well in the market. To lure more customers, the company should focus on how to promote the product (Pogue 78).

This should mostly revolve around the conveniences that customers will get as a result of using this product. iPhone offers a lot of experiences to customers and this is what should be capitalized on for strong positioning in the market. For instance, the convenience of entertainment, communication, and internet access is unique in the market thereby justifying this.

Works cited

Honan, Mathew. Apple unveils iPhone. New York: Macworld, 2007. Print.

Lewis, Peter. How Apple kept its iPhone secrets. New York: Routledge, 2007. Print.

Murtazin, Eldar. Apple’s Phone: From 1980s’ Sketches to iPhone. New York: Business Week, 2010. Print.

Pogue, David. The iPhone matches most of its Hype. New York: The New York Times, 2007. Print.

Scott, Gilbertson. How to Make Custom IPhone Ringtones without Paying Apple $2.New York: Macworld, 2007. Print.

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Apple Inc.’s iPhone Introduction

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