A marketing and management analysis of Apple's iPhone.
Written in 2009; 2,260 words; 6 sources; APA; $ 69.95
Paper Summary:
This paper examines how Apple's innovative, much-anticipated iPhone is a multimedia device, possessing a seemingly infinite array of technological capabilities and how it is a cellphone that enables the user to surf the Internet and send email, take pictures, listen to music and other downloaded media. The paper looks at the IPhone's target market as well as its market competitors iand includes a SWOT analysis.The paper also discusses the marketing techniques for the iPhone including the pricing strategy and distribution.
Outline:
Description/Identification of Company/Product/Service
Identification, Description and Analysis of Target Market
Identification, Description and Analysis of Industry Competitors
Identification, Assessment and Analysis of Environmental Factors Affecting Your Selected Example
SWOT
Identification and Analysis of Strategies Used In Marketing:
Product/Service--Branding and Positioning
Pricing--Strategies Used and Why
Distribution--How Distributed, What Channels, Why
Promotion--Means Of Communicating To the Target or Other Audience--Rationale, Analysis, Effectiveness
Analysis of the Selected Product/Service/Company Life Cycle--Implications for the Company
Overall Review of Each Competitor's Marketing Efforts
From the Paper:
"At that same press conference where he announced the birth of the new incarnation of the iPhone, Jobs openly challenged Nokia, widely judged one of Apple's main competitors because of its recent release of its popular Nokia N95 and Palm Treo 750 (Markoff 2008). Nokia's greatest strength is its international scope, and it advertises itself on its website as "the world's leading mobile phone supplier and a leading supplier of mobile and fixed telecom networks including related customer services" (Nokia, 2008, Official Website). Nokia even keeps track of its revenue for investors in Euros, not in dollars, even on the U.S. section of its website, a testimony to its international focus. Even the consumer section of the website provides information, not on the beauty of the product, but upon Nokia's environmentally-friendly nature as a company, its affordability, and the general high quality of its cell phones and service. Its stated company focus is upon wireless Internet products that are affordable for consumers, rather than upon merging entertainment and communications technology together like Apple--although that is likely to change in the near future."
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