Apple's iPhone

Paper Summary:

This paper explains that Apple's iPhone is an "all-in-one" device, which combines the features of a PDA, iPod, and cell phone with an outstanding user interface, a multi-touch display and the ability to personalize the phone. The paper also explains that, even though the Apple focuses on customer needs, the company is not a victim of marketing myopia, which concentrates only on technology. The paper also reviews the promotional parts of the iPhone market plan, citing Apple's use of a "push-pull" communication strategy and a strategic partnership with AT&T.

Table of Contents:
Executive Summary
Market Analysis
Market Demographics
Market Needs
Market Trends
Customer Segments
Collaborators
Macroeconomics Forces
Company Analysis
Capabilities
Areas of Advantages
Key Success Factors
Value Proposition
Target Market
Functional, Emotional, and/or Self-expressive Benefits
Marketing Strategy
Product/Service Attributes
Branding
Quality
Scope of Product Line
Warranty
Packaging
Distribution
Promotion and Advertising
Advertising
Sales Promotions and Incentives
Public Relations and Publicity Strategies
Trade Shows

From the Paper:

"The smartphone concept has been on the market for many years, however, the iPhone is one that was never before created. The reason why this phone is very different from others is that it has its own proprietary OS system and own mp4 file format, which no other competition could use. Apple Inc holds the patents and licenses to both the Mac OS and the iTunes. Apple needs to focus on the competitive factors that include price, relative price/performance, product quality and reliability, design innovation, availability of software, product features, marketing and distribution capability, service and support, availability of hardware peripherals, and corporate reputation."

Sample of Sources Used:

• ____________. (2007, April 18). Apple May Offer IPhone Rebates. Financialwire. pg. 1. Retrieved on May 1, 2007 from the Proquest database.
• Ascierto, R. (2005, September 27). Smartphone industry eyes VoIP, enterprise email. Computer Business Review, 1. Retrieved on April 27, 2007 from ABI/INFORM database.
• Bumatay, M. (2006, January 17). Cell phone usage highest among African-American and Hispanic consumers, according to Telephia. Generation Y use their mobile devices more than any other age group. Telephia. Retrieved February 18, 2007, from http://www.telephia.com/html/insights_011706.html.
• Gourville, J. T. (2006, June). Eager sellers and stony buyers. Harvard Business Review, 84(6), 98-106. Retrieved August 22, 2006, from Business Source Premier database.
• iPhone. (2007). Introducing iPhone. Apple. Retrieved February 18, 2007, from http://www.apple.com/iphone/.

More papers on Apple's iPhone:

• Marketing Plan # 114229 : "Marketing Plan for the Apple iPhone"
• Marketing Plan # 133668 : "Apple Inc.'s iPhone Marketing Plan"
• Marketing Plan # 110698 : "Apple's iPhone"
• Case Study # 97783 : "Apple Computers"

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