R EPOSITIONING – A PPLE I P HONE. P RESENTATION O UTLINE  Target Market  Segmenting the market  Positioning  Internal/External/Environmental Factors.

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Presentation transcript:

R EPOSITIONING – A PPLE I P HONE

P RESENTATION O UTLINE  Target Market  Segmenting the market  Positioning  Internal/External/Environmental Factors  Repositioning

T ARGET M ARKET Target Market vs. Target individual user

T ARGET M ARKET  Target Market includes variety of people  Tech astute people  Students  Programmers  Teachers/Educators  Businessmen  Individuals

P RODUCT STRATEGY & S EGMENTING THE MARKET

P OSITIONING Apple iPhone’s key competitors Samsung Nokia Sony Erikson RIM Motorola LG

P OSITIONING

I NTERNAL I NFLUENCING FACTORS Research and Development Costs Employees Internal Atmosphere

E XTERNAL I NFLUENCES Culture of the customers Age of customers and technology Status symbol and Materialistic desires

E NVIRONMENTAL I NFLUENCES Competition Economic issues Political and Regulatory environment

E NVIRONMENTAL I NFLUENCES CONT. Social influences Technology

R EPOSITIONING Marketing mix Price Product Promotional Place

R EPOSITIONING C ONT. Target audience External/internal influences Positioning Promotional Loyalty of the target audience

R EPOSITIONING C ONT. Price Product External/ Internal factors Place Positioning

F INAL THOUGHTS Apple has over the years increased its market share iPhone predominates in profits within the market The iPhone has several influences that affect its marketing strategy: internal/external/environmental

R EFERENCES Apple. (2012). iPhone. Retrieved from: Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (),. Retrieved from Bains, I. (2011, November). Apple iPhone accounts for just 4% of the mobile market... but rakes in an impressive 52% of the industry's profits. Mail Online, (),. Retrieved from impressive-52-industrys-profits.html impressive-52-industrys-profits.html Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from