1. R EPOSITIONING – A PPLE I P HONE

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

3. T ARGET M ARKET Target Market vs. Target individual user

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

5. P RODUCT STRATEGY & S EGMENTING THE MARKET

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

7. P OSITIONING

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

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

10. E NVIRONMENTAL I NFLUENCES Competition Economic issues Political and Regulatory environment

11. E NVIRONMENTAL I NFLUENCES CONT. Social influences Technology

12. R EPOSITIONING Marketing mix Price Product Promotional Place

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

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

15. 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

16. R EFERENCES Apple. (2012). iPhone. Retrieved from: http://www.apple.com/iphone/http://www.apple.com/iphone/ Asay, M. (2010, August). Apple doesn't target markets. It targets people.. Gigaom, (),. Retrieved from http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/ http://gigaom.com/2010/08/26/apple-doesnt-target-markets-it-targets-people/ 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 http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakes- impressive-52-industrys-profits.html http://www.dailymail.co.uk/news/article-2058406/Apple-iPhone-accounts-just-4-mobile-market---rakes- impressive-52-industrys-profits.html Chaffin, B. (2012). Apple claims 7.9% of mobile phone market in Q1. Retrieved from http://www.macobserver.com/tmo/article/apple_claims_7.9_of_mobile_phone_market_in_q1/ Sigal, M. (2010). Apple's segmentation strategy, and the folly of conventional wisdom. Retrieved from http://radar.oreilly.com/2010/09/apple-segmentation-strategy-an.html