FUNDAMENTALS OF MARKETING BHARATHJOYS JASTINETHIRAVIUM ASSIGNMENT 3 ELA: KATIE. BOWKER STUDENT ID: 102727042 Page 1
Executive Summary Apple is a company, "bringing the best user experience to its customers through its innovative hardware, software, and services" (Tim Cook 2009). This company has been in the market for 43 years and still growing with the success of optimised designs catering to reforming consumers. In saying so this report shows how its products are effected by the current market and if so, any market strategies and potential recommendations to put in place. Australia is moving towards peak smartphone penetration, growing importance of smartphones are constantly rising for workers and business's at workplace and out-of- work. Whilst other competitors are emerging "Australian mobile phone owners continue to maintain their loyalty to two manufacturers - Apple and Samsung. These brands make up 75 percent of all smartphones sold, largely locking other providers out of the market" (Deloitte 2017). Manufacturers need constantly reform their products in order to maximise efforts through market strategies, rather than adoption of new users. This report will use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts. A market research has been conducted, analysing the factors both micro and macro environments that influence Apple as a company. Amongst these, a further recommendation to gain primary market research of customers to find responsive answers about the product. It is then followed by a market segmentation allowing Apple to precisely connect with the consumer to find out their needs and wants: the company can effectively articulate and make use of this information and improve on a strategic marketing plan. Page 2
Table of contents Introduction 4 What industry are we in? 5 Who are our competitors? 6 Other players of importance in the marketplace 8 Other factors influencing the company 9 Recommendations for additional market research 10 Consumer segmentation 11 Conclusion 14 References 15 Page 3