Assignment 4: Selecting the Target Segment
Title page 1 Table of Contents 2 Executive Summary 3 Introduction 4 Target Segment 5 Brand Positioning 7 Marketing Mix recommendations: · PLC and the Diffusion of Innovation 9 · Type of consumer product 9 · Product 9 · Place 10 · Promotion 11 · Price 15 11 Summary of Marketing Mix Conclusion 13 References
Executive Summary: The objective of this report is to explore and propose a marketing strategy for the Apple IPhone 6S analysed in the previous assignments 2 & 3. This report will assess the 4Ps of the marketing mix to effectively convey and implement brand positioning. The report demonstrates that there are many improvements in Apple's current marketing strategy in regards to the IPhone 6S. These improvements have been depicted in the recommendations page. However due to limitations of time and resources, the current marketing strategy unequivocally remains the best marketing strategy in the current times thus this report only highlights the areas which could be improved. The research undertaken for this report demonstrates that the following changes could be made to the 4P's of marketing mix. Product: Apple has a firm grasp of what their product needs to deliver and have achieved that. Except for a product with higher quality that could be delivered in the following years, no changes can be recommended. Place: Apple knows how to sell their products to the consumers with the use of network operators. However releasing their own phone plans would allow them to achieve higher amount of sales but this is unlikely to happen as most network operators already dominate the industry. Therefore Apple employs the use of online and non-online stores well and there is no changes to be recommended. Promotion: Apple could place an emphasis on the promotion of their phone by doing a lot of more social media advertisement as they mainly rely on third parties to do the advertising for them. However this would change their intended image as an exclusive product. Price: The price of this product is too high and needs to be decreased. This could be because of the extensive after sale updates however; the price is much higher than other companies.