MARKETING STRATEGY

Marketing Strategy



Marketing Strategy

Apple iPhone

The Apple iPhone is the best value in differentiating consumers perceive as being very innovative and different from other phones, but its relevance is very low, since many consumers do not think it's appropriate for them (something like happens to brands like Porsche and Tiffany & Co). Blackberry has a high differentiation (although slightly smaller than iPhone) but a greater value and consumers know enough about the brand. Sony Ericsson has a higher profile, but has a disadvantage in the other variables. Combining these elements (see graph below) we can see that both iPhone and Blackberry have a high strength (due largely to its high level of differentiation), while Sony Ericsson is in a lower level because the more relevant is not enough to offset weakness in the other three variables. If a majority of these consumers perceive the company as "fast and quality" (even use your own words to explain it) it will demonstrate that it has established a strong connection in their minds joining the company name and the attribute "speed" and "quality." If the current and potential consumers, provide any other type of response (e.g., attend every special request we do, are cheap, are willing to be flexible in hours) then the company has no position successful, because, although its brand is associated with attributes such as "personalization", "good price" and "flexibility", these attributes were discarded by the company to be less important in the decision process of consumers who attributes' speed "and" quality." In other words, the Apple Company is associated with positive attributes but irrelevant to influence the purchase decision.

Of course, if initially chose evil attributes, the company has an even bigger problem, but let's assume for the moment he has chosen correctly, and that "fast-speed" are the attributes that make a customer choose a company cleaning than the other.

Brand Positioning of Apple iPhone

The iPhone objective is to pay every customer who wants to warehouse familiarity and advertise or separate population everyone any person who longing enjoyable performance on go. Apples intention segments retain of qualified population, learners, account users, entrepreneurs, and fitness care workers. Currently, market for high-end handsets like Apple iPhone is small. Few separate population longing Internet, cinema, and PDA aspects in one invention because of high price. The brainy handset market is immobile fairly tiny in appraisal with achieve handset market. The market will speedily bolster in drawing seal years due to more sick assignments and broadened power.

Market & Competition

In the short term, Apple faces two key competitors PDA market. For one, Palm, which has recently merged with Handspring, second in market share advantage in the U.S. market? This has an added advantage Palm, now called a tap. The range of Palm products ranging from low-end models to models high-end colour screens, Internet access and reporting e-mail. Furthermore, its merger with Handspring allows Palm to market products with added functionality its use as a mobile phone. Another competitor who uses the system Palm and ...