BUSINESS PLAN

Competitive Analysis and Funding Request Portion of a Business Plan



Competitive Analysis and Funding Request Portion of a Business Plan

Market Segmentation

With respect to determining Apples' Phone APP target market, all these are considered. Apple will be marketing two marketing segment for Phone APP. One will be males and females who are of age 18 - 28. This age group wants latest gadgets to use; they want devices which make them popular among their age group. This age group can also use Phone APP for educational purposes as well. The other age market segment that Apple focused is the Business people. Apple's Phone APP is light to carry and provides as an excellent alternative for the laptop. Apple Phone APP conveniences make it a must have product for the business class.

Market Positioning

A change in the strategy of setting up and updating the strategic marketing plan is necessary to move away from the slogan "Think Different". Apple plays with a new communication model 2.0. This involves little use of advertising, no participation in trade fairs and using the users themselves as evangelists for their products. This has helped them in achieving their desired results which at times are harshly criticized his competitors. With respect to Phone APP, the same strategy will be used.

External Environmental Analysis

Apple external environment determines all of the current conditions and forces that affect its strategic options and to determine its competitive position. It consists of factors such as Social, Economic, Technological, Competitive, and Regulatory forces (Meister, 2002). All of these environmental factors affect the operations of the firm as at the international and national level (Hartenberger, 2010). Consumers think Apple quality brand at a good price. Some consumers believe that the competitors of Apple can be a bit expensive, but offer a quality brand. Apple main competitors are IBM, Compaq, Hewlett-Packard and Gateway. Apple competitors in all tried to repeat the Apple direct marketing strategies.

Dollar Market Share and Sales and Unit Volumes

Unsurprisingly, given the commercial success of the iPhone, Apple advanced to the third position of the best-selling OS, with 16% market share. It's still half as much as Google. The Apple brand is closely followed by RIM, the BlackBerry maker, whose sales have also grown in one year, to 14.6 million phones in one quarter (against 16 million for Apple) and no more capable of bringing them to 2.2. This latest version 2.2 is out ...