SWOT analysis of iPhone 5C and 5S marketing strategies

SWOT Analysis iPhones 5C 5S promotion Please give strong clear examples.

SWOT Analysis of iPhone 5C vs. 5S and promotions

Both the iPhone 5C and the iPhone 5S have been extremely successful products for Apple thus far. However, they have been targeted to different demographics and have different relative strengths (and weaknesses) when compared with one another as well as with competitors.

Strengths

The iPhone 5S has been called "Apple's heavyweight competitor to the Galaxy S4" of Samsung (Briggs 2013). Before its release," Apple, Samsung, HTC, Nokia, Sony, and Motorola all had handsets enjoying top-three sales at least one of America's big four carriers" but afterward the iPhone 5S has come to dominate the competition relatively quickly (Briggs 2013). It has also shown particularly strong returns in specific national markets such as the UK where it is outselling the iPhone 5C by a three-to-one margin (Briggs 2013).

The iPhone 5S is considered technically superior has a faster processor than the iPhone 5C and while the 5C is still fast, the iPhone 5S has an edge (Costello, 2013, 7 key differences). Also, "iPhone 5S is the first iPhone to include a motion co-processor. This is a chip that interacts with the iPhone's physical sensors -- the accelerometer, compass, and gyroscope -- to provide new feedback and options to apps. This could include much more detailed fitness and exercise apps, and the ability to know whether the user is sitting or standing" (Costello, 2013, 7 key differences).

However, the eye-catching iPhone 5C has been particularly successful amongst women: "twice as many women have purchased the smartphone than men" (Briggs 2013). This could be a potential benefit for this smartphone, in terms of gaining an edge over the 5S. Also, the 5C comes in bright colors and thus can be customizable in an attractive and flashy way. It comes in a very broad range of colors: "yellow, green, blue, pink, and white" (Costello, 2013, 7 key differences). Given that we live in a world in which smartphones are not merely functional but also accessories, this could be a key strength for this new product.

Opportunities

Given the increased interest in 'self-tracking' and 'self-screening' important health data, the iPhone 5S's motion-processing technology could be particularly attractive to users. It could also be marketed as a 'money-saver,' given that it could obviate the need to purchase a pedometer or Garmin running watch for fitness-conscious users.

The 5S offers a unique security feature. "The Touch ID fingerprint scanner it has built into its Home button. This scanner lets you tie security of your iPhone to your unique, personal fingerprint, which means that unless it's you," you cannot unlock the phone, thus making the phone less attractive to thieves in theory (Costello, 2013, 7 key differences). Given the increased concerns about security risks and identity thefts, this feature of the 5S could make it more attractive to potential consumers.

However, there are opportunities opening up for the iPhone 5C in China. Offering lower-cost Apple products in the developing world has reaped dividends for Apple in the past -- the "iPhone 4 has seen significant success in China given the pricing discounts applied by Apple" and the same is anticipated for the 5C" (Brings 2013). The iPhone 5C has been particularly attractive to cross-over consumers from other, cheaper smartphone models given that "almost half of iPhone 5c owners switched from competitor brands, particularly Samsung and LG, compared with 80% of 5s owners who upgraded from a previous iPhone model" (Briggs 2013).

Threats

In most European markets outside of the UK, Apple's market share is suffering for all its phones. In France, Germany, Italy and Spain Apple's percentage smartphone sales has declined from 20% to 15.8% despite new releases. "Windows is now the biggest seller in Italy and closing in on the lead in France and Spain. Apple has even fallen in the UK, where it declined year-over-year from 32.7% to 28.7%" (Briggs 2013). Thus both models of smartphones are experiencing significant threats in new markets, despite the unique features of the 5S and the cheaper price of the 5C.