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Marketing
The demographics of Apple's target market are generally educated and well-employed, because their products are priced at a premium. Usually between 20-40 years of age, with a degree or a student working towards a degree. The target market is typically a professional, working in an office. The target market is more often urban, or possibly in a wealthier suburb. The Macbook Pro-is a high end computer and there are many small business and enterprise users. The product specifically appeals to consumers who require a lot of computing power for the work that they do. The largest market for the company is the United States, which has roughly 52% of its population in the bounds of its target market, with a high per capita GDP that means a large percentage of this 160 million fits within its target market economically for its range of computers (CIA World Factbook, 2016). Analysts have estimated that the total market potential of the company is much higher than believed because of its moves into other products, like the watch and its reported move into automotive (Dewitt, 2016).
Apple's products have become essential items to most consumers, in particular those within its target demographic. In terms of psychographics, Apple has several distinguishing features. It targets users who appreciate some element of style in their electronics. The company also targets users who seek a high end product, or at least one perceived to be high end. Their choice...
This market also wants its electronics to be easy -- it is not looking for a complicated purchase decision, and to that end Apple has eliminated a lot of the friction involved in the buying process.
A SWOT analysis can help to elaborate on Apple's situation. The company has the world's most valuable brand (Interbrand, 2016). Its products are solid, and after the Galaxy Note problems are the clear leaders among smartphones. The company has strong brand loyalty, an exceptional balance sheet, and a proven leadership team. All told, Apple is one of the best-run companies in the world. It has few weaknesses, though its price points have allowed competitors to enter markets and win majority share, and this has happened multiple times to Apple as products become commoditized.
For the past few years, there have been limited market opportunities for Apple -- it has made few meaningful changes to its products, and no new opportunities have emerged. So the company still makes a lot of money, but until a new means of consumer electronics consumption is developed, Apple may have to settle for being a cash cow. Commoditization is one of the only major threats to Apple, as it has proven immune to…
References
Apple 2015 Form 10-K.Retrieved December 11, 2016 from http://files.shareholder.com/downloads/AAPL/3412731338x0x861262/2601797E-6590-4CAA-86C9-962348440FFC/2015_Form_10-K_As-filed_.pdf
Apple 2016 Form 10-K. Retrieved December 11, 2016 from http://files.shareholder.com/downloads/AAPL/3412731338x0x913905/66363059-7FB6-4710-B4A5-7ABFA14CF5E6/10-K_2016_9.24.2016_-_as_filed.pdf
CIA World Factbook (2016) United States of America. Central Intelligence Agency. Retrieved December 11, 2016 from https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
DeWitt, P. (2016). Morgan Stanley sees Apple's target market growing to $3.4 trillion. Forbes. Retrieved December 11, 2016 from http://fortune.com/2015/03/02/morgan-stanley-sees-apples-target-market-growing-to-3-4-trillion/
Interbrand (2016) Best global brands 2016 rankings. Interbrand. Retrieved December 11, 2016 from http://interbrand.com/best-brands/best-global-brands/2016/ranking/
b. Persona assignment variables i. Pleasures vs. productivity index -- how much each subsegment of the Young and Wireless spent time on their wireless devices for pleasure vs. For work. ii. Key Criterion of Pleasure vs. Productivity use of the proposed tablet PC c. Ergonomic and Change Management Variables i. What are the switching costs from existing electronics products to the build-to-order tablet PC? ii. How is this defined by demographics, income levels, self-concept segmentation? d.
Marketing SLP Target Market Brand Image Competitor Analysis Environmental Analysis Porters Five Force Model Current Rivalry Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute Products Apple has had an exceptional growth streak over the last decade and represents a suitable target for a marketing analysis. Apple has seen sales and revenue peeks in the last few years which is at least due to the fact that sales in China have ballooned. China, which is
Creating applications that are interesting, fun and productive for its customer segments is a high priority that Apple continually invests in over time (Apple Investor Relations, 2013). By analyzing a series of Apple filings with the Securities and Exchange (SEC) in addition to the latest annual reports the following market segmentation analysis of the Apple customer base has been created. Figure 1, Apple iPhone, iPad, iPad2 and MacBook Series
74 and a cash ratio of 2.03. Apple has no long-term debt and a 2-to-1 debt ratio (MSN Moneycentral, 2010). Apple has relatively few weaknesses. The company's emphasis on software, marketing and design has left it with a weakness in hardware. Apple products do not have the superior lifespans one would expect from a product commanding a premium price tag. Another weakness is the dependence on leadership. Apple without Steve Jobs simply
Apple: Integrated Marketing Communications Plan Apple has been described as the genius of geniuses in the marketing world. Its founder Steve Jobs has been mythologized as a marketing wizard who somehow causes his business to flourish despite apparent setbacks of product, and other companies and marketing analysts have labored to discover what it is that makes Apple unique. Apple is superior in its advertising. Their most famous ad campaigns include the 1984
Apple Founded sometimes in 1976 by Stephen Wozniak and the late Steve Jobs, Apple Inc. has today become one of the most popular companies in the personal computers industry. Today, the company designs, manufactures and offers for sale a wide variety of consumer electronics including but not in any way limited to portable communication mobile devices and personal computers. Further, the company also avails to consumers a number of related peripherals