Apple Iphone Bus 330

Understanding the Market for the Apple iPhone

Jason Williams

Principles of Marketing BUS: 330

Instructor: Suzanne Malek

March 8, 2015

The product I have chosen for my final project is the Apple IPhone, which is sold in both the United States as well as international markets. The phone was sold in the U.S first, and international markets followed after. The distribution and sales on international markets was imminent for the expansion of the brand, but above all for the increase of profits. Recently, the global sales volume of the Apple IPhone accounted 34% in the US, with the most current figure expected to be lower than the company would want. This is due to the intensive marketing and advertisements employed by other companies with the new products promising to deliver the same and better than the Apple IPhone. But Apple has created a strong brand, adhering to the four principles of marketing, segmentation, targeting and positioning (STP) approach, and effective distribution and sales channels. Therefore, this report will perform an assessment of the viability of the sales and marketing strategy for a product based on the uncertain, competitive, and popularity of the product on the international markets.

Four Utilities of Customer Value

The Apple IPhone is one of the first renowned smart phones created that was initially unveiled and sold only in the US in 2007. This phone was built to handle more user applications than any other phone that was in the market then. The IPhone was built to increase the usability and functionality of cell phones to appeal to the users, and very importantly, to promote a better phone usage experience that stood out from what the typical was for most individuals.

The integration of such functions as email and tech support, Internet access, camera with video recording, document viewer and editing, among myriads of other applications represent the cornerstone for the evolution of the smart phone design and...