Apple - Iphone

Running Head: MMGP: APPLE, INCORPORATED AND THE iPHONE

Maryland Hubbard

Vanessa Sellers

Lena Thomas

Michael Williams

BUSI 520

Marketing Management

Liberty University

May 13, 2012

Marketing Management Group Project: Apple, Incorporated and the Apple iPhone

Abstract

This paper investigated, examined, summarized product information and marketing strategy for the Apple iPhone, and provided a comprehensive review and evaluation of the smartphone from a marketing standpoint. The iPhone is a unique hand-held, mobile communications device that demands public attention, not only for its unprecedented features, but also for its marketing strategy. Findings indicated that the primary marketing strategy for the Apple iPhone derives from documenting product sales and then providing that information to the global consumer base to elicit positive personal and psychological reactions. Through innovative branding, packaging, pricing, marketing, promotion, distribution, and an exceptional service mix, Apple markets an exceptional product that is perfect for savvy, technologically inclined consumers on-the-go. Future recommendations for price adaptations that Apple might include in its marketing strategy is to create or redesign a current version of the product (that allows for the gradual addition of only the components and applications that are needed and/or that can be afforded), lower the price, and market it specifically to undergraduate/graduate students and young professionals. Indications are that these changes might help the company corner the global youth and young adult markets. Implications and recommendations for future research investigating more cost-effective technological innovations are indicated.

Marketing Management Group Project: Apple, Incorporated and the iPhone

The financial success of any product is dependent upon its marketability in a holistic marketing network. The four...