Marketing Plan

Global Marketing Plan Essay

Lee Borgioli

Fresno Pacific University

MBA710

Dr. Breck Harris

December 13, 2009

Summary

The Apple iPhone will undoubtedly be regarded as the handheld computer that revolutionalized the cell phone industry. In January 2007, Steve Jobs, the CEO and Co-Founder of Apple, announced that Apple Computer Incorporated would now be known as Apple Inc. He also revealed the long anticipated iPhone, a combination of an Internet-enabled Smartphone and the iPod. In June 2008, he announced that the iPhone 3G would be released in July 2008; this newer version added support for 3G networking and assisted GPS navigation, among other things. Apple plans on focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product.

Our product is a software based product that will run on the iPhone and connect the user’s vehicle via a Bluetooth interface to track important data and alert the user of important fuel saving information in order for the user to maximize their vehicles efficiency. The Product will be known as GasTrak.

Segmentation, Targeting and Positioning

The GasTrak will be marketed to many different consumers that are interested in ways to improve gas mileage and ways to conserve fuel. The iPhone is different than any other PDA on the market. Primary customer targets are the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family, or the global elite. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Age segmentation is our primary capture with this group of users.

As we look at the Psychographic Segmentation, we realize that many users want an interactive experience when using their iPhone in their vehicle. Primary...