Marketing

eting Table of Content | |

Title | Page |

Table of Contents | 2 |

Introduction | 3 |

The segmentation, Targeting and Positioning Process | 3 |

Market Segmentation and Targeting | 4 |

Market Positioning | 5 |

Step 1: Develop Value Proposition | 5 |

Step 2: Develop Perceptual Map | 7 |

Step 3: Locate your offer in market space | 8 |

Step 4: Develop marketing strategy | 9 |

Conclusion | 10 |

References | 11 |

Appendix | 12 |

Introduction

Positioning will be one of the important elements in marketing theory. It is because it helps to establish the product or services identity to the eye of purchaser. A company’s positioning can be affected due to a few variables such as customer’s motivation, requirements and its competitor’s action (“Entrepeneur”,2010). The main objective of this assignment is to show how Apple Incorporated can position their iPad in the market. Apple is a multinational corporation that creates consumer electronics, computer software and commercial servers such as iPads (Apple Incorporation,2010).

The Segmentation, Targeting and Positioning Process

Each and every customer has a multitude of needs and wants and different buying behavior. Organizations need to use their limited resources to produce a product or services that can satisfy a consumer’s needs and wants. Therefore, each organizations must identify the parts of the market that can serve best to the consumers ( Kotler, Brown, Burton, Deans &Armstrong,2010). A marketing planning process flows from a mission and vision statement to the selection of target markets, formulation of specific marketing mix and positioning objective for iPads the Apple Incorporation will offer (Restrepo,2010). The main reason Apple must use these three tools is to gain competitive advantage in the market. This will help Apple to establish and differentiate its product iPad from of its competitors and ensure that it...