Apple Stp 4p

3389 Words Aug 31st, 2012 14 Pages
Introduction
Companies today are adopting target marketing in promoting their products, which can efficiently find market opportunities for the product (Kotlet, Brown, Burton, Deans & Armstrong, 2010). By using micromarketing, consumers’ needs and wants could be satisfied through varying marketing elements and performances (Hapoienu, 1990). The three main steps in target marketing, namely segmenting, targeting and positioning are important for companies to deliver the value of a product to customers (Kotler et al., 2010). In the following discussion, the focus will be on market positioning. Various concepts on positioning will be explored and applied to the Apple Inc., to show how Apple has positioned the iPad in the market.
The STP
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Before selecting the segment(s) to enter, the sales potential, attractiveness and stability of each market segments needs to be evaluated (Sarabia, 1996). Companies must take into consideration factors such as segment size and growth, structural attractiveness and company objective and resources when evaluating (Kotler et al., 2010).
Figure 6: Evaluation of market segments Factors | Description | Application to Apple | Segment size & growth | Collect & analyze current sales, estimated growth rate & profits | Apple could assign researchers & accountants to do market research on the potential unit sales of iPads from each segment and project the estimated sales, growth rate & profits | Segment structural attractiveness | Examine structural factors that influence long-run segment attractiveness, eg. Competitors,

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