Iphone 5s

2529 Words11 Pages
Course: Planning Marketing Programs

Group Project: iPhone 5s, September 2014

Table of Contents:

1. Executive Summary ……………………………………………… 2
2. Situational Analysis ……………………………………………… 3
3. SWOT Analysis …………………………………………………...7
4. Objectives ……………………………………………… ………...8
5. Strategy (segmentation, targeting and positioning) ……………… 9
6. Action Program (the operational marketing plan itself for the period under review) ……………………………………………… 10
7. Controls ……………………………………………… 11

1) Excusive summary:

iPhone targets consumers who need to store any kind of
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Given the rate at which smartphone are penetrating the market and component prices are declining by 2015 there will be, at least, 2 billion smart mobile devices in use globally. (Kenney, 2011).

Smartphone sales will be driven by two main factors, BI Intelligence says:
Replacement of nearly 5 billion "dumb phones" with smartphones (smartphones currently make up only 10% of handsets worldwide)
Price declines. The average price of a smartphone will drop from about $315 last year to $200 over the next several years
This will obviously have a huge impact on the mobile Internet economy, which is already exploding from the growth of smartphone penetration in the past few years.
Some other highlights from the report:

Smartphone unit sales will grow at nearly a 30% compound annual growth rate over the next five years
Smartphones will represent about two-thirds of all mobile phone purchases by 2016,
Smartphones will be a $320 billion market by 2016.

Competition Situation

At the time Apple recognized the need for a handheld mobile device the market players were a few and mainly business users. This explains the strong market share RIM had. Palm on its hand also was also somewhat popular but having limitations in terms of usability and software, deprived the brand from gaining significant position. Most of the devices present at the market later were more
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