Running head: SEGMENTATION AND TARGET MARKET Segmentation and Target Market University of Phoenix Applied Business Research and Marketing MKT/571 INTRODUCTION Apple, Inc is a company that provides Mac computers, iPhones, iPads, iPods, and Mac TV, in addition to numerous other technical products and services. The company was founded and started April 1, 1976 by Steve Jobs and Steve Wozniak in Steve’s dad’s garage. This was the beginning of a company that would take the technology and communication world by storm. (Kumar, 2013). Apple creates products that are innovative, first to market, easy to use, beautiful, and powerful. Apple is a company that considers itself a leader with environmental …show more content…
Apple will serve all these groups with the products they need including the new app, which could promote consumers to purchase additional products. Apple’s scope is large enough, similar to GM, Coke, and Microsoft to handle full market coverage. DEMOGRAPHIC, PSYCHOGRAPHIC, AND GEOGRAPHIC BEHAVIORS Demographic segmentation divides the market into smaller categories related to age, family, size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social classes. Apple phone and iPad owners tend to be younger, better educated, live in urban areas, and have an annual average income higher than $60,000. In addition, Apple customers choose to buy premium products and are attracted by style, fashion and form (MetaFacts, 2009). (MetaFacts, 2009) Psychographics is the science of using both psychology and demographics to understand consumers (Kotler & Keller, 2011). Psychographics divides the consumers into different groups on the basis of psychological/personality traits, lifestyle, or values (Kotler & Keller). The most popular commercial psychological program is Strategic Business Insight’s VALS system, it signifying values and lifestyles, classifies U.S. adults into eight groups based on answers to a questionnaire featuring 4 demographic and 35 attitudinal questions (Kotler & Keller). Consumers are motivated by three ideals, achievement, and self-expression,
The decision of dividing the entire market into different consumer segments is just what Paul Elio did when he saw a potential for his three-wheeled efficiency vehicle. Before a business can target a specific market, the market needs to be divided into segments based upon similar needs, wants, or desires. “It is not feasible to go after all customers, because customers have different wants, needs and tastes” (Suttle). Identification of target demographics is necessary for market segmentation research. Consumer demographics range from gender, age, ethnic and religious groups, household size and income, and even geographic regions. Markets can also be segmented based on consumer’s behavioral and psychographic characteristics. Elio took notice that many consumers drive larger vehicles on their commutes and often only have one person inside the car. He saw a need for a
Apple Inc. is an American multinational technology company based in Cupertino, California that was founded by Steve Jobs and Steve Wozniak. Their first creation was the Apple Computer, which was a success and Steve Jobs led the creation of innovative products including the iMAC, iPod, and iPhone. They designed,
Apple Inc. is a globally recognised pioneer in the tech industry. It is a corporation that designs, develops and sells electronic products such as tablets, computers and phones. Founded by Ronald Wayne, Steve Jobs and Steve Wozniak in 1976, it is a multinational corporation with headquarters in Cupertino, California. Tim Cook has been CEO since Jobs’ passing in 2011.
Apple Inc. is a software and electronics manufacture that was established in 1976, by Steve Jobs, Steve Wozniak and Ronald Wayne. The first computers the company manufactured were aimed at computer hobbyists, while they worked on making their computer simpler for the non-computer users. They later succeeded in creating the Apple II model which would become one of the most popular computers in the through
A consumer’s lifestyle and social class are key elements of the psychographic segment for the product. In terms of lifestyle, when evaluating a purchase Generation Y gives a lot of importance to online reviews, word of mouth and a product’s environmental impact. Firstly, according to Forbes , this generation loves to
Apple Inc. is an American multinational technology business headquartered in Cupertino, California, established by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to sketch, fabricate, and sell consumer electronics, computer software, and online services. Apple is the world 's second-largest information technology company after Samsung electronics, the world 's largest technology company by total assets. On November 25, 2014, Apple became the first U.S. Company to be treasured at over 700 billion dollars, besides being the largest publicly traded corporation in the world by market capitalization. Apple is a very successful producer of computer software and hardware, however it has demonstrated internal and external areas that need enhancement along with other areas that prove to be profitable.
Apple Inc. is an American multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services. Apple Computer Inc. was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976 and was renamed Apple Inc. in 1977.
Marriott International, Inc. was founded by J. Willard and Alice Marriott in 1927 and has been a leading hospitality company for over 80 years. It has more than 3,900 properties, 18 brands, and associates with its headquarters in Bethesda, Maryland, USA. The company boasts of revenues of nearly $13 billion in the fiscal year 2013 and is expanding globally. This paper specifically discusses the market segmentation, targeting and positioning strategies of Marriott – Marriott Hotels & Resorts, Courtyard by Marriott in the Asia-Pacific marketplace. Asia-Pacific is expanding exponentially for the hospitality industry and Marriott has
Apple’s software and products targets many markets for its features specifically benefiting the needs of each individual. Apple targets middle to upper income people ages from 14-55 plus, who are willing to pay these high prices for their products . Most targeted individuals are music enthusiasts and fans ages, home users, schools, professionals in media and design and people who like to shoot videos and digital photos.
Also, as the purchasing power of the common has risen in various markets across the global, the purchasing of luxury products have gone up. For examples, the iPhone, iPod, iPad and the most latest technology, iWatch. Having these products are considered as statues symbols in many societies which have also increased the sales of Apple Inc. products. Another big social influence to the Apple Inc products is the rapid growth of the music industry, which have improved markets over the cyber space as well. The main exclusive music store is the iTunes and it is ahead of any of their competitors. Thus, in all Apple products benefitted from the social aspects as it has started defining a modern individual lifestyle.
Apple Inc. was formerly known as Apple Computer Inc for about 3 decades, but removed the word "Computer" in 2007, to show the company 's ongoing progression into the consumer electronics market, in addition to its traditional focus on personal computers. Apple Inc is a corporation that designs and markets consumer electronics such as the iPod, iPhone, iPad, computer software such as the Mac OS X operating system, and personal computers such as the Mac Book and Mac Book Pro. Apple Computer was founded on April 1, 1976 in Cupertino, California, and incorporated on January 3, 1977 by Steven Jobs and Stephen Wozniak, college dropouts who conceptualized a personal computer that could be operated easily by anyone.
Apple Inc. is a multinational corporation that specializes in the production of consumer and business computers, electronics, and software. The company was established on April 1, 1976 by three individuals named Steve Jobs, Steve Wozniak, and Ronald Wayne. It was then incorporated on January 3, 1977 and was initially known as Apple Computer, Inc. for 30 years thereafter, until it was changed to Apple Inc. on January 9, 2007, so as to include a more diverse line of products to the market than just computers, as the former name suggested.
Apple Inc. is a corporation that designs and manufactures computer hardware, software and other consumer electronic products. The company is known for the Macintosh personal computers, iTunes media applications and the iPod personal music players. Apple was founded in April 1976 by Steven Wozniak and Steve Jobs, both college dropouts. In 1976, Wozniak and Jobs created the Apple I computer which did not have a keyboard or power supply for a computer hobbyist club. Later that summer Wozniak started his development of the Apple II, which
Apple is a famous computer technology corporation from America headquartered in California. The corporation was established on April 1st, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. At the initial stages of the corporation, the corporation was started as the manufacturer of Apple computer kit, and motherboard. With the passage of time, Apple corporation growing its business through manufacturing and distributing of its own personal computers and progressed itself as a leader in the world of designing, manufacturing, distributing of high tech. personal computers.
The company customers are mainly individual consumers, small and mid-size businesses, education, enterprise and government markets ((Shareholdercom, 2017, page 7). The company sells its product through retail and online stores, or third-party cellular network carriers, wholesalers, retailers, and resellers. During 2016 Apple 25% of sales were made through direct and 75% through indirect distribution (Shareholdercom, 2017, page 7).