Analysis of Customers and Markets Week 2 Sample of Group Project Apple iPhone 5G
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Content Page: Table of Contents
Section 1: Profile of Group Members
Section 2: Introduction of Group Project
2.1: Outline of Project: Company, Offering, and Target Market ………….……………. 3
2.2: Industry (NAICS) Codes and B2B Characteristics ………………………………… ...
content page table of contents section 1 profile of group members section 2 introduction of group project 21 outline of project company
and target market ……………………… 3 22 industry
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Cover Page: Apple iPhone 5G
Contribution Page
Content Page: Table of Contents
Section 1: Profile of Group Members
Section 2: Introduction of Group Project
2.1: Outline of Project: Company, Offering, and Target Market ………….……………. 3
2.2: Industry (NAICS) Codes and B2B Characteristics ………………………………… 5
2.3: Mission and Long-Term Goals ……………………….……………………………. 6
2.4: Macro Environments …………………………………………………………….… 8
Section 3: Industry and Competitor Analyses
3.1: PLC Stage and Characteristics ……………………………………………………..
3.2: Implications for Industry Evolution ………………………………………………..
3.3: Competitors’ Strengths and Weaknesses ……………………...………...………….
3.4: Implications for Opportunities and Threats …………….…………………………..
Section 4: Customer Analysis
4.1: Demographic Characteristics……………...………………………………………...
4.2: Behavioral Characteristics……………..……………………………………………
4.3: Market Segmentation and Target Selection …………………………………...…….
4.4: Estimation of Market Potential and Sales Goals ….………………………………...
Section 5: Branding, Positioning and Entry Strategy
5.1: Branding ………………………………………………….………………………… 34
5.2: Positioning ………………………………………………..………………………… 36
5.3: Entry Timing and Competitor Response .…………………………………………… 39
5.4: Implications of Entry Strategy ……………………..…….………………………… 43
Section 6: Product Strategy and Service Marketing
6.1: Product Development ………………………………………………………………..
6.2: Product Strategy and Decisions …………………..…………………...…………….
6.3: Unique Service Features …………………..….……………………………………..
6.4: Service Marketing Strategy .…………………………………………………………
Section 7: Channel Strategy
7.1: Channel Objectives, Budget, Constraints, and Roles ……………………..…………
7.2: Channel Development ………………...………………………………….…...…….
7.3: Supply Chain Structure ……………………………………………………………..
7.4: Supply Chain Management …………………………………………………………
Section 8: Pricing Decisions
8.1: Pricing Objectives……………………………………………………………………
8.2: Pricing Data and Analysis ……...……………………………………………………
8.3: Competitive Reactions ………….……………………………………………………
8.4: Entry Pricing and Implications ………………………………………………………
Section 9: Communication Strategy
9.1: Objectives and Budget ……………………………………………………………….
9.2: Media Mix ………………………………………………….……….……………….
9.3: Salesforce Decisions ….……………………….……………………………………..
9.4: Sales Strategy and Implications ……………………………………………………...
Section 10: Contingency Plan ……………………….…………………………………..… 93
Appendices …………………………………………………………………………………. 95
,iPhone 5G
Executive Summary
Apple Inc. is an American consumer electronics company that manufactures and sells computer
hardware, software, and electronic gadgets. Apple Computer was founded by Steve Jobs as co-
founder in 1987 and changed its name to Apple Inc. in 2007, reflecting a shift from creating
primarily personal computing devices to providing a full line of consumer electronics, such as
iPhone and iPad. Apple’s mission statement is “to bring the best user experience to its customers
through its innovative hardware, software, and services.” Apple’s success with the iPhone was,
in part, because the device was more a computer than a phone, and it changed. …..
It is recognized that the existing worldwide smartphone industry is already in the decline
stage in terms of the PLC due to the declining market growth rate and the saturation. However,
our industry analysis has revealed that there is a huge opportunity of 5G smartphones in the
Japanese healthcare industry. By overcoming the threats caused by competitors and the external
factors including COVID-19, overcoming its own weaknesses, and leveraging its strengths,
Apple is able to grab the huge 5G smartphone business opportunity. By doing so, Apple can
bring iPhone 5G to the growth phase of the new PLC of the 5G smartphone industry. …..
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.
.
To achieve the objectives, Apple has formulated the integrated marketing program. Apple will
leverage its sustainable competitive advantages of 1) User-friendly and well-designed product,
2) High reputation and recognition as a trusted and reliable brand among healthcare
professionals, and 3) Product innovation and continuous quality improvement based on
changing costumers’ insights and needs. Apple will take the penetration pricing strategy to
dominate the market and collaborate with strategic partners to build the sustainable supply chain
system. Apple will also perform the integrated communication program to increase the brand
awareness and synchronize it with the entire market entry strategy. Furthermore, Apple will
establish a strong sales force team as the personal selling. …..
By conducting the integrated marketing program, Apple will be able to achieve marketing
objectives and make an innovation in the Japanese healthcare industry, change the society and
connect the society under COVID-19 outbreak, which will eventually contribute Apple to
achieve its long term goal to be a leading healthcare company in Japan. …..
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Section 1: Profile of Group Members
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1
,iPhone 5G
Section 2: Introduction of Group Project
2.1: Outline of Project: Company, Offering, and Target Market
Apple Inc. is an American consumer electronics company that manufactures and sells computer
hardware, software, and electronic gadgets. Apple Computer had been founded by Steve Jobs
as co-founder in 1987 and changed its name to Apple Inc. in 2007, reflecting a shift from
creating primarily personal computing devices to providing a full line of consumer electronics,
such as iPhone and iPad, as well as content marketplaces to support these devices. The company
has enjoyed financial success because of its successful marketing and focus on developing
beautifully designed, easy-to-use consumer products. Apple’s headquarters is located at the
Infinite Loop in Cupertino, California.1 Apple established the company mission and vision as
mentioned in Section 2.3 based on Steve Job’s philosophy and penetrates them to all employees
as “Visionary Company”.
Apple’s organizational culture for creative innovation based on their mission, vision of Apple
(as described in Section 2.3) is an important key factor in the continuing success of the business.
Through the leadership of Steve Jobs and now, through the leadership of Tim Cook, the
company continues to enhance its cultural characteristics to maximize human resource support
for business relevance in various markets around the world.
The iPhone has been marketed as a user-friendly way to access the internet and all types of
media, and the iOS platform made it possible to do so in unprecedented ways. Just as anyone
could record and submit a podcast for free distribution through the iTunes Store, anyone could
develop and submit an iPhone application for inclusion in the App Store. Apple’s success with
the iPhone was, in part, because the device was more a computer than a phone, and it changed
consumer expectations regarding how they interacted with the web.
iPhone transformed the phone from a limited utility gadget into a complete mobile application
platform and experience. This move ushered in the BYOD era, reshaping the way enterprise IT
is purchased, managed, delivered, and secured. Mobile device management (MDM) is now a
US$ 1.5 billion market and growing to more than US$ 5 billion by 2021 as IT departments seek
to secure and protect employee devices, along with corporate networks and ecosystems within
which they connect. The iPhone continues to lead in customer retention; and corporate
customer satisfaction for iOS is high at 94 percent.2 Mobile device management (MDM) is now
a US$ 1.5 billion market and growing to more than US$ 5 billon by 2021 as IT departments
seek to secure and protect employee devices, along with corporate networks and ecosystems
within which they connect. The iPhone continues to lead in customer retention; and corporate
customer satisfaction for iOS is high at 94 percent.3
Apple has already established and is using both direct and indirect distribution channels to
effectively reach its customers in the consumer, small and mid-sized business, and education,
enterprise, and government markets. Apple employs a variety of indirect distribution channels
such as third-party cellular network carriers, wholesalers, retailers and value-added resellers.
1
Press Encyclopedia, 2019, Apple Inc.
http://eds.a.ebscohost.com.umasslowell.idm.oclc.org/eds/detail/detail?vid=1&sid=3d774b63-b417-493e-8800-
881458c138d0%40sdc-v sessmgr01&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=89138900&db=ers
2
Robin Kim, 2017, Apple is a B2B brand as much as it is B2C. It should be celebrated as such.
https://www.linkedin.com/pulse/apple-b2b-brand-much-b2c-should-celebrated-robin-kim/
3
Robin Kim, 2017, Apple is a B2B brand as much as it is B2C. It should be celebrated as such.
https://www.linkedin.com/pulse/apple-b2b-brand-much-b2c-should-celebrated-robin-kim/
2
, iPhone 5G
Apple sells its hardware and software products to enterprise and government customers in each
of its reportable operating segments. In FY 2019, its direct and indirect distribution channels
contributed for 31% and 69%.4
Although the smartphone market is almost in the decline stage of industrial life cycle as
mentioned in Section 2.2, the revolutionary environmental change that is currently leading to a
major market expansion is about to begin.
Apple has already focused on the healthcare business, and based on the iPhone and Apple Watch
used all over the world, has strengthened the health data analysis system, started the
development of tools for risk assessment and diagnosis of epidemics such as COVID-19 by
using iPhone.
The great environmental change is said to be the development and introduction of 5G
technology. With the introduction of 5G technology, high speed and large capacity (eMBB),
Ultra-high-volume connection (nMTC), Ultra-reliable, Ultra-low latency (URLLC) will be
realized.5 It is said that 2020 is the first year in Japan for 5G technology that have the following
three phenomenal features. The first is “High Speed and Large Capacity” which enables that
AR, VR, 3D video, multi-angle viewing become more fun and comfortable. The second is “Low
Latency” that will be able to interact in high real time between remote places. The last is
“Multiple Connections” that can connect many digital appliances and sensors in our society to
the network.6
By utilizing these 5G technology features, in many fields such as Smart Health care, Smart City,
Autonomous Vehicles, Smart Factory, Smart Agriculture system etc., technological innovations
are going to proceed so much as to be called the 4th Industrial Revolution. What is expected to
play an important role in these environmental changes is the development of iPhones
compatible with 5G technology, which are the operating terminals of each system. 5G
smartphones has already developed, and Huawei and Samsung already started to sell in 2019
and 2020.
By using 5G technologies, especially Smart healthcare system is expected to bridge the gap
between urban and rural healthcare (5.0 healthcare). It could be recognized that maximizing the
outstanding features of the iPhone, such as the beauty of moving images and the ease of
operation that does not require a manual, will prove to be an advantage as the control devices
of smart health care system with 5G technology.
Currently COVID-19 promotes remote-work and reminds companies of the importance of
employee health management, companies should make more efforts for employee health
management services. Accordingly, as health management tools, it is expected that Apple will
play a major role in the field of health management by fusing devices such as iPhone, iPad,
Apple Watch and the know-how related to excellent applications and services that have been
developed so far as B2B market. as well as B2C market. For Apple, it is recognized that the
4
“Company Profile Apple Inc”, 2020, MarketLine,
http://eds.a.ebscohost.com.umasslowell.idm.oclc.org/eds/detail/detail?vid=3&sid=29df81f7-0121-4eb1-9809-
1fff04f63c73%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=139070158&db=edb
5
Darrell M. West, 2016, How 5G technology enables the health internet of things, Technology Innovation at
BROOKINGS
https://www.brookings.edu/wp-content/uploads/2016/07/How-5G-tech-enables-health-iot-west.pdf
6
“5G EXPLAINED-How 5G work, EHF Explained 2.0 http://www.emfexplained.info/?ID=25916
3
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