Individual Marketing Strategy Report Essay Example | Topics and Well Written Essays - 3000 words

Individual Marketing Strategy Report - Essay ExampleTo combat this growing consumer discontent with Apples iPhone, it is recommended that Apple plan its promotional strategies to include lifestyle-relevant celebrity endorsers, change its current pricing structure, and emphasise more on the tangible product benefits as part of the marketing miscellany to regain competitive advantages and revenue growth. Apple must first, however, identify the psychological and sociological characteristics of its primary profitable market segment, the Achiever group, to accomplish gains in restoring the mugs reputation. TABLE OF CONTENTS 1.0 Introduction................................................................................................................ 2.0 Situational analysis..................................................................................................... 2.1 PEST analysis................................................................................................ . 2.2 SWOT analysis............................................................................................... 3.0 Differential advantage................................................................................................. ... ..... 5.2 Marketing strategies and programmes............................................................. 6.0 Conclusion.................................................................................................................... References 1.0 Introduction Research in exploit (RIM), now appropriately renamed as Blackberry, had predominate the mobile phone market between 2000 and 2005, being an innovator and pioneer in a product category that was in its technological infancy and preceding period along the product life cycle. With the release of RIMs Blackberry 957, one of the worlds first smartphones, Research in Motion was able to define the product category and gain first mover advantages, something achievable through technology le adership and the ability to corner the market in a specific product category (Agarwal and Gort 2001). Up until 2006, when Research in Motion launched its Blackberry Pearl 8100 (the first smartphone with camera capabilities and other functional features open up on todays smartphones), RIM was considered to be the foremost expert in mobile telephony virtually untouchable by potential untried market entrants for its technological leadership. However, Apple Inc. developed its first version of the Apple iPhone, a revolutionary mobile telephone technology that encompassed multi-functional features and benefits ranging from streaming video capabilities to meshwork Wi-Fi connectivity capacity. The innovative features included in the first and subsequent versions of the Apple iPhone quickly seized market share from the previous market leader, Research in Motion, rapidly expression market segment loyalty for Apple. Subsequent versions of the iPhone were released yearly following 2007, whi ch now include the Apple iPhone 5 that was just