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Marketing management



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  • 1. Marketing ManagementSubmitted by: Aanchal Narang-241 Monica Mahalwal-265 Shubhankar Sorkar-288 Parul Gupta-297
  • 2. SWOT Analysis of Apple iPhone
  • 3. About iPhone The iPhone is a line of internet and multimedia-enabled smartphones, released on June 29, 2007. Since then, it has launched 5 versions-2G, 3G, 3Gs, 4 and 4s. The iPhone is one of the most sought after smartphone known for its cutting-edge technology and sleek design.
  • 4. SWOT Analysis
  • 6. S- Strengths Innovative: The iPhone has an innovative touch screen that is patented and unmatched by any other mobile product today. Quality: The iPhone has one of the brightest and most scratch resistant screens in the market. It also has a fine metallic finish that is durable and light. Brand Awareness: Apple is a well known established brand, which is already known for essential gadgets like iPods and Mac.
  • 7.  Features: It has a rich user interface and is armed with features that makes the navigation of the phone a delightful experience. Hype: The hype created by the media about the iPhone also attracts the consumer to buy the product. Style: The iPhone has distinctive design extending Apple’s well-known styling and this makes the iPhone very unique and adds a “cool factor never present with smart phones”.
  • 9. W- Weaknesses Price: Apple does not offer lower priced models for more cost conscious consumers which can hamper it’s market share. Limited Distribution Channels: Not compatible with networks other than Airtel, Vodafone and Aircel. Delayed Launch in India: The launch of iPhone has always been delayed in the Indian market which gives an opportunity to the competitors.
  • 10.  Image: The Apple brand is not targeted towards business people, which most smart phones have targeted. It does not have a reputation as being compatible with the corporate world. Missing Features: Features like allowing third party applications, Bluetooth etc are missing from the iPhone.
  • 12. O- Opportunities Partnerships: Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones, which will reduce costs in marketing and increase revenue through long-term agreement deals. Expansion to a new target segment: Apple has the opportunity to create a new segment by launching new versions at a much lesser price such as the iPhone Mini, which will attract new customers.
  • 13.  New Social Device: Apple has the opportunity to make the iPhone a social device by offering Internet browsing, E-mail, Facebook and Twitter either free of cost or at a very less price by collaborating with other companies/networks. Allow Third-Party Applications: By allowing third-party content, it can target people who want entertainment and can expand its horizon.
  • 15. T- Threat Target for Competition: The iPhone is becoming a target for competition as other companies are launching devices similar to iPhone, more often known as the “the iPhone killers.” High Price: The current economic scenario makes it very difficult for the customers to buy a high-priced phone and they are looking for alternatives.
  • 16.  New Powerful Entrant-Google Android: Android, Google’s operating system, is giving stiff competition to the iPhone by collaborating with mobile giants like Samsung. Increased Competition: Other companies like Samsung, BlackBerry, Nokia are offering their range of Smartphones at a much lesser price.
  • 17. RECOMMENDATIONSWeaknesses + Opportunities =Winning (WOW) Strategy: Main objective to adapt this strategy is to take advantage of opportunities by over coming weaknesses. Apple is in a position to consider this strategy as it has the best resources and facilities in Marketing, Media and Production. Apple can identify areas of weaknesses or barriers and work on integrating resources and departments to win new business.