The document provides an in-depth analysis of Apple's marketing strategy for the iPhone 3G, covering various theories such as PEST analysis, Porter's Five Forces, and SWOT analysis to assess market dynamics and consumer behavior. It discusses the phone's features, pricing strategies, distribution channels, and promotional tactics aimed at maximizing market penetration. Recommendations for improvements include enhancing the product's durability, expanding into new markets, and offering more promotional incentives.

1. Marketing Anoop Muraleedharan Nomso Ebonwu Remon Hanna Sabir Dsoki Sana Haq (apple.com)

2. Introduction Market Analysis Theory Buyer Behaviour Segmentation Marketing Mix Recommendation

3. Definition of Marketing “ Marketing is the process of the planning and executing the conception, pricing, promotion and distribution of ideas… and satisfy individual and organizational objectives” Brassington (2006)

4. PEST Analysis Political factors Regulations Tax policies Economic factors Current international recession Social factors Lifestyle Cultures Technological Apple iPhone 3G no longer just mobile phone

5. Porters Five Forces Porter (1980)

6. SWOT Analysis (Apple iPhone 3G) Strengths Brand & Style User base Rich UI First mover Sensors Wi-Fi Weaknesses No UMTS Limited distribution channels Missing features High price Opportunities Combining mobile and computing Migrate people to Apple New social device Distribute iTunes content Port existing apps Threats Similar devices Highly developed market Nokia & Sony,

7. Value Chain Porter (1985)

8. Value Chain Analysis for iPhone 3G Components Design Build OS / UI Apps Branding Marketing Sales User Billing Network

9. THEORY

10. BCG Matrix

11. Product adoption process Source: Kotler, Armstrong, Saunder & Wong (1999)

12. Product lifecycle Source: Jobber & Fahy (2003)

13. Ansoff’s growth matrix Henry(2008)

14. Consumer Behaviour

15. Analysis and understand buyer`s behaviour Consumer is the heart of the marketing environment The main users of I phone are individual consumers Consumers needs and wants are differ from one to one

16. Process The decision making process Consumer undertake to decide the purchase iPhone 3G launch with new features because people knew the problems of I phone iPhone 3G try to influence consumers in different ways , like providing information's through online and multimedia Increased technology aspect is highlighted Faster internet , user-friendliness , reasonable price

17. Factors that affects buying PEST analysis Culture factors Spotted the difference between the cultures and cultural needs Psychological factors, needs motivations, personality, perception, belief etc. Maslow`s hierarchy of needs Importance to factors like social benefits, brand characteristics and entertainment than financial terms

18. Segmentation, Targeting and Positioning

19. Levels of segmentation Mass marketing Segmenting market Niche market Smartphone Micromarketing

20. Segmenting consumer markets: Geographic segmentation Demographical segmentation Geo-demographic segmentation

21. Geographic segmentation

22. Adopted from appleinsider.com

23. Adopted from appleinsider.com

24. Segment strategy Undifferentiated marketing Concentrated strategy Market coverage strategy

25. Positioning Repositioning Perceptual mapping Targeting :

26. Adopted from Jdpower.com

27. Adopted by JDPower.com

28. Marketing Mix

29. The marketing mix A marketing mix is generally a term used to describe a combination or blend of tactics used by organisations or companies to market their products or services to a particular target customer group. (Jobber D, 2004) Product Price Promotion Place

30. Product The I Phone is a modern revolutionary tool which utilizes the latest technology (3G) cellular /Wi-Fi networks around the world. It utilizes the most advanced operating system for a mobile phone (os x), which can access the very best in applications whilst being able to multi task. The I Phone has a most modern interface based on a large multi-touch screen and innovative software which allows the user to control the phone by the touch of a finger. The IPhone comes with a sleek, simple design measuring just 54”24”, with a display screen measuring 3.5” and 480x320pixelshas the best graphics for video playback and gaming

31. Product Life Cycle There is no introduction as the I phone 3G is an upgrade of the I phone. Product quality is maintained and additional features and support services may be added. Pricing is maintained as the firm enjoys increasing demand with little competition. Distribution channels are added as demand increases and customers accept the product. Promotion is aimed at a broader audience.

32. Place The place involves the use of distribution channels, channels of intermediaries, outlet location, wholesale and retail, access to market place and selling directly to the customer through media like the internet. The I Phone went on sale on June 29 th 2008 in the US through apples retail and online stores. Apple sells the I Phone through major telecommunications providers around the world. For example the I Phone is sold through the O2 network in the UK and the T-Mobile network in Germany

33. Price There are 2 simple affordable service plans which come with the I Phone 3G on the O2 network, at £45 and £75 contract offers. On any offer below those stated the customer will have to pay £99 for the 8GB and £159 for the 16GB memory capacities. Available at a retail price of £349.99 for the 8GB and £399.99 for the 16GB memory capacities.

34. Promotion Apples first point of sale is through its really innovative products with its emphasis on the stylish design, the good quality and the devices functionality. Through memorable advertisements on all the types of media and the internet, apple has been able to assure customers that the I Phone is really the device that has been well worth the wait.

35. Recommendations The iPhone 3G price The iPhone 3 G product – seems very fragile, the camera, timely upgrades The iPhone 3G place – Other markets especially in Africa and Middle east The iPhone 3G promotion – More incentives for the I Phone potential customers.

36. Bibliography Advertising slogan (2006) available from http://www.adslogans.co.uk/hof/hofindx1.html (accessed 1st of December, 2008) Baldwin, S.(2008) available from http://www.nytimes.com/2008/12/08/technology/personaltech/08link.html?_r=1 ( accessed 5 th of December, 2008) Brassington, F. And Pettitt, S. (2006) Principles of Marketing , 4th edition, McGraw-Hill, United Kingdom Dubois, P. Jolibert, A. and Muhlbacher, H (2007) Marketing Management , a value-creation process, Palgrave Macmillan Henry, A. (2008) Understanding Strategic Management , Oxford University Press Inc, p2 iPhone 3G, available from http://www.o2.co.uk/iphone?cm_re=consumerarea- _-leftbox-_-iPhone3G (accessed 2nd December, 2008) iPhone available from http://www.apple.com/iphone/ (accessed 2nd December, 2008). Jobber, D (2004) Principles and Practice of Marketing , 4th edition, McGraw-Hill, United Kingdom Jobber, D, and Fahy, J (2003) Foundations of Marketing , McGraw-Hill, United Kingdom

37. Bibliography Kay, J. (1993) Foundations of Corporate Success : how business strategies add value, Oxford, Oxford University Press Kotler. P, et al (2001) Principles of marketing, 3 rd edition, Italy Kotler, P. et al (1999) principles of marketing , 2nd Edition European edition, Italy Martin Christofor (1995) Marketing and Introductory Text . Macmillan Press Ltd, p3 Pearson, G. (1999) Strategy in Action: strategic thinking, understanding and action Porter, M (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors, the free press, A Division of Macmillan, Inc, p4 Wilson, R.M.S, and Gilligan, C. (1997) Strategic Marketing Management, 2nd Edition, London Taylor, P. Allison, K. and Parker, A. (2008) Apple’s 3G iPhone aims to dominate smart phones, The Financial Times Limited. Published: July 9 2008 19:59 | last updated: July 9 2008 19:59)

38. Thank You!