The Environment and Consumer Segmentation for the Apple Iphone 5s

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Executive Summary

The report assemble most important things that the marketing environments have to cover . There is an infinite solidarity in the factors covered such as micro environments where it provide clear explanation about the performance of the company in the real market . The strength and the weaknesses too can be identified with the completion of this report .

Next , the report also focus on finding the key findings to resolve the targeted market problem . The key findings include drawing the conclusion between each segmentation and the key problem .

Lastly , the projected results conclude that the price of the product has to be revised in order to increase the revenue .

Table of Contents

Executive summary

Table of content

Introduction

1.Marketplace and inluencing factors

  1.1  Micro environment

   1.2  Apple iphone 5s

   1.3 Competitors analysis

   1.4 Analysis of other MIcro Environment player

   1.5 Environmental factors influencing the company

2. Consumer segmentation

    2.1 Profiling environments defined

    2.2 Justification of the segmentation base

3. Segment attractiveness

    3.1 Size and growth

    3.2 structural attractiveness  

    3.3 Company objectives and resources

4. Recommendation for additional research

5. Conclusion

6. Recommendation

7. References

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Assignment 3: Environment Analysis and Consumer Segmentation

Introduction

The purpose of this report is provide information on the environment and consumer segmentation for the Apple iPhone 5S. The report is being commissioned by Apple to better understand the market where their product exists. Gathering information for this report was difficult and may not contain the entire picture because of gaps in data from sources that were not available to us but all care has been taken to present an accurate report as possible. This report will contain many elements including a definition of the micro-environment in which the Apple iPhone 5S exists. There will be a competitor analysis to understand what alternatives exist in the marketplace. An analysis of the other micro-environment factors. An analysis of the macro-environment factors that affect the product. There will then be a look into possible consumer segmentation that has not been currently put into effect. These different consumer segmentations will then be assessed by their appeal. Finally, there will be a recommendation for additional research in areas where there is a lack of research.

1. Marketplace and Influencing Factors

1.1 The Micro-environment

The Apple iPhone 5S exists in the broader industry of electronics and then belongs to the sub brand mobile phones. This is fairly big industry to be categorised in and there are many different products that fall under this banner so for an appropriate scope this report elects mobile electronics as the industry where the iPhone 5s predominantly exists. This effectively narrows the scope of the industry in which our product lies but keeps it broad enough to understand the impact our product has on many other products. The scope is then narrowed again to include all types of mobile electronics. This shows the impact that these devices can have on each other either by complimenting or competing against each other. For example, having iPhone 5S may prompt the user to purchase another Apple product like an iPad or a Mac but it could also be a deterrent for purchasing other products if the consumer thinks their needs are met in a single device. All these different mobile products have made for a fairly crowded mobile electronics market so it is necessary to go further and finally assign the sub-brand as mobile smart phones. The keypad cellular phone still exists but the market it once dominated has been taken over by smartphones, an industry unto itself. This is the sub-brand of the iPhone 5S and it is where this report bases its understanding of the environment analysis. It is also the lens through which this report will also make recommendations for consumer segmentation. The characteristics of the mobile smartphone are fairly simple. The product must be able to do all the functions of a regular phone such as making calls and text, it must also be able to browse the web and display a number of multi-media like photos, videos and music. Finally, the smartphone must be able to download and install applications that modify the device. These three properties exist amongst all different brands of smartphones. So the iPhone 5S belongs in the mobile electronics brand and can be further categorised into the smartphone sub-brand. Below is a tree diagram that visualizes the industry of iPhone 5S and it is the categorisation this report will use when understanding the environment.

1.2 The Apple iPhone 5S

[pic 1]

1.3 Competitors Analysis

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