Critically evaluate the segmentation used by Apple I Phone Marketing Eting essay
The focus of the marketing mix is on P variables, namely product, place, promotion and price. In this case of business analysis, the marketing mix is specific to the technological nature of Apple's business. For example, the company's P's include multinational activities in the consumer electronics and Internet services markets. Apple is one of the companies that widely markets its products to reach consumers around the world. In an effort to leverage the best marketing opportunities, the company applies the market segmentation approach. iPhone consumers range from young generations to older adults. Apple successfully marketed the iPhone through secrecy, innovation and branding. They target their multifunctional device at middle-income professionals and students. While Android and Blackberry have larger market shares, iPhone captures more than half of total phone profits thanks to their strategy of creating compatible phones. Here's an interesting weekend talk from Mark Sigal on O Reilly about Apple's segmentation strategy. Sigal provides a comprehensive overview of the direction Apple has taken over the past decade.