An Analysis of Segmentation, Targetting and Positioning Strategy of Ipod – Apple

2236 Words May 12th, 2007 9 Pages
AN ANALYSIS OF SEGMENTATION, TARGETTING AND POSITIONING STRATEGY OF IPOD – APPLE

Contents

Executive Summary_____________________________________________3
Situation Analysis
-Market Analysis_______________________________________________3
-Product Analysis_______________________________________________4
-SWOT Analysis_______________________________________________ 4
-Competitor Analysis ___________________________________________ 5
Marketing Objectives____________________________________________6
Identifying Target Market
-Selecting Target Market_________________________________________7
-Target Market_________________________________________________7
Developing Marketing Strategies
Marketing Mix:
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• Appealing to both males and females
• Good competitive skills
• Past products have had a good reputation
• Advanced key technology
• Product innovation skills • The product has a narrow product line therefore unable to expand into other markets
• High prices may push potential customers to competitors with affordable prices
• Introducing a new product, when the niche market is already controlled by other competitor's
• Poor use of promotional strategy, as consumers were not properly introduced on the products significant use.

Opportunities: Threats:

• Opportunity to capitalise financially
• Develop an admirable/exceptional goodwill that can have monetary value in future
• Opportunity for fast market growth as parents may see this as an educational device as it is able to read books.
• Growing market trend
• New competitors continually enter the market.
• The threat of not appealing to target market at all therefore generating a loss as opposed to profit
• Entry of imitators
• Vulnerable to the business cycle
• Tough laws being placed on internet MP3 downloads

Competitor Analysis

Competitor Name Rio Carbon (5GB) iriver H10
What are the product objectives? Increase sales of this product by 10% by the next year. To be the leading supplier of MP3 players in all markets in which the company operates

What is the products current strategy? Sell off the products at competitive and profitable prices

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