Essay on Segmentation And Target Markets : Apple Inc.

920 Words Dec 1st, 2014 4 Pages
Segmentation and Target Markets
Apple, Inc. is one of the most successful technological companies out there; Apple’s success is mainly dependent on its excellent internal innovation team and Apple’s external mass marketing. Friends Steve Jobs and Steve Wosniak founded Apple in the late 1900s. They released the first Macintosh computer in the 1970s and now release the most sophisticated cell-phones, tablets, computers, laptops, and third-party digital content known to mankind. Apple, Inc. specializes in selling top-notch computer and laptop products in many countries such as the United States, Canada, England, India, China, etc. and deals with millions of customers from all over the world every day.
Market Segmentation Segmentation is the process of dividing a market into unique and characterized markets (Kotler and Keller, 2012). The segments identified contain customers who each have identical needs and wants. The segments are usually characterized by marketers via descriptive or behavioral considerations. Descriptive attributes include geographic, psycho-graphic, and demographic data while behavioral attributes include needs, wants, culture, and religion. Apple, Inc. has divided its markets into segments that target the education, government, SMB, and enterprise markets. 30% of Apple’s sales were a result of direct sale channels while 70% of Apple’s sales were a result of indirect sale channels, (Investor.com, 2013).
Geographic Segmentation Geographic…

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