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Essay Instructions: Target Markets
Before a company determines an appropriate marketing strategy for their product, a target market must first be identified. Many product managers identify more than one target market to explore. Selecting a target market may include an assessment of the following:

Demographic variables, including age, gender, race, ethnicity, income, education, occupation, family size, family life cycle, religion, and social class.

Geographic variables, including region, urban/suburban/rural location, city size, county size, state size, market density, climate, and terrain.

A psychographic variable, including personality attributes, ethics, values, motives, and lifestyles must be part of the research and consideration. Behavioristic variables, including volume usage, end use, benefit expectations, brand loyalty, and price sensitivity.


Required Reading:
Please refer to the Activity Resource section of each activity for the required readings and external sources.

Assignment 4 Target Markets
Market segmentation involves analyzing characteristics of various markets to identify consumer groups that share similarities that may impact purchasing behavior. A product manager has to clearly identify the target market for their products, which includes the processes of assessing demographic, geographic, psychographic, and behavior variables. Targeting your market and understanding the market, consumer, and the industry will be key to the success of your marketing planning.

Activity Resources:
U.S. Census
Claritas: My Best Segments
Dibb, S., & Simkin, L. (2009)
Sinha, J. I., & Rosenthal, E. C. (2009)
Video: Marketing Research and Segmentation (20:00)

Main Task: Analyze Possible Target Markets
Review the information provided on the US Census and Claritas: My Best Segments websites. Write a proposal assuming you are the new Brand Manager for an organization (could be the company you work for) required to identify the primary and secondary target markets that would increase your product?s market share. Summarize and support how you would conduct research to identify these target markets and include examples of the variables analyzed.

Include at least five (5) peer-reviewed articles to support your analysis, including those listed in the activity resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.

Length: 4 pgs

Learning Outcomes: 3

Assignment Outcomes
Analyze customers within target markets using primary and secondary research.
There are faxes for this order.

Customer is requesting that (infoceo) completes this order.

Essay Instructions: Target market - Asian American
Product - Snickers

An overview of distribution channels:
Channel Levels: Direct versus Indirect Distribution
Channel Organizations: Conventional, Vertical, Horizontal and Multichannel Marketing Systems
Analyze your target market's needs. Explain what you know about your target market and what they want from a channel of distribution.
Determine which channel members you will use and explain why (Indirect: retailer, wholesaler, dealer, manufacturer's rep, etc. Direct: catalog, telephone, sales force, etc.)
Discuss how many channel members you will use and explain why (intensive distribution, exclusive distribution or selective distribution)
Recommend a channel organization and explain why (conventional, vertical, horizontal or multichannel marketing system)

Essay Instructions: Report is due by March 1, 11:59pm CST.
Text: Basic Marketing, 16e, Perreault/Cannon/McCarthy
No sources required but APA formate required if sources are cited.


YOUR REPORT #2

Report #2 is due the end of week Seven.

It will consist of visits to various web sites to obtain marketing research data such as demographic information (size, location, age, sex, income, etc.) about your proposed target market for your company.

You should describe a hypothetical company, product and market you wish to target (it is perfectly fine if you use the same hypothetical company and product that you developed in Report #1), then access the Internet to obtain the demographic information that is available to you about your target market (a specific and defined target market must be identified and researched).
You should make visits to various web sites to obtain marketing research data such as demographic information (size, location, age, sex, income, etc.) about your proposed target market for your company.
So, what I want is for you to:
• Describe your company, your product and who your target market is.
• Give me facts and figures found on the different web sites to describe:
o The demographics (size, location, age, sex, income, etc.) of your target market.
o Based on the demographics discovered, indicate whether you think that you have a good market potential for your product. It may show that you need to make some changes in your original thought process or enlarge your potential target market, or it may show that all is well.

The report should be at least 1200 words (about 3 pages and the title or title page, your name, and/or references used do not count for this total), with skimpy work being heavily downgraded!!

• A good web site for your information is U. S. Census Data, found at: http://www.census.gov/
• Another web site that contains demographics with respect to counties in the US is USA Counties, found at http://censtats.census.gov/usa/usa.shtml
• Another very useful web site that contains a plethora of demographic information is The Right Site, found at: http://www.Easidemographics.com/
• Still another "super" site with tons of demographic information is American Fact Finder, found at: http://factfinder.census.gov/java_prod/dads.ui.homePage.HomePage
• Even another super demographic web site for your information is American Demographics, found at: http://www.demographics.com/
• Still another "super" site that links 100 federal agencies, including the Department of Commerce and the Bureau of Labor Statistics is FEDSTATS, found at: http://www.fedstats.gov
• Finally, take a look at The 50 States, found at: http://www.50States.com

Remember, there are other sites out there that you can find, such as the state, county, and city web sites. The above listed sites are just some suggestions!!!!!!!



CITING ALL SOURCES - GIVING CREDIT WHERE CREDIT IS DUE


How To Avoid Plagiarism Documenting And Crediting Information Sources

Thanks to the Internet, electronic periodical databases, and the like, we now have almost instant access to incredible amounts of information. We also have search tools that, although far from perfect, enable us to swiftly find information on very specific topics and issues. But fairness, intellectual property rights, academic honesty and copyright law generally ** REQUIRE that we ALWAYS explicitly credit and attribute sources of information. **

In other words, we must always clearly identify when and where we have used information from any source, and also identify exactly where we got it. Whether intended or not, failing to credit and document can push us into outright plagiarism taking credit for someone else's work as our own.

Park University is so concerned about this problem that it is pushing instructors, especially online instructors, to systematically check student work for failure to credit sources. As such, anyone writing anything, especially a research paper/report, needs to be VERY CAREFUL to never give the impression that exact words, paraphrasing, or even information taken from some other source is their own. The ONLY information you use that does not require a citation is what is considered "common knowledge." Common knowledge is information that the "average person" knows, such as: The sun rises in the East and sets in the West.

Thus, when writing the Report #2 for this class, you must reference any and ALL of your sources used to obtain demographic or any other type of information you might use! Copying and pasting or even paraphrasing information you find from any source, including the Internet without the use of quotation marks for direct quotes or copying and pasting, and proper citations is plagiarism and will not be tolerated, as is clearly so indicated in the syllabus. NOTE: When referencing your source for information, you should provide the source, the author, and the page number if one is given.

I request that you follow APA format for citing your sources and posting your references used. The easiest way to cite any source in your postings, as far as this course is concerned is to provide your source at the end of the paragraph where you have used the above mentioned information. You must use the entire information about that source, such as (Pallof, R., and Pratt, K. (2003). The Virtual Student. San Francisco: Jossey-Bass. p. 47.) NOTE: In these examples, the page number was included, so you should do the same!

INFORMATION ON HOW TO CORRECTLY CITE YOUR SOURCES

If you have any questions about how to cite sources/references, please go to: http://owl.english.purdue.edu/owl/resource/560/01/ for general information.

For specific guidance on citing sources in your postings, and how to list your references, scroll down on that site's page for specific information, such as:

In-Text Citations: The Basics

In-Text Citations: Author/Authors

Reference List: Basic Rules

Your grade on your Report #2 will reflect your ability to do this correctly.

Essay Instructions: In this Session Long Project, work as a marketing consultant to develop a feasible marketing plan for your client. Conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) in order to glean the necessary information for your marketing plan. When conducting primary research, you will collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Here is the Marketing Plan Outline, which provides information on:
1.The format for your final SLP.
2.A list of topics for the marketing plan.

In this module SLP, conduct the issue analysis for your marketing plan, and develop goals and objectives, as well as the specific marketing strategies.

Issues Analysis

The SWOT analysis and the outcome of the primary research efforts are the basis for the issues analysis. Here the primary focus should be on the charge for your research project. What are the most important issues and decisions that the organization is likely to face when trying to sell the new brand iPad 4? Furthermore, if the previous research steps (situation analysis, SWOT analysis, and primary research efforts) have shown that previous marketing efforts were unsuccessful (and why), then include the lessons to be learned as issues.

In general, issues can include, but are not limited to (the issues depend on the charge of the respective marketing plan and are likely to differ from plan to plan):
?Should the company focus on the charge in question?
?What rate of growth is necessary and sustainable?
?Does the company need to increase promotion to thwart the competition or to successfully reach its target market?
?Does the company need to develop new promotional efforts to reach the identified target market?
?What would be the most promising way of communicating with the target market?
?Does the company need to increase the target market?s knowledge base?
?Does the company need to address/change the target market?s belief systems?
?Does the company need to develop persuasive messages tailored to the specific brand at hand?
?Does the organization need to work on its reputation?
?Is the company?s current distribution in order?
?Should the company review its pricing strategy?
?Does the company anticipate any major competitive attacks in its current markets?

Note: Be realistic when proposing issues. For example, suggesting that the company should invest funds in stocks or real estate is not appropriate for the marketing plan. First, it has nothing to do with the charge at hand; second you are unlikely to have enough information to address this issue in the following sections (i.e., Goals and Objectives, and Marketing Strategies).

Goals and Objectives

Goals and objectives both need to be driven by the issues analysis.

Establish corporate goals: qualitative statements of desired general accomplishments that are indicative of the direction and priorities of the company or the outcome that the company hopes to accomplish (e.g., improve customer satisfaction and loyalty, increase consumer knowledge, change consumer beliefs, persuade the target audience to buy the new brand, have the most recognized and effective advertising campaign in the industry, improve service quality, have lower prices than all competitors, increase market share, produce the most loyal customers in the industry).

Set specific measurable corporate quantitative objectives: targeted dollar amount of sales; number of iPad 4s sold; targeted market share; and so on. That is, express the goals you have outlined above in quantitative (numerical) terms, and place them within a time frame. In other words, the objectives are driven by the goals you outlined above. Avoid listing objectives that have nothing to do with the identified goals.

Note: If you are dealing with a new product (i.e., your charge), do not express objectives for the first year in percentage terms. In other words, stating that you would like to increase awareness by 5% for a new product does not make sense, because a new product will start out with a market share (or awareness) of zero and 5% of zero is still zero. In such a case, phrase your objectives differently (e.g., the objective is to increase the brand awareness among 10% of the target market within the next six months).

Have at least one goal. Make sure that those goals (and your objectives) focus on your charge and also reflect your issues analysis. Have at least two objectives for each goal.

The format for this section should appear as follows:

Goal 1


Objective 1

Objective 2

Goal 2


Objective 1

Objective 2

Marketing Strategies

Marketing strategies encompass recommended positioning, competitive differentiation, and customer value strategy. These include a description of your target market, intended image/position in the market, and the value proposition.

A. Target Market Definition

The process of selecting a target market is one of the most important decisions an organization can make. Most organizations segment the entire population into groups with homogeneous needs. For a market segment to be viable it must be measurable,meaningful,marketable. A segment is measurable if its size can be determined, its purchasing power can be estimated, and other characteristics can be identified. It may be difficult to segment on the basis of social class, but easy to segment along income levels. A segment is meaningful when it is large enough to have sufficient sales and growth potential to serve in the long run. A marketablesegment is one that may be reached and served efficiently. In general, a company wishes to serve the largest possible homogeneous group that also seems to be most likely to be persuaded to buy the product in your charge.

When companies write the marketing plan, defining the target market often proves to be the most challenging aspect of the plan. However, if you do not choose the right markets to target, you will often never achieve complete success. Too often, companies see that their solution can serve the needs of multiple markets and they try to establish multiple markets at the same time. Ultimately, this may lead to failure because they overextended themselves and did not successfully meet the needs of any market. Choose a well-defined market when you write your marketing plan and stick to it until the market dictates a change.

Bases for segmenting consumer markets include demographic, benefit, psychographic, and behavioral characteristics. Demographic segmentation includes the characteristics of age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Benefitsegmentation describes why consumers buy a product (e.g., makes me feel good, makes me feel useful, etc.). Psychographic segmentation encompasses lifestyle (e.g., outdoors, athletic), and personality (e.g., compulsive, gregarious). Behavioral characteristics include occasion (e.g., Valentine?s Day, birthday), usage rate (e.g., light, medium or heavy users), or attitude (loyalty).

Note: You do not have to use all of the above-listed bases for segmenting consumer markets. However, demographic segmentation and benefit segmentation will always have to be used. Follow the instructions below:

1. Primary (and Only) Target Market
?Describe the primary target market in demographic terms (use the descriptors that are most useful in terms of your charge).
?Describe the primary target market using benefits sought by that market.
?Describe the primary target market using one of the following bases: geographic, psychographic, benefits sought, or usage (depends on your target and your charge).
?Estimate the number of customers in your primary market.
?Justify the choice of your primary target market (if applicable).

This section is very important. Do not take shortcuts.

B. Strategy Statement

1. Image/Market Position

Positioning is the act of designing the offering and its image so that both occupy a meaningful and distinct competitive position in the minds of the target market.

What is the intended image you wish the product to portray? What is the position you wish the product to obtain?

2. Value Proposition

Why should customers buy from the agency instead of its competitors?

What does the agency have to offer to its customers that outperforms its competitors? products?

SLP Assignment Expectations

Use the following outline to organize your paper. Note that the letters ?a, b, c?? and the numbers ?i, ii, iii, iv?? below are used to show the major issues you need to include in your paper, but should not be used to format your paper.

V. Issues Analysis (2 pages maximum)
1.Given your complete marketing analysis, what are the key issues that the company/organization must understand in order to address the charge that is being considered?i.Note: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to sell the product in your charge.
?Bullet points (or numbered statements) are acceptable.


VI. Goals and Objectives (2 pages maximum)
1.The goals and objectives should be stated clearly and concisely.i.(Think S.M.A.R.T. i.e. Specific, Measurable, Achievable & Result Traceable).

2.Each goal/objective should be easily understood given your previous analysis and summary of key issues.i.Do not ?discuss? the goals/objectives. Just present them.


VII. Marketing Strategy Statements (2-6 pages)
1.Note: These are literally statementsi.Do not provide detailed descriptions.
ii.These statements will guide your implementation.
iii.These statements should be logical given your analysis and goals.

2.Target Market Definitioni.Note: This is a short, final description of who your action plan will be intended to reach. You may simply be restating target population previously identified.
?Describe the target market in demographic and/or psychographic terms.
?Describe the key benefits/behaviors this target market seeks/prefers.
?Estimate the number of customers in this segment.

3.Strategy Statementsi.Value Statement ?Why should ?customers? adopt your strategic initiative?
?What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change?
?Identify ?the set of benefits that the strategy offers.?

Note: The value proposition is intangible, but it is made tangible through specific offerings/activities.

ii.Proposition Statement ?What is the key proposition on which the strategy and its activities should be based?
?Refer to the ?4 Ps? of marketing.

iii.Accessibility Statement ?What information or support materials must be made easily accessible?
?Refer to the ?4 Ps? of marketing.

iv.Communication Statement ?What method of communications should be sought? Print/radio and other traditional media? Social networking?



Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 3 SLP based on the feedback from your professor and your additional research, and include the SLPs from Modules 1-3 in the Module 4 SLP.

Explain clearly and logically the facts you find about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master?s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University?s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

?As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O?Neill, 2002).?

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

Also note: The marketing plan should use third person business writing. Avoid ?we,? ?our,? and ?you.? Do not use contractions in business writing.

Guidelines for handling quoted and paraphrased material are found at:

Anonymous (n.d.) Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/

Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/01/

Anonymous (n.d.) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ?1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/1/

Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper

Example Outline below:

Outline for Completing the Marketing Plan Assignment
MKT501? Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in module 5 SLP should follow this outline. Note that the letters ?a, b, c?? and the numbers ?i, ii, iii, iv?? in the outline below are used to show the major issues you need to include in your paper and you may not use these letters and numbers to organize your paper.
I. Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment analysis (only points that are relevant to understanding the action plan, only the point, not the analysis)
h. Summary of primary research (include key conclusion(s) and reference the key data that supports the conclusion(s)).
i. Summary of prescribed goals and strategic approach to achieving them.
j. Summary of key actions that are outlined.
II. Table of Contents (as many pages as needed)
III. Product Statement (2 pages maximum)
a. Describe the company/organization
b. Provide brief background of the organization
c. Describe charge you have for this marketing plan
d. Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.
IV. Situation Analysis (3-6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
? Industry forces that might impact success of any actions taken
ii. Competitor Analysis
? Any organization or message which may prevent any actions taken from being successful
2
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
V. SWOT Analysis (3-6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
VI. Primary Research (3-6 pages)
a. Qualitative research
i. Identify that subjects and the research process
ii. Identify the purpose of your research
? What issues did you want to study?
iii. Present the key findings
? Questions used in this analysis should be included in the appendix.
? Complete report of each interview should be included in the appendix.
iv. Present a concise conclusion of what you learned
VII. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the company/organization must understand in order to address the charge that is being considered?
i. NOTE: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to promote the product in your charge
? Bullet points (or numbered statements) are acceptable.
VIII. Goals and Objectives (2 pages maximum)
3
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not ?Discuss? the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your previous analysis and summary of key issues.
IX. Marketing Strategy Statements (2-6 pages)
a. NOTE: These are LITERALLY STATEMENTS.
i. Do not provide detailed descriptions.
ii. These statements will guide your implementation.
iii. These statements should be logical given your analysis and goals.
b. Target Market Definition
i. NOTE: This is a short, final description of who your action plan will be intended to reach. You may simply be a restating target population previously identified.
? Describe the target market in demographic and/or psychographic terms.
? Describe the key benefits/behaviors this target market seeks/prefers
? Estimate the number of customers in this segment.
c. Strategy Statements
i. Value Statement
1. Why should ?customers? adopt your strategic initiative?
2. What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change.
a. Identify ?the set of benefits that the strategy offers?
b. NOTE: The value proposition is intangible, it is made tangible through specific offerings/activities.
ii. Proposition Statement
1. What is the key proposition on which the strategy and its activities should be based?
a. Refer to the ?4ps? of marketing.
iii. Accessibility Statement
1. What information or support materials must be made easily accessible?
a. Refer to the ?4ps? of marketing.
iv. Communication Statement
a. What method of communications should be sought?
i. Print/radio and other traditional media?
ii. Social networking?
X. Marketing Implementation (2-6 pages)
a. Follow the format provided in the module 5 SLP.
4
b. Remember, you should suggest at least 2 actions to be taken which can help achieve your stated goals and which are consistent with your strategic statements.
c. What is the cost/budget of implementing the suggested actions?
XI. Marketing Budget (1 page)
XII. References

Previous SLP1 below:


Overview ? Apple Computer Founded in 1976 with a marketing model based on integration, aesthetics and design, never a low price leader, always an innovator. Introduced iPhone in 2007; 2013 Apple Iphone 5 series sold 9 million devices in initial three days of launch. By November 2013, all major US cellular companies offer the IPhone and over 760 mobile customers in China as well as millions globally. Currently has about 17% of market share. (Apple signs deal, 2013).
Competitive Analysis ?
? Android currently dominates market, Windows growing (81% or so Android phones)
? Apple around 13% - but all profitable
? Apple and Samsung, though, are only manufacturers making money
? HTC, LG, Motorola, Nokia and BlackBerry all lost money in 2013
? 81% of Androids are ?junk phones? and make no money
? Real world usage ? Apple has overwhelming share of smartphone and table app sales, Apple?s iOS is making the money (Bradley, 2013).

Market Description - Market is truly global, Apple has a top tier reputation in all markets, and is seen as a status symbol in many.
? Segmentation ? middle-upper middle class individuals, small home and offices, larger businesses with design focus
? Targeting ? turn the ordinary into something extraordinary, worry less about price and more about justification and lifestyle
? Value proposition ? Focus on value and design to build, build through tribe mentality
? Consumer Behavior ? Push the envelope and ease of use, be part of the innovative generation and first line of consumer
? Push the elite and exclusivity angle ? while Android and Windows have many apps, push the fact that many Apple apps are unique and trademarked for Apple OS only
? Apple offers more seamless integration between phone, tablet, laptop and computers
? Buying decision process- consumer must be engaged; merge IPhone with other Apple products ? push consumers as ?Apple Users.?

Distribution Review ? Available only through certified Apple locations certain cellular distributors; usually also offer IPads as well; service must be done at a designated Apple center or cellular manufacture; product is global in nature.
? Design and Engineering done in the USA; Manufacturing with partners (Asia and China), global distribution to decrease costs
? Applications (Software) can only be written by authorized Apple vendors
? Tight control on exclusive market; low price elasticity and price wars
? Designed to increase perception of luxury and aesthetics
? May limit exposure to some markets
Micro and Macro-Environmental Issues
Strengths Weaknesses Opportunities Threats
Pioneer innovator, quality Lower market share due to higher price Synergistic relationship with partners Android and now, new upgraded Windows Phones
Global branding, high impact brand Dependency on CEO and Charisma Huge and consistent market growth Comparably expensive as industry catches up
Strong R&D Switch often to new models Growing CSR and sustainable market issues High product substitution effect
Strong presence in educational market Eroding share of educational Market Increasing demand for cloud, music and seamless integration Can Apple continue to innovate?
Still unique after 35 years Apple stores limit opportunities Partnerships and synergisms Loss of Steve Jobs, market perception

Environmental Solutions for pushing Market Share ?
? Clearly, Apple is a successful, multidimensional and global corporation. Sales have more than doubled between 2005 and 2009 domestically and more than tripled internationally
? Focusing on the ability to have a phone, pad, and computer device that are all interconnected and can handle any conceivable business situation is paramount.
? Updating the iPhone and continually pushing the envelope with new editions keeps the market price elastic, competitive, and ensures continued sales and new customers.
? Rumors abound about Apple introducing a new, compatible HD Television platform, which would certainly increase visibility and market share.
? Apple must improve their image as a globally responsible and sustainable corporation that thinks globally, not just locally. They need to push their proprietary system as something special that deserves protection, and come out looking like the hero rather than the villain.
? Apple needs to push towards its strengths. Apple is not, nor has never wanted to become, a manufacturing company. Instead, Apple is an innovator of electronic devices, and they wish to retain that expertise.
? Partnering with other organizations that are more focused on manufacturing allows Apple to retain its core knowledge, its proprietary technology (Satell, 2013).











REFERENCES USED and CONSULTED

Apple Signs Deal to Open Connection between iPhones and China Mobile. (2013, December). The Guardian. Retrieved from: http://www.theguardian.com/technology/2013/dec/22/apple-iphone-china-mobile-deal?CMP=EMCNEWEML6619I2
7 Key Strategies That You Must Learn From Apple?s Marketing. (2009). Retrieved from: http://blog.kissmetrics.com/7-strategies-apple-marketing/
Bradley, T. (2013, November). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from: http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/
Deidu, H. (February 27, 2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/
Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press
Satell, G. (2013, April). Why Apple?s Future is Uncertain. Forbes. Retrieved from: http://www.forbes.com/sites/gregsatell/2013/04/24/why-apples-future-is-uncertain/

SLP 2 below:
Marketing Research: Products and Brands
Introduction
In previous years, Apple Inc has progressed from being an abstract participant in the computer market to a major player in the technology market. Through courageous advancement, they have developed items that have totally changed the technology market. As a result, their brand recognition has increased significantly, and they have added remarkably to their legion of dedicated supporters. The Apple Company is about design, their electronic items are fashionable, their advertising is trendy, their hardware and software are stylish, and like all factors fashionable, there is a substantial price tag. However, like all other factors of fashion, consumers are unpredictable and their tastes frequently change with the next big technology improvement. In addition, Apple company still dominates over every aspect of their item lines, this in previous times turned out to be a mistake that directed them to a specialized niche in the PC market. The following is a SWOT analysis of key strengths and weaknesses as well as important threats and opportunities.
Strengths
Factor I ? iTunes
The iTunes line is a leading source of income for the company. This has rendered various Apple products to be compatible with Windows platforms.
Factor II -Loyal Customers
Apple?s loyal clients mean that the company does not have to contest with opponents about prices but concerning reliability and performance. From the financial performance of the company, it has no debts. This is an indication that Apple Company can invest in any challenge that management believes to be appropriate for its course. Because Apple always produces its current items, the company will always entice new clients or motivate repeat purchases from current clients. Apple?s leading suppliers serve as business presentation points. At these points, clients who doubt any features of Apple?s items can get to test them. Finally, apart from telling clients about the features of all Apple?s items, Apple?s website is also used as a sales route to clients who prefer to buy online and direct from Apple company (Bradley, 2013).
Factor III - User Interface
Without a doubt, apple company technicians have an outstanding ability for picturing simple, user-friendly customer interfaces. The Mac computer was the leading innovator in the personal computer segment. The iPod trend was based not only on the physical design, but also similarly on the ease of use of its click-wheel user interface. The iPhone and iPad then changed the tablet and smart phone categories. All past Smartphones were forced into a feature-phone classification, and all past tablets were totally killed as the iOS was so far in advance. The apple User Interface has now expanded into the Cloud. The company has incorporated their iCloud service in such a smooth manner that it is almost clear to the customer. The customer takes a picture on the iPhone it is instantly submitted to the Picture stream in iCloud, and reveals upon the person's iPad or computer. It will also show up on other specified customers, sharing the same folder.
Weakness
Factor I ?Products
Apple relies heavily on product launch dates to attract attention for its clients. Moreover, the company has poor relationships with other key companies in the marketplace with the ability to take Apple to new levels. However, this only possible through partnership with the companies. A perfect example has been Microsoft company organization. Lastly, compared with the other opponents who have powerful existence in various markets, Apple?s existence is mainly concentrated in Asia, United States and European countries.
Factor II ? Compatibility
As a response to a recognized risk from Google, Apple Company recently relaxed, extremely strict limitations for designers that desired to develop applications for the iPhone. It has now allowed them to use a broader variety of computer 'languages' with Apple?s operating system iOS. As apple makes 40% off every application sold, they are extremely protective in nature regarding compatibility concerns, and they have failed to react to issues in a timely fashion. All these are weak points that have triggered them to lose business relationships and income in this and plenty of other occasions (Linzmayer, 2004).
Opportunities
Factor I ? iPhone
The smart phone industry is still expanding, so I anticipate ongoing growth. Additionally, as I outlined, the smart phone is a product that is changed on a regular pattern, guaranteeing continued sales. Critics like to snicker at the highest market share of Google?s Android operating system OS, but Apple still maintains the highest market share of revenue in the market. In the end, to investors, this is what matters.
Factor II ? iPad
There will be tremendous growth in this segment. The iPad is projected to continue dominating the market for some years to come. Ultimately, it will be expected to share the market with rivals. However, in this rapidly growing market, this will not hinder its growth. Most notable, the iPad will be remarkably strong in the enterprise.
Factor III? Mac Computers
With iPads and iPhones leading the way in the business, and the reputation of the brand in third world countries, Mac PCs continue to flourish in terms of sales. Now, the growth rate is sluggish, but this is in comparison to the competitors which is experiencing a slow down. This implies that the Mac is acquiring market share, gradually, but continuously.
Factor iv? Other areas
Rumor has it that Apple will launch a new iTV set. While this is just but a speculation, it remains to be announced and proven. As for other items, Apple is predicted to change something every few years. At least for now, they will be depending on the progress of current items. This will keep providing for both development and outstanding profits to the investor.
Threats
Factor I ? Competitors
Despite the recent market share, Apple sales are still lagging behind competitors in the PC industry like HP and Dell. Additionally, other Smartphones, which function with multiple carriers, cause a significant risk as the only service provider approved by Apple for the iPhone is ATT, which Consumer Reports rate as the lowest service provider for customer satisfaction. For one of Apple?s leading items, the iPhone, to remain associated completely with a partner that customers have indicated so much discontent with, can endanger Apple?s strategy of interoperability among their items. This is because the iPhone serves as a major inroad for customers, to purchase these other items (Satell, 2013).
Factor II ? Pricing
Although apple increased revenue in 2012, this was due to laptops and the iPhone with its related applications. In reality, the revenue of Apple from personal computer systems and iPods were down. Based on Forrester Research the ratio of buyers who believe that better costs exceeds brand commitment has been continuously increasing (Satell, 2013). Additionally, the recent financial crisis has heightened this problem. Apple needs to upgrade a number of its offerings to enable their PCs to be bought at a lower cost. Failure to do this, there is an actual threat of continued loss of market share in the said industry.
Factor III ? Counterfeiting
Recently, the New York observer reported a story of a young boy who made thousands of dollars from manufacturing iPhones using parts of he bought from Apple?s foreign suppliers. Additionally, bootleggers abroad have besieged Apple. Excessive production delays and pricing continue to encourage this trend and these threats are likely to erode the company?s market share.
Factor iv ? Style
Apple white-colored is the new black in electronic consumables. Although Apple?s items are extremely fashionable right now, they are only available in black, white, stainless-steel metallic finish, which at some level stops customers from showing their personality even at this time. In the past, Apple has proven that it can experiment with shades with strongly shaded laptops. While opponents are providing many strong shades in every segment that Apple company plays in, only Apple?s tiniest items, the iPod Shuffle and the and the iPod Nano are available with any shade choice and even then the choice is very restricted. The threat to restricting customer options is that it could jeopardize if this technique carries on too long. Therefore, Apple Company could possibly box itself into a corner if they modify strategy too late to match clients (Deidu, 2012).
Conclusion
Apple Company is a relative newbie in the electronic consumables industry. Nevertheless, via advancement and courageous experimentation, they have completely changed the field. They still appear to be somewhat established in their old strategy as a PC hardware and software producer and also appear to be somewhat hesitant to modify their business methods, this could be a prospective drawback. This technique has so far been effective in the last several years as their consumer electronics have grown, but as technology continues modifying, they could easily be remaining behind by the next new items. Furthermore, they seem to be doing the same compatibility errors as they attempt to serve as a firm that engages everything, yet they are hesitant to give up control. Competitors should prevent their errors by opening up to cooperation and by collaborating with other high technical firms.

References
Bradley, T. (2013). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from: http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/
Deidu, H. (2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/
Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press
Satell, G. (2013). Why Apple?s Future is Uncertain. Forbes. Retrieved from: http://www.forbes.com/sites/gregsatell/2013/04/24/why-apples-future-is-uncertain/
Apple Signs Deal to Open Connection between iPhones and China Mobile. (2013, December). The Guardian. Retrieved from: http://www.theguardian.com/technology/2013/dec/22/apple-iphone-china-mobile-deal?CMP=EMCNEWEML6619I2
7 Key Strategies That You Must Learn From Apple?s Marketing. (2009). Retrieved from: http://blog.kissmetrics.com/7-strategies-apple-marketing/

SLP 3 below:
Apple iPad 4
Questions from the Survey Used to Conduct Qualitative Research
1. On a scale of one to five with five being an extremely strong desire and one representing no desire, what is your desire to purchase an ipad?
2. What is the main use for which you are buying an ipad?
3. In your opinion, why do you see the ipad as being more expensive than other tablets?
4. What other apple products do you own?
5. What word first comes to your head when you hear the word ?apple products? or see the apple logo?
6. What benefits does the ipad 4 have to offer you?
7. What other issues are a concern to you when purchasing an ipad other than price?
8. Who else do you know that owns an ipad 4?
9. What feature of the ipad 4 do you anticipate using the most?
10. Will your ipad 4 be used mostly for work-related issues or for personal tasks?
Subjects were recruited at random from a pool of people who would be able to afford an ipad and who were all over the age of 18. There were ten subjects recruited for this project and they all worked jobs where they made over $45,000 per year.
In summary, 8 of the ten subjects reported a very strong desire to purchase an ipad, a desire of over a number four or five. Two of the subjects reported a desire for an ipad around a two or three. Sixty percent of the participants said they wanted the ipad to use for work or school. The other forty percent said they would use their ipad for pleasure. All the participants viewed the ipad as being more expensive than other tablets as a result of the superiority of apple products and the higher quality of materials. Nearly all the participants responded that they thought of words like ?iphone? or ?laptop? when they saw the apple logo. The benefits of the ipad that most participants reported were benefits connected to screening and to making presentations. For question eight, participants expressed concern about breaking their ipad inadvertently or having it stolen. Half the participants said their co-workers and family members owned ipads, the other half said no one they knew had one. All of them expressed the desire to use it for work related tasks. Fundamentally, one can observe that based on these findings, ipads are necessary for people on a professional level: professional and school obligations are some of the biggest driving impetus for encouraging a potential consumer to purchase the product.
Primary Qualitative Research
As stated earlier, the subjects that were primary during the research process were students and professionals over the age of 18 and younger than 60. Key findings were that Apple was considered an elite, high quality brand and that professional obligations were the fundamental reasons for purchase. Essentially, Apple should use the angle of making one?s work easier as a stable thruline of the marketing process.
The company was built on the cornerstone of innovation, and the risk of going against the most common pillar of thought. This meant that in order to be different, and ultimately, in order to succeed, one had to be able to take risks that went against what the critics had to say: ?As an entrepreneur, you?ll hear a lot of people tell you that you need to reach out and figure out what people want, which means listening to your critics, often times more patiently than you?d like. Apple decides to flip the script and instead focus on building what they want to build, no matter the perceived cost. When Steve Jobs debuted the iPad, the critics stood in line, throwing every insult they could muster. The critics said that the iPad would fail. The numbers say otherwise? (Tanda, 2014). The first iPad received tremendous criticism and even mockery from a range of news sources and technology experts, however, the product still sold in droves.
Another way that the company has long been able to differentiate itself from the competition was by continuing to take the ordinary experience and adapt it. This meant that for a long time the company was able to hone its design style in such a way that it made even the most prosaic parts of machinery look beautiful. One of the major challenges that the company is still faced with is justifying its higher price tag. The company charges over twice of what their competitors charge and they still manage not to price themselves out of the market. The company has a clear justification for doing so: their products are beautiful and their fanbase of consumers is absolutely devoted to them. The company is also able to justify their price with features and benefits of the product that can?t be matched elsewhere. As one fan explains, ?No software is more intuitive, no product more valuable than the Apple product. Any other smartphone looks like it was developed by rookies when compared to an iPhone 4. You simply cannot compare the two. Critics will play on the fact that the core features are the same, and they might be, but that?s not the point. The point is that Apple is the Rolls Royce of the technology and design world, and their customers will gladly pay a premium because of it? (Tanda, 2014). One of the signs that Apple has long been on the right track with its current marketing plan is that there is a phenomenon known as unboxing where customers video tape the process by which they unwrap their brand new apple products. This means that the process is so Zen and continues long past the cash register that Apple has been able to inspire consumers to record and share their experiences with the rest of the world.
This is partly a manifestation of the three marketing pillars that Apple has long had in place and which continue to guide the company to this day. The first pillar is empathy and an understanding of customer needs more than any other company. The following pillars of marketing are focus (doing the job set out to do) and impute: being able to create a product which is designed so well and with the highest quality that it looks amazing, as people do judge a book by its cover (Moorman, 2012). Thus, the key for Apple is continuing to build its marketing strategy within its daily practice and generating more press on how consumer-friendly the company is. One of the major obstacles to Apple is the fact that it can too often be perceived as an expensive or elitist company. Sometimes when a company prices its products at the highest margin, it can be viewed as holier than thou or snobbish. One of the ways that Steve Jobs sought to correct this from the beginning was by hiring truly empathetic employees who think very deeply about the entire process of the consumer. ?Steve Jobs unique and effective insights about how people want to interact with technology. Jobs used a quote originally attributed to Henry Ford to describe why these insights were so important: ?If I had asked people what they wanted, they would have said faster horses??illustrating the problem that customers may be limited to thinking only in terms of what they know, instead of what is possible. So Jobs and colleagues thought about the customer experience more deeply than the customer could? (Moorman, 2012). This might be the case, but all the consumers who have not yet been persuaded to purchase apple products, need to be aware of this higher level of empathy among the items which is present and accessible. This amount of empathy gives Apple products an extremely strong competitive advantage; however, without the right amount of press, there will be no way for potential consumers and massive parts of the untapped market to know about this. The professional allure and ease of Apple products, their work-reducing capacities and the general consumer-empathy of the company need to be strong pillars of the subsequent marketing strategy.














References
Moorman, C. (2012, July 1). Why Apple Is a Great Marketer. Retrieved from Forbes.com: http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great- marketer/
Tanda, T. (2013). 7 Key Strategies That You Must Learn From Apple?s Marketing. Retrieved from blog.kissmetrics.com: http://blog.kissmetrics.com/7-strat