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Marketing Management - marketing plan

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For this study, the researcher will develop a marketing plan for Apple iPhone in Australia. In the process of conducting the study, the researcher will first describe the product followed by studing the market segmentation for iPhone.Based on the demographic profile of its target consumers, the researcher will define the potential market size for the said product. Using the PESTLE framework, the researcher will examing and analyze the external factors that may affect the expected sales of Apple iPhone in Australia. Prior to the implementation of a marketing plan, the researcher will define the marketing mix and financial plan associated with selling iPhone in Australia.Apple iPhone is a mobile device with a wide screen iPod that is designed to enable the customers to experience having a high-speed access to the Internet as well as download mobile music, mobile TV and other related mobile entertainment. (Lake, 2008) The HTML features of iPhone enables the users not only send e-mail but also browse through the web using Google and Yahoo! (iPhone Video Converter, 2008)The built-in camera combined with a wide-screen iPod (320 x 480, 150 ppi) of the iPhone enables the users to be able to capture crystal clear photos, playback movies, music videos, and TV shows. (iPhone Video Converter, 2008) The mobile device is also capable of viewing the world map and satellite images similar to GPS and provides the user with useful information related to stock reports. (See Figure I – Apple iPhone device on page 18)Dividing the consumer into subgroups will make it easier for the marketing manager to identify the target market for iPhone. (Rogers, 2005: 15) In line with dividing the target market into subgroups, marketing managers should carefully identify and examine the specific market segement based on the consumer characteristics related to socio-Demographic segmentation considers the target consumers’ age, size of the family, family life cycle, annual income, occupational status, educational achievements, religion, race, nationality, and social class. (Kotler, 2000: 263 – 266; Rogers, 2005: 19) In line with these variables, socio-economic factos related to family income, educational attainment and occupational status of the target market enables the marketing manager to determine the financial capability of Apple’s target market for iPhone. (Rogers, 2005: 22)Given
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preview essay on Marketing Management - marketing plan
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Unsorted
  • Level: Undergraduate
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