#Strategic conquest for iphone portable
#Strategic conquest for iphone software

Marketing strategies are the processes trough which a company uses to achieve its marketing objectives and goals by employing scarce organization resources efficiently and effectively to create and sustain competitive advantage (Craven, Lamb, 1993 Malonis, 2000). Currently it is estimated that over 100 million units have been sold worldwide (Warren, 2011). It has an amazing 16hrs battery usage time and comes with headphones and loudspeakers for communication and entertainment its main features are a phone that has a camera, PDA, internet connectivity, music player–iPod with downloading abilities, gaming feature, data storage, and a video camera (, 2011).

#Strategic conquest for iphone software

It is a well designed smart phone product that has an innovative interactive touch screen advanced software that allows personalization through its applications (, 2011). It was introduced by the Apple Corporation in June, 2007 the iPhone has been described as a cross between a laptop and a phone (, 2011).

#Strategic conquest for iphone portable

In 1996, the Company branched from computer products and started marketing innovative consumer products such as the IPod which is a portable music playing device and currently, the IPad which is an innovative touch screen computer tablet (, 2011). is a California based Company that is highly reputed and recognized for its high quality computer products and software’s. The purpose of this paper is to critically examine the marketing strategies that Apple used in marketing the iPhone, their strengths and weaknesses as well as provide a detailed outline of its future marketing strategies that I will recommend to be used over the next three years. At the time the corporate mobile phone market had successful established itself with global Companies such as Research in Motion, Palm Nokia and Erikson having acquired significant market share that targeted all segments of the market including low-end and high-end.ĭespite this, iPhone Company has managed to enter this industry where it targets the high-end market segment and has overall been successful as a result the company has been able to add a multi billion product line into its portfolio (Schonfeld, 2008). This is the situation that Apple found itself in when it introduced the iPhone into the market some few years do. Whereas the new product is unknown, the established players on the other hand have the experience and the resources to defend their market share and positions. The challenge is more critical when a product is new and is entering a mature market which has well established and respected brands that are clearly defined in market share. A good example is Motorola which a few years ago occupied the top three positions in the global mobile phone industry (. The level of competition in this industry is quite high and frequently companies that were previously leading in market share and profitability are quickly finding themselves being edged out of the market. In highly competitive markets such as the mobile phones market which is characterized by countless products, rapid technological changes, short product life cycle, pressure to reduce prices due to high competition among others, companies have always resorted to creatively and rapidly developing marketing strategies in order to compete effectively (Constance and Gower, 2001). Thus it is the process through which companies establish and sustain mutually beneficial long term relationship between the organization and its customers. Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit” (Kotler, 2000).

Marketing is the process through which companies create, communicate and deliver value to actual and potential customers in order to increase revenues (Stanton, Etzel and Walker, 2007). The American marketing association defines marketing as ‘the activities, set of institutions and processes for creating communicating delivering and exchanging offering that have value to its customers, partners and the society at large’ (, 2007).