The company, which had some ups and downs in the nineties, has turned since the introduction of the iPod, and especially since the launch of the iPhone in 2007 and the iPad, into the world’s biggest technology company by sales revenue and total assets owned becoming a referent for marketing strategy, innovation and industrial design. Apple also offers services, manufactures accessories and distributes third-party technology products worldwide through a vast logistic network based on Apple’s own stores in major cities and locations and reserved space in some stores (Apple Shop-in-Shop concept).
#TARGET MARKET OF APPLE WATCH SOFTWARE#
The company started manufacturing only computer software and hardware, to latter on add music players, peripherals, phones and tables to its product portfolio. (former Apple Computer, Inc.) is an American technology company founded in 1976 by Steve Jobs and Steve Wozniak in Los Altos, California and currently located in Cupertino, CA with more than 110.000 employees worldwide. DESCRIPTION OF THE COMPANY AND THE PRODUCT 2.1. This analysis will identify the Apple Watch value proposition assess any risks involved in the product go-to-market approach and discuss the potential market trends.Īfter performing the above mentioned analysis and definition of the Apple Watch market and target customers and according to the outcomes, the Apple Watch USP (Unique Selling Proposition) will be formulated in the Conclusion section of this assignment. This assignment will analyze some internal and external key factors which could potentially have a very deep impact on Apple’s chances to succeed. Īfter the iPhone’s selling success, Apple has entered the smartwatch segment with the Apple Watch to also become the leader. In a much shorter version marketing is “meeting needs profitably” and “marketing management is the science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value”. For this some of the marketing concepts and tools (SWOT analysis, PEST tool, etc.) reviewed in the theoretical sessions of the MBA marketing module will be put in practice.Īccording to the American Marketing Association (2013) “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large“. In this assignment the main goal will be to define and analyze the target market for the recently launched Apple Watch. GRAPHIC 3: Positioning map of the Apple Watch and its competitors 1. GRAPHIC 2: Estimates for Apple Watch unit sales in 2015ģ. GRAPHIC 1: Smartwatch Market Share 2014Ģ. INTERNAL ANALYSIS (STRENGTHS & WEAKNESSES)ġ. DESCRIPTION OF THE COMPANY AND THE PRODUCTĤ.
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