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Essay / Research Paper Abstract
This 4 page paper looks at Apple’s iPhone and the way that the firm competes from a strategic perspective. The firm is then considered in its’ environment using a PESTEL analysis. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEiphonea.rtf
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Unformatted sample text from the term paper:
associated with being the first smart phone on the market but this is an erroneous judgment, this accolade was earned by Blackberry, but the perception of many users and the
way that the iPhone has become so popular indicates that there is a strategy which appeals to the mass market and has a broad appeal with a highly differentiated product.
Apple has been able to create a brand image that is a associated with more than technology, the range i products started with the iMac, and has since been expanded
with one of the most well known Apple products the iPod. This has created a range of lifestyle brands that are associated with innovation and style (Kotler and Keller, 2008).
The differentiation is supported with the way that the products are developed and with the way that they are marketed. The iPhone has benefited from the way functionality has been
built into the unit and with many third parties developing unique applications this has further increased the range of iPhone uses and also sees the support of iPhone as a
brand and choice supported in the way that the iPhone applications are sold. There have been some errors on the part of Apple in the marketing of the iPhone, such
as signing an exclusive contract with O2 in the UK, so that the firm would be the exclusive provider of the iPhone, but with sales failing to meet agreed targets
that agreement has now lapsed and the telephone is available through Vodafone. However, a similar strategy has worked in the US, where AT&T are the exclusive supplier of the iPhone
(Information Week, 2009). So, while there has been effective marketing based on lifestyle and image there have also been mistakes. PESTEL There are many influences on the way that
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