The UK Marketing Environment for the iPhone Essay

The UK Marketing Environment for the iPhone Essay

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The UK Marketing Environment for the iPhone

Executive Summary

This report will analyze and discuss the most important elements of the marketing environment for the launch of the iPhone, that is to say the main three levels of the marketing environment: the micro-environment through the customers, competitors and distributors, the macro-environment through technological, economical, social, political and environmental forces and finally the internal environment through the relation of Apple with its employees and its marketing philosophy. The analysis for the micro-environment is based on Porter’s 5 forces model and the one on the macro-environment is based on PEST analysis. The report will also give an interpretation for each of these aspects, a conclusion with a rating of the attractiveness of the UK current marketing environment in which the iPhone is launched.
The principal conclusions of this report show that the iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customer’s needs moreover it is also exceeding their expectations thanks to its fashionable design. However the UK current mobile market is very competitive, so Apple will have to deal with tough competition against established mobile phone manufacturers. The report finally comes up with some recommendations that can help improving Apple’s performance and the marketing environment for the iPhone, these are mainly:

• To give customers more flexibility through decreasing the price of its handset, changing the length of the O2 contract and offering customers more options

• Unlocking the Iphone

• Improving some of the iPhone features


Table of Contents

1. Introduction ...


... middle of paper ...


.../hi/technology/6260904.stm
• Apple warning on unlocked iPhones, September 2007
http://news.bbc.co.uk/1/hi/technology/7011772.stm
• Wi-fi health study gets go ahead, October 2007
http://news.bbc.co.uk/1/hi/technology/7042334.stm

GreenPeace
• Missed Call: the iPhone hazardous Chemicals, October 2007
http://www.greenpeace.org/usa/news/iphone-s-hazardous-chemicals

Guardian
• Vodafone’s iPhone rival in shops for Christmas, September 2007, http://www.guardian.co.uk/technology/2007/sep/11/apple.mobilephones?gusrc=rss&feed=technology
• iPhone could mark the end of the geek affair with Apple, October 2007,http://www.guardian.co.uk/technology/2007/oct/04/guardianweeklytechnologysection.mobilephones

Other
• Top Ten Competitors of the iPhone
http://www.mobilewhack.com/top-ten-list-of-iphone-competitors/
• The Apple iPhone supply chain
G:\iPhone suppliers.mht

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