Situation Analysis and Marketing Objectives - Assignment Example

?Running head: MARKETING ANALYSIS SITUATION ANALYSIS AND MARKETING OBJECTIVES FOR IPHONE PRODUCTS Insert Insert Grade Insert March 3 2011 Abstract The following is situation and marketing objectives report aimed at establishing the marketing analysis for IPHONE products. It will provide an insight on the company’s external and internal environment. Additionally, it will seek to establish the SWOT analysis report for the company. The company recent developments are aimed at establishing the best marketing objectives, and it is crucial to find out which are in practice for the needed sustainability. TABLE OF CONTENTS Abstract 2 The following is situation and marketing objectives report aimed at establishing the marketing analysis for IPHONE products. It will provide an insight on the company’s external and internal environment. Additionally, it will seek to establish the SWOT analysis report for the company. The company recent developments are aimed at establishing the best marketing objectives, and it is crucial to find out which are in practice for the needed sustainability. 2 TABLE OF CONTENTS 3 1.0Introduction 4 2.0 Analysis of Current Marketing Situation 5 3.0 Situation analysis 6 3.1 The internal environment 6 3.2 The external environment 7 3.3 SWOT analysis 7 Marketing objectives 8 Conclusion 9 1.0 Introduction Marketing analysis is crucial in company valuation processes and provides a ground for new strategies implementation. The IPHONE product is a company whose dealings are propagated mainly on electronic devices. The company has a mission to become a global entity in terms of supplying advanced technological devices to other countries as well as quality management strategic implementation. The accomplishment of such a mission is guided by a set of reinstated objectives, which the company has always aspired to achieve. The main objective is to design modern technological tools, including personal computers and other social media devices. They also aspire to accomplish a manufacturing objective for the undersigned media tools. Marketing is also part of their desires, to develop the most modern marketing strategies that would boost their CRM (Customer Relationship Management). Conduction of marketing analysis enables an organization to identify their weak and strong areas. This acts as a guideline for future organizational trends in order to enhance sustainability. It is the desire of every top management in an organization to become the best in order to fit in the modern dynamic world. Situation analysis helps analyze the internal external status of an organization. It is also through this that strengths, weaknesses, opportunities, and threats are identified. Marketing objectives define the desired scope of organizational operation as well as organizational mission statements (Lamb et al., 263). The discussion in this paper offers a comprehensive report on marketing analysis for IPHONE product. Situational analysis will give an overview of internal and external environment in addition to SWOT analysis. Marketing objectives are also considered a vital area of discussion, since marketing plays a pivotal role in reaching target consumers. 2.0 Analysis of Current Marketing Situation The current marketing situation is characterized by dealership in a number of computer accessories as well as phone products. The recent times have seen IPHONE venture into innovating new products in the market, with the objective of enhancing its sustainability. The recent years have proved challenging to the company, owing to the rising level of competition from companies producing similar products. The recently innovated products include; Software programs that facilitate people purchasing and storing music in their internet provider devices. Additionally, they are major manufacturers of iMacs in addition to Mac Books and iPods. Generally, the company has been able to adopt new social communication devices that are aimed at providing their target customers with the needed information. Their business is currently conducted online, through the utilization of direct sale strategies as well as retail and wholesale plans. It has also revolutionized the industry that provides portable music (Frommer, para, 2). Current research findings provide a success report concerning the company leadership in invention of new product. It is also among the first enterprises to adopt modern marketing strategies. They have embarked on the utilization of the integrated marketing strategy, a program that integrates all communication media for effectiveness in marketing communications. Their promotional mix also enticing, owing to the maximization of the internet as a social media for reaching their target consumers. Thus, the current marketing situation follows a positive trend due to their enthusiasm in creation of new products as well as the interest to innovate new communication devices (Martin 2). 3.0 Situation analysis Situation analysis provides a detailed discussion of the internal and external organizational environment. It also provides an insight on the SWOT analysis for the target Company and literature that supports it. The following is situational analysis report for IPhone products. 3.1 The internal environment Marketing plays a pivotal responsibility in support of a company’s mission strategies for growth as well as the set objectives. Marketing is carried out in order to increase product awareness to the target organization consumers. Organizational mission is crucial since it acts as a driving force for objectives accomplishment as well as strategic implementation procedures. IPHONE products mission is to reach as many customers as possible by the utilization of available social media. This will make it fit in the global context, creating a room for it to play an international role. Additionally, marketing will enable them to interact with a vast number of consumers, thus identify consumer needs. This will directly contribute into the achievement of the anticipated manufacturing and supplier objectives. Maximum use of available and newly invented marketing objectives will help the company achieve its marketing objectives. At the same time, the promotion strategies that have been used by the company have been successful (Martin 1). 3.2 The external environment The external environment in which IPHONE is subjected to is very volatile due to the rising rate of competition. In the urge for the company to sustain its performance in the market, competitive strategies are necessary in enhancing competitive advantage. Additionally, the products that the company deals with require rapid technological changes, since the world today very dynamic in terms of technological advancements. Similarly, there is a rising demand for such products due to the emphasis on education by the current world. More advancement is required everyday in the industries to enhance appropriate Customer Relationship Management strategies (Katz, 9). More over, the marketing mix strategies in use today require the installation of highly developed hardware and software items that are highly costly. It is therefore crucial for the company to implement change as well as implement change management strategies that are ample to the requirement of the dynamic world. However, many companies have failed in their maneuvers due to failure in the implementation of CRM strategies. For IPHONE to succeed in its business in the coming years, strategies that enhance corporate social responsibility are deemed important. The company’s mission is to develop a suitable relationship with the immediate society, who is the target consumer for their products (Katz, 6). 3.3 SWOT analysis Swot analysis gives an overview of the company’s strengths, weaknesses, opportunities, and threats of a company. The IPHONE product is among the widely recognized technological companies in the world. However, conducting a market research provides a comprehensive report on the trends of the company. The fact that the company has a wide range of communication devices in operation is deemed as strength since their customers is always pleased to choose among a variety. Secondly, the establishment of selling bases in a variety of countries is also as strength because they can sell a large number of products to the customers and make high profits. However, the fact that they have dealt with the same brands for quite a long time is a weakness since the use of the same products for a long period leads to boredom in many cases, therefore needs to be made strength by regular changing of brands. More over, the fact that there are other companies that sell such similar products with IPHONE brings out the aspect of competition that the company faces. This is considered as a threat to the company’s success, lest they design strategies that may help overcome this challenge. Nevertheless, the company has a very great opportunity to exploit since they have customer bases that can enable them gain many customers, thus they are in a very ample position to establish them. Advanced technology is also taking pre-eminence in the modern world, thus adoption of new manufacturing, designing and marketing social media strategies is an opportunity at hand for maximization. Utilization of integrated marketing communication would enhance their overall performance (Guinn 200). Marketing objectives Marketing objectives are the aims that are put in place to help market a new product. A product that has been newly introduced in the market needs a variety of methods to be involved in order for it to yield profits for the company. The marketing objectives of the company are aimed at producing quality products that would be marketed more easily than the former. The marketing mix strategies put in place have not sufficiently assisted the company in expanding across the globe. The company aims at recruiting a new team to manage the new products to enhance productivity as well as incorporate new ideas from a young and a dynamic generation (Guinn 198). On the other hand, the smart IPHONE Company wishes to lead in the innovation of more powerful social media that would boost Customer Relationship Management strategies. Sustainability is also crucial for a business among other factors, which the IPHONE aspires to attain in the near future in order to eradicate unnecessary limitations. Having been able to invent a wide variety of modern items, the company seeks to unsure maximum utilization of its marketing products to enhance performance and productivity. More over, new brands are considered as success factors within an organization; therefore, the coming years will see the company improve the quality of their brands. Boosting of competitive advantage in a dynamic economy is considered a crucial strategy. This is achieved by manufacturing competitive products (Dinah 2). Conclusion IPHONE’s target is to work towards making its products the best in the market, with an intention of attracting more customers. The Company has tried to lay the best strategies that would help improve its image to its clients. At the same time, appropriate Customer relationship management has been fairly practiced within the organization to enhance the company’s sustainability. It is for this reason that IPHONE has been able to grow over the years, and will still continue to grow. Promotion of products plays a key role in product, selling since it helps in increasing the awareness to consumers who are willing to purchase certain products. New marketing strategies should be developed by the company, including the use the currently developed programmes. Electronic marketing is a current trend taken today the organization since it wishes to evaluate their prevailing markets, plan how to overcome all forms of challenges that they are facing. Thus, the marketing mix should be carefully organized for effectiveness in business sales operations. Works Cited Dinan, Michael. "Report: Laptop Market Growing, Thanks to Mobile Internet Services." IPhone.TMC.net. 02 Sep 2008. 2 March 2011. http://iphone.tmcnet.com/topics/iphone/articles/38516-report-laptop-market-growing-thanks-mobile-internet-services.htm. Frommer, Dan. "Smartphone Sales Soar, iPhone Grabs 27% Of Market." Silicon Alley Insider. 20 Nov 2007. 2 March 2011. http://www.alleyinsider.com/2007/11/smartphone-sales-soar-iphone-grabs-27-percent-of-market.html. Guinn, Thomas, Allen, Chris &Semenik, Richard. Advertising and Integrated Brand Promotion. Cengage Learning, 2008. Katz, Helen. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. NY: Taylor & Francis, 2010. Lamb, Charles et al. Essentials of Marketing. OH: Cengage Learning, 2008. Martin, James.” The Most and Least Wired Airlines and Airports." PC World. 18 Mar 2008. 2 March 2011. http://www.pcworld.com/article/143461/the_most_and_least_wired_airlines_and_airports.html. . Read More