Market Segmentation in Apple - Dissertation Example

?Market Segmentation in Apple Introduction: This research proposal seeks to investigate the marketing strategies in Apple (UK) and it includes an explication of the aim of the research, a short literature review, the methodology that will be used in conducting the research, data analysis method that will be used etc. This proposal also encompasses the ethical statements that will be followed in the research, along with a Gantt chart which specifies the research methods and time frame. It is very important to study the market segmentation of Apple because they have a wide variety of products. “An example of one product and multiple segments would be Apple’s iPod which was produced and targeted towards different demographic segments including male and females, different age levels and different income levels” (Elements of a Successful Business Plan: Market Segmentation n.d., p. 5). 2. Aim of the Research The aim of the research is to: Investigate the marketing segmentation strategies in Apple (UK). “Market segmentation is important as it helps the firms to get customer focused” (Saxena 2009, p. 212). It is necessary to investigate the market segmentation strategies of a firm in order to understand its market strategies and to strengthen its products in the market. 3. Literature Review: Market segmentation is a strategy in marketing and economics. “Apple exemplifies the marketing concept in every aspect of its business” (Boone & Kurtz p. 11). Market segment is a division of a market made up of organizations or people with one or more features that reason them to demand similar product and services based on character of those products such as functions or price. “Demographic differences have been widely used as bases for segmenting consumer markets” (Croft 1994, p. 24). According to Michael J Baker and Michael Saren in their book, “Marketing Theory: A Student Text,” market segmentation is essential to strategic marketing. Segmentation outcome is an improved, developed consideration of consumer’s behaviors, similarities and differences, and so directs the growth of marketing programmes and propositions. So as to make informed decisions regarding which parts to target, managers require to identify key marketing environment trends and drivers, competitor’s plans and capabilities, internal capital and capabilities, and probable matching with corporate plan. The procedure of undertaking market segmentation, so, acts as a catalyst to attaining such insights. “The resulting decisions about resource allocation and marketing programmes are likely to be much better directed as a consequence of the segmentation study” (Baker & Saren 2010). Kotler, in his work, “Framework for Marketing Management, 3/E” says that apple’s markets know that customers associate the brand with user friendly functionality, innovative technology and sleek design. Therefore, every Apple products, IPod players, Macintosh desktop and laptop computers and even the online ITunes store and tiger software are consistent with this image and delivers the kind of experience those customers expect from the brand. “Good marketing is no accident, but a result of careful planning and execution, as the Apple computer example shows” (Kotler & Keller 2007). According to Benjamin Bach, in his book called, “Implications of Enabling Technologies for Apple Inc.: Cyber Marketing,” Apple Inc distributes technological innovations and new products to the market, their targeting, e- marketing segmentation and positioning strategies be different from customary marketing methods in terms of a better segmentation for the reason that customer behavior can be tracked quicker, be easily understood and therefore, further sufficiently recognized and lastly targeted. “Hence, marketing strategies can be faster adapted and updated through the increased speed of information gathering processes from applying technology” (Bach 2007, p. 14). 4) Research strategy and methodology 4.1) Research Question: The research question is to: Investigate the marketing segmentation strategies in Apple (UK). 4.2) Research design A research design is essential in the process of research. “Research design deals with a logical problem and not a logistical problem” (Vaus 2001, p. 9). The research design is to use the primary data collection method and analysis of data using the mixed research methodology. The design is to include a sample size of 100 which consists of 40 females and 60 males. Among the participants 55% of the sample size will be the firm’s employees while the rest 45% will be the consumers. The modes of collecting information for conducting the research can be divided into two methods, such as primary collection of data or secondary collection of data. When data is collected primarily, then it is known as primary research. This is mainly done through surveys and descriptions. Field work such as interviews (telephone or direct), experimental studies, observations and questionnaires are also used for collection of data. It is intended that for the purpose of this research primary research method should be used because primary research provides the actual data from which one can draw the needed inference. Secondary research will not be fruitful as it is important to investigate the latest marketing strategies. 4.3) Data Analysis: There are two research methodologies used, Qualitative and Quantitative. Qualitative research is descriptive in nature while Quantitative method is mainly used for obtaining the data in quantitative form. The nature of the research topic calls for the implementation of the mix of quantitative and qualitative so that data is obtained both in a descriptive way and also in numerical from. “Apple's product strategy is a study in market segmentation” (Sigal 2010). 5) Logical and ethical considerations that will be used in the research purpose This work will be original and would be out of the researchers’ own investigations unless otherwise stated. The identity of the participants will be kept confidential. 6) Outcomes: The outcomes that are expected from the research is to identify the importance of the market segmentation measures and to understand how strong are the market segmentation polices in Apple. The study on market segmentation in Apple will help in increasing the market share of Apple. 7) Gantt Chart: GANTT chart will be used for investigating the market segmentation strategies of Apple (UK) as a tool for monitoring the time schedules. It is proposed to complete the research within one month. Research evidences show that such a chart “ is helpful when monitoring a project's progress” (About Gantt Charts n.d.)                               1st week…. 4th week Week 1 2 3 4 1st phase: Appointing researchers. Fixation of a budget for the activity. Framing the research question. Selecting the sample population. Framing ethical and logical considerations. 2nd phase: Data collection by way of interviews, discussions. 3rd phase: Analysing the data by way of using qualitative and quantitative method. 4th phase: preparing conclusion and publishing the results..                                                                                               Reference List About Gantt Charts. n.d. GANTT Charts. Available at [Accessed 27 Sep. 2011]. Bach, B. 2007. Implications of Enabling Technologies for Apple Inc.: Cyber Marketing & Enabling Technologies. GRIN Verlag. Available at [Accessed 27 Sep. 2011]. Baker, MJ & Saren, M. 2010. Marketing Theory: A Student Text. SAGE Publications Ltd. Available at [Accessed 27 Sep. 2011]. Boone, LL & Kurtz, DL. Contemporary Marketing. 2010. Cenage Learning. Available at < http://books.google.co.in/books?id=-e0Yt7AxEV0C&pg=PA11&dq=apple+marketing&hl=en&ei=CbKBTuWUO4LWrQfHgdmrDg&sa=X&oi=book_result&ct=result&resnum=1&ved=0CCwQ6AEwADgU#v=onepage&q=apple%20marketing&f=false > [Accessed 27 Sep. 2011]. Croft, MJ. 1994. Market Segmentation: A Step-by-Step Guide to Profitable New Business. Biddles Ltd. Available at [Accessed 27 Sep. 2011]. Elements of a Successful Business Plan: Market Segmentation. n.d. Lazarus Research Group. Available at [Accessed 27 Sep. 2011]. Kotler, P & Keller, KL. 2007. Framework for Marketing Management. 3rd Edn. Pearson Education, Inc. Available at [Accessed 27 Sep. 2011]. Saxena, R. 2009. Marketing Management. 4th Edn. TATA McGraw-Hill Companies. Available at < http://books.google.co.in/books?id=EvwTzu4IGhoC&pg=PA212&dq=marketing+segmentation+and+strategies&hl=en&ei=D7GBTub1JNHPrQey9qGgDg&sa=X&oi=book_result&ct=result&resnum=8&ved=0CFkQ6AEwBw#v=onepage&q=marketing%20segmentation%20and%20strategies&f=false> [Accessed 27 Sep. 2011]. Sigal, M. 2010. Apple's Segmentation Strategy, and the Folly of Conventional Wisdom. O’Reilly Radar. Available at [Accessed 27 Sep. 2011]. Vaus, DD. 2001. Research Design in Social Research. SAGE Publications Ltd. Available at [Accessed 27 Sep. 2011]. Read More