Marketing planning for iPhone 4s - Case Study Example

Apple’s iPhone 4s: The Marketing Plan Competition is stiff in the worlds smartphone market, and Apple is putting much effort in dealing with it. As inferred by Wayne Lam, senior analyst of IHS, Samsung has already taken the lead, and Nokia has improved its system to retrieve its once popular name; now, Apples aim is to boost sales and regain supremacy. Features of the new iPhone 4s include an upgraded apps processor, a higher resolution, an advanced camera module, and a cellular radio. Apple is targeting a wider global market, and with its upgraded features, there are hopes of doing well again in the smartphone industry.

Basically, the market for iPhone 4s is the busy people and the gadget geeks. No particular age limit is specified for as long as one has knowledge in using smartphones. The lowering of the price set for iPhone 4s means that Apple is targeting the mass market. Since the product is priced lower than the usual, money spent to purchase it will be worth it and with its advanced features, the mass market will be drawn to the product thus leading to a sudden purchasing decision.The fast-paced lifestyle in most nations has driven Apple to create smartphones with its multiple usage that enable people to do multi-tasking using a single technological gadget such as the iPhone 4s.

In the application of ethnographic research, the "human behavior is being studied in its natural context" (Lamb, Hair, and McDaniel 276) and is being held as an object of observation for consumer behavior. In reference to this form of research, Apple has made sure that the additions it has made to iPhone 4s are suited to what is needed by people based on their human behavior. Certain economic factors also affect the positioning of the product in the market. Price was set lower than before in order to reach more potential buyers, especially the mass market.

It has a dual core A5 chip that makes this new iPhone version power efficient and convenient for everyday use (Apple, Inc.). Extensive research is needed to execute the plans for the promotion and launching of the product. In that case, ethnographic research can be useful since it does not only require a simple observation of individual behavior, but it also takes into account learning from the individuals behavior ("Ethnographic Research"). In the past months, there was a relative decline on sales of Apple smartphones.

Because of this circumstance, the company has decided to keep prices in line with the competitors following a status quo pricing strategy.At the moment, the iPhone 4s is considered the most talked about smartphone in the online community (Horn), an indication that promotional strategies made for the product has been doing well. Because it is popular online, it increases in sales through more online advertisements, and an extensive online product distribution can be done to fully establish its position in the mass market.

In addition, the monitoring of sales from stores and outlets must not be forgotten. Television advertisements and sponsorships are also options to promote the product to boost sales in stores and outlets. All in all, a million dollar budget is required for the implementation of such activities and strategies, and the one will govern the application of the plans mentioned will be the Marketing Director of Apple, Inc.Works CitedApple Incorporated. “iPhone.” apple.com. Apple, n.d. Web 13 Dec. 2011. .

"Ethnographic Research." ncrel.org. North Regional Education Laboratory. n.d. Web 13 Dec. 2011. .Horn, Leslie. "Most Buzzed-About Smartphone? iPhone 4S.” PCMAG.COM. Ziff Davis, 9 Dec. Web. 13 Dec. 2011..Lam, Wayne. "iPhone 4S Shows Key Design and Component Changes." iSuppli. iSuppli Corporation, 14 Oct. 2011. Web 13 Dec. 2011. .Lamb, Charles W., Joseph F. Hair, and Carl McDaniel. Marketing. Ohio: South- Western Cengage Learning, 2008. Print.