BUSI 520 Section D5/12/23
October 11, 2013
The purpose of this group project is to analyze and evaluate the management of a firm’s marketing procedures for a product. The firm analyzed is Apple Inc., and its latest version of the apple iPhone. The marketing research of the apple iPhone included background information, market analysis, positioning, competition, branding, services, pricing, and promotions. This marketing management project consisted of five group members and thirty-six components/questions. Each group member was assigned one or two components/questions to analyze various marketing procedures of the apple iPhone. Each components/questions were described, explained, and summarized in at least 250-300 words. The group marketing management project was researched over a time period of five weeks. Each individual’s assigned component/question was consolidated into one final, comprehensive paper.
Provide a description of your product/service and a brief history of the firm that produces your product/service.
The Apple iPhone 5S is the newest smartphone built and released by the Apple Corporation. The iPhone features a 4-inch screen, the largest-ever on an iPhone since Apple began producing iPhones in 2007. Apple’s Chief Officer, Phill Schiller states, “At 7.6 mm thick, it is the world's thinnest smartphone and it is 18 percent thinner than its predecessor.” It weighs 112 grams, and operates on the new Apple A6 chip. The phone has upgraded network access from 3G networks to the 4G LTE networks and features a battery that lasts for 10 hours of web browsing over Wi-Fi. Phill Schiller also stated “The camera is built around an 8 megapixel sensor and features a precision five element lens for better low light performance and 40 percent faster photo capture. Apple also improved video capture and the phone's audio system, including a noise-cancelling earpiece.”
Apple is referred to as the...