Product Analysis and Marketing
Hilliard 1 Introduction The Marketing Mix and the Four P’s The Marketing Mix is the combination of strategies and actions decided by a company to promote their product. It consists of four concepts known as the Four Ps: product, price, place, and promotion. Product refers to the actual good or service a company creates and sells. In the case of Apple, they have an extensive line of technology products, including devices, software, content platforms, and accessories. The iPhone will be the primary focus of this paper. For the past ten years, the iPhone has evolved to meet consumer needs and set technology trends thanks to extensive research and development by Apple. Today, the smartphone makes up over 60% of Apple’s annual revenue. With so much riding on one product line, Apple is pressured into continuously revolutionizing the market, which is no easy feat. Most recently, Apple released three new iPhone versions: the 8, 8 plus, and the X. According to CEO Tim Cook, the X is the biggest change in smartphones since the original iPhone in 2007. To analyze the iPhone as a product and Apple’s marketing strategy, the Product section will assess the product line, services and strategies that enhance the product offering, the product life cycle, and the introduction of new products. Price examines a company’s pricing philosophy and strategy. In some markets, price can be a differentiating tactic or a cost cutting race to the bottom. In the smartphone industry, there is a delicate balance between price sensitivity and desire for the latest technology.
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