The Iphone

Structure:

• Market Segmentation

• Target Market

• Product

• Promotion & Place

• Price

Market Segmentation :

• 87% of the total population between 14-64 years have a mobile phone (= 43.6 mio. people)

• Only 37% of the mobile phones are older than a year, and each fifth mobile phone is younger than 6 month

• 34% of the people are planning to buy a new phone during the next 2 years

• Potential with the 50+ generation

Target Market:

EU-Market

We want to reach people between 18-64 years with an average to a higher income. We think especially business people or so called young professionals are potential customers of our product. Within our target market are also all Apple customers (especially I-pod-User) as well as all Smartphone- and PDA-User.

US-Market

We want to take a look at the US-Market. They found out that the average customer of the product is male (72%) and at least 31 years old. He earns about 75.600$ per year and has a college degree.

They have an estimated target audience of 10 mio. in the US.

Mobile use in the future

The following numbers express the desires of the people, which are planning to buy a new mobile phone: E-mail 14,4%, Navigation 10,4%, Internet 10,1%,

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