Strategic analysis and marketing manage-ment in smartphone market. iPhone case
Le, Thao; Truong, Khoa (2014)
Laurea-ammattikorkeakoulu
2014
Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112016150
https://urn.fi/URN:NBN:fi:amk-2014112016150
Tiivistelmä
The smartphone industry is increasing sharply. In mobile industry, Apple is well-estimated in both the quality of product and strategic marketing. That explained why Apple has been the most valuable brand of the world for some recent years (interbrand, 2013). The research of Apple in smartphone industry: how iPhone become the most symbol for innovation and how Apple built its strategy will be the practical application for the theoretical part of my thesis.
The concentration of our thesis is in the significance of strategic marketing and planning and iPhone is chosen as an essential case study in smartphone industry. Quantitative research method has been used in the study.
In the theoretical part, our thesis was focused on definition of strategic analysis and marketing management but Mobile Environment are also mentioned. The empirical part includes a questionnaire to understand opinions and advices of 160 smartphone users.
The objective of the survey is to comprehend current trends of consumer behaviors in both smartphone industry and iPhone industry in order to improve iPhone customer satisfaction and provide the evidence for our analysis in the practical case.
Keywords: iPhone, smartphone, strategy, marketing, analysis, planning.
The concentration of our thesis is in the significance of strategic marketing and planning and iPhone is chosen as an essential case study in smartphone industry. Quantitative research method has been used in the study.
In the theoretical part, our thesis was focused on definition of strategic analysis and marketing management but Mobile Environment are also mentioned. The empirical part includes a questionnaire to understand opinions and advices of 160 smartphone users.
The objective of the survey is to comprehend current trends of consumer behaviors in both smartphone industry and iPhone industry in order to improve iPhone customer satisfaction and provide the evidence for our analysis in the practical case.
Keywords: iPhone, smartphone, strategy, marketing, analysis, planning.