Segmentation and Target Market Essay Example for Free

Segmentation and Target Market EssayThe point of being in business is to fork out a serv tripe or increase to a trigger officular consumer grounding and to produce a bring in of the service or intersection point given. In order to effectuate this, companies must be able provides its products and go to a particular type or group of consumer that c wholes for a the need of it. It abbreviates care planning and search in order to produce something that your customer based will embrace and continue to come spur for to a greater extent. It meets, further, skill and effort to advertize your product and service to the right groups of consumers. Apple, Inc. is a prime company to take a look at in terms of the services and products that it provides to its customer base. Apple, Inc. can address the demand and wants of its entire customer base within a particular market segment. In todays business being, on that point may not be another company out thither that is quite like Apple. all over the last two decades, Apple, Inc. has emerged as the premier, go-to, technology retailer for your all your tech needs. Apple offers a worldwide portfolio to meets all of your entertainment and productivity needs. From the introduction of the Mac desktop computers to the creation of their I product line, which includes the iPod, iPad, iPh unrivalled and the raw iWatch. Apple provides laptops, music streaming and cloud services along with audio equipment and printers. The company operates in a space where they can orbital cavity most individuals and their needs. Understanding market segmentation is what has along Apple to accomplish all it has.Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants (Kotler Keller, 2011, p. 214). They rent created easy to make use of products to help even the busiest student or business person throughout their work day. They reach provided a bureau for the mom to keep her children entertained while out running errands. Apple has made family time fail within homevideo streaming options as well. Even big and small business have the ability to increase productivity and streamline their workflow with the software and products that are offered by the company.Apple has invested thr iodine of time and energy in beneathstanding what the wants and needs are of its customer base. Based on the segmentation, there are other variables that a company, like Apple, must acknowledge and address. Demographic, geographic, psychographic, and behavioral segmentation are vital parts to a marketing program. In terms of demographics, it seems that product saturation is not an issue for Apple. fit to an article posted on USA Todays website, entitled Half of U.S. homes own Apple products (2012), explains Apples reach crosswise the United States in the title. To put that into perspective thats more than 55 million homes with at l east one iPhone, iPad, iPod or Mac computer. And one-in-10 homes that arent currently in that group plan to join it in the next family (para. 1). The breakdown goes further stating that consumers tend to be male, college-educated, and younger (Half Of U.s. Homes take in Apple Products, 2012).It does not appear that money is an issue when it comes to those who own Apple products. Those on the higher end of the income scale own an aver get along with of just about three Apple devices, compared with 0.6 for lower-income homes (Half Of U.S. Homes Own Apple Products, 2012). Outside of income, age does not appear to be a element in those who own Apple products. some other statistic from the article shows that just as many Americans between ages 18 and 34 count themselves among Apple users, as those ages 35-to-49 (63 percent). The number drops to 50 percent when you get into the 50-to-64 age group, and down to just 26 percent among those 65 and older (Half Of U.S. Homes Own Apple Prod ucts, 2012). Parents are more likely to own Apple products than those without children. Sixty-one percent of households with children own Apple devices, compared with 48 percent of homes without kids (Half Of U.S. Homes Own Apple Products, 2012).Based off the numbers that were produced in 2012, it seems that Apple has everything working for them. With that many people invested in Apple products, their doors will continue to stay open. Apple has put an emphasis on the quality of their products to dissemble them as easy to use as possible while helping to increase productivity and staying economically friendly.Placing an emphasis on quality design and adapting to todays culture is another cerebrate Apple, Inc. has been very successful. In todays society, the universe of discourse has become more concerned about the environment than ever before. Issues of global warming, pollution reduction, and the polar ice cap melting are what drive the eco-conscientious consumer. Apple has a ado pted an environmental responsibility for all of their products.As a global company that makes some of the most popular products in the world, we know we use a lot of energy and material, which in turn generates greenhouse gas emissions that contribute to climate change. Thats the part of the problem we can help solve (Environmental Responsibility, 2015). Being able to appeal to a growing, societal concerns makes a play on the human psyche. Apple showing concern for their impact on the environment allows them to reach that environmentally friendly consumer and bring them to their doors.That is one example of how playing to a particular thought shape can be in your favor. Apple has, also, answered the growing demand for sleek looking products that can be easing carried around and still provide penetration to certain daily pleasantries. With todays on-the-go society, being able to access information, view videos, email, listen to music and otherwise stay connected is another way Appl e has attacked the psychographic constitution of product marketing. The company understands what is essential to its consumer base and will do what it needs to do to appeal to them.Another aspect that needs to be considered is a marketing program is behavioral characteristics. Apple deals with this on some(prenominal) fronts. The first way Apple deals with this is in the quality of its products. With an excellent product comes customers and revenue. A great product is not the only thing that is taken into consideration the marketing plan. A company must take into account what the consumer expects to receive from the company and in exchange for those expectations being met, consumers reward the company with their loyalty. Outside of product quality and appropriately addressing the needs of all its consumer based. Apple has adopted a quality approach in how its retail employees treat those customers in their bloodline locations. They have created an a 5-step process for the custome r experience. (A)pproach, (P)robe, (P)resent, (L)isten, (E)nd.Approach customers with a personalized, warm welcome. Probe politely to understandthe customers needs (ask closed and open-ended questions). Present a ascendant for the customer to take home today. Listen for and resolve any issues or concerns. End with a sociable farewell and an invitation to return (Apples Secret Employee Training Manual Reinvents Customer Service In Seven Ways, n.d.). check to By The Numbers Iphone Vs. Andriod (n.d.), in an infographic provided, it showed device upgrade trends reveal that 76% of Apple customers upgrade for one iPhone to the next (Brand Retention). Creating an excellent environment for the customer is one way to meet expectations and build brand loyalty. The reason we. see customers flock to stores every fall in bigger and bigger crowds for the latest iPhone model is collectable to the loyalty that Apples consumer base has for their products.What company in the world can create a ma ss transaction that way Apple does across national retailers and those that shop there? There is none. One last factor that goes into a marketing plan is the ability to reach your intended target regardless of their location in the world. Apple, Inc. is not just a United States company. The company has grown into a global presence. An organization or company must be able to meet the demand for its consumer base where their customers are located to succeed the best results possible. Apple as a presence in 16 major countries around the world including the United States, Canada, United Kingdom, China, France, Italy, and Japan to name a few. In a press release drafted by the company, it stated that by the end of 2014, the new iPhone 6 and 6+ would be available for sale in 115 countries worldwide.The Statistic Portal created a graph showing the growth and expansion of Apple and their retail store locations. According to The Statistic Portal, Apple increased its retail store locations f rom 116 in 2005 to 437 in 2014. This shows the growth and willingness to reach as many customers as possible who can all benefit from the use of Apple products or to have place to go to continue to purchase Apple products. This year Apple became the first U.S. company in hi apologue to be worth $700 billion. Understanding the market that you are in and how to best service your consumer base is a surefire way to ensure success in marketing your products.This is what Apple as vowed to do and continues to demo that with the incredible productivity level that they are producing with the help of their strong consumer base. There does not look to be an end in sight for the mega company. Marketing is a fundamentalelement to their success, but it is not restrain to the marketing of their products in terms of getting the word out to the population. It is an essential element when it comes to understanding the marketplace, its consumers, and their wants and needs. With that under control, e verything else becomes simple and sweet. Like an apple.ReferencesApple, Inc.. (n.d.). First Weekend iPhone Sales Top 10 Million, Set New Record. Retrieved from http//www.apple.com/pr/library/2014/09/22First-Weekend-iPhone-Sales-Top-10-Million-Set-New-Record.html Apples Secret Employee Training Manual Reinvents Customer Service in Seven Ways. (n.d.). Retrieved from http//www.forbes.com/sites/carminegallo/2012/08/30/apples-secret-employee-training-manual-reinvents-customer-service-in-seven-ways/ By the Numbers iPhone vs. Andriod. (n.d.). Retrieved from https//www.yahoo.com/tech/by-the-numbers-iphone-vs-android-97842025474.html Environmental Responsibility. (2015). Retrieved from http//www.apple.com/environment/ Half of U.S. homes own Apple Products. (2012). Retrieved from http//usatoday30.usatoday.com/tech/news/story/2012-03-28/cnbc-survey-apple-products-us-homes/53827254/1 Kotler, P., Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ Pearson Prentice Hall . The Statistics Portal. (n.). Number of Apple Stores oecumenic from 2005-2014. Retrieved from http//www.statista.com/statistics/273480/number-of-apple-stores-worldwide-since-2005/