Segmentation and Target Market Paper Essay Example | Topics and Well Written Essays - 750 words - 1

Segmentation and Target Market Paper - Essay Example It’s phenomenal to hold the Internet in your hands† (Stone, 2010). What is catching about this statement is the idea of holding the Internet in one’s hands. Nowadays, the businesses and even many individuals are relying on the Internet for so many obvious reasons, may it be social, political, environmental and economic concerns. In the past, Apple is known to choose for important segment market, one that is growing and profitable. Apple continuously targets the high-end users coming from the business and consumer segments of the market (Bott, 2014). According to a marketing research, in 2012, the average household income of the users of Mac computers is $98,560 (Mattioli, 2012). In addition to the said finding, the users of Mac computers tend to be younger, around 41 percent of them are 34 years and younger. Today, teenagers are considered to be one of the vital users of Apple products due to the advent of social media and modern music and social engagement online. Psychographic wise, it is clear that Apple has a branding strategy that focuses on emotion. From the privilege speeches of Jobs, the Apple brand has been clearly synonymous to lifestyle. Along with this, Apple has remarkably integrated the modern concept of technology into passion, dreams, innovation and so on. On the other hand, Apple’s retail stores are remarkably present in various cities around the world with substantial number of population. This is relevant to its geographic segmentation strategy in order to optimize sale and ensure profit or sustainable marketing operation in the long term. On the ground of behavioural segmentation, it is clear that Apple remarkably divided the customers based on how they behave towards its product offerings. As stated, there are two general categories of users for Apple product offerings: the business and individual consumer. Those targets in the business industry engaged purely in commerce and other relevant

Giving economic circumstances over the last five years of how Tesco, Essay - 1

Giving economic circumstances over the last five years of how Tesco, Sainsbury and Morrisons have coped - Essay Example Falling house prices which were caused by shortage of mortgages made the economy to worsen and investor fell short of repaying their loans. This act made lending institutions to halt their loaning as they feared that their customers were unable to repay. Another cause for recession in United Kingdom was cost push inflation which made civil servants to squeeze their incomes and lower their disposal earnings. Citizen more so civil servants were very careful on every penny they spent for the cost of living had skyrocketed making them to evade any impulse buying. Lack of confidence with financial sector reduced confidence in real economy thus perpetuating low trading and therefore less revenue. Consequently, the retail sector which hugely depends on the buying behaviour of the customers was financially affected. The economic turmoil affected the overall retail sector worldwide to a large extent, top retail giants including Tesco, and Sainsbury also faced decline in their share prices due to a major brunt of the financial crisis (Hotten, 2008). Many retail sectors like the financial and other retail sectors did job cutting in order to combat the financial turmoil. Though the groceries giants like Tesco, Sainsbury and Morrison aimed at in creasing the jobs but due to the closure of some of the grocery depots like Tesco who closed its Daventry’s depot of Fast way distribution has resulted some job loss (The Telegraph, 2008). However, in the last five years except 2008 and 2009 UK witnessed a positive GDP growth rate (BBC News, 2011). At the end of 2009 UK recovered from the global recession which was caused due to the ripple effects of the failure of subprime loans and bankruptcy of the big financial institutions but can be hugely affected due to the predicted recession of 2012 which may happen mainly due to the debt crisis of the European countries (The Economic Times, 2011). The graph below shows how recession took place and the way