To investigate how iPhone maker Apple competes across the Smartphone Dissertation

To investigate how iPhone maker Apple competes across the Smartphone market - Dissertation Example The marketing of the iPhone was done in tandem with the branding that Apple had in place, providing a platform from which to launch the revolutionary product. This study will look at the ways in which the market has been cornered by the product and what ways the perception of the product affects its popularity. Through the use of the grounding theory, a primary study has been made with a participant group of fifty users of Smartphones. Through the information provided by the questionnaire, the popularity of the iPhone has been examined and the ways in which it was successfully marketed has been explored. Table of Contents Abstract Table of Contents Chapter One: Introduction 1.1 The Marketing and Demand for the iPhone 1.2 Challenges presented by the iPhone within the Market 1.3 Research Objectives 1.3.1 To evaluate the effectiveness of the marketing strategy used by Apple 1.3.2 To investigate the quality and usability of product by Apple 1.3.3 To determine the outcome of customer sati sfaction with the Apple iPhone 1.4 Research Questions 1.4 Overview of Chapters Chapter Two Literature Review 2.1 Introduction 2.2 Smartphone Technology 2.3 The iPhone Release 2.4 Marketing Strategy 2.5 Competition in the UK Market 2.6 Chapter Summary Chapter Three: Methodology 3.1 Overall Research Plan 3.2 Research Design 3.3 Population and Sampling Size 3.3.1 Population 3.3.2 Sampling 3.4 Data Collection 3.4.1 Primary Data 3.4.1.1 Data Collection Methods 3.4.1.2 Pilot Study 3.4.1.3 Data Collection Time Table 3.4.2 Secondary Data 3.5 Data Analysis 3.6 Research Limitations 3.7 Chapter Summary Chapter Four: Data and Analysis 4.1 Introduction 4.2 Profile of the Respondents 4.3 Findings 4.4 Analysis Chapter Five: Conclusion and Recommendations 5.1 Introduction 5.2 Theoretical Implications 5.3 Managerial Implications 5.4 Limitations of the Study 5.5 Future Direction of Research 5.6 Summary References Appendix 1 Appendix 2 The iPhone: A study on the marketing strategies and the perception s of consumers about the Apple iPhone Chapter One: Introduction 1.1 The Marketing and Demand for the iPhone In the last decade, the creation of Smartphone technology has revolutionized the communications business. One of the initial products that was brought out into the public was the Apple iPhone. This product created a sensation that has yet to be rivaled by any other communications product to date. It hit the market with such force that it was sold out quickly and was on backorder for months after its release. The deal that Steve Jobs made with AT&T meant that only one wireless provider would have the product, thus creating a demand for AT&T service, but creating a necessity for other manufacturers to rush to mimic the product so other providers could carry the same type of communication advantages. In the UK, the iPhone can be used with a number of providers. According to the Apple website, prepaid service with Vodafone and Orange is available, along with service on monthly pla ns from O2, Orange, T-Mobile, Three, and Vodaphone (Apple 2011). The iPhone is the most used form of Smartphone technology within the UK. Through this study, the iPhone will be researched in order to discover why this phone has this depth of popularity and how the marketing has contributed to its large market share. 1.2 Challenges presented by the iPhone within the Market The iPhone is a revolution in the communications industry, creating an elite consumer who has a product that is in high