STRATEGY AND POSITIONING PAPER WK 3
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Strategy and Positioning Paper Week 3
Learning Team
Mario Berrios, Jose Delgado, Michelle Rine & Gustavo Perez
University of Phoenix
February 4, 2016
Prof. Luis Rios Silva
STRATEGY AND POSITIONING PAPER WK 3
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This paper is based towards at the latest category of the Apple Inc., the new Apple
watch smartwatch knows as the iWatch. This new apple watch will make the life easier
for iPhone users.
The purpose on this paper is to show or conduct the analysis, market
cycle, and the changing phases of the pricing and the strategies that are showing the
success of the iWatch.
On this paper also will show the different channels of the
distribution that will educate the consumers on how to use the iWatch. According to
Apple Inc. the smartwatch is “Our most personal device yet (Apple 2015)”. In another
words the applications and the features found in the product support what Apple Inc.,
said about the product.
When talking about the market on this paper will explain the
market cycle, the price and the strategy as well as the distributions channels.
In
another words all of these important components to have a successful iWatch launch.
On this research also will show the details on the components that consumer will know
and how good will be the positive impact for them.
Overview of Organization
When talking on an Apple Overview, Apple Inc. is a company based in United State
with headquarters in Cupertino, California.
The company was found by Steve Wozniak,
Steve Jobs and Ronald Wayne to sell and develop computers under the name of Apple
Computer, Inc. in 1977.
In 2007 the company was renamed as Apple Inc. because
change the company focus toward consumer electronics.
Apple Inc. sells, designs and
develops computer software and also offers services online for iPhone smartphones,
iMac Computer, iPad tablets, Apple Watch smartwatch, and iPod portable media player.
The company is the leading market in consumer software knows, as iOS system
STRATEGY AND POSITIONING PAPER WK 3
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operating and the OS X, the iTunes Store.
Apple Inc., offer services online that include
the iOS App Store, iMac App, the iCloud, and the iTunes Store.
The value of the Apple
Inc. is over $741.8 billion dollars (Forbes 2016), and it’s the 1 World’s Most Valuable
Brand (Forbes 2016). Also according to Forbes is #1 in market value as well as the #55
America’s Best Employers. As of now the Apple Inc. employs 115,000 permanent full
jobs and maintain over 453 retail stores around the world in different sixteen countries.
Description of Product/Service
Apple Inc. releases the smartwatch on April 24, 2015 (Apple 2015).
The features
that a consumer find on the Apple Watch are Siri, Novel Digital Crown, Apple Pay, Full-
fledged Apps Fitness and Health Tracking, Remote Control Functions, Passbook
Integration Actionable Notifications and Glances, Digital Touch Communication and
Hotel or Car Key Replacement (Low 2015).
The smartwatch is available in several
models ranging in prices from $349.00 on the Sport Edition up to $17,000 on the gold
Apple Watch Edition. The watch is health oriented and incorporates fitness tracking
