Marketing Concepts Essay Example | Topics and Well Written Essays - 2000 words

Marketing Concepts - Essay Example In the UK, 28% of consumers own a smartphone and by 2015 iPhones will make up 11% of all total devices used in the UK.† (Mintel, 2010) The trend in sales has proved that customers are now looking at mobile phone as a device beyond a small instrument that helps to make phone calls. In fact, making calls have become just small of the many functions of mobile phones. Mobile phones are now a total communication and mobility solution. This trend in the industry was driven by the smart phone of iPhone, Nokia, Samsung, Blackberry and other players. This report will discuss the macro and micro environmental changes in the industry and its impacts on the marketing activities of smart phone companies. The report will be discussed with particular reference to Apple iPhone and RIM Blackberry. Mobile phone industry is one of the fastest growing and fastest changing industries in the world. The products become outdated very quickly than in any other domain. Innovation in products, services a nd marketing activities are most common in the industry. Smart phones are the power houses of mobile phone market. Globally, â€Å"Feature phones still represent the majority of mobile phone shipments, even though they are under increasing pressure from smartphones.† (Wauters, 2011) IPhone and Blackberry are among the leading smart phone makers of the world though Blackberry’s market share is slowly being taken over by Samsung. This report will deal primarily with the environmental factors affecting the smart phone industry. The report will also deal with the importance of market segmentation, targeting and positioning in the industry. The later part of the report will discuss the importance of adopting a right marketing mix for the smart phone industry. Environmental Factors and their Impact The major macro environmental factors that affect marketing in the mobile phone market are technology, economic factors, education and employment levels and social factors. (Zain Books, 2011) Technology is the primary factor that drives the handset industry. Recent developments in the market have shown that Apple has come up with the software called ‘siri’ which is expected to take the market by storm. Such developments will force Blackberry to introduce similar technology or any other differentiating factor on its further models and marketing. Economic condition is the next major factor that impacts the marketing. A slowing economy will usually dent the demand for handsets in the market. A slow economy is usually followed by low disposable income in the hands of the consumers. Therefore, the companies will mostly reduce their marketing spending in order to reduce cost and improve margin. Education and employment levels determine whether the consumers will have enough knowledge and disposable income to purchase mobile phones. Companies like Apple and Blackberry will have to decide on the pricing and product features based on the educational and employment level of the customers. The next macro environmental factor that has an impact on the marketing decisions of handset companies are social factors. The social set up and reference groups create a huge impact on the purchasing decisions of consumers. (Tutor2u, 2011) Therefore, the marketing activities of a company in one region are entirely different from that of the other region. For instance, the theme of iPhone advertisement in United States will be different from what it is in India. The main reason is the difference between social

Humans and the Environment Essay Example | Topics and Well Written Essays - 750 words

Humans and the Environment - Essay Example The irony of it all is that even the human beings themselves are threatened by their own actions. In agriculture for instance, human beings have embraced technological developments in farming some of which have devastating effects on the soil. Developments such as the use of modern engineered pesticides have proved efficient in dealing with pests but the resultant effect on the survival of the other organisms in the soil is rarely taken into consideration. The pesticides end up killing the worms in the soil which play a very crucial role in ensuring that the soil is well aerated. This development in modes of farming has a short-lived benefit on the farming practice since it may result in improved farming of a given crop species in a given season but in the long run results in the depletion of soil quality (Berry, 2002). There has also been an improvement in farming by producing genetically engineered crops which flourish well during cultivation but most of them cannot produce viable seeds for replanting. This therefore means that the crop generation is limited to one since it can only be planted once. The genetically engineered crops have been recommended as one of the most efficient ways of attaining food sufficiency in countries faced with the food shortage as a result of small farming lands available or due to unfavorable climatic conditions in the countries affected. It has been claimed that the genetically engineered crops are responsible fro the many cancers reported in most people nowadays. In some countries where genetically modified products have been allowed on large scale such as in South Africa there was a substantial increase of cancer cases reported a few years afterwards. The human beings’ activities in the energy sector are one of the major causes of pollution in the world. In the 19th century the use of horses and oxen to produce power was common. The horses would then be fed and would then be ready to be used another day. This represent ed a basic description of renewable energy. It is from this that the term ‘horsepower’ was coined. Human beings have through time developed machines that no longer require the power of the horse to run but instead they rely on the petroleum related fuels which are fossil fuels. Petroleum results after a process that takes millions of years. The rate of use is therefore higher than the rate of regeneration which renders petroleum as one of the sources of non-renewable energy. In addition the exploration of petroleum results into fields of land that is not suitable for agricultural activities. This is contrary to the use of horses as sources of energy since horses produce cow dung that can be used as manure for cultivating agricultural crops in the farms. In addition horses used to graze on abandoned fields that were not being used for any agricultural activities (Courteau, 2007). In order to minimize on the land pollution associated with the exploration of the fossil fue ls, some countries have embarked on trying to use other sources of the fuel from what previously used to be considered as petroleum waste. In Canada for example, there are massive investments in place to try and process petroleum fuel from the tar sands (Kolbert, 2007). The other negative aspect of the fossil fuels is the poisonous emissions associated with their use. These fuels produce a lot of carbon while undergoing combustion which in turn