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