Table of Contents
Introduction to Task 1.
Introduction to the Product – The iPhone 6.
The problem statement.
Continuous Change as a Norm.
Ways to cope with change.
iPhone’s benefits and value derived by customers.
The uniqueness of its design elements.
iPhone’s brand appeal in regard to competitors.
Task 2 – Learning Outcomes.
Learning through the assignment.
Innovation – A new idea challenge.
Introduction to Task 1
There is no doubt that new inventions have changed the world around us. It has been satisfying customers beyond what is actually expected. Every innovation somehow comes with a louder bang than the previous making it utmost difficult staying away from it.
In 1870, Eisha Gray and Alexander Graham (independently) invented a device that electrically transmitted speech. This device was the telephone. At that time the alternatives for this invention were by sending a telegram or maybe going and delivering the message personally. The point to focus is that the “NEED” was communication, not telephone.
Soon we saw the switch in our needs, and the new name for communication was known as telephone, now called mobiles/ cell phones/ smartphones. Companies like Apple and Samsung introduced hi-tech smartphones which turned the need for communication into a want. The telephone which a few decades back we called a luxury became a necessity now, with gazillion choices when it came to choosing the device to communicate.
Introduction to the Product – The iPhone Six
In 1973, Dr. Martin Cooper (The Director of Research and Development at Motorola) invented the modern phone, The Cell Phone. This wireless phone astonished many. It was a bit complicated and hence it was not preferred by all. The takeoff wasn’t much strong due to the factors of large size, high cost, and relative uselessness as we mentioned earlier. But the wants of consumers were changing slowly and gradually. How?
From communication to telephone, from telephone to cell phone, from cell phones to smartphones and from smartphones to a particular iPhone model is where the world is heading and that’s how ones’ needs are changing.
iPhone’s image, technology, and usefulness have been changing with the market need. Many have switched their phones from iPhone’s competitors to the iPhone, along with the loyal customers who say we’d not use any other product but iPhone. These loyal customers and increasing market share rates have made me choose this product.
2007 was the year when the iPhone was first released and since then every year they come up with a new improved product better than before, iPhone 6 / 6plus being the latest. The problem statement for this project is to study the evolution of the iPhone to meet the changing needs of the market. In this, we will investigate the changes in its design and technology, the effects of these changes on the consumers and the presence of iPhone’s competitors.
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Objectives of this Project are:
- To study if there is any need for changes to be adopted by Apple for its products to meet the changing market needs
- To study the benefits and value derived by iPhone customers
- To study how the product is unique (changes made in it over time)
- To study the brand appeal and its effect on the competitors
Continuous Change as a Norm
Marketers are encouraging consumers to spend more money than they should on goods and services they really do not need. The cutting edge technology doesn’t seem to take a pause and marketers are making the utmost use of it and fooling people by generating “the unwanted need!” The best example of this at the top of my mind for this is the new iPhone (seri). What in the world will you do with a talking phone? Who needs a talking phone? What satisfaction can you possibly get by talking to a machine?
The most surprising part is that the consumers are falling for the same trap every time. Marketers’ mind is always at work, he is thinking of new ways to make an irrelevant invention into something we can’t live without. That’s what continuously changing the market is all about. In 2011 we see this as a crazy idea (of talking phones) as nonsense, soon we’ll find our future generation saying a talking phone is not a want it is a need………