MCD2050: Marketing 1
Environment and STP Analysis
Topic: Mobile Phone Handsets
Brand: Apple Inc
Specific offer: iPhone 6s


The Mobile handset industry is among the most competitive industry across the globe. The entrance of very powerful companies characterizes this industry. Some of the most powerful companies in America and around the globe include Apple, Samsung, Microsoft, Sony, LG, Huawei, and HTC among other companies. Apple Inc. is among the leading companies around the globe ( Katz & Aakhus , 2002). Apple Inc. i t is an American multinational company that is best known for manufacturing and design of hi gh quality consumer electronics. The company is rated among the best in the manufacturing and sale high quality handsets. The purpose of this essay is the analysis of the marketing environment in which Apple Inc. Company operates, to identify a target market of the iPhone 6s and determine how this new product is positioned in the market. Currently, Apple Inc. Company has strong presence in almost all parts of the globe ( Chang, Chen & Zhou, 2009). The iPhone 6s is among the most popular products of Apple and is among the iPhone series products. The innovation of the iPhone 6s phone has been engineered to work better to ensure high level of intuitiveness and efficiency. The product also introduces a new technologies such as 3D touch and as well as Live Photos.
Market Environment Analysis
In America, the mobile handset industry is highly competitive, as many companies have joined the industry because of its lucrativeness. Even though these companies do not offer the iPhone 6s product, they offer substitute products that can easily substitute the services offered by the iPhone 6s (Vandome, 2015). OnePlus 3, Samsung Galaxy S7, HTC 10, Samsung Galaxy S7 Edge are the leading competitors of the Apple iPhone 6s. Considering the prices and the features of the iPhone 6s, the Samsung Galaxy S7 and Sony Xperia E5 are the the main competitor of the iPhone 6s (, 2016). These two phones offer almost the same services offered by the iPhone 6s phone and therefore are the perfect substitutes of this product.
The galaxy phone has a 5.10-inch screen display that has a resolution of 1440 by 2560 pixels at a PPI of 577 pixels for every inch. The resolution of this phone is very high and can be used for commercial photography. In addition, the phone helps business people to scan very clear pictures of various documents and send to business partners. Another very important feature of the Galaxy S7 is that it is powered by the 1.6GHz octa-core and has a RAM of 4GB. Both the internal memory and the processor speed of the phone are high and therefore the phone rarely hangs while processing information. What is more, the phone has an internal memory of 32 GB and this can be expanded up to 200 GB using a microSD card. For this reason, the phone is used for storage of large information and files. The phone's camera has a resolution of 12-megapixel for the main camera and 5-megapixel for the front camera. This helps in taking of photo clear photos and selfies for those people who love fun.
. The phone runs Android 6.0 and is powered by a 3000mAh, fixed battery. This no removable battery is good for security since cannot be exchanged for a fake battery. This ensures that the phone remains with its battery for as long as it stays. The weight of the battery is 152.00 grams and this is very light making the phone portable to carry. The phone holder can therefore carry the phone around with them without requiring a special bag to carry the phone. The Samsung S7 phone is a dual sim and provides connectivity options for Wi-Fi, Bluetooth, GPS, and 3G. This makes the phone a good device for both internet connectivity and sharing of information large files. Furthermore, the dual sim capability provides the user with many options to choose which service provider to use for their communication and connectivity services. For this reason, once the network for one service provider is low, the user comfortably relies on the