Research Paper on:
iPad - Marketing Strategy

Unformatted Sample Text from the Research Paper:
be the target market. In any market there will be different segments. Segmenting is the division of the potential consumer base into different categories where there are similar characteristics. Numerous  methods exist by which a a market can be segmented. Traditional methods of segmentation may include demographics; dividing the market by characteristics such as age, gender or ethic background, as  well as psychographics which refer to individuals values (Hooley et al, 2007). The tablet pc market may be seen as appealing to a wide range of users, with the  iPad segment most likely to match markets where users are willing to pay a premium. The segments of the market are likely to include users with an upper middle to  upper income level, due to the price premium associated with the product. The product is seen as a quality product with a first mover advntages, so individuals who are early  adopters are likely to be attracted to the new models, and those who which to project an image of affluence or fashionably are also likely to be attracted to the  iPad. Business users that require access to the internet whole on the move may also be a target market. The last segment are the loyal Apple followers, who are likely  to have one or more existing Apple products, such as a iPod or an iPhone, the firm has been very successful in gaining a high level of loyalty from costumers  (Kotler and Keller, 2008). The fashion conscious upper middle and upper markets, which embrace technology and may or may not be early adopters are likely to be the most profitable;  they have the utility to purchase a product at a premium pricing, even appreciating the higher price as a form of differentiation indicating quality and exclusivity. This is also a