Segmentation, Targeting and Positioning & AIDA Model at Apple

SEGMENTATION, TARGETING AND POSITIONING, AND AIDA MODEL
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Questions 1 and 3: Segmentation, Targeting, and Positioning & AIDA Model
Question 1
a. Attribute Selection
I shall use five steps to select attributes and segment customers. Foremost, I shall determine the customer segmentation variables and goals. These market segmentation variables may include demographic, behavioural, psychographic, and geographic. After that, the next step shall involve prioritizing and selecting the customer segmentation goals. Another crucial step shall include collecting and sorting the existing customers' data to make a solid judgment. Most importantly, I shall segment the customers into the chosen groups. In this case, I shall segment the customers based on demographic attributes, including age and income. Lastly, I shall market the product to the targeted segment using the best marketing strategy to increase sales.
How the Segmentation Satisfies the Effective Segmentation Standard
The market segmentation satisfies the adequate segmentation standard, including identifiable, actionable, substantial, and accessible. Notably, the identifiable since the age and income data is quantifiable. In addition, the market segment is actionable because the data has a practical value that can respond to marketing strategies. Moreover, the segmentation is substantial because the data has a reasonable number of individuals for consideration. Lastly, the segmentation is accessible because the available customers are reachable based on the chosen age and income data.
b. Why the Statement is Incorrect
If Apple targets the consumer segment with the largest size and growth rate, they shall experience high production costs and low-quality products. A large population that grows fast may have demand-specific product preferences. These specific preferences may result from rapid changes in product demand to the high growth rate. As a result, these demands shall compel Apple to produce new and customer-specific products to meet such needs leading to increased production costs. Besides, the high demand from these consumer segments may require Apple to reduce the available critical raw material per device, such as microchip quantity per phone, leading to low-quality prices. In this case, low-quality products may result to decrease in the number of sales.
c. Segmentation Based on Similar and Different Attributes
I will use a market-focus strategy to segment the different attributes. Notably, this type of segmentation will result in concentrating on particular individuals and maximizing product quality. For instance, I may recommend Apple focus on individuals aged 24 to 35 with an income of more than 2000 dollars per month. This choice is because most of this age group have stable jobs. In addition, individuals who e...