Essay --

1.0 Introduction We had selected Apple Iphone 5s as our for our Fundamental Of Marketing assignment. We select this product it because more and more advanced technology exist in the 21st century. Nowadays, more and more modern human like to pursuit the trend of technology, and there is also one of the main reason that we chosen this product for doing research on marketing strategies, marketing environment, marketing mix and proposal to analysing of this assignment. This product(Iphone 5s) is a touchscreen smartphone that produced by Apple Inc. Apple is one of the most famous and reliable brand in the IT world. Its logo is with a silver colour apple on the back casing of the phone. Iphone 5s has a chip with 64-bit architecture, fingerprint identity sensor, a better, faster camera, and an operating system built specifically for 64-bit in order to bring more convenience to consumer. We were focus on how Iphone 5s competitive with other's brand's smartphone company in Malaysia's consumer market. Company background Apple Inc. is an American corporation that design software, hardware and other consumer electronics. Apple Inc.’s product lines are iPhone (smart phone), iPad (tablet computer), iPod (portable media players) and Mac book (Macintosh computer). Apple or "the company" was established in 1977. Besides that, the company sells to consumer, small and mid-sized business, education, enterprise, government and creative customers. It was co-founded by Steven Wozniak and Steven P. Job in Cupertino, California. Apple really started in basement or garage not at the expensive business location. This is the one of the reason so many people intrigued to the brand and could be the reason that the computers were such a success, they wer... ...can send email and text, browsing the web, shooting and sharing great video and photo, getting direction easily. Lastly, the entrepreneurs can organize contracts, access contracts, and have a detail schedule. Not only IOS 7 and Ultrafast LTE wireless function can use by them, they also can use the Touch ID, this is a security system which is using their own fingerprint to set the password, so others cannot open their phone to steal the information and idea in the phone. Positioning Having done the above 2 steps which are segmenting the market and selecting specific target market, positioning is the final part of STP process. According the Apple Inc.’s selling point, ‘’iPhone 5S, the most advanced iPhone ever, with our most forward-thinking technologies.’’ The iPhone 5S is the best smartphone that contains the latest advanced features Apple Inc. has created so far.