To be discussed with the writer Dissertation Example | Topics and Well Written Essays - 8500 words

To be discussed with the writer - Dissertation Example A marketer should be able to capitalize on the existing opportunities. With the aim to evaluate the most effective form of marketing to the 16-25 year-olds, this study was undertaken. Research aims and objectives were laid out and after extensive literature review, qualitative secondary data was gathered and analysed to arrive at the outcome of the study. The study finds that this age group is dynamic, on the move, engages in multitasking and has moved away from the traditional forms of media consumption. They are technically savvy and rely more on user reviews than marketer claims through advertisements. Both iPhone and Nike has been trying to develop value-proposition for their customers but Nike clearly has a robust strategy in place that has given it edge over competitors. Apple’s iPhone, on the other hand, lags behind due to its strategy to steer clear of social media. Nike’s constantly evolving strategy of social media helps them keep their customers engaged in di fferent ways while iphone is losing out on the youth segment as it has not been able to harness the potential of social media. The most effective form of marketing to the youth would be through the social media as it helps marketers to reach out to and fulfil customer needs better than competitors. Iphone has a product-push approach to marketing while Nike’s approach is customer-led. ... iew 6 2.1 Chapter Overview 6 2.2 Definition of marketing 6 2.3 Marketing Strategy 7 2.4 Consumer Behavior 12 2.5 Consumer Behavior of the target segment 14 Chapter III Methodology 15 3.1 Research Philosophy 15 3.2 Research Design 15 3.3 Research Methodology 15 3.4 Choice of Method 15 3.5 Data Collection 16 3.6 Justification for Secondary Data 17 3.7 Data Analysis 17 3.8 Reliability and Validity 17 Chapter IV Findings and Discussions 18 4.1 Findings 18 4.1.2 Marketing Strategy of iPhone 18 4.1.3 Marketing strategy of Nike 22 4.2 Discussions 26 Chapter V Conclusion & Recommendation 29 5.1 Conclusion 29 5.2 Limitations of the Study 31 5.3 Recommendations for further research 31 Appendix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.36 Chapter I Introduction 1.1 Background The effectiveness of marketing is ascertained based on how effectively a marketer is able to reach out and fulfill customer needs better than competing firms. It is effective marketing that has enabled Apple to venture into diversified products such as iPod and Macbook successfully. A sound marketing strategy enables an organization to leverage its strength and capitalize on opportunities existing in the market (Ferrel, 2011, p1). Organizations need to develop and plan a systematic process for developing customer-oriented marketing strategies and marketing plans suitable to its external and internal environment. The function ‘marketing’ has successfully migrated from being a mere functional discipline to being a concept of how businesses should be run (Greyser, 1997 cited in Hooley, Piercy & Nicouland, 2009, p3). Today marketing for most managers, centers on identifying and satisfying