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Marketing 360 Essay

5023 words - 21 pages

1.0 Overview and Mission
Company Background:
AppIT is a company that provides a state of the art mobile application designed to be usable on smartphones and tablets. The founding idea of AppIT consists of creating an application that is infuse with educational games, games social media platforms, instant chat, organizing folders, and help tips. Indeed, knowing that there are numerous applications out there that varying from games, social media platforms and more; but there are no applications have it all. AppIT designed a mobile application that fits in this all-in one category where it features all those application in one.

AppIT is like an organization folders, communication and ...view middle of the document...

Since the 21st century, the rise of mobile application rises through the technology of smartphone. The mobile application marketing is very elastic and continues to expand everyday- product lifecycle: growing stages. The mobile application market has a variety of applications from games, books entertainments, and more (See in Appendix A).

Currently the mobile application industry has more than 300,000 mobile applications-apps are available from the Apple App store alone with hundreds of those focused on education and hundreds more on educational gaming (Quillen, Ian). But there is not much that is useful for the classroom. Some of the major players are Edmodo, and Dactyl application Inc.’s education set.

The mobile application industry currently uses a shotgun approach where they are targeting to mass audience from little children to adults such like business professionals. In the race of developing mobile apps, companies are using interesting differentiators as a competitive edge (Health on the Go: A Review of Mobile Applications). Application are categorize to target consumers by gender, age group, product, lifestyle, interest and retailing option are moving aside to make room more sophisticated and complex application highly customize based on an individual’s behavior (Health on the Go: A Review of Mobile Applications). This approach is quite attractive, as individual can feel more engaged as if the application was developed especially from them (Health on the Go: A Review of Mobile Applications).

Market Share, Estimate Sales:
Currently, in 2012, the mobile application approximately accounts for 80% market share in Canada ("Small Businesses Dominate Mobile App Market."). The Canadian Software market recovered well in 2010 and has continue to grow with a total revenue of $7.2 Billion in 2011, representing compound annual growth rate of (CAGR) of 0.9% between 2007 and 2011 (Software in Canada). The performance of the market is forecast to accelerate, with an anticipated CAGR of 2.5% for the five-year period 2011 - 2016, which is expected to drive the market to a value of $8.1 billion by the end of 2016 (Software in Canada).

The market for the mobile applications is very competitive in the mobile application market, and with the many variety free mobile applications available to the end consumer. It creates an even more competitive environment in the market because consumers are not purchasing, instead going for the free application products. In order to attract and meet the rising needs of the consumers, mobile application companies must continue to develop new and innovative products. Thus, this generates a low barrier to entry in the market that is allowing new entrants into the market without a high amount of risk.

Economic Trends:
For numerous reasons, the recent global economic downturn did not have the disastrous impact on the Canadian economy (Consumer Lifestyles in Canada). Instead, the downturn in Canada has...

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