For this assignment I have chosen Apple as my company of choice. I chose Apple because I use many Apple products currently. From their Phones to their watches and computers I support them well. When thinking about Apple and their company the things that come to mind are innovation and usability for people of all ages. To fit into this already dominated marketspace I have chosen to create an Apple “smart scale”. This will fit well with their new direction of the company to focus on fitness and health within their products. This product would be the size of a normal scale but, with the connectivity to your favorite apple device. This will allow for you to keep the item at home and check in with it once a day when you finally arrive home. It will sync with your activity tracked by your other apple device and be able to provide you with more accurate data involving health and exercise.
To do market research for this I would first look at the smart scale market and see who the major players are or even if there are any at all. Next I would think about my intended customer. This would be how I would understand what would be a good area to launch the product and understand what an appropriate price point would be. These would also be the research objectives. Understanding who exactly the product intends to sell to and understanding what areas of the country would be best for testing of this product. I also feel a great way to get research is to through primary research. For example utilizing surveys and conducting interviews with people would be very easy with a company like Apple. A great way to get these interviews would be in a passive manor with people who make purchases in Apple stores. After all we would like to target people who already use Apple products. Simply asking people at the end of their purchase inside and Apple store or online would be a great way to have a short interview and receive real results. Similarly, hosting small focus groups would be another way that Apple could utilize real data from potential customers on this product. With Apple being so big into tech already they can seamlessly integrate a survey or interview with the intended demographic and understand potential interest in something like this.
As mentioned before, Apple has been going in a direction focused on health and fitness with their latest updates to products and updates. This is something that the general public would expect from a company like this. The accessibility to this product will be very easy and something that should be able to be used by a very wide variety or people and incomes. The only issue that might arise would be with very low income families in the 25-40k per year income range. Other than that this product will be aggressively priced to allow it to not only be competitive in this space but, also the new power house backed by Apple and all of their products that will be able to communicate with this new one.
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