Assignment Questions 1:

Assume you are the product manager for the Apple iPhone and that

you need to gather some fundamental information to create the foundation forupcoming

product management deliverables such as a business case for the next product/release or a

product market plan. Note that you have been getting many requests to make your product

more acceptable to business users (vs. teens and young adults). The VPs of Marketing and

Sales both see the business market to have significant potential.

With this context and these deliverables in mind,

1. Create a product's goal and associated objectives, using the guidelines provided in

class, which you can socializewith the CEO and your peers before you start any

subsequent deliverables.

2. market overview analysis that makes sense for attacking the business user

market. Be sure to include

a. Market Definition

b. Industry Market Segmentation

c. Size and Growth rates per segment (if available)

d. Technology, Environmental and Regulatory Trends per Segment

3. Start thinking about how the customer market is segmented and how that segmentation

may impact your product goal and objectives. Reflect your initial thinking in the goal

and objectives as best as possible (or necessary).