DEMAND FORECAST: APPLE IPHONE

PRODUCTS
Generoso, Nikki Joy S.
Isidro, Nicole Louise B.
Nonato, Jogee M.
Samson, Jan Wesley C.

MARKETING STRATEGIES
Presentations
Brand Loyalty
Advertisements
Innovations
Marketing Mix (Product, Price, Place,
Promotion)

TARGET MARKET
Primary customer targets are the middleupper income professionals and corporate
users. (business application)
Secondary customer targets are middleupper income students. (social and personal
use)

SITUATIONAL ANALYSIS
Competition Situation (one of the top 15
cellular phone producers at world level
market)
Sales Situation Increasing global sales

RELEASE DATES

Iphone June 2007

Iphone 3G June 2008
Iphone 3GS June 2009
Iphone 4 June 2010
Iphone 4S October 2011
Iphone 5 September
2012

QUARTERS WITH HIGHEST UNIT SALES

PER YEAR

2007: Q4 1.119
2008: Q4 - 6.892
2009: Q4 7.367
2010: Q4 14.102
2011: Q3 20.338
2012: Q1 37.004
2013: 29.3340

DATA AND METHOD USED

TREND

ANALYSIS

SEASONAL

NAVE

FLUCTUATION

FORECASTING
Moving Average Technique

Data Presentation

07-Q3
07-Q4
08-Q1
08-Q2
08-Q3
08-Q4
09-Q1
09-Q2
09-Q3
09-Q4
10-Q1
10-Q2
10-Q3
10-Q4
11-Q1
11-Q2
11-Q3
11-Q4
12-Q1
12-Q2
12-Q3
12-Q4
13-Q1

Unit Sales (in Billion Dollars)

DEMAND FORECAST
(3-QUARTER MOVING AVERAGE)
Demand for Apple Iphone

60

50

40

30

20
Unit Sales (In Billions)
3MA Forecast

10

Quarter

Unit Sales (In

Billions)

07-Q3
07-Q4
08-Q1
08-Q2
08-Q3
08-Q4
09-Q1
09-Q2
09-Q3
09-Q4
10-Q1
10-Q2
10-Q3
10-Q4
11-Q1
11-Q2
11-Q3
11-Q4
12-Q1
12-Q2
12-Q3
12-Q4
13-Q1

0.27
1.119
2.315
1.703
0.717
6.892
4.363
3.793
5.208
7.367
8.737
8.752
8.398
14.102
16.235
18.647
20.338
17.073
37.004
35.064
26.028
26.91
47.789

Total
Ave

3MA Forecast

Error

|Error|

|Error^2|

1.2347
1.7123
1.5783
3.1040
3.9907
5.0160
4.4547
5.4560
7.1040
8.2853
8.6290
10.4173
12.9117
16.3280
18.4067
18.6860
24.8050
29.7137
32.6987
29.3340
33.5757
243.8660
12.1933

0.4683
-0.9953
5.3137
1.2590
-0.1977
0.1920
2.9123
3.2810
1.6480
0.1127
5.4730
5.8177
5.7353
4.0100
-1.3337
18.3180
10.2590
-3.6857
-5.7887
18.4550
-33.5757
71.2540
3.5627

0.468333333
0.995333333
5.313666667
1.259
0.197666667
0.192
2.912333333
3.281
1.648
0.112666667
5.473
5.817666667
5.735333333
4.01
1.333666667
18.318
10.259
3.685666667
5.788666667
18.455
33.57566667
95.256
4.7628

0.21933611
0.99068844
28.2350534
1.585081
0.03907211
0.036864
8.48168544
10.764961
2.715904
0.01269378
29.953729
33.8452454
32.8940484
16.0801
1.77866678
335.549124
105.247081
13.5841388
33.5086618
340.587025
1127.32539
996.10916
49.805458

60

07-Q3
07-Q4
08-Q1
08-Q2
08-Q3
08-Q4
09-Q1
09-Q2
09-Q3
09-Q4
10-Q1
10-Q2
10-Q3
10-Q4
11-Q1
11-Q2
11-Q3
11-Q4
12-Q1
12-Q2
12-Q3
12-Q4
13-Q1

Unit Sales (in Billions Dollars)

DEMAND FORECAST
(4-QUARTER MOVING AVERAGE)
Demand for Apple Iphone

50

40

30

20

Unit Sales (In Billions)

4MA Forecast

10

Quarter
07-Q3
07-Q4
08-Q1
08-Q2
08-Q3
08-Q4
09-Q1
09-Q2
09-Q3
09-Q4
10-Q1
10-Q2
10-Q3
10-Q4
11-Q1
11-Q2
11-Q3
11-Q4
12-Q1
12-Q2
12-Q3
12-Q4
13-Q1
Total
Ave

Unit Sales (In

Billions)
0.27
1.119
2.315
1.703
0.717
6.892
4.363
3.793
5.208
7.367
8.737
8.752
8.398
14.102
16.235
18.647
20.338
17.073
37.004
35.064
26.028
26.91
47.789

4MA Forecast

1.35175
1.4635
2.90675
3.41875
3.94125
5.064
5.18275
6.27625
7.516
8.3135
9.99725
11.87175
14.3455
17.3305
18.07325
23.2655
27.36975
28.79225
31.2515
33.94775
227.73175
11.3865875

Error

|Error|

|Error^2|

-0.63475
5.4285
1.45625
0.37425
1.26675
2.303
3.55425
2.47575
0.882
5.7885
6.23775
6.77525
5.9925
-0.2575
18.93075
11.7985
-1.34175
-1.88225
16.5375
-33.94775
85.68525
4.2842625

0.63475
5.4285
1.45625
0.37425
1.26675
2.303
3.55425
2.47575
0.882
5.7885
6.23775
6.77525
5.9925
0.2575
18.93075
11.7985
1.34175
1.88225
16.5375
33.94775
93.91775
4.6958875

0.40290756
29.4686123
2.12066406
0.14006306
1.60465556
5.303809
12.6326931
6.12933806
0.777924
33.5067323
38.9095251
45.9040126
35.9100563
0.06630625
358.373296
139.204602
1.80029306
3.54286506
273.488906
1152.44973
989.287261
49.4643631

DEMAND FORECAST (COMPOUNDED GROWTH RATE)

120

100

96.79847422

80

76.50473624

Quarter

Unit Sales (in

growth rate
Billions)

60.46556739

60
47.789

40

20

13-Q1

13-Q2

13-Q3

13-Q4

13-Q1

47.789

13-Q2

60.46556739

13-Q3

76.50473624

13-Q4

96.79847422

0.265261198