Verified Document

Marketing Strategy Budgets And Controls Marketing Plan

MacBook Apple Computer Founded in 1976 with a marketing model based on integration, aesthetics and design, never a low price leader, always an innovator. Mac Book Pro-replaced iBook and Power Book, designs based on size and power.

Market Description

Segmentation -- middle-upper middle class individuals, small home and offices, larger businesses with design focus

Targeting -- turn the ordinary into something extraordinary, worry less about price and more about justification and lifestyle

Value proposition -- Focus on value and design to build, build through tribe mentality

Consumer Behavior -- Push the envelope and ease of use, be part of the innovative generation and first line of consumer

Buying decision process- consumer must be engaged; laptops are not whim purchases, but part of Apple tradition; MacBook seen as different than other brands, special and unique

Product Review -- Three separate designs of MacBook in use; 2006 original moved to 2008 MacBook Pro; 2009 high end MacBook Pro; 2011 MacBook discontinued in favor of MacBook Air; but Apple continues to sell to educational institutions and essentially, Air is newer generation of MacBook Pro.

MacBook a specialty product and consumers do extensive...

ve research; unique and more expensive and an investment
Product has meaning outside of utility

Product may contribute to psychological factors of success or uniqueness

Lifecycle is dual dependent, needs of user based on actual usage; usually 18-24 months and new software innovations 24-36 months

Competitive Review

Features

Benefits

Operating System

OSX, less chance of viral infections

Operating System

Runs Windows and Mac

Design

Sleek and Artistic

Battery Life

Up to 10 hours

Graphics

High end gaming and design

Compatible Hardware

IPods, iPhone, etc.

Screen Sizes

13, 15, 17" depending on need

Processor

High end for searching and multitasking

Differentiation -- sleek and lightweight; high quality, reliable, mobile and rugged

Branding -- Company Branded with logo, 35 years of reputation and across platforms

Hundreds of computer manufacturers, but only one Apple platform

HP and Dell are two major competitors, sales strong in e-tailing and in big box stores

5% of OS…

Sources used in this document:
References

7 Key Strategies That You Must Learn From Apple's Marketing. (2009). Retrieved from: http://blog.kissmetrics.com/7-strategies-apple-marketing/

Deidu, H. (February 27, 2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/

Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press

Nguyen, V. (2009). MacBook Review. Slashgear. Retrieved from: http://www.slashgear.com/macbook-unibody-review-late-2009-2261568/
Cite this Document:
Copy Bibliography Citation

Related Documents

Marketing Strategies, Planning, Implementation &
Words: 3342 Length: 11 Document Type: Term Paper

Kodak decided to implement this initiative after conducting market research on the costs of printing at home. According to a study by InfoTrends, the greatest obstacle to printing at home is the cost of ink and supplies (Kodak, 2007). Another printer from the new line, the Kodak EasyShare 5300 offers a 3-inch color LCD display that enables photo viewing and cropping directly from the printer, with a memory card slot

Marketing Strategies - Breakfast Cereal
Words: 3102 Length: 10 Document Type: Essay

Partial cost recovery. This is an objective that might have interest for an organization that has other revenue sources. Maximize quantity. The objective seeks to maximize the quantity of products/services sold or the number of customers in order to reduce costs in the long-term as predicted by the learning curve, also known as the experience curve. Quality leadership. Use price as a tool to designate high quality and position the product as

Marketing Strategy for a Real Business
Words: 2159 Length: 7 Document Type: Marketing Plan

Marketing Plan Product / Service Concept The multifunctional remote device is designed to enhance convenience of most functionalities for electrical/electronic equipments used by consumers. This product offering enables consumers to access and control different electronic devices and equipment through a single remote device. This will facilitate communication with different servers linked to the organization. The benefit of this product is that it will enhance the convergence of technology used within an organization.

Marketing Strategy, I Finished Parta, All Subject
Words: 1398 Length: 4 Document Type: Essay

MARKETING STRATEGY, I finished PartA, All subject requirment Marketing strategy assessment guidelines I upload. Please find source . include website, journal artical, news paper . 1100 words. Marketing strategy The Seorabol restaurant is a local restaurant with Korean features, serving a wide array of foods to various customer categories. Recently, the restaurant has been confronted with risks of decreased competitive position, as revealed in Part A, and the current project aims

Marketing Strategy Are Market Driven,
Words: 1550 Length: 5 Document Type: Term Paper

The buzz is mainly employed for ensuring rise in the sales, which will correspondingly result in the higher profits. There have been different products including Trivial Pursuit, Cold Mountain, and Hotmail which were able to achieve the focus and attention in the market not through the medium of advertising, but solely through buzz (Margo, 2006). If the buzz is used in appropriate manner, it supports advertising of the product

Marketing Plan for a Flatbed
Words: 3323 Length: 12 Document Type: Marketing Plan

Nonetheless, the market and the industry are highly dynamic, and it is possible for competition in the specific sector to intensify in the future. In such a context then, it is important for the managerial team at South Beach Transport to construct their success on features other than the nature of the service provided. Some of the more notable key success factors include the quality of the products, the

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now