This is a short marketing review of the Apple MacBook Pro. The MacBook is a line of Macintosh portables, or laptops, introduced in 2006. It is now in its 3rd generation, the high-end of the MacBook family, and available in 13, 15, of 17" screen sizes. The product is high-end cost wise, popular with upper income college students, design studios and many businesses. It holds a small share of the laptop market, largely due to costs and perceptions.
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 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 share, 75% of all phones, 4% laptop, 17% computer and tablet
Company -- highly competitive due to multiple products that are integrated and aesthetically pleasing
Laptop -- purchaser is not long-term Apple customer and a believer
Distribution Review -- Available only through certified Apple locations and some retailers; service must be done at a designated Apple center; product is global in nature.
Design and Engineering done in the U.S.A.; Manufacturing with partners (Asia and China), global distribution to decrease costs
Applications (Software) can only be written by authorized Apple vendors
Tight control on exclusive market; low price elasticity and price wars
Designed to increase perception of luxury and aesthetics
May limit exposure to some markets
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