Marketing Strategy Budgets And Controls Marketing Plan

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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 Documents:

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/


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