Exposé en anglais sur la stratégie Marketing d'Apple pour le MacBook Air

Marketing | 12 pages | 09-10-2008 | Format : | Note : Non noté

PRIX : 5.40€ |

Résumé

One thought that Apple had stopped surprising us with the recent launch of IPhone, but during the last conference MacWorld on January 2008 Apple has still create a strong sensation by revealing its new small innovation: The Mac Book Air. This new laptop is the finest of the world.

We wanted to be interested in the Apple's marketing policy and more particularly in the strategy of Mac Book Air's launch because for some years every new product of this brand meets a real success.

To begin, I am going to make for you a small presentation of this company and its strategy which will be useful to understand better the launch of the Mac Book Air and the stakes which it represents. Marion, then, will present you this new product and Anne-Lise will develop the marketing strategy of Apple.

Table of contents:

INTRODUCTION
Presentation of Apple
- Its origins
- The corporate identity
- Its chief executive officer
- The corporate culture
- Its successes

I) PRODUCT PRESENTATION

1. An important innovation
2. The message
3. Advantages and inconveniences
4. The target

II) APPLE MARKETING

1. Go one step further: Surprise and delight your consumers
2. Make your message memorable: Boil the story down to its syrupy goodness
3. Empower early adopters: Help your consumers help you
4. Never be first to market: Make something good greater
5. Don't sell product: People buy what other people have

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