Marketing analysis: the Mac Book by Apple
Apple has met with many difficulties over the years years because of its main competitor Microsoft. Today however, the company is back on top, getting more and more market shares, and its products are used by more and more consumers. It is interesting to see how the company succeeded in launching a marketing campaign in order to increase the sales of its new products like the MacBook.
[...] -Strong market position -Strong online presence Weeknesses - Perception of higher costs than competitors. -Limited customer base -Low market share (compared to Microsoft) -Weak supplier relationship (changing of suppliers for instance IBM to Intel) -Deficiencies of their products: screens, batteries -Instabilities in the direction -Good software, but hard-to-use perception -Non upgradeable -To limit viruses, the user has little control of the system, it’s hard to customize the product. Opportunities -Growth of demand. The market seems to be in a Taking off Phase. [...]
[...] -Technological Barriers: Market in perpetual evolution. -Financial Barriers: Companies have to invest continually in research and development to not be obsolete. -Vista has a bad image Possibility to introduce OSX as an attractive alternative option. -Previous successes of Apple allow successes in the future -Strategic alliances (Motorola ) -Development of the International Market -Popularization of the use of IT in daily life. Threats -Need of Investment: Cycles of life of the products are very short. They have to invest continually. [...]
[...] They aim at touching people who like showing their personality and their liking. But not only! It can become a need for business people who travel. The MacBook also target people wanting to work on a pleasant and competitive product. Concerning the behavioral segmentation, Apple expects that the buyer already get a computer at home and use the MacBook because they need to carry it very often. As Apple claims, it would be more for people who are fed up with working on PDA and would prefer to work on a little computer screen. [...]
[...] It aims at discovering the appropriate strategies that will have to adopt a company. It highlights 5 competition forces in a scheme in order to determine the intensity of the competition: Porter assumed that in most of the cases, more the forces are important, less the sector is profitable, and the opposite way. So, let see how is the sector of apple in its environment? 1.2 .1: Rivalry among existing competitors Here, we take care of the actors already installed on the sector of the new technology. [...]
[...] As a geo-demographic segmentation, we could say that the MacBook is sold all over the world, but especially in rich countries. Indeed, the MacBook is a High-tech product and can be considered as a need for a relatively rich category of people. Therefore, the target will be more on the American, Asian and European continents. We can guess that the company really wanted to touch a particular psychographic segmentation. Indeed, with an extra thin laptop computer, they aim at enhance the life of every computer users. [...]