Marketing Mix Analysis of Apple’s MacBook Pro
Mohammad Imran Hossain
Lecturer of Marketing
MacBook Pro (Early 2011)
The MacBook Pro is a line of Macintosh portable computers launched for the first time in January 2006 by Apple Inc. It swapped the PowerBook G4 and after the iMac it was the second model to be announced in the Apple–Intel transition. Positioned at the high end of the MacBook family, the MacBook Pro is currently produced in three sizes: the 13, 15, and 17 inch. It’s been nearly a year since Apple revamped its MacBook Pro line. That’s a longer-than-usual gap between updates, but the new MacBook Pros sport several changes under the lid, including new processors, new graphics processors, and a new peripheral connector. It all translates into performance jumps that were worth the wait. (Galbraith, 2011)
The new MacBook Pro line consists of five models, all with 4GB of 1333MHz DDR3 memory, and Intel’s integrated HD Graphics 3000 processor. Intel’s latest Core series of processors, known by the code-name Sandy Bridge, are found inside every new MacBook Pro. With the processor, cache, integrated graphics, and memory controller all residing on the same die, the Core i5 and Core i7 processors helped propel the new MacBook Pros well past their predecessors in CPU performance. The only change we’ll notice to the exterior of the MacBook Pro is the tiny lightning bolt icon near what was once the Mini DisplayPort connector. It’s now a Thunderbolt port, a new connectivity technology. The port looks identical to the Mini DisplayPort and we can connect Mini DisplayPort adapters or Apple's LED Cinema Display. Along with the other internal changes, the MacBook Pros feature a new integrated Webcam called FaceTime HD, which replaces the iSight Webcam found the in the older MacBook Pros. Capable of capturing video at 720p resolution, the new Webcam takes its name from Apple’s video calling software that runs on iPhone 4, the latest iPod touch models, and most Intel Macs running Snow Leopard. 2. MARKETING MIX ANALYSIS
My core objective of this report is to analyse the value transferred to the user or customer of the MacBook Pro (Early 2011) in terms of product features, price offerings, places of distribution and promotional tools applied for marketing. At the end of the discussion I would try to summarize the whole report as the findings of value transformation. 2.1 Product
The display size of the Macbook Pro varies from 13 inch to 17 inch with maximum resolution of 1920x1200 and Glossy LCD with LED backlight. With a power house processor from Intel Core i5 and i7, speed 2200 to 2700 Mhz and with 4 cores this machine is the core value provider for the user of this professional machine. The switchable graphics with the memory of 1 GB of dedicated this new machine handle games significantly faster and displays 86 percent more frames per second and provides dedicated value for the gamers. Memory installed 4 GB with the extendibility of 8GB DDR3 with speed of 1333 MHz this Technology book provides faster and smoother value to the execution of applicatons for the users. Memory storage of 750 GB has given the user a lot spacious value. Apple says the MacBook Pro battery should last up to 7 hours. This is the core value that the users look for from their laptop machines. Extended battery life has the magical influence on the value of such products. Ethernet and WIFi both type of networking options gives the user flexibility value. The newest feature on the MacBook Pros is a new connectivity technology called Thunderbolt. Co-developed with Intel, Thunderbolt has two bi-directional channels that can transfer data at up to 10Gbps each, a speed that’s 12 times faster than the theoretical maximum of FireWire 800. The technology is based on the PCI Express protocol that most Macs use for internal I/O, but via adapters it can...