Macbook Pro Market Positioning
APPLE MACBOOK MARKET POSITIONING
Zainabid Munir Akber
INTRODUCTION
This report will identify the positioning of Apple’s notebook product line ‘MacBook’ to its relative competition by the use of marketing concepts such as; segmentation marketing, target marketing, buyer behaviour, product strategy and how the company has enhanced the product over the years.
INTRODUCTION TO MARKETING & POSITIONING
The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a title and has many sub categories. In recent times the product has moved away from the screaming vendor to a more global audience through the means of technology. Where one product was sold to a customer when the customer went looking for it, now the product itself has an identity and comes to the customer via different processes.
This identity has been described as ‘Positioning’. It is the perception of the desired product’s status in the target market by using relative marketing strategies such as; cost of the product, how it was promoted, packaging, distribution and who are the possible competition.
MARKET SEGMENTATION
A market is divided normally into segments. It is indeed in the end an accumulation of customers of any given product. And the customer(s), the one who flourishes a market, are of different characteristics and behaviour. There are in fact many contrasting mind set of customers. Henceforth it is only natural that a market would be divided into different segments accordingly.
Market segmentation is important because the customer of a product is not of an homogenous group. They vary according to their needs, preference, resource and behaviour. It is not possible to indulge every individual demand so marketers divide
Zainabid Munir Akber
INTRODUCTION
This report will identify the positioning of Apple’s notebook product line ‘MacBook’ to its relative competition by the use of marketing concepts such as; segmentation marketing, target marketing, buyer behaviour, product strategy and how the company has enhanced the product over the years.
INTRODUCTION TO MARKETING & POSITIONING
The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a title and has many sub categories. In recent times the product has moved away from the screaming vendor to a more global audience through the means of technology. Where one product was sold to a customer when the customer went looking for it, now the product itself has an identity and comes to the customer via different processes.
This identity has been described as ‘Positioning’. It is the perception of the desired product’s status in the target market by using relative marketing strategies such as; cost of the product, how it was promoted, packaging, distribution and who are the possible competition.
MARKET SEGMENTATION
A market is divided normally into segments. It is indeed in the end an accumulation of customers of any given product. And the customer(s), the one who flourishes a market, are of different characteristics and behaviour. There are in fact many contrasting mind set of customers. Henceforth it is only natural that a market would be divided into different segments accordingly.
Market segmentation is important because the customer of a product is not of an homogenous group. They vary according to their needs, preference, resource and behaviour. It is not possible to indulge every individual demand so marketers divide
Bibliography: Apple Inc. http://www.apple.com Apple Inc. MacBook http://www.apple.com/macbookpro/ Ries, A. and Trout, J. (1982), Positioning: The Battle for your Mind, Warner Books, New York. Hooley, G., Saunders, J., Nigel, F., Brigitte Nicoulaud, P. (2007), Marketing Strategy and Competitive Positioning, Financial Times/Prentice Hall Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater (2009), Marketing of High-Technology Products and Innovations, Prentice Hall http://www.osnews.com/story/3921/analyzing_apple_s_market_position http://blog.kitetail.com/2008/11/10/strategy-101-a-look-at-positioning-through-apple-macbooks/