Marketing plan for MacBook Air



Marketing plan for MacBook Air

I.   Executive Summary

Apple Inc. is an American multinational corporation that develops and manufactures consumer electronics, software and personal computers. Apple has invented the computer, combining design, ergonomics and product, shake the music and buying music online, reinventing the interface with mobile phones each time with the audacity to conduct its work on two fronts: the software part and the hardware (Baker, 2008). Apple is not a software company, and it is not a hardware company. This is a company that produces the experience. The objective is to take the user to an environment where software and hardware coexist better.

Maintaining the aim of creating a real user experience, Apple is working to develop a complete product where the hardware limitations are compensated by the software part and vice versa. The user has the impression not to buy a single item but a complete set. Of all the interfaces of Apple, simplicity is required, it is even a binding constraint on Apple products do not offer more than necessary, and if a little longer look is taken, it is even better. The technology employed by Apple as a competitive advantage because it is constantly renewing itself over time and investing heavily in research and design of their products. In this paper we will talk about MacBook Air (Baker, 2008).

II.   The Challenge

MacBook Air gives you access to a world of high-speed peripherals able to transfer data up to 12 times quicker than FireWire 800 and up to 20 times quicker than USB 2.0. The company monitors the constantly changing markets, changing competition and technology. The brand of Apple is recognized all over the globe. Their products take pleasure in enjoying a very high level of awareness among consumers, and brand acknowledgment throughout the globe. Furthermore, the ranking of the brand name “Apple”, has been gaining even more popularity throughout the globe. To fight its competitors Apple has leveraged its brand image to distinguish the offering of its products, and maximize its revenues.

III.   Situation Analysis

Company Analysis

Apple is operating in a market which has intense competition, and involves quickly developing technology. Apple has to face extreme contest in the market of PCs, consumer electronics, and associated peripheral products and software markets. The swift advances technology in both software and hardware, the ever-increasing abilities and the use of digital electronic devices and the PCs, characterise these markets. Like all other companies Apple has also been affected b y the phenomena of globalization. "Faced with the globalization accelerates," "intangibles" are a key source of competitive advantage.

In a globalized economy where market opportunities are almost overcrowded, where capital is less a resource rare, where technologies are increasingly available and the cost of interactions drop dramatically, organizations must gain control of intangible competitive advantages. These are the specific skills and exemplary, the brand (reputation), networks of relationships that constitute the new comparative advantages. The importance of intangible resources is not new. But it is intensified by globalization: the opening of markets, ...