The report provides the view on the marketing strategy of the firm utilized for the development of the product. The report provides the view on the target segmentation of the product along with the brand position of the product within the market. This is one of the best product that is being provided by the Apple Corporation within the market. The product lifecycle stage along with the suitable recommendation for the marketing mix is also provided within the paper. The paper also contains the ethical view of the firm along with the corporate social responsibility that is being utilized by the organization to maintain their working function. The report entirely provides the view on the marketing strategy of the product within the market.
Limitations: There was us of the few of the reliable sources in terms of the data collection. Few of the information related to the upcoming design and strategies from Company’s websites were not accessible as they were recognized as confidential.
Target Segment
The target segment for the product is the people with the high usability of social media along with the active lifestyle (Astuti et al., 2015). The primary target segment of the company is people within the age of 20 to 50 who mostly uses the electronic gadgets to perform their various activity and in this male and female both the included. The target segment of the company for their product is also on the country’s economic development (Chakraborty, and Bhat, 2018). It can be seen that all the developed nations are the target market of MacBook Pro. It can be seen that the target market for the product is mostly the professionals as well as the business owners and also the students performing higher education.
|
Segments |
Size and growth |
Structural attractiveness |
Company objectives and resources |
|
MacBook’s capabilities |
Large |
Large number of competitors |
High |
|
Social status and image |
Large |
Numerous competitors |
High |
|
Permission for creativity |
Medium |
Few competitors |
High |
Brand Positioning
The product MacBook Pro is one of the best brand positionings that also in the speed processor along with the graphics performance of the product. The product is effective processor than their competitors within the market and their operating system is also outstanding within the market that provide the effective brand position to the product within the market (Baker, 2014). The brand positioning of Apple MacBook Pro came from the innovative working process of the firm that is ‘Think Different’ (Dhar, 2018). It is the lifestyle brand within the market that helps to upgrade the lifestyle of the people with the elegant product like MacBook Pro. They provide the superior quality of user interface that allows the customers to get attract towards their product. The product and the company itself have the value within the market that help to describe the quality along with the working function of the product.
Apple is the brand that maintains their branding strategy which primarily focuses on the emotion of the people. It is the most essential part of the company about the feelings of the customers regarding the product and its usability (Jaworski, 2018). It is all about the innovation and the lifestyle of the customers that is enhanced by the quality of the product that is being provided by the brand. The company is very much effective in the field for providing the valuable products to the firm and also for maintaining the working function within the market (Kareem Abdul, 2017). The brand position of the organization directly depends on the working function and the quality of the product that they provide to the market. The fact is clear that the organization with their suitable and effective brand strategy have the topmost position within the market. It can be seen that no other company have the ability to provide effective competition to the brand like Apple.
Product
MacBook Pro is of 15.4 inches with 512 GB of SSD along with the 16GB of the internal memory space. The demand of the target market is the quality products along with fully secured and privacy offering product. This is one of the best product that Apple introduce within the target market with the facility of SSD that is one of the best operating function within the laptop and the market to maintain their product. The battery backup of the product lasts up to 30days in their standby time. It is razor-thin and also feather-light and more powerful than previous versions (Koschmann, and Sheth, 2015).
Price
The price of the product starts from the range of 3,279 dollars and it is one of the best product in this range within the market (Kotabe, and Helsen, 2014). The sleeted targeted audience does not look for the reduction in the prices of the product they only require to receive superior product that can fulfil their respective needs. The price of the product is different in online and also in the market which is quite confusing for the customers for buying this product.
Place
The product can be found in the Apple stores and with the other retailers. The product is also available on the internet (Menon et al., 2015). Online as well as offline distribution strategies will be adopted by Apple to sell its products and it will be sold to the targeted audience with the help of e-commerce and social media websites. The popular e-commerce website of Singapore will be used to make the product reach easily to the customers. The product is available worldwide and the distributors are also providing product with the new range of facility to attract the customers.
Promotion
|
Mix |
Current Brand strategy |
Your Recommendation |
Why is your Recommendation better? |
|
Product |
Superior quality |
Superior quality with fully secured |
It offers complete security and privacy and helps in preventing data getting lost. |
|
Place |
Offline and online |
Offline and online with retailers and distributors |
It will target more customers. |
|
Promotion |
Television and social media |
Hiring of popular celebrities and IMC campaigning |
It will generate great impact on customers. |
|
Price |
High |
High and Medium |
It will targeted high income as well as medium income people. |
The promotion is done with the suitable advertisement on the television, websites and another effective process (Tay, and Pang, 2015). The promotion is done by the suitable campaign of the product and also by launching them in the platform where the entire world is able to watch and this is done live on YouTube to get a better response from the targeted customers. Popular celebrities will be hired of Singapore in order to generate impact on the minds of the targeted audiences regarding the purchase of the product. The product was launched by the CEO of the firm where the presentation is provided on the features of MacBook Pro.
The product Apple MacBook Pro is in the growth stage where the product is growing over the years and expanding their brand awareness (Al-Refaie, and Bata, 2016). Apple provides the most innovative products within the market with the special features. In this model, the company has introduced Ultrafast SSD then the seventh generation dual-core processor along with the brilliant Retina display. The product is one of the most innovative processes that is being introduced by the organization to the market. As it is in the growth stage, therefore, the product has the ability to capture various market growth within the market.
The product is the convenience type of consumer product that is eventually brought by the people for their daily activity (Chaffey, and Ellis-Chadwick, 2016). This product is often purchased with little thought and decision-making process. It can be seen that it is useful for the business purpose and also for the students and for that almost every year maximum number of people buy these products and MacBook Pro is the best product in the market of the laptop. It is usable and valuable products within the market to provide the most suitable working function for the businessman and also for the students in their daily life (Baker, 2014). This is one of the best product that is eventually maintained by the firm to provide the customers of the entire world.
Recommendation
Product: Improve the screen look and the size for a better view of the users. The product could be even better to provide in various color as the students prefer to have vibrant color for their laptop. The internal space of the product needs to be increased for the business purpose to maintain the work and the professional factor. The space of the product in the current stage is 16GB but it would be better to have 32GB or 64GB.
Place: The distribution channel need to be improved for the betterment of the product. Along with the internet and Apple Stores, they need to expand their distribution channel to reach various nation and people all over the world. The price is quite expensive for the students it would be better to provide an effective and suitable range for the students to get along with the product. The working function of the product in the current state is not appropriately working with the price. And also the price at online and market are different so it needs to be almost same for the consumers to buy this product.
Price: The price of the product needs to be maintained for the betterment of the customers. The price range for the product needs to be maintain effective in the market and also in online for the betterment of the customers.
Promotion: Integrated marketing communication is required for the promotional strategy of the product. Making a strong relationship with the customers is essential for the product to have a suitable position in the market and this could be done with effective promotional strategy. The integrated marketing communication is the most effective and the suitable way for the organization to improve their sales figure within the market as this will help them to effectively get connected with the customers all over the world. The message for the world that needs to be developed by the company is that they connecting the world in the better way to provide a suitable working function for the customers. The promotional strategy of the firm is required to develop their product for the betterment of the product and to attract the customers all over the world.
|
Mix |
Current |
Recommendation |
Why recommendation better |
|
Product |
MacBook Pro is of 15.4 inches with 512 GB of SSD along with the 16GB of the internal memory space. |
Improve the screen look and the size for a better view of the users |
This help to attract the students and professional people |
|
Place |
Apple stores and with the other retailers |
expand their distribution channel to reach the various nation |
Help to expand the business in various nations |
|
Promotion |
television, websites and another effective process |
Integrated marketing communication is required for the promotional strategy of the product |
Make strong communication with the customers |
|
Price |
The range starts from 3,279 dollars |
price range for the product needs to be maintain effective in the market |
Available for all kind of people within the market |
Conclusion, ethics and social responsibility
The paper evaluated the facts that the product is having an effective view of the firm. It can be concluded from the paper that the product in the current state is suitable and effective but they have the ability to improve their working function within the market. The paper also provides the view that the product with their slight improvement has the potential to capture the market in the most effective way.
Ethics
The organization maintains their ethical value in their products to provide it for the business and the customers. The ethical value of the firm is to provide the superior quality of material in their product and innovative working function what they promise to the world.
Social responsibility
The organization also have a great impact on the social responsibility within the market by sustainability. The organization very year donate a huge amount of money to a various social working system and also help to provide the effective education system to the poor children.
References
Al-Refaie, A. and Bata, N., 2016. Market Segmentation and Conjoint Analysis for Apple Family Design. World Academy of Science, Engineering, and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 10(4), pp.1138-1142.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
Astuti, R., Silalahi, R.L.R. and Wijaya, G.D.P., 2015. Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 3, pp.67-71.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Chakraborty, U. and Bhat, S., 2018. Online reviews and its impact on brand equity. International Journal of Internet Marketing and Advertising, 12(2), pp.159-180.
Dhar, S., 2018. How Is Apples IOS 6 Passbook App Going to Alternate the Digital Wallet International?.
Jaworski, B.J., 2018. Commentary: Advancing marketing strategy in the marketing discipline and beyond. Journal of Marketing Management, 34(1-2), pp.63-70.
Kareem Abdul, W., 2017. Price reduction strategy: Effect of consumers’ price unfairness perceptions of past purchase on brand equity. Asia Pacific Journal of Marketing and Logistics, 29(3), pp.634-652.
Koschmann, A. and Sheth, J.N., 2015. Keeping It in the Family: Brand Switching between Varieties of a Branded House.
Kotabe, M. and Helsen, K., 2014. Global marketing management.
Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Tay, W.Y. and Pang, C.K., 2015. A Decision Support System for Laptop Procurement Using Mixed Text and Image Analytics. In Proceedings of the 18th Asia Pacific Symposium on Intelligent and Evolutionary Systems-Volume 2 (pp. 279-292). Springer, Cham.
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