Competitor Analysis of Apple Essay

755 Words Mar 23rd, 2011 4 Pages
III, Competitor analysis
It can not be denied that laptop market is globally a crowded competition in which there are a number of giant technology companies in the world. Apple obviously has to consider their firm competitors. Thus, the next step of this research is competitor analysis, which will identify direct and indirect competitors for Apple’s Macbook. Moreover, this analysis will select two direct competitors, which are Dell and HP, to assess their strengths and weakness relative to the marketing activities of Apple. Finally, it will explicitly demonstrate how these two competitors are potitioned in Australian laptop market.
First of all, it is necessary to find the indirect competitors of Apple’s Macbook. Before the boom of
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Assessing their strengths and weaknesses relative to Apple branding is the next important analysing.
HP, a giant company coming from America, appears to have a good perceive of market and implement of marketing strategy, in addition, they are effective to understand changing users requirement and levels of consumers’ satisfactions (Gartner, 2010: 5). However, the weakness of HP is the complexity of constrast when chanel partners are used, so it still makes confusions for current customers. Moreover, Gartner (2010: 5) indicated that HP might be “hard-pressed” to decrease the internal costs of their products and supports, and may offer less-agressive discounts to large enterprise. Similarly, Dell, an American computer company, has good quality products and services targeted to mature market and degree of account management for global enterprise consumers (Gartner, 2010: 5). However, Gartner (2010: 5) showed that smaller enterprises that do not achieve “global account status” with Dell may experience irrelevant service and support levels. In addition, the targeted customers of Dell is limited in mature and office market because they do not have change in product design and less-competitive price.
Due to these strengths and weaknesses, both Dell and Hp consider their marketing strategies to position in Australian technological market. In order to attract customers, HP focuses on improving the technological supply

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