Marketing Mix of Macbook Pro

1420 WordsMay 15, 20116 Pages
Individual Assignment On Marketing Mix Analysis of Apple’s MacBook Pro Submitted By Mohammad Imran Hossain 30082710 Submitted To Terry Xue Lecturer of Marketing 1. INTRODUCTION 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…show more content…
After a half circle of product life cycle Apple refreshes its offer with new features and decreases the price of the previous offer. Thus the market skimming has become the strategy and thus practicing market leadership in product-quality will cover the high cost and R&D. Thus the each year apple enthusiasts are getting the higher value of high quality and advanced features in the closely same price which actually comprises everyday less-price as well. 2.3 Place (Retailing, Online Sales Point, Combination Stores) Based on my research the core distribution of Apple products (MacBook Pro) are done in two stream: Retail store and Online Shopping. Apple retail stores are located in different CBDs of different states in Australia. Using specialty store concept Apple provides distinctive and brand value for the customers in their specialty stores. (Apple Store, Sydney, 2011) There are several value enhancing activities any apple stores provide like workshop, Starter session on new offers, genius bar, youth programs, etc. Online shopping also benefits apple customers with low price value contribution 24 hours round the clock. Besides resellers like combination stores sells MacBook Pro in their outlets and enhances the value from their operations. 2.4 Promotion There are several promotional tools are being applied for the promotion of MacBook Pro such as- Education Promotion- which entails that a university or TAFE student,

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