Marketing Strategy for Apple MacBook Pro

Running Head: FUNDAMENTALS OF MARKETING
Apple company
Fundamentals of marketing
Report
Student Name
10/28/2018

FUNDAMENTALS OF MARKETING 1
Executive summary
The main purpose of this report is to develop a marketing strategy for 13-inch Apple MacBook
Pro. In this report, three imperative strategies are discussed like Targeting, Positioning and the
Marketing Mix. Further, the targeting strategy could lead the firm to select a particular category
of people who will use product and services. It will also support the organization to make a
reliable decision in the context of a particular product. For this, the demographic factor is
selected by Apple to deliver their goods and service. In the demographic factor, higher classes of
people are selected because they are willing to pay higher for the specified product. Further, the
organization has selected a digital marketing strategy for making brand positing in the
marketplace. Moreover, the organization has used the marketing mix strategy to promote their
goods and services. The organization will use differentiation strategy to promote their goods and
services by making a unique image among consumers.

FUNDAMENTALS OF MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
1. Target segment........................................................................................................................................3
2. Branding positioning...............................................................................................................................8
Perceptual map........................................................................................................................................8
Perceptual map........................................................................................................................................9
3. Marketing mix (4p`s).............................................................................................................................10
3.1. Product lifecycle.............................................................................................................................11
3.2. Type of Consumer product.............................................................................................................12
Recommended a Marketing Mix...............................................................................................................12
Conclusion.................................................................................................................................................14
References.................................................................................................................................................16

FUNDAMENTALS OF MARKETING 3
Introduction
The team of marketing consultants has been nominated by the marketing managers of Apple to
conduct an exploration on the 13-inch Apple MacBook Pro (Aladeojebi, 2013). This report will
help in finding out exact target for 13-inch Apple MacBook Pro by focusing and also help on
finding the exact way of creating brand positioning of the product on the minds of the target
audience. This report will focus on the data which will be collected with the help of secondary
sources (Bartlett, Ting, and Bingham, 2014). This report will help in forming a strong customer
base by offering an exact product which is already placed in the minds of these potential
customers.
1. Target segment
Target segment could be imperative for selecting a suitable method for delivering their goods
and services in the specified marketplace. The following table demonstrates the target segment
for Apple Inc.
Trend Reason of trend
(explanation)
What does this
mean for our
strategy?
Demographic
Increase
employment
healthcare
industries
6.6% of employed
women work in
hospitals, and there
has been a 2%
increase in industry
work from 2011 to
Promotes demand on
updated technology.
Can market that the
MacBook Pro with
touch bar can
improve the