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E‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍xecutive Summary (write this last) (10 points) Situation An

by | May 14, 2022 | Marketing | 0 comments


E‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍xecutive Summary (write this last) (10 points) Situation Analysis/Company Strengths and Weaknesses (10 points) Strengths Brand Image—The Macbook Pro is the most recognizable personal computer in the world. First launched in 1984, the Macintosh (Mac) was the first personal computer. Innovation—Apple tries to always release new Macbooks with an industry leading feature such as an aluminum unibody design and retina display. Customer Loyalty—Customers tend to stick with this product. Apple has created an ecosystem built around its products that makes it easy to integrate several product types from the same brand. There is also a high status associated with the Macbook computer. Weaknesses Limited Distribution— Apple has control over every aspect of all its products throughout their lifetime. Macbooks are only sold at authorized locations. This limits the number of potential customers that can be reached. High price—Because of the premium price for the Macbook, it has a place of exclusivity in the market that limits how many customers have access. Customers without the means to afford the Macbook Pro tend to seek a competitor product. Few third-party products—Because Apple has its own ecosystem with the Macbook operating system, there is limited support for software. Opportunities Rising demand for products can increase sales—If Apple wants to reach more customers that have previously been unable to afford a new ‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍Macbook, they can offer lower prices, or more options at different price points to meet customer needs based on what they can afford. New distribution—Apple can open its distribution lines by allowing more retailers to sell the Macbook Pro. Creating new products—Currently there are a few versions of the Macbook Pro available to the market. A new version of the laptop may not be on the horizon. Perhaps allowing complete customization of the Macbook would bring more sales. Threats Imitation—There are products on the market that have recreated the Macbook Pro in form factor and similarity of specifications at a fraction of the cost or at least comparable in price. Brand loyalty and status keep the Macbook alive amongst the competition. Rise in labor costs—Materials and labor costs are rising for products that are made in China. This is either going to be reflected in the cost of the Macbook or in the revenue stream for Apple. Industry Overview (5) Marketing Planning (55) Marketing Objectives (5 points) Target Markets (10 points) Product, Price, Place/Distribution Strategies (10 points) Promotion Plan (25 points) including detailed activities that will continue (clearly indicated), your proposed promotional plan, and a new marketing effort original (clearly indicated) for this marketing plan. Original communication (5) Implementation Plan for all Marketing Efforts (Project Plan) (10 points) Measu‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍rement Plan (10 points)


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