Apple Segmentation Analysis

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Register to read the introduction… One of the main segments Apple uses in the laptop computer market is behavioural segmentation. This is done by segmenting the market into groups based on consumer knowledge, attitudes towards, uses for and responses to laptop computers. This basis of segmentation was chosen as it was the easiest way to identify the largest group of consumers with the highest potential for growth.

After segmenting the market, the next essential step is product positioning. This is the process of positioning the product relative to competing products in the minds of consumers (Peter & Olson, 1999). Marketing positioning is defined as “arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers; formulating competitive positioning for a product and creating a detailed marketing mix” (Kotler et al, 2008 p105).

Dibb and Simkin (2007) establish that for a company such as Apple to be successful it must carefully and precisely decide where to aim their laptop computers in its chosen segments. Furthermore
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Apple has not done this. Apple very effectively position its laptop computers within the market. Apple actually attacks the category they are in- in this case the laptop computer market. Apple has positioned themselves as being so different than other PCs that they should be in their own separate category. When Apple attacks their competition, they attack the whole category which is quite rare in marketing. Usually smaller brands single out the leader and attack them, not one brand positioning themselves against the whole

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