Essay about Marketing Mix of Macbook Pro

1407 Words May 24th, 2011 6 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
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It also allows users to daisy chain up to six devices together.
On the new MacBook Pros, Thunderbolt uses the same plug that current Macs use to connect to DisplayPort-compatible displays; it can still connect to those devices, and Apple’s adapters for hooking up to HDMI, DVI, and VGA video will continue to work. Apple expects Thunderbolt to be adopted widely as a new standard for input and output.
Several preinstalled softwares like iWork, Logic Express, Microsoft Office for Mac give the product bundled with ultimate user values. In my opinion all the apple product line has this everyday value proposition strategy by offering new softwares for their products.
As an augmented value offering for MacBook is the AppleCare which gives the customer with troubleshooting facilities and service related information.

2.2 Price
Price is the amount of money charged for a product or service. More broadly, price is the sum of the values consumers exchange for the benefits of having or using the product or service (Kotler, Brown, Adam, Burton and Armstrong (2007, p. 478).
Price is the only one of the marketing mix tools that the company uses to achieve its marketing objectives. Price decision must be coordinated with product design, distribution and promotion decisions to form a consistent and effective marketing program.
In my observation Apple’s MacBook Pro is using the two pricing strategies: current profit maximization and Product-quality leadership. The time

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