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Segmentation is putting marketing focus on a particular group of possible customers. The computer industry has many businesses that produce computers but Mac by Apple has segmented itself from other computer companies like HP and Sony. Even the "five competitive forces along with competitions" (Kotler & Keller, 2009, p.154) described by Michael Porter are the "hazard of extreme department competition, the danger of new entrants, the threat of substitute products, the threat of buyers' rising bargaining power, and the danger of suppliers' rising bargaining power" (pp.154-155). Mac stands independently from their competitors although they do promote against the PC letting the public know Mac isn't the typical computer. Apple advertises Mac letting users know if they purchase a Mac they do not require a anti virus defense just like PC owners as hackers haven't been in a position to break Apple's code. This may be a danger to Apple if a hacker does split the code and also Mac's start to crash. Mac does not feel that the "risk of new entrants" (Kotler & Keller, p.155) since they have innovated the pc, targeting customers who want the newest in computer technology. Apple does what others do not do, they market their computers from either their own shop or by a licensed retailer with an Apple agent available to answer some consumer questions. Raquel, I enjoyed your write -up|up - on Mac vs.Industry. You are right in saying that Mac does not feel the risk of new entrants at all. Their merchandise, although a little more expensive than you would love to invest, supplies overall the very best quality without the constant fear of virus attacks. It's eliminating that fear is what keeps the customers loyal and ready to pay all of the sum t.. .