One thought that Apple had stopped surprising us with the recent launch of IPhone, but during the last conference MacWorld on January 2008 Apple has still create a strong sensation by revealing its new small innovation: The Mac Book Air. This new laptop is the finest of the world.
[...] To begin, I am going to make for you a small presentation of this company and its strategy which will be useful to understand better the launch of the Mac Book Air and the stakes which it represents. Marion, then, will present you this new product and Anne-Lise will develop the marketing strategy of Apple. Presentation of Apple Its origins Apple is an american multinational company pioneer in the sector of the microcomputing and which managed to diversify recently in the music with the launch of the range Ipod and in the telephony with Iphone. [...]
[...] The launch of the Mac Book Air is due to a buzz marketing strategy. Apple creates a history around this product and it's the customers who transfert the product and its need to the others. It's too much earlier to see the results of this product, but as all the products of this brand, the MacBook Air will certainly meet a real success and will become an inescapable computer. However, at the moment, Apple is criticized for its Mac Book Air. [...]
[...] But if we examine the price of this computer, we can imagine that the professionals are the first ones aimed. It is necessary to say that this target looks for more and more light machines and autonomous. What is the case of Macbook Air. But the professionals could quickly realize the limits of this computer which finally could have a little miss of profundity, while its price doesn't miss it. II Apple marketing Apple use an easy marketing : all products are promote by the same marketing. It's just the presentation of the new product that change. [...]
[...] Finally, they don't use ethernet, what is nevertheless necessary in some companies which do not authorize the wifi by fear of hacking of the network. In summary, the consumers are nomads, and look for only a tool to read their e-mails and make of word processor. The real target of this computer is the ultra mobile worker. Indeed, MacBook Air has thus a public. For example, he can be intended for businessman, like a sales manager, always in movement (TGV, hotel, plane, etc.). [...]
[...] Indeed, it is likely that all the elements which Apple deleted of MacBook Air are going to be removed by all the competitors in the next 5 years. For example, everybody knows that the DVD is at the end of life, and that eventually, everything will pass by wireless connections. Advantages and inconveniences Naturally, MacBook Air contains a large number of advantages. First of all, a very powerful processor, a screen LED of 13.3 thumbs, a good autonomy about five hours, a very good integration and a moderate weight. We have also an enlightened keyboard, and an obviously impressive thickness, but without scanner. [...]
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