Apple Inc. and Mac Laptops
Report on the different ways to improve Apple's sales of Mac laptops.
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Report on the different ways to improve Apple's sales of Mac laptops.
Prepared for:
Mr. Steve Jobs
CEO
Apple
Prepared by:
Shou Heng, Guan
Yu Shiun, Tan
Zhi Ping, Ng
Guo Ren, Kuah
Liyana
December 6, 2010
Executive Summary
Apple has a wide range of products from computers like Macintosh (Mac) to MP3 players like iPod to other devices with special combination like iPad and iPhone. For Macintosh, computers and laptops includes the Macbook, Macbook Pro, Macbook Air, iMac, Mac mini and Mac pro. In this report, we will be focusing only on the laptops in the Macintosh selection.
The purpose of this report is to assess the different ways Apple can improve in the sales of Macintosh laptops. The scope of the report covers the branding preferences, features of laptops, uses of product, marketability and quality of service.
Research was conducted through a survey with a total of 42 respondents and out of which 7 of them are Mac users. Laptop users of all ages and occupations were given the survey to ensure a diversification of results. Although Apple has branches worldwide, this research focuses mainly on the improvement that can be done in Singapore.
Research has shown that 88% of the respondents felt that the prices of Macintosh are too high. Most of the respondents regard Macintosh as a luxury good due to the slight difference in the prices as compared to other brands. In addition, 82% of the respondents have sub-par knowledge on how to operate Mac laptops efficiently. It is often seen as normal for users to avoid purchasing a Mac laptop if they don’t know how to operate one. Moreover, Mac users are still reliant on the Windows OS as research has shown that 57% of the owners install Windows OS on Mac laptops.
Additional research also shows that many consumers were influenced by their peers, thus it is
[pic]
Report on the different ways to improve Apple's sales of Mac laptops.
Prepared for:
Mr. Steve Jobs
CEO
Apple
Prepared by:
Shou Heng, Guan
Yu Shiun, Tan
Zhi Ping, Ng
Guo Ren, Kuah
Liyana
December 6, 2010
Executive Summary
Apple has a wide range of products from computers like Macintosh (Mac) to MP3 players like iPod to other devices with special combination like iPad and iPhone. For Macintosh, computers and laptops includes the Macbook, Macbook Pro, Macbook Air, iMac, Mac mini and Mac pro. In this report, we will be focusing only on the laptops in the Macintosh selection.
The purpose of this report is to assess the different ways Apple can improve in the sales of Macintosh laptops. The scope of the report covers the branding preferences, features of laptops, uses of product, marketability and quality of service.
Research was conducted through a survey with a total of 42 respondents and out of which 7 of them are Mac users. Laptop users of all ages and occupations were given the survey to ensure a diversification of results. Although Apple has branches worldwide, this research focuses mainly on the improvement that can be done in Singapore.
Research has shown that 88% of the respondents felt that the prices of Macintosh are too high. Most of the respondents regard Macintosh as a luxury good due to the slight difference in the prices as compared to other brands. In addition, 82% of the respondents have sub-par knowledge on how to operate Mac laptops efficiently. It is often seen as normal for users to avoid purchasing a Mac laptop if they don’t know how to operate one. Moreover, Mac users are still reliant on the Windows OS as research has shown that 57% of the owners install Windows OS on Mac laptops.
Additional research also shows that many consumers were influenced by their peers, thus it is