Apple has been known for a long time for providing high quality computers catered to graphics intensive users like graphic designers and premium users.

The company now is facing a growth challenge and needs to increase sales worldwide in order to achieve a 10% growth. Market research revealed that a potential opportunity for the company to expand is gamers. This market is currently targeted by companies like Dell, HP, Asus and others. Apple has decided to launch its first gaming laptop under the name Apple Gamestyle. This device is positioned as "The Gaming Laptop of Elegant Style". The best feature of the laptop is its stylish look that differentiates it from competition which focus on bulky monster-like designs.

Apple decided to test this product first in Ontario, and have decided that in order to achieve its Marketing Objective, the company needs to sell 5,000 units in the first year. The plan was to run a marketing communication campaign to announce the launch of the gaming laptop in Ontario with the hope of bringing product awareness of the product to 100,000 potential buyers who are described as Males and Females aged 15 - 25 who appreciate style and buy laptop mainly for gaming. The marketing communication plan also requires informing potential users of the special technical features of this laptop and allowing up to 10,000 potential users to try the product for at least 10 minutes to test its quality. Finally the company has set a target of making the product available at 400 major retail stores in Ontario by the end of the first quarter from product launch.

Questions

1. What is the Marketing Objective of Apple in this case? (2 Marks)

2. Identify 2 bases used in the Marketing Segmentation of Apple in this case. (2 Marks)

3. Identify 4 Marketing Communication Objectives of Apple in this case? (8 Marks)

4. Suggest 2 Marketing Communication Activities that can help the company achieve each of its Marketing Communication Objectives. (8 Marks)