Mac Mini Marketing Plan

Marketing Strategy for

Apple’s Mac Mini

1. Executive Summary

Our objective is to build a highly loyal customer base for the Apple’s Mac Mini as the family management and networking system of choice. This is based on a strategy to delight customers through a customer needs based marketing strategy so that customers will give us repeat business throughout their life, and refer our products and services to their family and friends.

2. Current Marketing Situation

The Mac Mini is a different direction in the way Apple Computer Inc. has showcased their product over the years. The original designers of the Macintosh had a vision that a $500 dollar computer could be built which exemplified efficiency, uniqueness, and simplicity with a reasonable market price. It is the lowest cost personal computer ever sold by Apple and it represents a change in Apple’s business model. The Mac Mini has the potential to become a staple in everyone’s household similar to the iPod. Made in Taiwan, the Mac Mini looks to boost Apple’s profits up again just as the iMac did in the 1990’s. The market and time will only tell. The Mini represents a revolution in technology and can change the market dramatically if a mass amount of people purchase it the way iTunes changed music distribution and the way the iPod has become a mainstream item all around the world.

2.1. Market Description

Apple Computers, founded in 1976 introduced the Macintosh family in 1984 and today makes consumer, professional, and educational computers. The Mac mini is the company's consumer sub-desktop computer, introduced in January 2005 and designed to motivate Windows users to switch to the Macintosh platform. Since it’s inception in January 2005 the Mac Mini has been marketed as the little brother of more advanced Macs (iMac and Power Mac), meaning both smaller and less powerful. Apple understands that people purchase the Mini not just because of money but because every Mac Mini user can place their Mini in the living room in an easy space that is convenient and still is stylish. The Mac Mini is being sold without a monitor, keyboard, or mouse. Many critics argue that buying the extra necessary items will put the price fairly high. That is a fact with first time computer buyers probably getting a better value by buying a complete system such as Apple’s iMac or PC. Apple isn’t however looking for first time buyers but people who are as Apple refers to as “switchers.” These are the people who currently own an old PC and are starting to think about upgrading. They are looking for an affordable upgrade and already have the keyboard, mouse, and monitor to go along with the Mini. The Mini represents a great option for someone who has an old PC and is looking for an affordable upgrade. It had built- in Ethernet and Firewire ports which many low costs