Current Market Conditions Competitive Analysis

Executive Summary - Intent of Report

As part of the Apple Inc. Strategic Planning Group, Senior Vice President of Worldwide Marketing Philip W. Schiller has tasked us with completing a competitive market analysis for the newly proposed Macbook Pro 2. The attached competitive market snapshot analysis will provide our executive team with the required management information (MI) to determine the level of success for the new Macbook Pro 2.

Apple Inc. Company History Snapshot

Apple Inc. is a global company, centered in Cupertino, California and we currently employ roughly 80,000 people worldwide. The company was founded in 1976 and we built our first computer later that year. We have since expanded our product suite in multiple areas of the technology industry. Apple Inc. is the maker of the iPod, iPad, Apple TV and Mac Book computer. These devices are on the cutting edge of their respective technologies and are in great demand all over the world.

Defining the MacBook Pro 2 Market

In order for us to understand the potential for success for the MacBook Pro 2, we first must understand the market we continue to operate within. According to statista.com (2014), personal computers are ever present in personal households (estimated 80% penetration rate in 2012) and are expected to generate $ 295,727 million in global revenue by 2015. The market for Apple products is worldwide and the demand for our personal computers are extremely high. The demand for our personal computers can be evidenced via our global market share of 22.5% in the personal computer market. The personal computer market continues to grow and the economic data reflects that Apple Inc. will continue to have the opportunity to grow our market share in this sector.

However, in order for Apple Inc. to continue to grow our market share, we will need to continue to focus on economic factors that affect the supply, demand and prices in the personal computer market. The economic factors that can...