TRYING TO REFORMULATE A MARKETING STRATEGY

The personal computer (PC) industry consist of consumer, business, education, and government markets. Those in the consumer market basically seek product that allow them to use the Internet, shop, perform office work at home, and play video games. These customers are also seeking computers that are reliable and compatible in regard to software usage. If problems arise with their computers, customers want access to the manufacturer via online help centers, and they want it 24 hours a day. Business market customers not only care about company technical support, after sale service, and software compatibility, but they also require PCs that will give them the necessary networking capability for both Internet and intranet usage.

Apple believers the consumer market holds vast potential for new users. As of 1998 the computer industry sold only 40 million PCs, and Apple estimates that there are over 100 million households remaining to be penetrated.

The education market, always a stronghold for Apple, is estimated to grow 30 percent by the year 2001. Apple's current level of penetration is this area is 27.2 percent of the market. The business market, which accounts for nearly 70 percent of all PC sales, is the largest market for computer manufacturers. Apple's products are especially popular with those companies in the multimedia and publishing business. Yet Apple occupies only 1.4 percent of this group. A breakdown of each market by competitors is illustrated below:

Apple is currently developing a marketing research study to assess computer usage habits for the above three markets. In this study, Apple wishes to assess issues on purchase decision criteria, product attribute and evaluative criteria, usage patterns, and where and how customers buy the product.

For each market (consumer, education, and business) develop a list of issues that Apple needs to measure in order to obtain accurate representation of that market. Remember, your list should focus on purchase decision criteria, product attribute and evaluative criteria, usage patterns, and how where customers buy computers.