"This report was commissioned by the Marketing Managers of the Apple Macbook Pro, to analyse the marketing environment and develop a situation analysis for the 15-inch MacBook Pro with Retina display. This has been done by researching the consumers of the product and segmenting them into groups.
The main limitations encountered in terms of data collection include the lack of primary sources of data due to time constraints and confidentiality. More specific information tailored to the product would have been beneficial, if time was allocated to conduct the recommended research at the end of the report. There is also a lack of information on laptops specifically, with industry reports focussing on the sales of all electronic goods.
Included is an analysis of both the micro (competitors and intermediaries) and macro (economic, technological and cultural and social factors) environments before breaking the consumers of the product into segments. This will be presented as a segmentation table using sources of secondary information from both industry reports and journal articles."
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