Marketing Management Group Project
Marketing Management Group Project
iPad Air
Liberty University
BMAL 520 Strategic Marketing Management – Section B06
December 13, 2013
Abstract
Marketing management is an evolving field and plays an important role in the success or failure of a business or product. Group 3 selected Apple, iPad Air for the research project. The paper will address important marketing considerations for the iPad Air. The topics researched includes marketing analysis, promotions/marketing, positioning/competition/branding, product/service topic identification, promotions and services/pricing. The paper also addresses how well the iPad Air is addressing its entry into the market, response of the market and future in the consumer electronics market.
The iPad Air is the 5th generation of iPads was released on November 1, 2013 from the technology firm, Apple Inc. This one-pound tablet computer is not only 28% lighter, 20% thinner and has 24% less volume than the 4th generation iPad, it also has several new features. The body of the iPad air is just 7.5 millimeters thin with an aluminum body design. Some other externally noticeable features are the 9.7-inch retina display with LED backlighting, 2048-by-1536 resolution and 3.1 million pixels. The iPad air color choices are silver, white and gray-black (Apple, 2013). Inside of the iPad Air is an A7 chip processor, designed and named by Apple. In a review of the iPad Air, Mossberg explains, “This processor, like most PC processors, is what's called a 64-bit chip, which means it can handle data in bigger chunks” (Apple, 2013). The M7 coprocessor integrated with the iOS 7 processor creates a CPU and graphics performance up to two times faster than its predecessor (Apple, 2013). Applications will run faster and it has the capability to enable detailed graphics and visual effects comparable to that of a desktop computer. Apple is
iPad Air
Liberty University
BMAL 520 Strategic Marketing Management – Section B06
December 13, 2013
Abstract
Marketing management is an evolving field and plays an important role in the success or failure of a business or product. Group 3 selected Apple, iPad Air for the research project. The paper will address important marketing considerations for the iPad Air. The topics researched includes marketing analysis, promotions/marketing, positioning/competition/branding, product/service topic identification, promotions and services/pricing. The paper also addresses how well the iPad Air is addressing its entry into the market, response of the market and future in the consumer electronics market.
The iPad Air is the 5th generation of iPads was released on November 1, 2013 from the technology firm, Apple Inc. This one-pound tablet computer is not only 28% lighter, 20% thinner and has 24% less volume than the 4th generation iPad, it also has several new features. The body of the iPad air is just 7.5 millimeters thin with an aluminum body design. Some other externally noticeable features are the 9.7-inch retina display with LED backlighting, 2048-by-1536 resolution and 3.1 million pixels. The iPad air color choices are silver, white and gray-black (Apple, 2013). Inside of the iPad Air is an A7 chip processor, designed and named by Apple. In a review of the iPad Air, Mossberg explains, “This processor, like most PC processors, is what's called a 64-bit chip, which means it can handle data in bigger chunks” (Apple, 2013). The M7 coprocessor integrated with the iOS 7 processor creates a CPU and graphics performance up to two times faster than its predecessor (Apple, 2013). Applications will run faster and it has the capability to enable detailed graphics and visual effects comparable to that of a desktop computer. Apple is
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