Marketing audit of the Aptiva computer
... Executive Summary "The new IBM Aptiva PC bring you solutions to enhance your lifestyle, keep you connected and give you more enjoyment from home computing"1 The Aptiva Personal Computer (PC) is aimed at the home marketplace, parents with small children or the small business. ... Further analysis of the customer set in Section 5 shows that the Aptiva is marketed towards the family, especially those with young children. A growing area of computer usage is by the older/retired person, an area which IBM has yet to exploit. With its pedigree that is 100% IBM there is nothing to match the Aptiva for capability and affordability. ... There is a wide range of models, at competitive prices, and combined with the ease of purchase from various channels, the Aptiva is certainly worth consideration by persons anticipating purchase. ... The Aptiva is generally aimed at the home marketplace, i. ... 1 Is the APTIVA an attractive and profitable market Below are the results of a survey to identify if the Aptiva is an attractive and profitable market. ... Positioning & Key Message "The new IBM Aptiva PCs brings you solutions to enhance your lifestyle, keep you connected and give you more enjoyment from home computing"3 The key message "Affordable technology everyones at home with" Below are the marketing messages that IBM will use in its marketing to consumers and channels alike 4. ... 1 PRICE The price of the Aptiva is recommended by IBM but resellers are free to quote their own prices and the actual prices available from resellers may vary. Distribution of the Aptiva is through High Street stores, such as Dixon, PC World, etc. ... 2 PRODUCT The current range of IBM Aptiva includes PCs to meet everyones needs - whether you want a top of the range PC with high processing power and massive memory or you simply need to be able to surf the web, carry out word processing tasks and some home finance, there is a PC to suit everyone. ... Brian Microsoft Something for everybody The IBM Aptiva comes with a first class after sales service. IBMs quality and reliability IBM customer support service Reassurance One you have purchased an Aptiva, you are automatically entitled to register4 with Helpware5 free of charge giving you access to a comprehensive set of service and support offerings from IBM. ... 3 PLACE Fulfilment of the Aptiva is through various channels: The main channel is the retail channel, outlets such as Tempo, Comet, JLP, Staples or sometimes software houses.