Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Dell

 
Imagine that you are appointed as International Strategic Brand Manager for a
laptop manufacturer company of your choice (Dell). Given Apple’s popularity
within certain consumer groups it is one of your major competitors. Your
company assigned you to provide a comparative analysis report which examines
marketing communications strategies and mix used by Apple versus your selected
laptop manufacturer company (select only one to compare with Apple). Based on
your report, your company will decide what action to take to increase their
market competitiveness by utilising strategic marketing and branding tools.

1. What are the slogans and marketing messages used adopted? What type of media
and marketing campaigns are used to attract consumers? What is the image
projected to the consumers? How well they are working so far?

2. What are the marketing communication strategies you would recommend to your
company to increase their competitiveness?

 
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