Assignment 1: Product Assessment


Choose a consumer product or service that is on the market today, but is declining in appeal to consumers. This product should be marked for “obsolesces.”

Write a five to six (5-6) page paper in which you:

Discuss this product or service in terms of its current target market demographics using U.S. Census Data.
Determine why you believe the product or service is declining in popularity. Be sure to include information on social, demographic, and ethnic markets; economic and technological factors; political and legal factors; and competitive factors.
Make three (3) recommendations for possible action marketers of the product or service you selected could take to address the product’s declining appeal to consumers.
Determine the best foreign country in which to market this product or service. Support your response with information from the CIA world factbook.
Discuss your product segmentation and positioning ideas for this product or service in its debut in the new country.
Use at least two (2) quality references.

Note: Wikipedia and other Websites do not quality as academic resources.


Apples Macs is one of the products that are recording a decline in the market. Macintosh computer, which is marketed as Mac, is the Apple’s personal computer. It is designed, developed, marketed by Apple, targeting a wide range of customers.  The   computer was built for targeting home use, institutions, and creative professional markets.   It includes decedents like iMac that have replaced the original Mac as its market decline.  Mac has been marketed in different models including iMac, Mac mini desktop, Mac Pro, MacBook, and MacBook Pro laptops.  However, the Xserve serve was removed from the market in 2011. Since the first Mac was introduced into the market in 1984, it has undergone major developments, and most recently advanced technology in a bid to revive the dwindling fortunes of the product. However, despite the phenomenal growth of Apple’s products, Mac has remained a burden to the company because it has recorded a decline in market share and there is little prospect for growth in its market share. The decline of Mac started some years ago and despite efforts to revive the product, its market share and demand continue to decline.    In the first quarter of 2a 013, records show that Mac sales have declined by 21% year-over-year and by more than 16% for the first quarter of 2013 (Biggs, 2013).   Records show that in the current quarter, Apples has sold 4.1 million Macs but this is still a nearly a quarter-year loss (Biggs, 2013).