Segmentation focuses marketing attention on a particular group of potential consumers. The computer industry has many companies that produce computers, but Apple's Mac has segmented them from other computer companies such as HP and Sony. The "five competitive and competing forces" (Kotler & Keller, 2009, p.154) described by Michael Porter are the “threat of intense rivalry between segments, the threat of new competitors, the threat of substitute products, the threat of a growing bargaining power of buyers and the threat of a growing bargaining power of suppliers” (pp.154-155). Mac stands alone among their competitors, even though they advertise against the PC making the public understand that the Mac is not your typical computer. Apple advertises Macs by letting consumers who buy a Mac know that they don't need virus protection like PC owners since hackers have not been able to crack Apple's code. This could pose a threat to Apple if a hacker breaks the code and the Mac starts crashing. The Mac does not feel the “threat of new competitors” (Kotler & Keller, p.155) as they have innovated the computer, targeting consumers who want the latest in computer technology. Apple does what others don't, sells its computers from its own store or from an authorized reseller that has an Apple representative available to answer any consumer questions. Raquel, I liked your article on Mac vs. Industry. You're right that Mac doesn't feel the threat of new competitors at all. Their product, while a little more expensive than you would want to spend, overall offers the best quality without the constant fear of virus attacks. It is removing that fear is what keeps customers loyal and willing to pay whatever the amount is to...... middle of paper ...... gaining power” (Kotler & Keller, p.155). In conclusion, Apple is the market leader with Macs because it has advanced technology that prevents hackers from invading your computer without antivirus protection. They are also able to sell Macs for double or triple the price of a PC. Mac market challengers include HP, Sony, Toshiba, and Dell, to name a few. In order to monopolize the market, Macs must continually defend and innovate, updating them to meet the needs and desires of consumers in the computer market. Apple References. (2010, January 21). Apple reports first quarter results. Apple Inc.. Retrieved February 1, 2010, from http://www.apple.com/pr/library/2009/01/21results.htmlKotler, P. & Keller, K. L. (2009). Developing brand positioning and managing competition. A Framework for Marketing Management 4th ed. Pearson Prentice Hall: New Jersey.