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Q.) Open the webpage www.apple.com and study how the
company distributes its computer and other product.write
your findings?
Apple Inc.
Jinu.p.vargheseS2 M.B.ARoll No.12
PRODUCT OVERVIEW
Not only Personal Computers…
…but also Portable Devices
Apple’s goals
•95% of customers don’t even consider Apple
•Huge growth possibilities for superior products
Growth
•In shops products are fully exposed and operational
•Matches perfectly the “hit product” strategy
Convey value
•Set the standard for Apple buying experience
•Inspiration and support to Resellers
Gold standar
d
Targets
• 75% of overall sales• Short lived product• Emotional buying• Highly sensible to purchasing experience
Consumer & SME
• Emphasis on simplicity & reliability• Typical solutions consists in one laptop for
every student and teacher, along with the installation of a wireless network
Education
• Require high-power computing performance• Need high integrations & service level
Enterprise, Gov. &
Creative
Product StrategySuperior ease-to-
use
• Multi-touch interface
• Click-wheel
Seamless integratio
n
• Mac OS X operative system developed in-house
• Dedicated software and drivers
Innovative industrial
design
• All time design icon: iPod, iMac
• The greenest electronic company
The company leverages its
unique ability to develop its OS,
hardware, application SW and services
Apple distribute the products mainly through1) Apple websites will allow the customers to purchase their products like iPods, laptops mobile ,directly through the apple online.
2)Apple stores many cities have a building store either free-standing or in a shopping mall.
3)Large electronics /computer sell apple products in their store as well as online .amzon.com also sells most apple products.
4) By the help of the media and giving advertisement and promition will attract the buyrer to purchase the product
Apple’s distribution structure
Apple Store
Apple On-line Store
Apple Premium Reseller
Apple corner at Best Buy
Why Apple jumped in the retail business?
Low exposure Bad purchasing experience Customers not able to perceive the
value
“Within [Sears] the computers invariably had missing keys, shipping boxes were crammed into the area, merchandise was askew, and software was poorly displayed. Even worse, CompUSA employees were generally completely unknowledgeable about Macintosh computers and related gear. It was a very discouraging experience.”An experience from an Apple buyer posted on the Forum of
the website ifoapplestore.com
THANK YOU
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