Distribution Policy Apple 1227810589544805 9
-
Upload
foglaabhishek -
Category
Documents
-
view
20 -
download
3
description
Transcript of Distribution Policy Apple 1227810589544805 9
![Page 1: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/1.jpg)
Alberto Zanco
![Page 2: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/2.jpg)
1. Product overview & corporate strategy
2. Distribution channels & strategy
3. Conclusions & recommendations
![Page 3: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/3.jpg)
1. Product overview & corporate strategy
![Page 4: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/4.jpg)
Not only Personal Computers…
![Page 5: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/5.jpg)
…but also Portable Devices
![Page 6: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/6.jpg)
Product Strategy
The company leverages its
unique ability to develop its OS,
hardware, application SW and services
![Page 7: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/7.jpg)
Targets
![Page 8: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/8.jpg)
Brand management
![Page 9: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/9.jpg)
Challenges to this strategy
Feature model evolution
![Page 10: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/10.jpg)
2. Distribution channels & strategy
![Page 11: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/11.jpg)
Apple’s distribution structure
![Page 12: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/12.jpg)
B2B Channels
Not sold through direct sales force due to small volumeHigh level of serviceChannel with high level of control from Apple
Need for consultancy and assistanceCrucial consultant roleUse in educational environment also has a promotional dimension
Shorter channel due to the active role of Apple in the design of this systemsOn-line services for companies similar to DellGovernments buy mainly through tenders
![Page 13: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/13.jpg)
B2B Channels
Flagship stores95% of customers don’t consider Mac
Serving local communitiesZero investment from AppleHigh quality experience
Very problematic, due to inexistent purchasing experienceSelected retailers only (best Buy)Separate space, serviced by Apple staff
With one store acce
![Page 14: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/14.jpg)
Multichannel shopping process
NeedRecognition
Search
Comparison
Choice/Purchase
Outcome
Web
Store
Web
Store/Reseller
Web
Store
First time customerApple customer A Apple customer B
![Page 15: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/15.jpg)
Channel overview
Advantages Challenges
Multichannel shoppers are more valuable
Multichannel shoppers are more loyal
Multichannel strategy strengths the brand
Needs coherence Database
management is crucial
Cooperative corporate culture
![Page 16: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/16.jpg)
Apple corner at Best Buy
![Page 17: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/17.jpg)
Apple Premium Reseller
![Page 18: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/18.jpg)
Apple On-line Store
![Page 19: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/19.jpg)
Apple Store
![Page 20: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/20.jpg)
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
![Page 21: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/21.jpg)
Apple’s goals
![Page 22: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/22.jpg)
Retail strategy SWOT analysis
![Page 23: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/23.jpg)
Retail turnover growth compared with overall turnover
![Page 24: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/24.jpg)
Apple Store vs. Luxury Retailers
![Page 25: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/25.jpg)
3. Conclusions & recommendations
![Page 26: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/26.jpg)
Conclusions & Recommendations The hardware market will be
increasingly undifferentiated Devices can be used as Trojan
horse for introducing standards (iTunes)
A migration towards services could be inevitable
![Page 27: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/27.jpg)
Conclusions & Recommendations
Product oriented Service oriented
![Page 28: Distribution Policy Apple 1227810589544805 9](https://reader031.fdocuments.net/reader031/viewer/2022012922/55cf9d27550346d033ac725d/html5/thumbnails/28.jpg)