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Distribution Policy Apple

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Alberto Zanco
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Not only Personal Computers…
… but also Portable Devices
Product Strategy The company leverages its unique ability to develop its OS, hardware, application SW and services
Targets
Brand management
Challenges to this strategy ,[object Object]
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Apple’s distribution structure
B2B Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
B2B Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Multichannel shopping process Need Recognition Search Comparison Choice/ Purchase Outcome Web Store Web Store/ Reseller Web Store First time customer Apple customer A Apple customer B
Channel overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Apple corner at Best Buy
Apple Premium Reseller
Apple On-line Store
Apple Store
Why Apple jumped in the retail business? ,[object Object],[object Object],[object Object],“ 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
Apple’s goals
Retail strategy SWOT analysis
Retail turnover growth compared with overall turnover
Apple Store vs. Luxury Retailers
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Conclusions & Recommendations ,[object Object],[object Object],[object Object]
Conclusions & Recommendations ,[object Object],[object Object]
 

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