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1、Apple Inc.,Alberto Zanco,20/02/2023,Distribution PolicyKassel,A success built on distribution&design,Presentation Summary,Product overview&corporate strategyDistribution channels&strategyConclusions&recommendations,Product overview&corporate strategy,Not only Personal Computers,but also Portable Dev
2、ices,Product Strategy,The company leverages its unique ability to develop its OS,hardware,application SW and services,Targets,Brand management,Narrow,highly focused product range“Hit products”instead of incremental stepsHigh impact roll-out,held during periodical keynotesReal brand consistency,Chall
3、enges to this strategy,Feature model evolution,Distribution channels&strategy,Apples distribution structure,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 rol
4、eUse 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,B2B Channels,Flagship stores95%of customers dont consider Mac,Serving loc
5、al 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,Multichannel shopping process,NeedRecognition,Search,Comparison,Choice/Purchase,Outcome,
6、Web,Store,Web,Store/Reseller,Web,Store,First time customer,Apple customer A,Apple customer B,Steps in purchasing process,Channel overview,Advantages,Challenges,Multichannel shoppers are more valuableMultichannel shoppers are more loyalMultichannel strategy strengths the brand,Needs coherenceDatabase
7、 management is crucialCooperative corporate culture,Apple corner at Best Buy,Apple Premium Reseller,Apple On-line Store,Apple Store,Why Apple jumped in the retail business?,Low exposureBad purchasing experienceCustomers not able to perceive the value,“Within Sears the computers invariably had missin
8、g 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 o
9、n the Forum of the website,Apples goals,Retail strategy SWOT analysis,Retail turnover growth compared with overall turnover,Apple Store vs.Luxury Retailers,Conclusions&recommendations,Conclusions&Recommendations,The hardware market will be increasingly undifferentiatedDevices can be used as Trojan horse for introducing standards(iTunes)A migration towards services could be inevitable,Conclusions&Recommendations,Product oriented,Service oriented,Thank you.,
