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