Distribution Policy Apple

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Not only Personal Computers…

Product Strategy The company leverages its unique ability to develop its OS, hardware, application SW and services

Challenges to this strategy ,[object Object]

Apple’s distribution structure

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]

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

Retail turnover growth compared with overall turnover

Apple Store vs. Luxury Retailers

Conclusions & Recommendations ,[object Object],[object Object],[object Object]

Conclusions & Recommendations ,[object Object],[object Object]

Distribution Policy Apple

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Distribution Policy Apple