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As a consequence, Apple has made significant investments in programs designed to improve reseller sales. One of these programs is the Apple Sales Consultant Program. This program consists in placing Apple employees and contractors at selected third-party reseller locations.
The reason behind this strategy consists in the fact that Apple's managers consider that one of the key factors that sustain a successful general strategy is represented by direct contact with targeted customers. This is a great way for Apple to prove the advantages of its products in comparison to the products of the company's competitors.
In order to increase the number of customers, Apple stores are very important. Regarding the company's stores, location is very important Apple stores can be found in high traffic locations, quality shopping malls, and urban shopping districts.
The company's product line is consisted of the following categories: hardware products (MacBook Pro, MacBook, MacBook Air, Mac Pro, iMac, Mac mini, Xserve), music products and services (iPod shuffle, iPod nano, iPod classic, iPod touch, iTunes 8, iPhone), peripheral products, displays (Apple TV), software products and computer technologies (operating system software - Mac OS X, application software - iLife, iPhoto, iMovie, iDVD, Garage Band, iWeb, iWork, Final Cut Studio, Logic Studio, File Maker Pro, Internet software and services - Safari, QuickTime, MobileMe).
As one may observe, Apple does not have a great number of products, but they suffice for satisfying each customer, no matter how diversified...
This is one of the reasons for which Apple is continuously successful, and it manages to keep its customers and to attract new ones. Everyone finds what they need at Apple. The company's product range covers all of customers' necessities, whether one refers to entertainment or to work related needs.
Apple's customers belong to the consumer, SMB, education, enterprise, government, and creative markets. Each of these markets responds to different stimuli, a different message. Therefore, the company must adapt its strategy for each of these categories. However, each of these strategies must be in conformity with the company's general strategic direction.
As mentioned above, the company's success is also due to its continuous and significant investment in the research and development activity. Apple is aware of the fact that customers' needs and preferences are constantly changing, developing, and expanding. Therefore, the products they want to buy must also change, develop, and expand.
Also, the company is investing in opening new stores in several geographic areas. This is one of the most important parts of Apple's strategy. By increasing the number of stores and by expanding the geographical area, Apple manages to increase its number of customers.
Reference List
Apple Inc. (2009). Wikipedia, the free encyclopedia. Retrieved March 3, 2009 at http://en.wikipedia.org/wiki/Apple_Computer.
Annual Report (2008). Apple Inc. Retrieved March 3, 2009 at http://www.apple.com/investor/.
references are constantly changing, developing, and expanding. Therefore, the products they want to buy must also change, develop, and expand.
Also, the company is investing in opening new stores in several geographic areas. This is one of the most important parts of Apple's strategy. By increasing the number of stores and by expanding the geographical area, Apple manages to increase its number of customers.
Reference List
Apple Inc. (2009). Wikipedia, the free encyclopedia. Retrieved March 3, 2009 at http://en.wikipedia.org/wiki/Apple_Computer.
Annual Report (2008). Apple Inc. Retrieved March 3, 2009 at http://www.apple.com/investor/.
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