• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Apple Differentiation Strategy

Extracts from this document...

Introduction

´╗┐Differentiation is a strategy which marketing organisations practice to gain a competitive advantage over its competitors. There are five well-known levels of differentiations. These are product, services, personnel, channel and image differentiation. Apple has built a strong relationship with many devoted fans across the world called ?Applellites?, posing as a strong differentiating factor that competitors like Samsung cannot replicate in a short period of time. In this assignment, Apple?s differentiation strategy will be discussed, exploring how the company obtains an advantage over its competitors. A company can set itself apart from other competitors through its product. This is also called product differentiation. Apple has done so, consistently, with all of its product offerings. Its unique features include its design, functionality, durability and consistency. ...read more.

Middle

In addition to Apple store?s customer service, Apple also offers indirect service via technical support call centres. Apple differentiates itself through the level of personnel differentiation. Yukari Kane, from Wall Street Journal, was interviewed about their research on Apple?s staff training. It was said that the staff within an Apple store have been trained to know how to act from the very moment a customer walks into the store. ?The inviting feel of the stores is really carefully planned to the smallest detail?, said by Kane. It is also learned that Apple staffs are trained to refrain from saying negative words such as ?unfortunately?. As every aspect is controlled, so is the customer experience. Apple trains their staff members with the acronym A-P-P-L-E: "Approach customers with a personalized warm welcome," "Probe politely to understand all the ...read more.

Conclusion

Apple, however, has successfully been made known to have the brand logo of a bitten apple. It has been one of the most famous logos around the world which contributed to Apple?s popularity as it is continually seen everywhere. Apple is also associated with elegance and simplicity. This image is carried through consistently in everything Apple does which creates a strong, credible brand that differentiates the company from other companies. Steve Job has been made famous and is greatly associated with Apple Inc., especially through his keynote speeches. While Apple is increasingly pressurised by competitors such as Samsung, they possess a strong differentiating factor which Samsung is unable to replicate overnight. Through Apple?s great product, services, personnel, channel and image differentiation, the company was able to create a strong relationship with the customers, thus explaining Apple?s competitive advantage over its competitors. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marked by a teacher

    Business Culture & Strategy Analysis Of JD Wetherspoon

    4 star(s)

    * The influence spreads out over the business. * It is often illustrated as a spider's web Evident: * JD was founded in 1979 by Tim Martin who has run the company for more than thirty years. In 2004, though he gave up day-to-day control.

  2. Proctor & Gamble, Inc. (Scope Case)

    But overall, in relation to the unit sales, Scope went from an 8.1% increase from 88-89 and a 2.7% increase from '89-'90. Plax, on the other hand, introduced their line in late '88, which is the reason for their enormous increase in market share from 1% to 10% in '90.

  1. Unit 9: Marketing Strategy

    SMART stands for: Specific Measurable Attainable Realistic Time related After each of my business objectives I will assess whether they reach the SMART criteria and the reasons for this. "To break even within the first twelve months" S This target is without doubt specific as it highlights exactly what is needed from the business to achieve it.

  2. The main purpose of this research is to know and analyze whether the Olympic ...

    been taken into consideration and are analyzed according to the research requirements. 3.7 The data collection methods According to (Sasha Hurrell, 2004)The data collection process is considered as one of the significant step and aspect within the entire research methodology process which will play the significant role within the process of analyzing and evaluating the important findings for the research.

  1. NETFLIX CUSTOMERS SATISFACTION

    different influence on over?ll consumer satisfaction. Rese?rch in the ?re? of business services, which include m?rketing rese?rch comp?nies, ?dvertising ?gencies ?nd consulting firms, h?s concentr?ted on service qu?lity, rel?tionship qu?lity, ?nd over?ll customer satisfaction. In some of the best known models which connect these concepts, customer satisfaction is modeled ?s ?

  2. Business plan. The business that I am going to produce is a personalised logo ...

    business such as shares, however fixed assets would be sold to enable the debt to be paid off. Limited liability is usually used by bigger businesses, as there is a lot that you have to go through in order to do so, therefore this could cost a lot of money.

  1. Village Profile

    Participatory Rural Appraisal (PRA) The PRA's done in the village are: a. Seasonality Map: Seasonality map here is used to know the agricultural and allied activities. The participants of the seasonality map were: * Kuntila Uraon * Pitambar Choudhary * Sahano Uraon * Santosh Srivas * Jeeramati Rathiya b.

  2. The international business environment of Apple Inc

    Reasons why the iPhone, iPods and laptops are successful is because the business has incorporated the latest technologies. Since the iPhone has been released many businesses are attempting to keep up with the similar technologies of the iPhone. For example Lg have introduced the KM900 which looks very similar to the iPhone.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work