Name: Ladislao Galán Reséndiz

ID: ST4135
Teacher: Melany Dessire Flores Stiker
DATE: 26/01/2024
EVIDENCIA DE APRENDIZAJE
EVIDENCE LEARNING #2 Analysis of a Practical Case Utilizing Personal Selling
 Personal Selling: A Case Study of Apple Inc.
Introduction
Personal selling involves direct interaction between a salesperson and a customer with the
objective of selling a product or service. This essay provides an analysis of personal selling
in the context of Apple Inc., a multinational technology company known for its innovative
products.

Background of the Practical Case

Apple Inc. was founded as Apple Computer Company on April 1, 1976, by

Steve Jobs, Steve Wozniak, and Ronald Wayne. The company was established
to produce and market Steve Wozniak's Apple I personal computer. The
company was incorporated by Wozniak and Steve Jobs in 1977. Its second
computer, the Apple II, became a best seller as one of the first mass-
produced microcomputers.
Apple Inc. is an American manufacturer of personal computers, smartphones,
tablet computers, computer peripherals, and computer software. It is one of
the largest IT companies in the world and is often considered to be the most
successful startup company of all time.
The company's logo was designed with a bite so that it wouldn't be mistaken
for a cherry from afar. Apple's market cap is greater than the GDPs of the
Netherlands, Switzerland, Saudi Arabia, Sweden, and Norway.
Apple Inc. has its headquarters located in Cupertino, California. The company
has revolutionized the technology industry with its unique and innovative
products like the iPhone, iPad, and MacBook. The company employs personal
selling in its Apple Stores, where trained professionals, known as 'Apple
Geniuses', assist customers.

Objectives of Personal Selling

Apple’s personal selling aims to provide excellent customer service, enhance
customer loyalty, and increase sales. Personal selling aligns with Apple’s
overall marketing strategy of creating an unmatched customer experience.

Qualitative Objectives
Qualitative objectives are short-term goals that help salespeople reach long-
term quantitative goals. They focus on actions related to selling jobs. Here are
some examples of qualitative objectives:

Identifying New Customers: Salespeople aim to identify new customers to

reduce the incidence of customer desertion.
Collecting Buyer Preferences: They aim to collect buyer preferences to
deliver the best possible product or service.
Contacting Customers: They aim to contact customers to take orders

Quantitative Objectives
Quantitative objectives are long-term goals that are often tied to the
company’s revenue and profit targets. Here are some examples of
quantitative objectives:
Capturing and Retaining Market Share: The aim is to capture and retain the
market of a specified product or product line.
Maximizing Profitability: The aim is to maximize profitability on the
company’s products.
Obtaining New Customer Accounts: The aim is to obtain new customer
accounts

Role of Sales Personnel

Apple Geniuses play a crucial role in Apple’s personal selling success. They require strong
product knowledge, excellent communication skills, and a customer-centric approach.

Challenges and Solutions

One challenge in Apple’s personal selling is maintaining consistent customer service
quality. Regular training programs could be a potential solution. Another challenge is the
high customer expectations set by Apple’s reputation. To address this, Apple could focus
on continuous innovation and improvement in its services.

CONCLUSION:
In conclusion, personal selling is a critical component of Apple Inc.'s marketing strategy.
The company’s focus on customer experience, innovative sales techniques, and the pivotal
role of its sales personnel contribute to its strong market presence. Despite the challenges it
faces, Apple Inc. has demonstrated how effective personal selling can lead to increased
customer loyalty and sales. However, continuous innovation and adaptation to market
changes are crucial for maintaining this success. This analysis of Apple Inc. provides
valuable insights into the practical application of personal selling in a real-world context. It
underscores the importance of aligning personal selling with the overall marketing strategy
to achieve business objectives.