CASE STUDY ON APPLE

STORES

Presented By:
Rajul Kaushik
Pooja Sharma
Yogender Singh
Ayushi Jasoria
 APPLE Inc.

• Founded in 197by Steve Jobs & Steve Wnozaik.6

• Visionary Leadership

• Mantra for success-”Thinking Different”

• Innovative & User-Friendly design

• Quickly Become a Globally reputed brand.
 Why apple need a store?
• Expanding Customer Base – physical stores provide a
much satisfying experience for the customers and
helps in expanding customers.
• From “Pure Click” – Extending its root in the physical
market (outlets at Malls).
• Increase Market Share – A physical Store is more
preferable than an online store; helps in grasping
customers attention/ market share.
• Dynamic impact on customer.
• Traffic was high; Sales was gaining momentum.
Ron Johnson’s Benchmarks to evaluate
the success

• Customer’s Curiosity – Engaging customer’s interest

in products.
• Customer’s Experience- Provinding best Customer
experience was one of the benchmark of Apple.
• Overcoming objectives – Fulfilling market and
organisational challenges.
• Tracking customers interest over time- consistent
track of customers experience of Apple.
• Store experience needs to be the same every day,
every hour in every store.
 Distinctive Stores Element
• Optimum utilisation of space- Capturing every corner of
the store to its fullest.
• Eye-catching elements- Creatively designing wall;
floor;doors;Windows. Everything in the store was
creatively designed.
• Adequate division of Areas; Columns- Positioning of
every product in an efficient manner ; which grabs
customer attention ; Product Area; Solution Area;
Theatre; Genius Bar.
• Enthusiastic Store Employees/ representatives providing
ultimate experience to the customer , bringing them back
to stores.
 Dell should have opened a store

• DELL was one of the two top competitors of Apple in

the market segment .Entering market in 2001.
• DELL as one of the top competitors with 14% market
share, must have opened its own store.
• Having a market opportunity to grasp customers and
increase market share by opening physical stores.
• Price Advantage over Apple –”Easy to buy , Easy to
owe”.
• Customer Satisfaction – Physical stores provide much
soothing experience to the customers.
 Lessons from Apple
• “Customers experince” is the key ingredients for a
successful rand.
• Knowing your Customer ; Future needs is an
important aspect for a brand for seeing “thoughts
becoming things”
• Thinking Different – the crazy ones, the misfits, the
troublemakers. The ones who think differently can
change the world.
• Consistent Innovation.
 SWOT Analysis

STRENGTH OPPORTUNITY

WEAKNESS THREATS
 Strengths

• Brand Value
• Innovation
• Technology
• Creativity
• Visionary Leadership
 Weaknesses

• Pure-Online

• Customer Affordability

• User-Friendly
 Opportunity

• Innovation : Market Need

• Increase Market Share

 Threats

• Market Competition : DELL, IBM.

• A decrease in Market Share : Windows (OS)