100%(3)3 out of 3 people found this document helpful
This preview shows page 16 - 19 out of 25 pages.
As this chart fromBusiness Insider Intelligenceshows, Apple has continued to increase its R&Dspend on an annualized basis even as its revenue has started to decline.As of Jul16, Applerevenue dropped from $49.61 billion to $42.4 billion. Over the past nine months, the companyspent $7.475 billion on R&D — that compares to $5.847 billion over the same time period theprevious year. Apple Company never stop improving in order to maintain on the top.
3)Advertising and differentiationThroughout the history, Apple has been recognized well for its advertisements. It is one ofthe most elegant advertisers as can be seen from any of its print ads in newspapers. You willcommonly find Apple ads to be clear and crisp in their message. Their background will be whiteand the print ad introducing the product or differentiating the product and that is one majorstrength of the brand. Apple uniquely positioned to offer superior and well integrate digital lifestyle and productivitysolution. The company believes investment in marketing and advertising programs was criticalto increasing product and brand awareness. And above are images from actual apple ads. Thead show different ion between PC and Macintosh that Apple’s trying to penetrate the group ofyounger generation by looking at the clean and to the point copy.This was the Marketing strategy of Apple. The Brand can teach a lot to marketers with regardsto differentiation, brand building and most importantly – Innovation.4)Expanding its distribution network 
The company utilized a variety of direct and indirect distribution channels, including its retailstores, online stores and direct sales force as well as 3rdparty cellular network. The companybelieved that sales of its innovative and differentiated products were enhanced byknowledgeable salesperson who could convey the value of the products.The company further believe that providing direct contact is an effective way and providinghigh quality sales and after sales support experience. To ensure a high quality buyingexperience. The company continued to expand and improve its distribution capabilities by expanding thenumber of its own retail stores worldwide. And these retail outlets are such that they are morefocused in helping the customer and making him comfortable with using Apple rather thanselling the product and stuffing the product down customer’s throat. Along with companyowned stores, Apple third party reseller location. These trade partners will buy in wholesalefrom the brand and then distribute the product in the market. Thus, besides its own retailstores, Apple is found present in other modern and premium retail stores. Apple hasopened 491 retail stores across 17 countries, including 269 in the United Statesand 222 elsewhere, since May 2001. Apple is aggressively expanding its retail footprint in China,one of its largest markets, while renovating U.S. stores with next-generation designs.