Apple's Suuply Chain .ppt

Products significant stores located in prime

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products Significant Stores Located in prime locations of major cities (New York, London, Paris, Shanghai, etc.), amazing architecture, staff trained not to sell rather to respond to customer queries and provide solutions to customers’ problems Offering The Genius Bar – specially trained staff offer one-on-one training on how customers can maximize their use of a Mac or their iPhone Branding Apple’s stores as a part of the company’s branding strategy, reflecting the company’s now-popular minimalist design philosophy and offering clutter-free zones Apple Store visit Experiencing a stimulating, no-pressure environment, Discovering more about the Apple family, Trying out the company's products getting practical help Distribution – Apple Retail Stores
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Apple: Supply chain Customer focus Strong focus on customer satisfaction, trust and good – feeling (solving problems and advising approach to customers rather than selling) Emotional connect Apple – customer partnership Advertising – Iconic product Initially as free-thinking and non-conformist Later on as creative (e.g. the Think Different campaign) and intelligent (e.g. the Get a Mac campaign) Today‘s highlighting qualities such as hip and cool (e.g. the iPod silhouette), obsessed with perfection and minimalism Logo Reflects the minimalist design philosophy Brand architecture Monolithic brand identity – everything being associated with the Apple name Distribution – Branding Strategy
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Apple: Supply chain Apple works as an integrated service provider model – takes ownership of the entire customer experience Apple products are designed as an integrated system – only hardware and software developed or approved by Apple will work with them Provide their customers with highly-personalized experience Staying on the top of the American Customer Satisfaction Index for eight years, topping its own record from 86 to 87 on 2011 Customer Relationship Management
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Apple: Supply chain Online/Retail Store Apple Care Services Financing/Leasing options (for consumers, businesses, schools and universities) Personalized assistance from Apple employees in the Apple Shops Valuable IT lifecycle services for integrating and managing customized Mac and multi-platform solutions in your existing environment Comprehensive implementation and integration services for audio, broadcast, film, photography, publishing, and video professionals Certified technology consultants Apple fully understands that all aspects of the customer experience are important and that all brand touch-points must reinforce the Apple brand Customer Relationship Management
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  • Fall '12
  • David
  • Apple Store, Apple Stores

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