Strategy (6)

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    Prospect Analysis

    Apple (Strategy)

    Under the direction of Angela Ahrendts as head of Apple’s global retail operations for five years to 2019, its retail business was revitalised. Ahrendts unified the store and ecommerce operations into a single unit and oversaw the development of a new store design.

  • Apple product

    Prospect Analysis

    Ecommerce at Apple

    Apple sells its products worldwide through its retail stores, online stores and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and value-added resellers.

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    Prospect Analysis

    Technology strategy at Apple

    The company’s business strategy leverages its ability to design and develop its own operating systems, hardware, application software and services.

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    Prospect Analysis

    Supply chain at Apple

    Apple outsources many facets of its supply chain, including production and logistics, and has developed long-term relationships with suppliers that enable it to quickly scale production for existing and new products.

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    Prospect Analysis

    Stores at Apple

    While the Apple stores have been credited with setting the benchmark for store design and customer services, many other mainstream electricals retailers have adopted some of these concepts in the meantime.

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    Prospect Analysis

    Customer and marketing at Apple

    Apple has a premium positioning and targets more affluent customers by way of its high price points. Nevertheless, the brand has a wide appeal across all socio-economic groups and is able to target more price-sensitive consumers through a product segmentation strategy whereby it offers older models at lower prices.