Apple’s Unique Selling Point. by Jon25

 

Apple’s amazing success is an exemplary case of company’s value driven leadership. The success of Apple defies gravity even during the slowdown and the attributes might be many but the root cause for success remains the same – customer delight driven strategy. While Apples’ competitors focus on just Customer satisfaction, which does not take much time to evaporate as per Dr Kano’s Model, Apple consistently works towards Customer Delight. In nutshell, what drives Apple to this coveted position is its innovative strategy, its focus on brand building and unique marketing strategy.

Apple’s consistent focus on innovation has resulted in products with functionalities which a customer always requires but could not get in the existing products. While Apple’s competitors did not pay much heed to customers’ requirement rather kept shoving their products’ features down customer’s throat, presuming that this was what Customer requires. On the other side, Apples’ product development process never wavered from its original philosophy of Innovation. Apple’s strategist think of introducing those features in their products which not only makes their customer delighted but also keeps then happily guessing on what might be on offing. No wonder, the innovation centric strategy has resulted in products which were way beyond the time they were introduced like I-phone, I-pod, Mac for which customers didn’t mind waiting in a long queue outside the Apple’s retail store which is un-heard for any other product in recent past.

Apple’s retail stores are strategically different and efficient way of interfacing with new users. Not surprisingly, their unique way of marketing their product has attracted more and more customers purchasing Apple products from the branded retail store contributing towards Apple making highest revenue per square foot of retail space. Interestingly, Apple doesn’t only sell its own branded products at these stores rather it also resells other branded products which Customer may requires as accessory to Apple products, For example, Printers, i-pod speakers etc. Apple had never produced these items and may not get into these as it has its capability focused on Cell phone and Computer products. Another fact to note is that 50% of the buyers in Apple store are first time Mac buyers and as the companies give choice to their people for the PC they want to use, Apples’ market is expected to increase further.