the company is well known for its innovative products such as macintosh line computers, the ipod. it is also concerned with innovative software such as mac operating system, x operating systems, the itunes media browser, ios mobile operating system and many more other software. the company was started in 1976 by ronald wayne, steve jobs and steve wozniak. i have chosen this company to describe differentiation generic strategy because apple company began using this strategy from the beginning hence gaining competitive advantage in computers industry to date (christopher, 2010). apple company has utilized this strategy since it was founded and has retained its competitive advantage in the computer and consumer electronics industry.
the mac interface bridges the user interface gap in ms-dos, itunes made it easier to load music into mp3 hardware and lastly the iphone used the connective power of smartphone to bring about the gathering of new mobile applications (alex, 2002). this has helped the company to focus on few highly differentiated innovations that result in brilliant marketing wonders while controlling the resources, costs and maintaining stability. on the other hand, apple controls the variety of both the hardware and software, this minimizes the end user technical issues because there is guarantee there is a common macintosh hardware platform that create user experience. this monopoly ensures them to make quality products that compete differently with the competitor windows hardware and which are manufactured by many manufactures. in summary, apple products are designed and produced to give the customer the value and quality. highly differentiated and unique hardware and software integration gadgets enables apple to charge premium prices for its products hence making higher profits and maintains its competitive position in the market (alex, 2002)
since the 1980s, apple inc. has successfully used product differentiation to separate its products from those of other electronics manufacturers. from its macintosh home computers to the ipod music players and iphone and ipad mobile devices, apple has employed a differentiation strategy to target a section of the consumer market and send a powerful message that its products stand out from the crowd. apple has made product design a hallmark of its differentiation strategy since the company’s origins. another factor in product differentiation plans stems from the company’s pricing strategies. the lowest-priced apple products consistently fall in the mid-range, but customers are willing to pay that price for the high quality of the user experience.
the relatively higher cost of the apple versions gives consumers a sense of high value and exclusivity for their products. apple’s pricing strategy extends to its differentiation in the retail electronics marketplace. apple has been among the most successful technology companies in the development of loyalty to a brand. the company’s efforts toward building brand loyalty have allowed apple to differentiate itself from microsoft, samsung and other competitors in its various arenas. the concept of brand differentiation has allowed apple to create a virtual split in the world of electronic devices: apple devices vs. everyone else. living in houston, gerald hanks has been a writer since 2008. he has contributed to several special-interest national publications.
according to porter (1980), differentiating a business requires that, new and unique products with value are created for businesses use the marketing strategy of product differentiation to distinguish their products from those of their apple attempts to increase market demand for its products through differentiation, which entails, apple differentiation strategy pdf, apple differentiation strategy pdf, apple broad differentiation strategy, apple cost leadership strategy, apple differentiation strategy case study. apple attempts to increase market demand for its products through differentiation, which entails making its products unique and attractive to consumers. the company\’s products have always been designed to be ahead of peers. despite high competition, apple has succeeded in creating demand for its products.
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