Apple Stores Assignment Sheet (2)
Prof. Federico C. Gonzalez
(This is based on reading of the “Apple Store – the Stores” and visits to an Apple Reseller Store and a standard computer shop selling win-tel products.)

Apple had many reasons to have its own stores. One was to have the means of delivering the value that differentiated it from its competitors (With consumers treating computers as commodities, Apple needed to differentiate through innovation; and positioned its products as “tool to control your digital needs.”). The questions are underscored. 1. Value delivery - communication a. The problem was that people were aware of Apple, but that awareness was not always converted into consideration for purchase. So Apple management envisioned the Apple Store as a way to break into the consumer’s mind, to get the consumer to engage and invest their thoughts into the Apple value proposition. What were some of the ways that this consumer engagement was provoked or motivated in the store? Could these be done in a standard computer mega-store that sold “win-tel” brands? 2. Value delivery – channel b. Problems arose from the channel design and management of the stores that carried “win-tel” brands. Identify and list the design elements and marketing/selling practices that you observe in the Apple Store and the other stores insofar as they support of reinforce these “stages in consumer relationship with the brand.” * Passing by * Curiosity * Trial * Coming back * Dismissing fears * Inquiring * Considering a purchase * Shopping * Selecting * Buying *