REFLECTIVE ESSAY 4

Product assortment:
First Mr. Hieu Em needs to do some research on previous popular products of Apple to
Vietnamese people and focus on those products more than the others. The products on display
should be updated with the latest software through DCOTA (Digital Content Over The Air -
Management tool for displaying demo content on the exhibitor via wifi/wireless). However there
can be some slight differences between the two kinds of stores.

 Apple Authorized Retailer: Focusing on highly bought products which are usually the
second latest product since consumers are now used to and have a deep understanding
about the product.
 Apple Premium Retailer: Concentrating in the ever latest product that usually have the
higher price and still need to be introduced and engaged more to the customers.

Services mix:
The stores should include exclusive services that can only be provided via authorized retailer of
Apple such as:

 Apple support (help with questions from customers)

 Apple care (to assist in warranty and provide authentic components)
 Apple Trade In (exchange your old iPhone to get a discount on a new purchase with
Apple)
 Apple Workshops (offers teaching and guidance for how to use Apple products).

Store atmosphere:
The store should be designed with two main colors commonly found in Apple Stores and the
logo of Apple, which are black and white to make customers feel like they're at an authentic
Apple Store and express the unique luxury, high-class characteristic of Apple.