Apple’s distribution structureWhy Apple jumped in the retail business? * Low exposure * Bad purchasing experience * Customers not able to perceive the “WAHHE [Sears] the computers invariably had missing keys, shipping boxes were crammed into the area, merchandise was askew, and software was poorly displayed. Even worse, CompUSA employees were generally completely unknowledgeable about Macintosh computers and related gear. It was a very discouraging Xperience.”a Apple’s goals + 95% of customers don’t even consider Apple G rowth * Huge growth possibilities for superior products * In shops products are fully Convey exposed and operational + Matches perfectly the “hit fe) | he product” strategy + Set the standard for Apple buying experience Standard * Inspiration and support to ResellersPit Tel w es) -Total control -Retaining of margin Buea Stele tN CCR ce) UN ey Battle rd -Increased loyalty Retail strategy SWOT analysis WEAKNESSES. Basel -Integration within supply chain er RR Rolled Pele DPN ES) -Cannibalization Bale mie Sewer eRe eee resellers Bere (Rite Rem Ey ow exposure