MBA Executive University / Innovation / Apples Success Is Based On Customer Centric Approach – Term Paper Example
apple’s success based on centric approach al Affiliation) Key Words: Apple’s success, approach, Competition
The broad claims that are made about what apple should do are almost always based around competitive reasons. People claim that because Apple’s competition is doing something that Apple should also or that they will lose. What most people love about Apple’s strategy is that it is never around what the competition is doing, as Apple matches to the beat of their own drum. However, this strategy is misunderstood by so many persons. In fact, Apple’s strategy is best understood within the view that internally they literally believe they have no competition. In essence, Apple has customers, not competition. The decisions they make as a company are not based around what their competition is doing, but around what is best for their customers. Whether you like it or not, this is basically their strategy. Consequently, entering markets simply because perceived competitors do is not Apple’s strategy. If entering a new market is the best way to serve Apple’s customers needs then they will do it, but not because someone else is doing it. What is good for Apple may not be good for others and vice-versa. Apple may have a bigger iPhone up their sleeve, but their efforts will be defined by the needs of their customers and not by what their competition is doing. Furthermore, Apple may launch a wearable product of some kind but not because of their competition but due to the fact that it will serve the needs of their customers. To this end, all the things that Apple does strategically are intended to meet the needs of customers and round out their ecosystem.
I personally have had the opportunity to experience Apple’s customer centric approach as I have been able to purchase an iPhone 4s which is compatible with the Apple laptop I own. It was definitely the best way to go. In Germany, Apple sales are declining as there is an ongoing suit following its alleged infringement on a patent on 3g technology, an accusation made by the German patent licensing firm called IPCom. Although apple accounts for a significant market share, it faces worthy competition from companies like Nokia, HTC, Ericsson and Vodafone.
Faulkner, Mike, 2003.Customer Management Excellence. London: Wiley.
Venugopal, Pingali, 2001.Marketing Channel Management: a customer-centric approach. Montreal: Response Books.
Peel, Jeffrey, 2002.CRM: redefining customer relationship management. New York: Digital Press.