Business Case Studies, Competitive Strategies Case Study, Apple’s Foray in Retailing

print page
Tell A Friend

Case Categories

Share |

Competitive Strategies Case Study

Case Title:

Apple’s Foray in Retailing

Publication Year : 2006

Authors: Supriyo Bose, Kumar Satyaki Ray

Industry: Electrical and Electronics


Case Code: COM0161K

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study


In 2001, Apple Computer Inc. (Apple) forayed in retailing as part of its initiative to increase its brand awareness and showcase its Macintosh computers and operating system. Since then, the retail stores functioned towards increasing the visibility of its products as well as disseminating product knowledge through one-to-one customer interaction. In May 2006, Apple introduced its 147th retail outlet in New York and its retail strategy evolved from the traditional ‘store-front sales approach’ towards a ‘techno-equivalent of the neighborhood bar’, where people could visit, meet friends, learn and have an enjoyable time.

The case, while providing a broad overview of the company, discusses Apple’s retail initiatives both in the domestic as well as the international market.

Pedagogical Objectives:

  • To discuss Apple’s retailing initiatives as part of its strategy to increase product visibility, product availability and customer interaction
  • To understand how a separate distribution channel would lead to increase in product awareness and product recall
  • To understand Apple’s brand-building initiatives through creation of company-owned retail stores
  • To discuss the success probability of Apple’s mass strategy.

Keywords : Apple Computer; Retail stores; Competitive Strategies Case Study; Macintosh operating system; iPod; Genius Bar; Dell; Kiosks; Distribution channel; Solution zones; Steve Jobs; Product innovation; Design studio; Digital lifestyle; Resellers

Contents : 
A Brief Profile Of The Company
Apple’s Retail Stores
Dell’s Counter Moves
Dell’s Distribution Channel Compared To The Industry
Different Strategies Of Companies

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Jim CollinsJim Collins

    Founder of Management Laboratory in Boulder, Colorado
    Speaks on Level 5 Leadership
  • Jeanne M BrettJeanne M Brett

    DeWitt W Buchanan, Jr., Professor of Dispute Resolution and Organizations at Kellogg School of Management, Northwestern University.
    Speaks on Multicultural Teams
  • Sreenivasan RamakrishnanSreenivasan Ramakrishnan

    Co-founder and CEO, Marketics
    Speaks on Knowledge Process Outsourcing
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA,, Fax: 08147-236653,E-mail:

©2003-2010 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap