APPLE'S STRATEGY

Broad Differentiation Strategy of Apple

Broad Differentiation Strategy

Apple uses the broad differentiation strategy. It has many ways to differentiate a product that have value and please customers and the needs and uses of buyers are diverse whereas, few rivals are following a similar differentiation approach. On the other hand, technological change and product innovation are fast-paced (Marino, 2010).

Apple's local adaptation is actually an international segmentation. Consumer expectations and market shares of Apple vary by country. This is why communication has to be differentiated. As part of Apple, its reputation precedes it. Indeed, we do not see an iPhone tailored to the ...