MG 495 Discussion 1

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Park University *

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495 DLG

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Marketing

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Feb 20, 2024

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docx

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3

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Initial Post 1 Consider Apple’s strategy as discussed in Capsule 1.1 in the text. Does Apple set itself apart from competitors? How? Class, The text defines a company’s strategy as “the set of coordinated actions that its managers take in order to outperform the company’s competitors and achieve superior profitability” (Thompson, 2021, p.4). When it comes to strategy no strategy should be the same, but rather different in order to highlight your capabilities in comparison to your competitor’s incapabilities. Apple does a great job at setting itself apart from competitors which is why the company has been so successful over the years. The bullet point that stood out to me in Capsule 1.1 mentions how Apple designs and develops “its own operating systems, hardware, application software, and services” (Thompson, 2021, p.7). This is a point of interest to me because the ease of use and iCloud features are reasons why I switched to Apple. Prior to Apple I had a Samsung and while on deployments I would often have to download multiple apps to message or video call my wife. I would also have to download transfer apps to transfer data every time I received a new device, and sometimes all of the data did not transfer. Lastly, when storage on my device became full, I would have to start deleting things to clear more storage. In 2019 after coming home from deployment the first thing that I did was get two iPhones for myself and my wife. Since then, features such as iMessage and facetime have been very beneficial whenever I travel or deploy. Also, whenever I get new devices all I have to do is log into my Apple account and my data is there, and I can purchase more cloud space if needed.
These are a few things that companies are trying to catch up to, but Apple managed to do it first and best. Something that I often notice when getting iOS updates is that Apple often makes updates that contributes to making the user experience easier and more convenient. Some updates are inspired by consumer demand and others are not high in demand but found delightful to have, “the company places great emphasis on creating products that are easy to use, even for individuals with limited technical expertise” (Singh, 2023). The fact that Apple continues to provide updates across devices no matter which device a user has shows how the company not only evolves which their products, but also within their strategic approach. Initial Post 2 Discuss and differentiate the cost-based strategies used by Apple. Can this lead to Apple having a sustainable competitive advantage? Class, Apple operates from a broad differentiation strategy where their innovative products “differentiate the company’s product or service from that of rivals in ways that will appeal to a broad spectrum of buyers” (Thompson, 2021, p.6). This is found to be a good route for Apple and can be sustainable as they have more of an agile scrum approach with the incremental developments or updates pushed out to consumers rather than a “finished” product pushed out to consumers. This approach makes consumers feel as if they are investing in a continuously evolving technology as the same device from 3 years ago evolves with the demands of consumers. Compared to other strategies such as low-cost, Apple has no need for this approach, and it would not be beneficial to them. Companies that adopt low-cost approaches has a specific targeted
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