Apple Store Visit--Tuesday, June 12

Meet at Apple Store, 59th Street & Fifth Avenue at 11 a.m.
In Front of Glass Cube on Street Level or at the bottom of
the entrance circular staircase.

The objective will be to observe the store operations and write a report on their management strategies and retail results.

Follow the guidelines below:

1. Read the case history even though it is dated. Focus on the new developments in iTunes, iPod and the June introduction of the exciting new iPhone.

2. Discuss how this new technology has created new opportunities and expanded company profits in digital marketing. Use Internet research on the Apple Corporate web site for news releases and company financial information as well Google, Lexis-Nexis and Findarticles.com for the latest news about the company.

3. Describe the displays at the store and the customer service. Review their customer relationships and how user-friendly the environment is for consumers.
In your observations, what are the demographics of the Apple target market.

4. Does the store reflect the management's business philosophy and strategy? What has been the impact of Steve Jobs' ideas on Apple? How does he reflect the idea of Intellectual Capital?

5. What is your opinion of the success of Apple's management and marketing strategies.

6. Discuss the iPhone product introduction as an example of Apple's business strategy for the future and concept of "What business am I really in?"

6. What are your own predictions for the future of Apple's business.

7. Instant Market Research

At the store, ask customers if they would buy the new Apple iPhone at the suggested price of $499. Or, would they prefer to wait a few years for newer models with lower prices like the Nano iPod compared to the original iPod?