Caso: Apple Inc. In 2012 Essay

2393 words - 10 pages

Estrategia y Teoría de JuegosCaso: Apple Inc. In 2012Lorena BaezaIgnacia Villa¿Cuáles han sido, históricamente, las ventajas competitivas de Apple?Las ventajas competitivas se logran cuando se genera una diferencia entre la disposición a pagar de los consumidores y de los costos en los que se incurre en el producto. Esta diferencia debe ser mayor que la de sus competidores y debe tener una combinación de actividades en forma adecuada. Apple desde sus inicios logró que sus productos se posicionaran en la mente de los consumidores como algo único, relevante y valioso.En primer lugar Apple siempre se preocupó del diseño de sus productos. En el que dominaba la simpleza tanto operativa como visual y la elegancia del producto. También fueron capaces de innovar con sus productos a pesar de no tener una gran gama de ellos vieron la importancia del I & D e invirtieron en este para descubrir nuevos productos y reconocer necesidades en los consumidores que ni ellos sabían que tenían, por lo que logran lanzar productos estrellas. Steve Jobs reconoció la importancia de crear una experiencia no solo al momento de utilizar los productos sino que una que partiera el momento que uno pensara en comprar un producto Apple. Para esto decide abrir tiendas Apple cuya característica era la innovación y la simpleza, que les permitiera a las personas vivir la experiencia Apple desde el momento que entraran a una tienda.Otro punto importante que aumentó la ventaja competitiva era la existencia de un centro digital (digital hub), que lograba una conectividad de todos los aparatos Apple, ya fuese por productos como ITunes, ICloud, etc. Además, Steve Jobs se encargó de que existiera un buen marketing, slogan y que la publicidad fuese efectiva para lograr que cada detalle generara un impacto en el consumidor.Apple también logra una ventaja en costos, al buscar nuevas oportunidades en países emergentes para fabricar sus productos. Además tenían una integración vertical y horizontal lo que les proporcionaba una clara diferenciación e independencia, al crear ellos cada producto desde cero desde su propia empresa.La tecnología que usaba Apple también logró aumentar su ventaja competitiva al ser este un visionario en el tema de las tecnologías y al ir lanzando cada cierto tiempo nuevos modelos mejorados de sus productos, demostrando una clara agilidad en seguir el rápido desarrollo de la tecnología. Ellos creían que con esto ejercerían un self cannibalism, lo que sería mejor que si otro lo hiciera con ellos.Por último creemos que la estrategia que utilizó Apple para capturar todo el valor creado es la correcta, ya que adoptó una estrategia de diferenciación, con el que logra posicionarse en la mente del consumidor,...

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