As a challenger, it takes a sharply
focused strategy to secure top-of-mind status in your luxury real estate
marketplace, and also to seize the lion’s share of business from the
incumbent market leader. Complacent leaders can often be caught
off-guard by a challenger with a fine-tuned brand strategy. If you want
to sustain your own market leadership THINK STRATEGICALLY! Study the
brand strategies of the most highly valued brands in the world. And,
that is what we begin to explore in this article series.
Lately, doubts have been cast about the
ability of Apple (#1 highest valued brand in the world) to fend off the
fierce competition of Google (#2), Samsung (#30), Amazon (#14) and
Microsoft (#7) in the realm of smart phones and tablet computers. Sustaining
their market leadership will require Apple to create an impenetrable
buffer zone to protect their overall lead in these combined categories,
in terms of revenue, and create switching barriers, to hold on to
existing customers.
But, first let’s start with Google who
wants to rule the world of online advertising. One of their key
strategies is offering their Android operating system software for
FREE. Better yet, they entice device makers and app developers to use
Android though profit sharing on the sale of apps in their app store.
Some pundits believe that this
"better than free" strategy along with Google’s Motorola acquisition
will significantly drive down the prices of smart phones and tablet
hardware, which could completely commissioned those devices. The cost
of offering cheap hardware, free software and cash incentives
constitutes their buffer zone. And, it should be offset with Google’s
increased ad revenue given their potential dominance over the highest
volume of devices in the world, which are Android based.
This could potentially be a huge
threat to Apple But, Apple is definitely not complacent. In Part 2 of
this article series we will explore what Apple’s strategy appears to be
for maintaining their leadership position as the world’s most valuable
brand.
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