Dubai Apple Stores Marketing Mix

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Table of Contents

Unique products and services
Unique Personnel
Marketing Mix for Dubai Apple Store
The Importance of the Location
Competition in the Region
SWOT Analysis

The first Apple Store in the Middle East stands out from the rest of Apple Stores by its Unique Design:

The design was developed by Foster + Partners
The stores design is dominated by green color
The store has an abundance of living plants, including ten tall trees and two living walls
The store is lit with natural light contributing to the naturalistic concept of the design of the store
The design is supplemented with 16 feet glass doors that welcome the customers to the store

The living walls are situated next to the leather seating where the customers can have a rest. The walls have a variety of small plants growing on them.

Unique products and services

The store offers all classic Apple hardware products, including the iPhone, iPad, Mac PC, and iPod.
Dubai Apple Store sells all collections of Apple Watch models (Apple Watch Sport, Apple Watch, Apple Watch Hermes and Apple Watch Edition using 18-karat gold)
The store offers numerous products including Beats headphones, Apple TV, and third-party accessories (e.g. iPhone cases)
The store has a unique display pod with touch-enabled charging and Internet stations

Unique Personnel

The employees speak 40 languages
They come from 30 nationalities
All of them have at least several years of experience working in the company
All of them are trained to provide exceptional customer services and promote the reputation of the company

Marketing Mix for Dubai Apple Store

Products

are popular among the citizens of the UAE
belong to the brand that is highly appreciated by permanent residents of the country and expatriates who comprise a big part of the customers
are diverse and enable the customer to find any product of Apple brand they are interested in and choose all of the needed supplementing accessories

Prices

are higher than the prices of the competitors
reflect the exclusiveness of the brand
are aimed at attracting the customers with the paying capacity that is higher than the average
provide the profit for the company
are suitable for potential customers, as the UAE has the highest level of salaries in the region

Promotion

The Apple Store in Dubai was well-promoted before its opening
The promotion was started with numerous articles about the opening of the store appearing in various media sources of the countries
The company has invited the regional media to visit the store before its opening and allowed the journalists to ask questions and take photos of the store

Location

Dubai is the popular destination for numerous wealthy tourists and expatriates interested in buying Apple production
The Mall of Emirates is one of the most attractive shopping destinations in the country and the whole region
The place where the mall is situated is convenient for the customers to access it by car, metro, or bus

The Importance of the Location

Dubai

There are no other Apple Stores in Dubai
The city enjoys the benefits of the high level of the economic stability of the country
Dubai is one of the most popular destinations for tourists and expatriates from all over the world
The residents of the city and its wealthy visitors are capable of buying expensive Apple production

The Mall of Emirates

It is the biggest shopping center in the country
It attracts thousands of visitors every day due to the abundance of entertainment services it offers
It is situated in an advantageous part of the city that is close to the touristic attractions
It has a huge and convenient parking space

Competition in the Region

Competition with other Apple production retailers

Dubai and Abu-Dhabi are the only cities that have Apple Stores in the Middle East
Dubai and Abu-Dhabi Apple Stores offer unique services, such as the personal set-up of devices, free workshops, and Genius Bar appointments
The highly qualified personnel of Dubai Apple Store provide the customer services that cannot be copied by any other retailer

Competition with retailers offering different brands

The retailing stores of other technology companies present a certain challenge to the competitive advantage of Dubai Apple Store
Samsung has an almost equal market share in the UAE and is the main competitor of Apple in the region
However, the Apple brand is iconic, and its competitive ability is rather stable

SWOT Analysis

Internal Environment

Strengths

The unique attractive design of the store
Exclusive format of customer services
The well-trained personnel devoted to the companys primary goals and unique vision of services
The exceptional quality of the products
The enormous popularity of the brand

Weaknesses

The difficulties in organizational communication
The inability to effectively communicate with the main managers of the company due to the long distances
Prices that are higher than the prices for similar products sold by the competitors of the store

The friendly personnel and unique atmosphere are the distinctive features of the Dubai Apple Store contributing to its strong competitive ability. The opening of the store illustrates how the employees of the store create an atmosphere welcoming the customers.

External Environment

Opportunities

Stable economic prosperity in the UAE
The stable interest of the wealthy population of the country to Apple production
The popularity of technological advances among the residents of the country
Favorable position of the government welcoming foreign investors in the UAE

Threats

High competition between Apple and Samsung
Lower prices offered by the competitors selling similar devices
The popularity of Samsung mobile devices is higher than the popularity of Apple mobile devices

Dubai Apple Store has good chances of developing a strong competitive advantage. However, it should pay attention to contributing to the popularity of Apple production to protect the company from the threat of losing the competitive ability because of the activities of Samsung in the Middle East.

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