According to Hill, J.(2008:75) that the roots of competitive advantage is strategies, the root of strategies is distinctive competencies, the roots of distinctive competencies are resources and capabilities. Competitive advantage lead to superior profitability. So, talking about competitive advantages means about strategies, distinctive competencies, capabilities and resources. There are two types of competitive advantages: differentiation and cost leadership. All of them are effected by four factors: superior quality, superior customer responsiveness, superior efficiency and superior innovation. First of all, Apple have good researches and developed department (including Jobs, S.) which lead to good production. Beside that, Apple also have wonderful marketing, sales department. Every Apple’s products launching give customers eager not only by the quality of products, it also by the power of marketing. Lastly, they also have a wonderful customer service department. All of them combine to make huge profit for Apple with a lot of loyalty customers to. So, it is clear that Apple has a very good capabilities and resources. It builds to distinctive competencies. Moreover, Apple have chosen differentiation strategy, so they try to make different products with others means their strategy give them another competitive advantage.
Take a look at four factors affect to competitive advantage, it can be seen that all of Apple’s products have very superior quality and innovation. For example, every Apple’s products (Apple PC, MacBook, Apple IPod, IPhone, IPad) bring customers to new experience, change the way people thinking and doing with these traditional products. Apple changes everything when they enter the market and redefine many things in the market. Moreover, with wonderful new experience Apple really achieve superior innovation. Apple makes their customers satisfied, their customers become loyalty with the thought that wonderful products with high quality make them...
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