Picking the winners is not an easy game when it comes to choosing a company to invest in, thus company’s strategy is one of the most important things to look at in order to make predictions of earning revenue in the future. The goal of this paper is to compare Apple and FedEx in terms of their market positioning strategies so as to make an accurate decision which of the companies is worth investing in.
Both FedEx and Apple are focusing on providing high quality products and services for their customers. FedEx, for example, promises to provide high-value-added quality service in its mission statement assuring its shareholders of superior financial returns (“Investor Relations”). Sir Jonathan Ive, has commented on Apple's strategy, emphasizing the fact the company focuses on high quality products rather than revenue (Solon). Yet, Apple’s continuous pursuit of excellence inspires the company to reach out exceptional results revealed in their unique products (Nielson).
Both FedEx and Apple focus on differentiation strategies. FedEx provides a wide range of services operating domestically and internationally (“Investor Relations”). However, Apple’s differentiation generic strategy is broader in scope and thus more effective. The main goal of this strategy is to create a strong brand image by establishing diverse exclusive products that would have exceptional design, high quality and suit everyone. Apple implements this strategy effectively overcoming any obstacles. In addition, operating in such fast-growing industry as technology is an absolute advantage for Apple in beating the rest of the market sectors and becoming a stock market winner (Meyer).
Finally, both companies are focused on highest ethical standards and needs of surrounding communities (“Charitable Giving Guidelines”). While FedEx invests in safer and more sustainable transportation and charity projects, Apple is involved in a wider range of activities to promote sustainable environment including switching to greener materials, taking care of forest resources, company’s carbon footprint and recycling (“Apple Info”).
Consequently, since Apple establishes aggressive growth strategy with exclusive high quality products in fast-growing technology industry, reaching various segments of the market and meeting the needs of community, it stands out in the market putting FedEx in the shade (Chen). This superior market advantages makes Apple absolutely unique and attractive for its existing and potential investors.
Works Cited
"Apple Info." Apple. N.p., 2016. Web. 25 July 2016.
"Charitable Giving Guidelines." About FedEx. N.p., 2016. Web. 25 July 2016.
Chen, Liyan. "The Most Profitable Industries in 2016." Forbes. Forbes Magazine, 21 Dec. 2015. Web. 25 July 2016.
"Investor Relations." FedEx. N.p., 2016. Web. 25 July 2016.
Meyer, Pauline. "Apple's Generic Strategy & Intensive Growth Strategies" Panmore Institute. N.p., 2015. Web. 25 July 2016.
Nielson, Samantha. "Apple’s Premium Pricing Strategy and Product Differentiation." Apple's Premium Pricing Strategy and Product Differentiation. N.p., 06 Feb. 2014. Web. 25 July 2016.
Solon, Olivia. "Jonathan Ive: Apple's Goal Isn't to Make Money." WIRED UK. N.p., 30 July 2012. Web. 25 July 2016.
