{"id":606,"date":"2019-03-13T19:50:26","date_gmt":"2019-03-13T18:50:26","guid":{"rendered":"http:\/\/www.bohatytata.cz\/?p=606"},"modified":"2020-04-25T08:50:12","modified_gmt":"2020-04-25T07:50:12","slug":"zadny-strom-neroste-do-nebe-ani-apple","status":"publish","type":"post","link":"https:\/\/www.bohatytata.cz\/index.php\/2019\/03\/13\/zadny-strom-neroste-do-nebe-ani-apple\/","title":{"rendered":"\u017d\u00e1dn\u00fd strom neroste do nebe. To v\u011bd\u011bl i Steve Jobs z Apple"},"content":{"rendered":"<p>Steve Jobs byl spoluzakladatelem a tak\u00e9 marketingov\u00fdm mozkem spole\u010dnosti Apple. V internetov\u00fdch diskuz\u00edch se lze \u010dasto do\u010d\u00edst v\u011bt typu &#8222;tohle by Jobs nikdy nedopustil&#8220;, &#8222;to u\u017e nen\u00ed Apple&#8220; a jin\u00e9 koment\u00e1\u0159e, kter\u00e9 vysv\u011btluj\u00ed pro\u010d Apple nen\u00ed to co b\u00fdval. D\u016fvod je ale jin\u00fd. <!--more-->Kdy\u017e se Jobs vr\u00e1til zp\u011bt do Apple po p\u0159edchoz\u00edm vyhazovu, m\u011bl v hlav\u011b mnoho n\u00e1pad\u016f a byla to jin\u00e1 spole\u010dnost ne\u017e Microsoft nebo Dell. Jin\u00e1 v tom, \u017ee d\u011blala kvalitn\u00ed produkty, kter\u00e9 byly v\u00fdjime\u010dn\u00e9 a mohla si dovolit ceny, je\u017e byly sice vysok\u00e9, ale \u010d\u00e1st z\u00e1kazn\u00edk\u016f cht\u011bla produkty, kter\u00e9 byly inovativn\u00ed, m\u011bly jin\u00fd punc ne\u017e mainstream a hlavn\u011b byly sexy.<\/p>\n<h4><strong>Jobs velice dob\u0159e ch\u00e1pal spojen\u00ed kvality, inovace a image produktu.&nbsp;<\/strong><\/h4>\n<figure id=\"attachment_1785\" aria-describedby=\"caption-attachment-1785\" style=\"width: 415px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-1785\" src=\"https:\/\/www.bohatytata.cz\/wp-content\/uploads\/2019\/03\/apple-758333_640-300x199.jpg\" alt=\"\" width=\"415\" height=\"275\" srcset=\"https:\/\/www.bohatytata.cz\/wp-content\/uploads\/2019\/03\/apple-758333_640-300x199.jpg 300w, https:\/\/www.bohatytata.cz\/wp-content\/uploads\/2019\/03\/apple-758333_640.jpg 640w\" sizes=\"(max-width: 415px) 100vw, 415px\" \/><figcaption id=\"caption-attachment-1785\" class=\"wp-caption-text\">iPhone &#8211; Apple produkt<\/figcaption><\/figure>\n<p>M\u016f\u017eete m\u00edt \u00fa\u017easn\u00fd produkt co do kvality a inovac\u00ed, ale pokud v\u00e1m ho bude prod\u00e1vat nudn\u00fd jadern\u00fd fyzik, nebude tam pot\u0159ebn\u00fd faktor X. Steve Jobs dok\u00e1zal spojit kvalitu, sexappeal produkt\u016f a svoje charisma p\u0159i jejich prezentaci v komplex, kter\u00fd fungoval na v\u00fdbornou. \u010casto se mluv\u00ed o tom, jak Apple na co s\u00e1hnul, to ve zlato prom\u011bnil, ale zapom\u00edn\u00e1 se na mnoho slep\u00fdch uli\u010dek a s t\u00edm mnoho utracen\u00fdch pen\u011bz za v\u00fdvoj, kter\u00e9 se nikdy nevr\u00e1tily. Apple nevymyslel po\u010d\u00edta\u010dovou my\u0161, tablet ani chytr\u00fd telefon. V\u0161e ji\u017e d\u0159\u00edve vymyslely jin\u00e9 spole\u010dnosti, ale Apple ud\u011blal tyto produkty kvalitn\u011b, u\u017eivatelsky p\u0159\u00edv\u011btiv\u00e9 a dal jim punc Steva Jobse p\u0159i p\u0159edstaven\u00ed. Zkr\u00e1tka Jobs opl\u00fdval nejen technick\u00fdmi, ale hlavn\u011b marketingov\u00fdmi dovednostmi.<\/p>\n<p>Strategii Apple vyu\u017eil jeho hlavn\u00ed dodavatel a posl\u00e9ze nejv\u011bt\u0161\u00ed konkurent &#8211; Samsung. Byl schopen dod\u00e1vat komponenty ve vysok\u00e9 kvalit\u011b a z\u00e1rove\u0148 za ceny ni\u017e\u0161\u00ed, ne\u017e kdyby je Apple vyr\u00e1b\u011bl v USA, kde sv\u00e9 v\u00fdrobky pouze designoval. Tak se Samsung nau\u010dil vyr\u00e1b\u011bt kvalitn\u00ed produkty, kter\u00e9 nab\u00edzel za v\u00fdrazn\u011b ni\u017e\u0161\u00ed ceny. Kvalita Samsungu byla sice ni\u017e\u0161\u00ed ne\u017e u Apple, ale ceny byly v\u00fdrazn\u011b ni\u017e\u0161\u00ed. To bylo l\u00e1kadlo pro mnoho z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed hledali kvalitu, ale ceny Apple pro n\u011b byly vysok\u00e9. Strategii Samsungu n\u00e1sledn\u011b p\u0159evzaly \u010d\u00ednsk\u00e9 spole\u010dnosti, kter\u00e9 ji pou\u017eily proti Samsungu. Kvalita o m\u00e1lo ni\u017e\u0161\u00ed, cena v\u00fdrazn\u011b v\u00fdhodn\u011bj\u0161\u00ed.<\/p>\n<p>D\u00edky iPhone se z Apple stala spole\u010dnost, kter\u00e1 nab\u00edzela produkty nejen pro \u00fazkou skupinu z\u00e1kazn\u00edk\u016f, ale stala se masovou zna\u010dkou. Nap\u0159. Ferrari je pr\u00e9miovou zna\u010dkou a m\u00e1 pr\u00e9miov\u00e9 ceny, ale s t\u00edm souvis\u00ed n\u00edzk\u00e9 po\u010dty prodan\u00fdch kus\u016f.<\/p>\n<p style=\"text-align: center;\">\n<h4><strong>Dva d\u016fvody<\/strong> pro\u010d Apple nedosahuje r\u016fstu jako v p\u0159edchoz\u00edch letech.<\/h4>\n<p><strong>1,<\/strong>&nbsp;<strong>Image<\/strong>. Rozd\u00edl mezi Mercedesem a Daci\u00ed je nejen v cen\u011b, ale tak\u00e9 v image. Pokud Mercedes bude vyr\u00e1b\u011bt auta pro masy, nem\u016f\u017ee m\u00edt pr\u00e9miov\u00e9 ceny a automobilka s vysok\u00fdmi cenami nikdy nebude pro masy. V\u017edy je to kompromis mezi mar\u017e\u00ed a obr\u00e1tkovost\u00ed produktu. Dokud byl Apple pouze pr\u00e9miov\u00fdm produktem, nebyl probl\u00e9m s vysok\u00fdmi cenami. Ve chv\u00edli, kdy se stal roz\u0161\u00ed\u0159en\u00fdm i pro b\u011b\u017en\u00e9 z\u00e1kazn\u00edky, cena ji\u017e byla vysok\u00e1 a z\u00e1kazn\u00edci za\u010dali volit podobnou kvalitu v jin\u00e9 cenov\u00e9 relaci &#8211; Samsung, \u010d\u00ednsk\u00fd v\u00fdrobce &#8230;<\/p>\n<p><strong>2,<\/strong>&nbsp;<strong>Inovace<\/strong>. Apple sice nep\u0159ich\u00e1zel s novinkami jako prvn\u00ed, ale dok\u00e1zal je ud\u011blat kvalitn\u011b a zac\u00edlit na z\u00e1kazn\u00edka. Na jeho emoce, vyvolat pocit <em><u>T<\/u><u>ohle mus\u00edm m\u00edt<\/u>.&nbsp;<\/em>A emoce jsou p\u0159i nakupov\u00e1n\u00ed \u0161patn\u00fd r\u00e1dce. Emoce nejsou ekonomicky st\u0159\u00eddm\u00e9. Z\u00e1kazn\u00edci jsou ochotni platit za to, \u017ee jsou prvn\u00ed. Prvn\u00ed znamen\u00e1 koupit si produkt, kter\u00fd m\u00e1 n\u011bco nav\u00edc a aby to n\u011bco nav\u00edc fungovalo. A to n\u011bco nav\u00edc a celkem i funk\u010dn\u00ed, za\u010dali nab\u00edzet konkurenti d\u0159\u00edve. Apple chce svoje mar\u017ee, vysok\u00e9 ceny a image pr\u00e9miov\u00e9ho produktu, ale ztratil sexappeal. Z\u016fstal &#8222;jen&#8220; vysoce kvalitn\u00ed a drah\u00fd produkt. Drah\u00fd a vysoce kvalitn\u00ed m\u016f\u017ee b\u00fdt, &nbsp;pokud c\u00edl\u00ed na \u00fazkou skupinu &#8211; Ferrari, Raffaello, Maledivy a jin\u00e9.<\/p>\n<h4 style=\"text-align: center;\"><strong><span style=\"color: #ff9900;\">Apple narazil na sv\u016fj sklen\u011bn\u00fd strop. &nbsp;<\/span><\/strong><\/h4>\n<p style=\"text-align: center;\">Autor ja majitelem iPhon\u016f od roku 2012. Oce\u0148uje vy\u0161\u0161\u00ed kvalitu proti konkurenci, ale rostouc\u00ed cena je demotivuj\u00edc\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Steve Jobs byl spoluzakladatelem a tak\u00e9 marketingov\u00fdm mozkem spole\u010dnosti Apple. V internetov\u00fdch diskuz\u00edch se lze \u010dasto do\u010d\u00edst v\u011bt typu &#8222;tohle by Jobs nikdy nedopustil&#8220;, &#8222;to u\u017e nen\u00ed Apple&#8220; a jin\u00e9 koment\u00e1\u0159e, kter\u00e9 vysv\u011btluj\u00ed pro\u010d Apple nen\u00ed to co b\u00fdval. D\u016fvod<\/p>\n","protected":false},"author":1,"featured_media":795,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u017d\u00e1dn\u00fd strom neroste do nebe. To v\u011bd\u011bl i Steve Jobs z Apple - Bohat\u00fd t\u00e1ta<\/title>\n<meta name=\"description\" content=\"Steve Jobs dostal spole\u010dnost Apple na v\u00fdslun\u00ed. 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