Mini-task 1 (3). Chernyshova Anna.

Statistical report. Annotation For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. Apple brand nowadays is associated with stylish, popular and trustful devices. If a people buy the Apple devise they are be confident that they get the best for that price. It is well known brand not only in the America, but also in Europe, Asia, etc. The statistical data includes the information of number of Apples Stores opened in USA and in Europe. The main question to be answered is: why the number of Apples Stores in Europe is less than in the USA? The purpose of this report is to identify the main reasons of the difference in the amount of Apples stores in the USA and Europe. The researching methods include: the empirical data collection of economic situation in the US and Europe from 2000 till 2010 the market research of popularity of Apple devices compared with other substitutes the product line studies the marketing costs the price range and difference between USA and Europe.

The conclusion includes the reasons for such difference in amount of Apples stores in US and Europe.

Statistical data

USA
Year 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 total R average Me Number of stores* 241 311 396 519 629 721 809 789 645 705 700 6465 568 646,5 645 41485,275 Xmin Xmax 203,6793436 241 809 0,315049255 457,5 645 713 809 255,5 74,25 1096,25 % of total 3,728 4,811 6,125 8,028 9,729 11,152 12,514 12,204 9,977 10,905 10,828

Europe Year 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 total R average Me Number of stores* 38 45 61 80 108 141 186 190 195 200 202 1446 164 144,6 141 4647,756 Xmin Xmax 68,17445269 38 202 0,471469244 70,5 141 192,5 202 122 -112,5 375,5 % of total 2,627939 3,112033 4,218534 5,532503 7,46888 9,751037 12,86307 13,1397 13,48548 13,83126 13,96957

Q1 Q2 Q3 Q4 IQR from Till

Q1 Q2 Q3 Q4 IQR from till For intervals k i 2 2 1 5 38 79 120 161

For intervals K 4,248947566 I 142 241 383 525 667

1

4,248947566 41 79 120 161 202 3 2 1 5

383 525 667 809

of the number of stores opened at the end of fiscal year

Graph 1: USA
6 5 4 3 2 1 0 241-383 383-525 525-667 667-809 6 5 4 3 2 1 0

Graph 2: Europe

38-79

79-120

120-161

161-202

Graph 3: The amount of stores in US and Europe

850 800 750 700 650 600 550 500 450 400 350 300 250 200 150 100 50 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

USA Europe

The percentage of EU stores

USA
Number of stores 241 311 396 519 629 721 809 789 645 705 700 6465

Europe Number of stores 38 45 61 80 108 141 186 190 195 200 202 1446

% of EU-stores from USA's amount 15,76763485 14,46945338 15,4040404 15,41425819 17,17011129 19,55617198 22,99134734 24,08111534 30,23255814 28,36879433 28,85714286 22,36658933

Total

According to the statistics, EU stores take only 22,4% from the amount of stores in the US.

The main question is why? To answer this question lets consider the price range on the US, Russian and German markets of the same Apple devices. As we can see, the devices in US are much cheaper. The prices on Russian market can be easily explained: goods are imported from Europe, and not directly from the USA. But according to the analysts opinion in EU the prices are 1,5-2-times overpriced (even considering all extra costs, such as transportation, etc.). The reasons for this are not clear exactly. For example, in 2010 the simplest 16 GB iPad cost about $499, in UK$620, in Canada $520, in Japan $536. One of the most expensive iPads cost on American market $820, in UK $ 1010. So, according to the statistics the amount of people in Europe that are using Apple devices is very big, but must of them prefer to order their devices in the US directly via Internet. It draws the line, that the target audience in Europe, willing to buy Apple devices in stores, is not that big. So that there is no need to open in Europe such a bid amount of stores (comparing with the US). But, according to the Graph 3, the amount of stores in Europe rises, one of the reasons for this is the increasing brand loyalty.

Conclusion

The aim of this report is to identify the main reasons of the difference in the amount of Apples stores in the USA and Europe. According to the statistics, EU stores take only 22,4% from the amount of stores in the US. Almost everyone would ask, why the situation is like this? To sum up, the Apple devices in Europe are also very popular, but the target audience prefer rather buying devises via Internet, this may be explained that devices in European stores are at least twice overpriced. This is one of the reasons for such differences.