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Apple Case Study

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Acepublisher .
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documents in English
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case study
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14 pages
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  1. Market analysis
    1. PC industry evolution
    2. Porter five forces
    3. Apple positioning
  2. Apple company
    1. History and global vision
    2. Four P analysis
    3. Apple strategy since 1990
    4. Apple key success factors and competitive advantage

Apple Computer is an innovative company evolving on multimedia and high technology market. It has its presence on both hardware and software markets, as well as in the on-line services market. Its highly diversified offer makes Apple Computer company difficult to manage. This company was created in 1976 by Steve Jobs and Steve Wozniak.

They wanted to "change the world through technology" by creating the personal computer (PC). The launch of Apple II in 1978 was the beginning of Apple leadership in the PC industry. Nevertheless, Apple had to face the competitors, who imposed their standards on the market. The major competitors for Apple were IBM, Microsoft and Intel.

[...] - Brand stores: Observing that its products were often not correctly promoted in large distribution channels, Apple decided to open various Apple stores in order to be able to control product commercialization and distribution, as well as to have a better feed-back on customer-needs. In 2006, there were 40 Apple stores all around the world. - Internet website: In order to cover as large a target as possible, Apple recently opened an on-line Apple Store: www.store.apple.com, proposing a large range of products. [...]


[...] - The comeback of Steve Job: When Steve Job came back in Apple as CEO, he paid a lot of attention to past mistakes. First of all, he tried to find a solution to Apple's lack of compatibility, through the development of Microsoft Office on the Mac computers. Moreover, he was successful in making savings without changing Apple's image of differentiation. He used tools such as delocalization of manufacturing, or reorganization of distribution channels, while maintaining Apple's brand image, product quality and innovative design. [...]


[...] Apple was the company who pioneered the commercialization PCs, but it was IBM who launched PCs on the market. Nevertheless, in 1980, IBM lost half of its market shares as the computer became a commodity. At the same time, new standards were created to replace IBM-compatible: Wintel (Windows and Intel), which is a reference on PC industry. This had direct consequences on the level of compatibility of Apple products. If we observe consumption trends as well as the evolution of the PC market over the last few years, we can see that the PC today is a mass consumption product, which is totally democratized and accessible to everybody. [...]

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