Apple Case Study

Résumé du document

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.

Extraits

[...] In 2006, there are were 40 Apple stores all around the world. - Internet website: recently, to be sure In order to cover a as large a target as large as possible, Apple recently opened an on-line Apple Store: www.store.apple.com, proposing a large range of products. C Apple strategy since 1990 Apple's difficulties over the past decade were mainly due to an unbalanced management unbalance, which has influenced all the company's strategic decisions. According to the CEO personality, Apple's strategy changed through the time: according to the COE's personality. [...]

[...] Its His aim was to restore Apple's image of as technological leader. - The comeback of Steve Jobs comeback: When Steve Job came back in Apple as CEO, he paid a lots of attention to the 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. Indeed, he He used tools such as manufacturing delocalization of manufacturing, or reorganization of distribution channels, reorganization but respectingwhile maintaining Apple's brand image, product quality and innovative design. [...]

[...] Operating systems are composed of application software. The value of the operating system value depends on the quality and quantity of applications available on itthe operating systems. So Thus in the field of in operating systems and supply of application software supplying, two companies are in competition; Microsoft proposing software for Wintel PCs and Apple having the same offer for Mac PCs. Potential entersentrants: it is really difficult to enter a market such aslike the PC market, which presents various barriers for new companies. [...]

[...] In the personal computer market, Apple and Wintel are two opposite opposing operating systems which are in competition. Nevertheless, Intel is not the only competitor of Apple if we considertake into account the various clone companies evolving on the PC market. So Thus the main competitors of Apple competitors are: - IBM, which owns the Wintel license - DELL - HP - LENOVO Dell, HP and Lenovo pay a commission to IBM for each computer produced with Wintel application system. [...]

[...] Moreover, he restored the company's brand image by following a strategy of differentiation, which was a really pertinent way to fight against Windows' monopolistic situation, and perhaps the only way to do so. Indeed, “being different” is the main Apple's main competitive advantage. Thanks to this strategy, Apple positioned itself not only as a computer market actor, but also more largely as a big leader in the new technologies market. This new positioning of the company was clearly expressed through the change of the company's name from ‘Apple Computer' to ‘Apple', to signify that computers are only a small part of Apple's products. [...]