Management: Apple Inc.

Résumé du document

Apple is one of the most renowned names in the history of PC industry. It has pioneered the direction for innovative products in contrasts to its competitors in the industry these days. Apple has had a history of both dominance and irrelevance in the computer industry, excessively marked with ups and downs. It has survived the toughest of its time when its revenues and market share were significantly falling. The PC industry has evolved significantly ever since mid 1975 and Apple played a great role in the industry's evolution. Even in the 21st century, Apple's products like iPod, iMac and iTunes etc has driven a passion for innovation on manufacturers in the market. Apple has seen several leaders in its short history of thirty years. Under different leaders, the company took different strategic moves and adopted various strategies to sustain its position in the market. However, the return of Apple founder Steve Jobs as a CEO of the company put a great impact on the company.

This paper will analyze on the various aspects of PC industry as well as Apple's position, strategies, competitive advantage over the last few decades. It also discusses the impact of Steve Jobs' second time at Apple on the solution of old problems of Apple and the impact of iPod launch on the success of Apple.

Extraits

[...] iMac in 1998, iPod in 2001, OS X in 2001, Mac Mini in 2005, Apple Tv and iPhone in 2007 illustrate the company's approach towards innovation. All these products have and had a competitive that provides Apple a real added value over its competitors. From Apple II to iPod and now iPhone, Apple has shown a huge capacity to innovate and great passion to bring what Steve Jobs likes to call: “breakthrough products” in the market. Apple's strategies since 1990 Integration Policy In the beginning of 90s, the company moved into an aggressive integration policy, both vertical and horizontal. [...]

[...] Through diversification they have been able to find new profitable channels. Steve jobs vision to concentrate on new products than computers had made a real shift in the company strategy which had pushed Apple to change early 2007 its name from Apple Computer Inc. to Apple Inc. It is now clear; Apple is not anymore a computer manufacturer but is willing to open its brands to new horizons and new profitable markets. Conclusion The PC industry has evolved rapidly over the last few decades. [...]

[...] Because of these products, Apple regained its position in the market and “redesigned” its revenues. iPod, in particular, is said to be a device that produces a “halo effect” for other products of Apple in the market. Apple's major problem was its deteriorating position among its competitors and falling revenues. That's is why Steve Jobs solved this problem by introducing innovative products within and outside the PC industry. Sustaining Apple's Historic Competitive Advantage- Design Jobs redefined the image of Apple in PC design by taking strategic steps. [...]

[...] Manufacturers introduced products that were able to satisfy the needs of various segments. Companies used to spend heavily on product R&D so as to introduce revolutionary and innovative products in the market. 21st Century Industry Structure PC industry continued to grow further in the 21st century with a great rise in the number of world wide computer users in all segments, especially in the households. PC manufacturers increased in number leading to increased competition on price and products. The beginning of 21st century showed immense revolution with respect to the important references available in the range of products such as laptops, notebooks, sub- notebooks, workstations, desktops and servers. [...]

[...] This all has driven a passion for innovation in the market. The products are increasingly being positioned as innovative and low priced. Dell and Apple have won markets because of these companies innovative approach, even if Apple still had some hard times to conquer Windows users to switch. Nature of sustainable competitive advantage The sustainable competitive advantage in the PC industry has always remained to be innovation. Apple is the company that has introduced this drive for innovation in the PC industry. [...]