apple

Topics: Apple Inc., Gil Amelio, Inventory Pages: 5 (1615 words) Published: October 23, 2013
From Failure to Success

Since its inception in 1976, Apple Inc. has been largely successful and has experienced incredible expansion. Technological innovation, appealing product lines, and a focus on superior customer service have all contributed significantly to the growth that Apple has enjoyed over the years. Even the strongest companies experience major missteps as seen by Apple’s Power Mac PC supply chain disaster of 1995. Despite the detrimental consequences at the time, this disaster led to an increased focus on supply chain management which has positively impacted Apple’s operations and has helped facilitate Apple’s subsequent successes.

Two years prior to the launch of the Power Mac PC, Apple overestimated the demand for a similar product called the Power Book Laptop, leaving them with an inventory surplus. This overly optimistic demand forecast for the Power Book Laptop resulted in high product and inventory costs. For this reason, Apple decided to take a more conservative approach in forecasting the demand for the Power Mac PC. This proved to be costly when the popularity of the Power Mac PC shattered expectations. The demand during the Christmas season proved to be far too high to satisfy, forcing Apple to put customer orders on backlog. The value of the order backlog eventually reached over one billion dollars and customers reported wait times of up to two months.

There were a number of errors in Apple’s supply chain and operations planning that contributed to this disaster. One of the first and most obvious errors was in Apple’s demand forecasting process. Basing production strategies primarily on the demand for a previous product was far too simplistic of an approach, despite any similarities of the two. To provide a more accurate understanding of potential demand, a firm must consider financial trends, an in-depth market analysis, the competitive environment, and product differentiation. Instead, Apple took a highly subjective and unsophisticated approach, leading to a drastically misjudged demand forecast. A lack of flexibility in the supply chain was another substantial constraint that prevented an efficient response to the gap between supply and demand. With the massive unanticipated demand for the Power Mac PC, Apple’s three primary suppliers—none of which were based in the United States—could not provide enough raw materials and parts to meet Apple’s needs. With an inadequate supplier capacity and a deficiency in supplier collaboration, Apple’s erroneous demand forecasting evolved from a potentially minor issue into a compounding problem that is still considered one of the greatest supply chain disasters to this day.

Apple’s inability to meet consumer demand for the Power Mac PC significantly impacted the company. Apple’s Chief Executive Officer at the time, Michael Spindler, reportedly explained, “We were a little timid in forecasting sales of the computers and we left some money on the table.” This statement greatly minimized the effects that this disaster had on Apple at the time. In addition to the certain customer dissatisfaction resulting from the lengthy backlog, Apple’s inability to meet consumer demand for a hot new product discouraged investors. Despite stronger than expected earnings, Apple’s stock price cut in half due to their failure to effectively capitalize on the popularity of the Power Mac PC. The excess of one billion dollars in unfulfilled orders clearly exhibits inefficiency and highlights Apple’s lost opportunity. The Power Mac PC’s popularity provided a prime opportunity for Apple to improve their market position, but because of the supply chain disaster, Apple’s PC market share dropped two percent worldwide instead. It took years and the introduction of revolutionary new products such as the iPod for Apple to recover a more favorable position in the PC market. In response to the negative consequences of the supply chain disaster, Michael Spindler was fired,...
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