Apple Computer’s 30-year history is full of highs and lows, which is what we would expect in a highly innovative company. They evolved throughout the years into an organization that is very much a representation of its leader, Steven Jobs. Apple made several hugely successful product introductions over the years. They have also completely fallen on their face on several occasions. They struggled mightily while Jobs was not a part of the organization. Apple reached a point where many thought they would not survive. When asked in late 1997what Jobs should do as head of Apple, Dell Inc.'s (DELL) then-CEO Michael S. Dell said at an investor conference: "I'd shut it down and give the money back to the shareholders.” (Burrows, Grover, and Green) Apple rarely introduces a new type of product. Thus, instead of being the pioneer, they are an expert “second mover” by refining existing products. Portable music players and notebook computers are examples. Apple increases the appeal of these products by making them stylish and more functional. They now appear poised to make significant strides in the home computer market and to creating a total digital lifestyle whereby the home is a multimedia hub. The target market for Apple falls into the following categories: Home users, small and medium sized business, education segment, younger generation and creative individuals call the “Mac users”. Apple retail store concept helped consumers to look at the eye-catching products as well as directly use and experience Apple’s software. The successful product line of Apple Inc. consists of Macintosh, iPod series, iPhone series, iPad, iMac. Apple had two notable products that failed to live up to expectation namely Mac Mini and Apple TV.
The focus of this apple is the Mac portable personal computer line of Apple in the United States, a part of its Americas division. Apple is a publicly owned Fortune 100 company based in Cupertino, California. The firm operates primarily in the personal computer industry of the wider technology sector. Apple designs, produces, and sells a line of personal computers as well as mobile phones, portable digital media devices, software, and related peripherals and accessories. The firm sells internationally though a mix of direct sales, online and retail stores, wholesalers, and resellers. Apple is pursuing a broad differentiation strategy. Apple differentiates by offering high-quality, exceptional design, and personalized service. The scope of their strategy is broad targeting customers ranging from unsophisticated beginner users to specials needs power-users. Apple outsources the basics of production to third-party original equipment manufacturers (OEMs) that can achieve cost savings through vast economies of scale while in-housing elements of design to attract and retain users. Apple excels in the areas of industrial design and user interface and focuses on these areas to deliver a product that is both highly stylish and at once ergonomically natural and useable. Apple’s people-friendly devices and highly personalized one-on-one customer service create a one-of-a-kind value proposition that commands a higher-than-average price.
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offering.
Apple has always been under intense competition within the computer, software, and entertainment industries. Today, Apple still competing with Microsoft and Linux in terms of Operating System. In computer hardware, Apple has a lot of rival (exp. Sony, Asus, Dell, HP, Toshiba). This rival sell the hardware with cheaper price, so it can affect Apple sales. For ipod, apple still has competition with another brand of mp3 player such as sony, creative, etc. For...
References: http://investor.apple.com/faq.cfm?FaqSetID=6 accessed on September 2011
http://marketingteacher.com/swot/apple-swot.html accessed on September 2011
http://www.businessweek.com/magazine/content/06_06/b3970001.htm accessed on September 2011
http://www.marketingminds.com.au/branding/apple_branding_strategy.html accessed on September 2011
http://www.scribd.com/doc/24134877/Strategic-Analysis-of-Apple-Inc-Brian-Masi accessed on September 2011
http://www.technewsworld.com/story/33061.html accessed on September 2011
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