• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Apple computer has experienced both good and bad times as a major player in the computer industry.

Extracts from this document...


Apple computer has experienced both good and bad times as a major player in the computer industry. It has been a leader in computer technology in the past but has struggled lately in keeping pace in the rapidly developing computer industry. Developing technology and evolving computer applications have contributed to a business environment that is extremely competitive. Survival in this industry requires the ability to anticipate changes and to effectively respond to market demands. This industry has experienced tremendous growth over the last two decades with the popularity of personal computers. Many households now have personal computers, making them a household item. This market is no longer confined to the business and educational environment; computers are a consumer good world-wide. Every day, new uses for personal computers are developed including information dissemination, world-wide communications and entertainment. Apple Computer, Inc. must respond to this business environment if it is to survive in the future. Apple Computer, Inc. developed as a major player in the computer industry in the early years. This company started as a garage operation in 1976 and grew to a publicly traded company by 1980. ...read more.


Apple also underestimated the growth potential of the computer industry. In an effort to exercise control their products, Apple decided not to allow "cloning" of their product. They felt they could effectively protect their technological competitive advantage by keeping tight control over manufacturing of their systems. When Microsoft successfully introduced their version of "windows," Apple now had a new competitive threat. IBM chose to allow the cloning of their computer systems and this spawned a tremendous boom in PC based computer companies. Apple has paid a large price for this decision by losing larger and larger portions of the market share. This trend needs to be reversed if Apple is to survive as a major player in the computer industry. The result of these ineffective strategies required Apple to begin a series of Defensive Strategies. Apple Computer, Inc. began to initiate a Retrenchment Strategy to protect the company from large losses by laying off 1,500 employees in 1993 and another 4,100 employees in 1997. These layoffs were needed to reduce their operating costs as the company experienced larger than expected losses in those years. This was an attempt to reverse a trend of operating losses and to try to reorganize the company to improve its financial performance. ...read more.


Revenues would be generated from the licensing agreements. This could result in quickly establishing this new technology in the industry and re-establish Apple as a leader in technology development. * Develop better marketing and distribution of their products. Apple products are not as available as PCs to the retail market. For example, I cannot purchase an Apple product in Greenfield, Mass. where there are several retailer of PCs. I must travel to approximately 20 miles to the nearest Apple retailer. * Develop an integrated and easy-to-use computer system. This system could be targeted to young children and older individuals that would be interested in using a computer but do not want the hassle of setting up equipment. Although there are many different strategies to consider, Apple's future success will depend on their future strategic decisions Apple has experienced some recent success from the introduction of the iMac, the G3 processor, OS 8.5 and recent cost cutting. The iMac was a major player in increased revenues. This new product was highly advertised by Apple and produced in bright primary colors as an effort to differentiate form other systems. It is a self contained system that emphasizes ease of use and appeal to consumers that want a simple computer. Apple had also decided to counter declining sales by concentrating on customers in the graphics, advertising and publishing industries. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. The Chinese personal computer (PC) industry

    in the Chinese market, which is the arena of hot competition between local and foreign advanced companies. This paper shows the core abilities of Lianxiang compared to foreign and any other local companies. Above all, the low technical entry barrier with Wintel (Windows+Intel)

  2. "Marketing Strategy to Penetrate the Distemper & Acrylic Emulsions Paint Segment"

    Thus, how much to invest and where are but a few areas of attention. * Pidilite has been swift on new brands and entering new though related segments. There is a fair amount of gestation period to build new segments.

  1. A Marketing report on apple and the iPod

    with your competitors moving ahead of you due to the intensity of the competition in the market. In relation to that, customers are in a strong position as they have more bargaining power and due to the fact there are many substitutes.

  2. Segment the business market for the range of iMAC computers from Apple Computer Corporation.

    As can be seen from the screenshot, Apple attempt to filter different consumers into different segments, including; education, creative, small businesses and developers. This idea forces the customer to be channelled into a certain area where he/she can be exposed to the marketing stimuli that is most appropriate to that consumer group.

  1. Transforming Greenwich as a tourist centre

    Increase in competition to satisfy people's needs Home search database; A recent demographic shows that "Housing: Owner-Occupied: 37.6%, Social Housing: 46.9%, Privately Rented: 12.5%... http://www.politics.co.uk/constituency/greenwich-and-woolwich-$1276642.htm . This home search data base is designed to help locate temporary homes within Greenwich; as such it will be linked to the Greenwich council website which is accessible to all.

  2. In this report, I will represent the product, Apple G4 PowerBook© laptop by the ...

    The store also sells Desktop pc, laptop pc of different series, software, entertainment gadgets and accessories. But all of these are of Apple brands. So in terms of product assortment, the store's merchandise can be termed as narrow, since it sells only the Apple brand product.

  1. Sales Report Apple, Inc.

    iPhone, Motorola launches the first ROKR (Bluetooth in-car speaker phone that plays music) for automobiles and Apple limits iPhone sales to 2 per customer. (1) APPLE INCORPORATED History of Apple Incorporated Steve Jobs and Steve Wozniak had been friends for some time, having met in 1971, when their mutual friend,

  2. Marketing Mix Strategy Analysis of Apple iPod

    They have a philosophy of delivering aesthetic deigns complemented by serious products which just blow of the markets and become industry standards for coming products (Fisher A, 2008). iPod As said by Jordan selburn of iSuppli, who is a principal analyst of consumer electronics, ipod has made its mark in

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work