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

Apple Computer, Inc. - short company overview

Extracts from this document...


Denny Lau Case 12 Apple Computer, Inc. October 10, 2004 The Beginning Since the mid 1970s, Apple Computer, Inc. had been a major player in the personal computer (PCs) market. Aside from manufacturing and designing its line of computers, Apple's product mix also includes software and hardware peripherals. Its most successful accomplishment includes the Macintosh line of desktop and notebook computers, the Mac operating system, and the iPod portable music player. Michael Porter's Five Forces Model examines the dynamics between competitors, suppliers, and buyers within an industry. Specifically, it focuses on five forces that impact the industry - rivalry, threat of substitutions, buyer power, supplier power, and barriers to entry. In order to better understand the theories behind these five forces, we will apply them to analyze Apple Computer, Inc. Rivalry To describe the rivalry between competitors in the PC industry as intense is an understatement. Whether it is the structure of the competition or degree of differentiation, Apple must carefully evaluate each aspect. ...read more.


Nevertheless, Microsoft Windows, the operating system that is in direct competition with Macintosh's Mac OS, was IBM compatible and can be used on any PC system. As the number of PC users and manufacturers continue to grow, Apple's presence in the personal computer market had gradually diminished. In addition, as functionalities and performance between PC and Apple continue to converge since the days of OS/2, consumers are finding PCs to be perfect substitution to Macintosh. Third party programmers had also shifted their focus toward windows programming, leaving Mac users with fewer choices in selecting software applications. Buyer Power Buyer has necessary power to impact producing industry. When buyer power is stronger than the supplier power, it creates a phenomenon where there are many suppliers and few buyers. This lets the buyer to have a strong influence of setting the market price. When the education market chose Apple for their computer needs back in the 80s and early 90s, the buyer power was concentrated with a significant market share in that sector. ...read more.


Besides the software platform standard, Apple was having difficulties distinguishing its own operating system with Microsoft. This resulted in weak financial performance in the next several years for Apple, until 1997 when Steve Job took over as CEO of the company. Future of Apple Computer For years industry experts have been using Michael Porters five forces to examine various aspects of their industries. Apple has indeed been successful in differentiating its line of product with IBM compatible machines. The introduction of iMac is a very good example. Consider the popularity of this line from Apple in its inception. At this time, all PCs that are sold in the market have similar physical appearance - grey tower, grey monitor, and grey keyboard. They were neither attractive in design nor user friendly. Part of the reason why iMac drew such a wide range of audience was its aesthetic appearance and user friendly design. Of course the introduction of Mac OS X was also another factor that had attributed to iMac's success. ...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

    1.2 Structure introduction This paper is composed of six chapters: * Chapter 1 is introduction. * Chapter 2 is methodology. * Chapter 3 is theoretical framework. * Chapter 4 describes the history and the current condition of the Chinese PC industry.

  2. Coffee market and Starbucks company overview

    Since, Starbucks' beverages and products are premium priced compared to its direct competitors (refer to Fig. 4), targeted segment should be middle-to-high-income consumers. Moreover, to focus on all types of customers will not be feasible due to different approaches required for each segment.

  1. Marketing plan of GTM Solutions Inc.

    Thus, the total number of agencies exceeds the number of deaths. (National occupational health & safety commission, September 2000) Table 4 Primary mechanism identified for working persons and bystanders fatally injured from machinery and fixed plant. Number and percent - Australia, 1989 to 1992 (National occupational health & safety commission, September 2000)

  2. Analysis of Kolar Kegging, Inc.

    SITUATION ANALYSIS Sheboygan Wisconsin was considered a good place to start the business. The city had a storied history of brewing traditions, but it currently stood as the largest city in Wisconsin without a brewery. In fact, the last brewery in Sheboygan had closed in 1974.

  1. Masterton Carpet Mills Inc. - company overview.

    40% of each sales call hour towards Masterton Carpet Mills * Masterton Carpet Mills may have to reduce prices to satisfy retailers' requirements. This could have an impact on the company profit margin Direct Distribution Advantages: * The company will capture some of the margins paid to wholesalers * Direct

  2. History and Overview of BMW

    Following the Road to the Future BMW has come a long way from making airplane engines for the German Army during World War One. After building their first motorcycle they built their first car, and then they improved their quality and workmanship by holding off on the airplane engine part of their business and concentrating on motorcycles and cars.

  1. Beiersdorf company overview

    Today Beiersdorf's products are sold in nearly every country in the world, by more than 90 affiliates, distribution and licence partners. It achieves 70 per cent of the sales outside Germany. 2) Philosophy Beiersdorf's mission statement: to increase people's well-being and make their life a little better every day.

  2. Marketing Mix Strategy Analysis of Apple iPod

    music store by which people can download music, podcasts, videos , movies etc. after paying a premium which has helped them to increase their earnings beyond . They are the largest valued company in the world based out of Cupertino, California and also the most attractive for talent.

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