Apple is among Americas most admired companies today but this has not always been the case. Using module theory and case evidence, critically evaluate Apples strategies since 1990. Explain why Apple has been through difficult times and wh

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SECTION A

COMPULSORY QUESTION

1. Apple is among America's most admired companies today but this has not always been the case. Using module theory and case evidence, critically evaluate Apple's strategies since 1990. Explain why Apple has been through difficult times and what made the "Apple turnaround" possible.

Answer:

The global PC market has always been highly competitive with constant growth and modernization with players such as IBM, Dell, HP and Compaq creating tough competing grounds; therefore creativity and innovation has always been at the heart of Apple Inc. Ever since its formation in 1976, Apple has been able to survive and grow through its brilliance, quality, experience and brand strategies which had helped it reach the mark of one the most innovative companies of the world today (Lee, 1996).

Company failure

However it has experienced successes and failures both over the period of time. Apple has struggled during the period of 1985-1997. This was due to the absence of strong leadership and the role of key executives who failed to come up with effective strategies as a result of which costs rose, consumer appeal and market share fell as competitors