It employs about 14,800 people. Apple experienced good success during the late 1980s but testing times during the 90s. John Sculley, previously the CEO joined Apple in 1983. Sculley had the valuable experience of the 'Cola-War' between Coke and Pepsi. He was full of marketing ideas and wanted to implement them in Apple as well. Steven Jobs, more of technology oriented initially found this approach little weird, but later gave Sculley a free hand.
Realizing the importance of strategic alliance, Apple had a tie up with IBM in 1991 to target the areas where Apple lacked the developmental skills but owing to cultural and other differences the alliance did not last long. Sculley did an introspection and identified some key areas where more professionalism was required in the approach of Apple. For example discipline, work schedule and cost management were the areas put on notice. As part of marketing strategy, Apple also reduced the prices of existing products. But somehow this resulted in losses for Apple. In the meantime Sculley also propagated the 'Newton' series of notebooks, but somehow this series did not have many takers in the market, which resulted in further financial losses. Sculley was then replace with Michael Spindler in 1993 who lasted only three years making way for Gil Amelio, who came out with the Macintosh product range for designers and artists. From here onward Apple brought out radical changes in the marketing strategies as well. Amelio also realized that the 'free for all' culture where anybody was free to defy anybody in the company, is causing losses to the company. He believed in more conventional strategy where project managers are supposed to sincerely implement the strategies devised by the strategists, whatever the outcome.
Apple thrived on its core competency of 'making the technology easy to use'. Amelio decided to make fullest use of this core competency in areas other than the PC segment. Apple started working on 'Copeland' the new operating system. IT experts started predicting that with the Copeland -1996 will prove to be an advance version of Windows-95. But declining sales and falling profits did not allow the launch of Copeland on time. However Apple acquired another software company NeXT with Steven Jobs back in saddle. NeXT too did not find wide acceptability in the market. This resulted in another round of introspection in Apple hierarchy. Executives from NeXT took over majority of the management portfolios. Workforce was drastically reduced, which paved the way for exit of Amelio. This, coupled with declining sales, gave rise to intense speculation in the industry about the future course of action that Apple will be taking. In August 1997 Steve Jobs announced a strategic tie-up with its long time rival Microsoft. Microsoft invested $150 million in Apple and the agreement stated that, 'Microsoft would develop and distribute office applications fro the Apple Macintosh while Apple would bundle Microsoft's Internet Explorer in future Mac products.' This provided a new lease of life for Apple, while for Microsoft it was a strategic move to lower the level of competition in the industry. As a result of this tie up Apple became profitable again in 1998. Now the challenging task for Jobs was to widen the market for Mac, because so far Mac was popular amongst
Having started the journey in 1976 the company has seen many milestones. Today it appears that Apple Computer Inc. is the sole successful escapee from the IBM and Microsoft hegemony in the personal computer field. Headquartered in Cupertino, California, Apple Computer designs, manufactures and markets personal computers and related software, services, peripherals, and networking solutions…
The study affirms Apple Inc. with its iPod and iPhone has been able to become a strong brand and a strong organization. However, there are still scopes for further improvement regarding certain marketing aspects. Although, Apple Inc. have tie ups with various media companies and thereby offer its products as well as its services like podcast producers, it can ‘ink’ more tie-ups with other content providers.
This paper explained the theoretical aspects of innovation strategy and described the strategic steps of Apple Inc. This paper has highlighted that Apple has been very successful in innovation and this has helped the company achieve sustainable competitive advantage through innovative product design, product differentiation and very effective own-store retailing strategy.
This paper presents brief report on the management strategy of Amazon.com and gives detailed analysis of both the internal as well as external environments. In order to analyze the business environments, various business analysis tools such as SWOT, Value Chain, PESTEL, porter’s Five Force analysis etc will be included in the paper.
This paper presents brief report on the Strategic Marketing of Apple Inc. and gives detailed analysis of both the internal as well as external environments. The SWOT analysis of the company has been performed to find the internal and the external environmental situation of the company and Apple's Impact on Business.
Brassington and Pettitt (2006, 8) argue that a good marketing concept must take into consideration the needs and wants of customers targeted. In this regard, marketing concepts are usually created as creative strategies to the problems pertaining to how to get the goods needed and desired by a given segment of consumers and bought by the group.
Apple Strategic Report Apple Company is a technology-based company, which specializes in producing only the best technology products. They mainly deal with such technology products such as desktop computers, laptops, phones, and iPods. This has enabled this company straightforwardly establish a niche as one of the best technology companies in the world and has repeatedly been used as a benchmark in developing new technology.
According to the research, Apple Inc. has registered great success in the information technology industry, because of the marketing strategy it adopts. However, there are few weaknesses in its marketing strategy. Therefore, the aspects of 4Ps must be considered by Apple and aligned with its marketing strategy in order to ensure maximum sales revenue for the company.
Today, Apple continues to lead the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, and iLife and professional applications. Apple is also spearheading the digital music revolution with its iPod portable music players and iTunes online music store" (Apple Computer, Inc.)
There are a lot of competitors that are looking to exploit this market as well.
There is an expected rise in demand of computers, peripherals, and communications devices in third world markets. The biggest gain will be in the internet based market. In this market any internet related hardware and software will sell well.
As described in the literature review, there is a value transfer process in marketing. The process includes many steps: research of the market, market segmentation, selection of target, positioning of products, marketing mix, and executive marketing
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