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Apples strategy

무역경영론
by

kim eunjun

on 17 March 2012

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Transcript of Apples strategy

Apple 2008105721 이영
2009104382 이효선
2009105553 김수지
2009105860 공수
2010104222 김나경
2010104232 김은준
2010104303 한여름 1976 With $1,300, Steve Jobs and Steve Wozniak found Apple Computer, Inc.
1980 Apple converts to public ownership.
1982 Apple becomes the first personal computer company to reach $1 billion in annual sales.
1985 John Sculley assumes the helm after a management shakeup that causes the departure
of Jobs and several other Apple executives.
1991 PowerBook line of notebook computers is released.
1994 Power Macintosh line is released.
1996 Acquisition of NeXT brings Steve Jobs back to Apple as a special advisor.
1997 Steve Jobs is named interim chief executive officer.
1998 The all-in-one iMac is released.
2000 Jobs, now firmly in command as CEO, oversees a leaner, more tightly focused Apple.
2001 Apple introduces a digital music player, the iPod
2007 Apple Computers Inc. becomes Apple In., unveiled the iPhone. Introduction Vision
Statement Histroy of
company Key dates
of Apple Strategy Formulation SWOT Product integrations
Strong brand loyalty
Simple, easy-to-use design and concise product range
High market share in premium PC
Strong Research & Development Department.
Apple's low dept is more maneuverable. Higher R&D costs ,higher channel costs
A absolute monarchy for CEO Steve jobs
Limited product range especially in PC market
The Product life cycle of Apple products are very small Lack of competitors’ ability
New Loyal customers
Success of Apple i-Phone
Branching out and working with more developers
Large population which are extremely individualistic and name brand conscious.
good relationship
The online sales
The laptop market growth Power of buyer is high.

Power of supplier is high.

Risk of entry by potential competitors is high.

Intensify of rivalry among established firms.

Substitutes of Apple are fluent Strategy at the Functional-Level Strategy at the Corporate-Level Product innovation Design quality Strategy customer responsiveness-Service Apple Genius Free consultation apple's marketing strategy Strategic outsourcing Diversification Strategy at the Business-Level Strategy at the Corporate-Level Strategy at the Business-Level cost leadership differentiation Main Strategy macintosh iMac serise Conclusions - Unique leadership by Steve Jobs Reliable brand image Innovative products and corporate culture Inventing breakthrough products Small scale of sales samsung 5.6 billion VS Apple 3.5 billion Weak market share in PC market Easy to be fluctuated Recommendations “An Apple computer on every desk.” – Steve Jobs Horizontal integration Vertical integration Change the world through technology. Ease to use product Design strong brand loyalty &high switching costs --> Apple retail store Apple online store Q & A
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