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Apple Inc. in 2010INDEXApple OverviewPC Industry AnalysisApple’s Competitive Strength5 Force AnalysisVisionHistory Overview 1 APPLE’S HISTORY OVERVIEWTHE BEGINNING OF APPLEApple I did not have a case the user was required to build a box for its components. (Picture from smithsonian) apr 1,1976Color graphics a first for a personal computer Dove the PC industry to $1 billion in annual sales in less than 3 yearsLeader, selling more than 100,000 Apple Ⅱs by the end of 1980CRISISIBM entered the PC market.Apple’s response: Macintosh (1984)Advantage: ease of use, industrial design, and technical elegance.lack of compatible software.Result: net come fell 62%(1981-1984)
목차
Apple Overview
PC Industry Analysis
Apple’s
Competitive Strength
5 Force Analysis
Vision
본문내용
CRISIS
IBM entered the PC market.
Apple’s response: Macintosh (1984)
Advantage: ease of use, industrial design, and technical elegance.
Disadvantage: slow processor speed& lack of compatible software.
Result: net come fell 62%
(1981-1984)
Jobs was forced out(1985)
John Sculley was alone at the helm.
The Sculley Year, 1985-1993
Market share recovered: 8%
In 1990, 1 billion in cash, apple was the most profitable PC company.
New market
HOWEVER,
As IBM-compatible prices dropped, Macs appeared overpriced..
Apple’s high R&D cost.
Apple’s gross margin dropped to 34%-----14 points below the company’s 10-year average.
The Spindler and Amelio years, 1993-1997
Leadership in PC selling& technology
Slashed costs, cut 16% of workforce
Expanding distribution& aggressive policy of prices.
International Expansion: 1992, 45% sales were not came from U. S..
Licensing the Mac OS
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