Changes in the Dynamics of Pc Industry Essay

9539 Words Dec 11th, 2010 39 Pages
APPLE COMPUTER
CASE ISSUES
Core Competency (CI#1) : Apple design, develop and market numerous product and service lines. They sell their products to education, consumer creative professional, business and government customers. While apple seems to display numerous products and conduct business on different segments, it is legitimate to wonder what the company is really good at? Too much diversity is exactly what crushed Apple during the John Scully days.
Cannibalization (CI#2): Through January 2005, Apple has opened 102 retail stores. Although these launches are potentially beneficial, Apple stores are hurting the resellers’ business and not all of them will survive. Considering that the company’s resellers still account for more than
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Apple currently focus on:
Ø Increasing marketing and advertising investment in order to improve product and brand awareness.
Ø Vertical growth strategy: expand the retail segment by opening more retail stores. (CI#2)
Ø Market opportunities related to digital music distribution and consumer electronic devices, including iPod.
Ø Implement a cost leadership strategy to keep up with the competition and be more affordable for the educational segment.
Ø Continue to be the leader in innovation for new technology by implementing a product differentiation strategy.
Policies
“Employee diversity “: This policy is a key component and contribute to the success of the company.
“We respect these differences and threat them as an additional value that we incorporate in the way we treat other and approach our customers.”
Therefore, Apple apply that each employee is fully responsible for understanding and following this policy.
“Substance policy”
Ø Apple comply with applicable substance legislation worldwide.
Ø monitor and assess new scientific findings on the environmental impact of substances used in Apple products.
Ø educate our supply chain partners and drive innovations within our supply chain to find alternative materials that improve environmental

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