Apple Computer is an innovative company evolving on multimedia and high technology market. It has its presence on both hardware and software markets, as well as in the on-line services market. Its highly diversified offer makes Apple Computer company difficult to manage. This company was created in 1976 by Steve Jobs and Steve Wozniak.
They wanted to "change the world through technology" by creating the personal computer (PC). The launch of Apple II in 1978 was the beginning of Apple leadership in the PC industry. Nevertheless, Apple had to face the competitors, who imposed their standards on the market. The major competitors for Apple were IBM, Microsoft and Intel.
[...] - Brand stores: Observing that its products were often not correctly promoted in large distribution channels, Apple decided to open various Apple stores in order to be able to control product commercialization and distribution, as well as to have a better feed-back on customer-needs. In 2006, there were 40 Apple stores all around the world. - Internet website: In order to cover as large a target as possible, Apple recently opened an on-line Apple Store: www.store.apple.com, proposing a large range of products. [...]
[...] - The comeback of Steve Job: When Steve Job came back in Apple as CEO, he paid a lot of attention to past mistakes. First of all, he tried to find a solution to Apple's lack of compatibility, through the development of Microsoft Office on the Mac computers. Moreover, he was successful in making savings without changing Apple's image of differentiation. He used tools such as delocalization of manufacturing, or reorganization of distribution channels, while maintaining Apple's brand image, product quality and innovative design. [...]
[...] As Craig Mundie (Microsoft senior executive) said: PC area is over” Porter Five forces: C The positioning of Apple Apple has chosen a top-of-the-range positioning on the PC market. It wants to cultivate its image of quality and innovation which is in line with its positioning. Moreover, by developing a proprietary design, both fashion and practical, Apple aims to please customers who are looking for differentiation and identification. This point is particularly highlighted in the Apple slogan “Think different”. This positioning is made possible by the customers' attachment for the brand. [...]
[...] Today, the mission of Apple Corporation consists in adapting the computer to human needs. Apple tries to constantly innovate in communication and information technologies, in order to be able to respond to customers' needs. This is a great advantage in today's constant-moving environment where technologies quickly become obsolete. Another key word in the vision of Apple is “accessibility”. The company wants to enable everyone to use their product. The management of Apple is based on implication. Apple uses a participative system of people management, named “Apple people”, intervening in the main axes of company life. [...]
[...] - Television: Apple ultimately used TV advertising to promote some of its product, especially the I-phone. At present, this advertising is diffused only in the United-States only. Moreover, Apple has developed “Apple a system which allows synchronizing I-tubes with the customers' television. - Magazines: Apple also promotes each of its new products through specialized and general magazines. Apple's targets are not only people with a strong knowledge of high technologies but a larger group for whom Apple proposes products accessible to all kinds of people; high technologies for daily users as well as novices. [...]
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