애플,아이폰,스티브잡스,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p Report

 자료 (압축파일).zip

애플,아이폰,스티브잡스,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

애플,아이폰,스티브잡스,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p


Apple Inc. in 2010


INDEX

Apple Overview
PC Industry Analysis
Apple’s
Competitive Strength
5 Force Analysis

Vision


History Overview
1


APPLE’S HISTORY OVERVIEW


THE BEGINNING OF APPLE
Apple I did not have a case the user was required to build a box for its components. (Picture from smithsonian) apr 1,1976
Color graphics a first for a personal computer
Dove the PC industry to $1 billion in annual sales in less ...
Apple Inc. in 2010


INDEX

Apple Overview
PC Industry Analysis
Apple’s
Competitive Strength
5 Force Analysis

Vision


History Overview
1


APPLE’S HISTORY OVERVIEW


THE BEGINNING OF APPLE
Apple I did not have a case the user was required to build a box for its components. (Picture from smithsonian) apr 1,1976
Color graphics a first for a personal computer
Dove the PC industry to $1 billion in annual sales in less than 3 years
Leader, selling more than 100,000 Apple Ⅱs by the end of 1980

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
“ None of the Windows users would consider buying a Mac, while more than half the Apple’s users expected to buy an Inter-based PC”
Computerworld
High hopes for revolutionary OS

Spindler

End
$69 million loss in fist fiscal quarter, 1996.-New CEO, Gilbert Amelio.


The Spindler and Amelio years, 1993-1997 (cont’d)

Premium-price differentiation
The acquisition of NeXT software
founded by Jobs after he left apple
Apple lost 1.6 million, world market share tumbled to around 3%
Sep. 1997, Jobs became the interim CEO.
Amelio

`
Steve Jobs& The Apple Turnaround
Microsoft invested $150 million in apple, and 5-year commitment for Mac.

1997, website, direct sales.

Reinvigorate innovation.

Aug. 1998, all-in-one computer. ($1,299)
-$309 million profit.

Promoted itself as a HIP alternative.
Steve Jobs




PC Industry
Analysis
2


The dynamics have been problematic than favorable

Price Competition
CONTENTS

The PC Industry
experienced explosive growth.

Internet demand
Emerging markets

Average profit margin became less than 5%

The average selling price
Strong price competition

During the mid 1970’s
By 2007



2. The risk of entry by potential competitors.

PC manufacturers

- They accounted more than 50% of PC shipments.

- Consolidated th


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