Please enable JavaScript.
Coggle requires JavaScript to display documents.
Apple Case (History (Founding team (Wozniak, Jobs and Markulla (business…
Apple Case
History
Wozniak, Jobs and Markulla (business man)
- Made computing easy via Apple II
- IBM's entry - commoditized PC, hit "closed" Apple hard
- Macintosh launched (super awesome but low compatibility and slow processor) Job forced out 1985 - Sculley at helm
- Sculley pushed to ed market - got half share - most profitable company (in PCs) by 1990
- 1990 - Windows 3.0 launch - IBM computers a bit easier to use
- Worked with IBM and intel for mass production but gross margins dropped 14% from 10 yrs - Sculley kicked out
- Spindler new CEO - cut 16% of Apple staff, other cost cutting as well, cut Intel chip thing and agreed to license Apple tech to select producers - though IBM collaboration failed after $.5bil - he was replace with Amelio
- Many Mac consumers thinking about switching
- Acquired NEXT and decided to make OS on tech from there - Amelio though kept loosing Money and Jobs brought in as interm CEO 1997
- $150 mil investment from Microsoft - MS office for Mac to be made
- Jobs halted Macintosh licensing - cut product line from 15 to 4
- Tim Cook (1998) from IBM streamlined Apple's supply chain
- Job's focused on re-invigorating innovation, paring down inventory and inc R&D.
- Job's preferred closed door policy and xtreme focus
- 1998 iMac all in one computer - worked with windows based supplements
- -1bil to +309 mil in 1 yr
- Differentiated itself - catchy multi million dollar marketing campaigns eg "Think diff", "It just works" - all recyclable materials, energy efficient etc
Personal Computer Industry #
- Apple pioneered first personal computer
- IBM made mainstream 1980s
- MS with intel (Wintel) dominated 1990s)
- Dell, clones etc built standard PCs for windows
- Initially high growing demand from emerging markets
- Started to die down around 2012
-
- By 2014, avg profit margin 3%.
- R & D investment fell to 1-3%.
-
Buyers and Distribution
PC buyer categories
home (biggest) valued - design, mobility, wireless connectivity
small & SMEs (valued price, support)
-
-
-
Distribution
-
-
home and SMB bough from superstores and electronic retailers, webbased retail - from service dealers
-
Big players
-
Dell (had probs, went private)
-
-
OS
-
But after XP (in 2001) faced high support, marketing and development costs for newer versions
-
-
-
Changes to the Macintosh
-
-
-
Also launched Apple stores as distribution strategy - allowing ppl to experience Apple products first hand
-
-
-
-
-
-
Competitive Advantage # # #
-
-
-
-
-
-