20 September 2010
Case 23: Apple Inc: Taking a Bite Out of the Competition
The organizational goals as stated on Apple’s own website are as follows: “Apple computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognise that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.” (www.apple.com/investor)
* Apple does not have the same visionary mind without Steve Jobs. * There is not a clear succession plan.
* Employee empowerment??
* Entering different markets, drifting away from Computers only. * Exclusivity may narrow target markets.
As being, an Apple consumer myself I have a pretty good idea of who the current target market is. Middle/Upper class people who are capable of paying a tad more for a better user experience, who happen to be people wanting to have the latest technology and enjoy being early adopters. Apple also is targeting music enthusiasts between the ages of 12 to mid 30’s and professionals in current jobs where media and design is very important. It is important to note that Apple, Inc has done a magnificent job allocating who their main target consumer is based on Demographic and Psychographic segmentations.
According to the case Apple has over 35,000 employees who are extremely smart and are constantly looking for the best in Apple’s future. The question I came up with goes as follows: Is Apple looking for the best for...