Case Analysis 1: Apple Computer

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TAMPERE UNIVERSITY OF TECHNOLOGY
Institute of Industrial Management
TETA-5036 Management of Innovation

Case Analysis 1: Apple Computer
return date: Sturday 10th Novemeber

Students:

206192, Carlos Gomez, carlos.gomezbarbero@tut.fi
206171, Ceyda Elbasioglu, ceyda.elbasioglu@tut.fi
197327, Fabio Parisi, fabio.parisi@tut.fi
206261, Gina Monjaraz, georgina.mojarazgomez@tut.fi
206622, Merve Eralp, merve.eralp@tut.fi

Table of Contents:

INTRODUCTION1
Definition of the problem2
Historical strategy2
New Challenges3
Objectives & criteria for new strategies3
Options & Ideas for new and improved strategies4
Alternative 14
Alternative 24
Alternative 35
Implementation plan5
INTRODUCTION

Apple computers is one of the global leader in manufacturing consumer electronic devices and software, with a strong focus on design. The story of Apple started many years ago, as the company was established/funded in Cupertino, California on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne.

The company, incorporated January 3, 1977, was known as "Apple Computer, Inc." for its first 30 years. On January 9, 2007, the company dropped "Computer" from its corporate name. The change followed Apple's announcement of its new iPhone smartphone and Apple TV digital video system and reflects the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers (Wikipedia).

In this analysis, based on the course case, on historical and up-to-today data, on our consumer experience (as influenced by marketing) and as Apple customer we try to figure out what are the most important challenges (we prefer to use the term challenge instead of problem) Apple is going to face in the near and not so, future.

There is a brief Reference list that has been used to complete our knowledge and help us defining the problem and some concrete forecast (alternatives) and eventual strategies (solution) to be implemented. This Reference has proved useful as the case is a little outdated, data present in it are updated to 2004, and we wanted to challenge ourself facing a real situation and unpredictable evolution of it.

Definition of the problem

Historical strategy

While in the very begin Apple focused on performance, innovation and design all together, after losing the battle in performance with Microsoft, losing Steve Jobs and finally have him again in, the company decided to drop, at least in part, the focus on performance to strongly concentrate on product design and innovation.

The result of this revolution aimed to regain a market share was the creation of devices that, we can say now, changed the life of many people. Such device name is iPod. While initially this sleek Mp3 player was compatible only with Apple computer and software, in the second part of the company revolution it was made compatible with Microsoft (Apple’s archi-rival) PCs and O.S. (Windows 9.x and further releases) achieving a global leader position despite the quite high price on consumer markets.

But in the electronic market the first who arrive never stays alone for a long time, as there competition is played at a very fast pace. Steve Jobs, the main player behind Apple’s game, has been able, so far, to keep the leadership in the market renovating it’s small creature in several different shapes and several different times. A policy based on not sharing any details on future projects permitted, and very likely will permit again, Apple to keep being innovative. In this definition the word Innovation means being unique even only for just a brief period.

A last (so far) and third part of the revolution in/of the company has been based on the integration of Apple hardware with Microsoft (!!!) software, starting with the Ms Office suite and ending with Ms Windows XP O.S.. Along with this software integration, another has...
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