2.1Board of Directors4
3.1Societal Environment (PESTDN)4
3.2Task Environment (Porter’s Five Forces)7
3.3Consumer Behaviour Analysis10
4.3.1Porter’s Value Chain13
6.1Segmentation, Positioning and Positioning24
6.1.1Creative Professionals (Business Market)24
6.1.2Education (Educators and Students)25
6.1.3Growth Rate of Market25
6.1.8Market Targeting & Positioning27
6.2Ansoff Matrix: Product-Market Strategies28
6.3BCG Model Analysis29
6.3.2Recommendations for Apple based on BCG positioning31 6.44Ps and PLC31
6.4.5Product Life Cycle34
7.1Short Term (Within 1 year)36
7.2Mid-Term (2 to 3 years)36
7.3Long Term (3 to 5 years)36
8Evaluation and Control37
1 Current Performance
In the mid-1980s, Apple computer reinforced its technological advantage through the introduction of its Macintosh (MAC) personal computer. However, Microsoft Windows Operating System and Office Software coupled with Intel microprocessors causing Apple to fall behind in the PC market share to being just a niche player by the mid-1990s. At the beginning of the 21st century, the introduction of iPod catapulted Apple back to being the darling of the industry. Now, the company makes announcement on new products and services on a continuous basis.
Apple Computer’s mission is to design, manufacture and market PCs, and related software, services, peripherals and networking solutions. Apple also has another mission which is to design, develop and market a line of portable digital music players along with related accessories and services including the online distribution of third – party music, audio book, music videos, short films and television shows.
Their current objective is to remain number one in portable digital music players market. They attempt to do this by having differentiation strategy for each of its key products –Mac, iPods, and iTunes, re-establish a retail presence and to design and develop new products using its own.
One of Apple’s strategies is to innovate in the design of new products and to utilize technology convergence in new products. The company is working towards being a leader in the portable digital music players (iPod) and to grow the iMusic market share. They hope to increase sales of PCs and servers and to maintain present growth in revenues and profits and growth in MAC products.
Apple’s policies include converging technology in new products, finding new music sources (Apple Cos) for portable digital players, distribution of on –line music and maintaining user friendly products....