Analyse de l'entreprise Apple

Étude de cas Entreprises & gestion Management organisation

Date de publication :

26/08/2008

Langue :

French

Format :

.doc

Nombre de pages :

14 pages

Niveau :

avancé

Consulté :

17 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Market analysis
1. PC industry evolution
2. Porter five forces
3. Apple positioning
Apple company
1. History and global vision
2. Four P analysis
3. Apple strategy since 1990
4. Apple key success factors and competitive advantage

Résumé :

apple Computer is an innovative company evolving on multimedia and high technology market. It is present on hardware and software markets, as well as in on-line services market. Its highly diversified offer makes apple Computer company very hard to manage.
This company was created in 1976 by Steve Jobs and Steve Wozniak. They wanted to "change the world trough technology" by creating the personal computer (PC). The launch of apple II in 1978 was the beginning of apple leadership on the PC industry. Nevertheless, apple had to face quickly with competitors, who imposed their standards on the market, IBM first, then Window and Intel, posing the problem of apple compatibility.
Lots of performing leaders followed one another at the head of apple Computer, such as Steve Jobs, Sculley, Spindler or Amelio, and each of them had a different vision on what apple computer strategy should be. After many years of irregular results, Steve Jobs came back to apple Computer as CEO and his strategy had immediate positive effects on company results and market positioning. Moreover, recent successes such as I-pod and I-tunes had beneficial results on apple brand image and finances.