Analyse de la stratégie d'Apple (2006)

Étude de cas Entreprises & gestion Stratégie

Date de publication :

25/11/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

9 pages

Niveau :

expert

Consulté :

8 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

From a historic perspective, what were Apple's major competitive advantages?
1. From 1976 to 1985
2. The SCULLEY years from 1985 to 1993
3. The JOBS years from 1997 to today
4. Recapitulation of the competitive advantages of Apple from a historic perspective
Analyze the structure of the personal computer industry over the last 15 years. How have the dynamics of the PC industry changed?
1. Consumer-oriented approach
2. Consumer = knowledge and experienced
3. Household, laptop, internet access, interactivity
Evaluate Apple's strategies since 1990
1. International growth
2. Easy-to-use
3. Control
4. Alliances and joint venture
5. Low-cost and mass market
6. Internet
7. Innovation
8. Retail operations
Has Steve Jobs finally solved Apple's long-standing problems? What impact has the iPod had on Apple's success?
1. Innovation
2. Image of Apple and design
3. New arguments, new way to convince
4. What impact has the iPod had on Apple's success?

Résumé :

apple is now one of the IT companies the most powerful in the United States but also all over the world. Indeed, the net income of the firm raise from $39 millions in 1981 to $1335 millions in 2005 and apple announced the 23rd of April 2008 the "financial results for its fiscal second quarter ended March 29, 2008. The company recorded a turnover of $7.51 billion and a quarterly net profit of 1.05 billion dollars." It is a huge difference which is a reaction to a specified global strategy, a sense of innovation and the loyalty of the customers.

The beginning of the story is situated on the 1st of April 1976 when Steve Jobs and Steve Wozniak built a computer circuit board on the Jobs' family garage. The company has had quickly another member to manage the business: A.C. "Mike" Markkula, Jr. who was employed at the Intel Company before his retirement at the age of 33.

This was the team: Steve JOBS, the visionary ; Steve WOZNIAK, the technical genius ; A.C. "Mike" MARKKULA, Jr., the experienced business man.
In order to handle this case study, I will begin to explain the apple's major competitive advantages since the beginning of the company's story, then to explain how this industry evolved over the last 15 years, following by the evaluation of the apple's strategies since 1990 and to conclude, I will deal with the Steve Jobs' efforts to solve problems and the innovated products (iPod) strategies on apple's success.