Strategy-Business

Strategy - business

2006

I . Introduction

Apple Computer is an American computer technology company . In America Apple Computer dominated the personal computer industry from 1977 to 1983 . Apple is known for its innovative and modern through closed and proprietary hardware and software . Apple has a principal that success is not enough , but they want to advance innovation in the world . Therefore Apple 's corporate spread widely in the technology industry globally

Apple has loyal customers that refuse to buy from the Apple 's competitors and loudly keep their faith in the

recognized advantage of Apple products . In the computer industry , Apple has the supreme brand and repurchases loyalty . It is good thing for Apple , because to get the brand fanaticism is some kind like achievement , which can be prided upon

In addition , Apple Computer Inc has become a worldwide known producer and inventor of modern design computers . The company is famous for being the most spirited inventor in its previous days , making endless inventions and new innovations for the expanding world of computer technology . This spirit marks the rise and fall of Apple Computer since its existence in 1977

II . Rise and fall of Apple Computer

II .1 Suitability , Feasibility , and Acceptability of Apple 's Chosen Strategy

II .1 .1 Challenge 1 : Developing GUI (Graphical User Interface

The birth of Apple Computer highlighted Jobs , the founder of Apple Computer , key ideas on avoiding from his frustration with the bureaucratic-type organizations and the people who are not visionary

To overcome the challenge , Steve Jobs had suitably built new team of designers in to develop Apple Computer 's famous products , called Apple Macintosh , which is manufactured away from the company 's headquarters and the production plant . This strategy is considerably acceptable since Apple Computer was now able to spawn many useful products such as the Macintosh that is very user friendly , thanks to the introduction of illustrated screen menu and a hand-held mouse unit for giving instructions

However , the development of graphical user interface (GUI ) in a personal computer had not yet rung the bell of managements of Xerox PARC (Palo Alto research Center ) since they showed no appreciation over the GUI . Facing this problem did not stop Jobs from finding suitable partners to develop GUI . His strategy was to cooperate with Microsoft 's Bill Gates that gave birth to Windows operating system , which is widely used nowadays

II .1 .2 Challenge 2 : Recession and Intense Competition in 1990s

During the 1980s , Apple recorded amazing sales due to the powerful Macintosh computer . However , the strategy to sell high-margin products became unacceptable since in 1990s recession came . In addition , Apple Computer also found that its rivals , mainly Microsoft that used to co-develop GUI , have provided damaging effect to Apple Computer since they copy Apple strategy but offer much cheaper products into the market . Immediately , at that time , computer became commodity that can be bought at cheap prize

These issues soon drove Apple Computer to change their strategy from selling high-margin products into selling...