Apple 2010 Case Analysis

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Submitted By ebruce
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Case 2: Apple Inc. in 2010
The establishment of Apple Inc in its early history always was based on innovation. The founders were highly successful designers and builder , but the key to success was the abilities of the financial partner Mr. Markkula. Mr. Markkula was the key figure for gaining financial capital for the start-up business. Apple wanted to bring a computer into the market that was easily utilized by customers. Apple Computer was focused on differentiation in the beginning providing products to its consumers. Their success would eventually cause others to focus on this market of which IBM caused changes in Apple’s market

Apple’s changes of CEO are easily identifiable by the company’s changes in strategy. Some strategies were internal such as reducing costs and others external were in marketing to increase brand recognition. Upon Jobs return to CEO, he clearly identified his strategy as differentiation providing the customers a product that they would only want to purchase from Apple Inc. Jobs utilized his external resources to develop partnerships with Microsoft and Intel to improve upon the Macintosh platform. Apple was very successful in this venture providing their customers with a high quality product of which they willingly paid premiums to enjoy.

Apple Inc sought to provide its patrons an ability to see first-hand how their products operate through the opening of retail locations. Apple’s CEO called this the Retail Strategy which makes sense by bring potential buyers to a place to experience Apple’s products and see the services available increases their sales. They also provide proprietary items within their products of which require current customers to return , but these proprietary items were of low impact and really became tools to returning customers. They had 280 retail locations in 10 countries bring their products to potential…...

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