apple inc. - case file analysis
TRANSCRIPT
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“Innovation distinguishes between a leader and a follower”
Steve Jobs
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The power struggle between Jobs and Sculley and Jobs’ resignation
Founding. Macintosh. Decline
Brief History
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Acquisitions. Resurgence. Mobile DevicesJobs is back at Apple
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STEVE JOBSAmerican businessman, inventor, and industrial designer. (February 24, 1955 – October 5, 2011)
Co-founder and ex-Chairman and CEO, Apple Inc.
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New Market Offerings Timeline.New-Product Options | Challenges | Organizational Arrangement | Managing and Development Process
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New-Product Options
iMac (1998)
iPod (2001)
iPhone (2007)
iPad (2010)
I think the only reason you visit an Apple store is because you wonder what life is like on another planet.
Lewis Black
Make / Buy
AirPods“Simplicity and technology, together like never
before. The result is completely magical.”
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The Revolutionary iPhone
The iPhone 7 Plus, although critically acclaimed, continued the trend of ‘innovation imperative’
Apple’s next largest product launch afterthe iPod was the iPhone, its 2007 entry tothe cell phone industry.
t implemented new features like touch-screen pad, virtual keyboard, and internetand email capabilities
I
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Challenges in Development
CONCEPT DEVELOPMENT BUG FIXING OPTIMIZATION MARKET RESEARCH MONITORING
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Organizational Arrangements
CROWDSOURCING and CROSS-FUNCTIONAL TEAMS
through
Budgeting StagesIdea Screening
Concept TestingProduct Development
Test MarketingNational Launch
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Managing the Development Process
Interacting. Studying Competitors. Adopting Creativity.
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MacBook Pro
Marketing StrategyWhy Apple is Apple
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Apple Inc. - advertising over the years
Think Different (1991-2000)
Get A Mac(2001-present)
Switch (2001-present)
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MUSICNever Stop Playing
I don't stream or buy CDs... pretty much everything I buy, I do it on iTunes.
Mark Hoppus
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Acquisition of Beats ElectronicsA whopping deal of US $3,000,000,000
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Pricing Strategy
“We never had an objective to sell a low-cost phone. Ourprimary objective is to sell a great phone and provide agreat experience”
The hardware and user interface aredesigned to provide a lot of value for theprice, which keeps profits high.
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Connecting with Customers
The sequence of the Buying process:Problem Recognition. Information Search. Alternatives Evaluation. Purchase Decision. Postpurchase Behavior
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Creating and Delivering Value
Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
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Fierce Market Competition
Indian Smartphone Market
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Dwindling Innovative FeaturesApple appears stymied by not wanting to take big risks — andwhile it’s failing to do so, it’s being outshone in certain areas bycompetitors like Amazon and Microsoft, who are creatinghardware like the innovative Amazon Echo and the jaw-droppingly gorgeous Surface Studio which, though not perfect,are far more exciting than many things Apple is working on.
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SummaryAny story about disappointments on Apple’s part must acknowledge that this is a company thatmanaged one of the biggest turnarounds in history after critics wrote it off. Apple remains tight-lipped about upcoming products, so there’s every chance that the new future could address some(or even all) of these concerns.
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