Beruflich Dokumente
Kultur Dokumente
Apple Computers started the movement into the personal computing arena in
1977 but through changes in management and differences of opinion together
with missed opportunities it lost its competitive advantage to companies like
Microsoft, Dell, and Gateway. Apple operates in various lines of the computer
and music industry today and its operations include not only the designing but
also the manufacturing of its computers and software. Apple continues to pursue
the personal computer market but not as intently as in the years before. It has
opted to change directions a little by venturing into the music world through the
marketing of iPod, a digital music player, and iTunes. The opening of 65 new
retail outlets, including one in Japan, has precipitated its move into this new
world.
Apple continues to work on providing innovative products for its customers but
marketing to such as small market has caused some problems. Its market share
has been reduced to below 5% and its operating system differs considerably
from the Wintel operating system used my dominant Microsoft. Costs of
maintaining this difference have increased in comparison to those utilizing the
competitive operating system. Software designers are not as enthused about
writing programs to support Apple's operating system because of limited
potential sales. The advantages that seem to come into Apple's laps are quickly
removed because competitors are able to copy, steal, and share them.
The one advantage that Apple possesses is its operating system but it has failed
to convince the world of its superiority. The operating system in possession has
not encountered the problems that Microsoft and its fellow operating systems
have encountered. Microsoft upgrades have been plagued with virus and other
programming problems, including the ability of hackers breaking into the system
and accessing ones computer from another remote spot.
Apple has not capitalized on these problems. It has gained a few customers but
nothing in the numbers required to turn the company upwards in reclaiming
considerable market share. Apple customers are a devoted group that
understand the superiority that they possess but convincing the other 95% of
the world because a rather large task.
Economies of Scale
Product Differentiation
Capital Requirements
Switching Costs
Access to Distribution Channels
Cost Disadvantage Independent of Scale
Government Policy
Expected Retaliation
2.
3.
4.
5.