Professional Documents
Culture Documents
Apple 3
Apple 3
IBM
Packard-Bell
20
Dell
Apple
Compaq
15
10
5
0
1988
1989
1990
1991
1992
1993
1994
1995
1996
$25,000
$20,000
$15,000
$10,000
$5,000
$0
1991
1992
1993
1994
1995
1996
1997
Dell
Compaq
Intel
Microsoft
1994
1995
Apple
30
20
10
0
(10)
(20)
1991
1992
1993
1996
1997
Revenue
Net Income
R&D
Cost of Sales
$10,000
$8,000
$6,000
$4,000
$2,000
$0
-$2,000
1991
1992
1993
1994
1995
1996
1997
Rebound?
External Analysis
Bargaining
Power of
Suppliers
Rivalry Among
Competing Firms
in Industry
Threat of
Substitute
Products
Bargaining
Power of
Buyers
Breadth of
Competitive
Scope
Cost
Uniqueness
Broad
Target
Market
Cost
Leadership
Differentiation
Narrow
Target
Market
Focused
Low Cost
Focused
Differentiation
Sun
Apple
Price
Compaq
IBM
Low
Clones
Broad
Narrow
Sun
Price
Low
Apple
Compaq
IBM
Clones
Broad
Narrow
Technological Development
Primary Activities
M
A
R
G
IN
Service
Marketing
& Sales
Outbound
Logistics
Operations
Procurement
Inbound
Logistics
Support
Activities
M
A
RG
IN
Definition of Industry
Description of Core Values
Description of Basic Strategic Approach
General Identification of Customer Base
Revised Mission
To position Apple as the world leader in
man-machine interfaces though the
development of ergo- and cerebro-nomic
software and interface devices required for
electronic and electromechanical
applications.
Goals
Milk Mac
No new manufacturing and R&D
investment in existing hardware products
Outsource next 3 years production to
Malaysia:
Send VP Mfg. and 3 Engineers on Sourcing
Mission
Apple Core
Open system O/S (a.k.a. Pink)
1994
Layoffs and Mfg.
Rationalization
Pushed Pink
H-P joined Apple and
IBM
Sculley resigns;
Spindler is new CEO
1996-98
Terminated Taligent
and Kaleida
Jobs and Woz are back
Accepted $150 million
from MSFT
Intros iMac
New Products