Apple Inc. in 2012
[Group] Case Study

Prepared By:

Aman Chahal
Edward Abeleven
Ruchi Badhwar
Steven Mathews
Uttara Jadhav

Students of:

Marketing Management 6215
California State University – East Bay

Prepared For:

Lan Wu

Professor of:

Marketing Management 6215
California State University – East Bay

October 11, 2012
Table of Contents

Introducing Marketing and Apple Inc..........................................................................1

Understanding The Micro Marketing Environment.....................................................2
For Apple’s Mac Computers

Apple’s Sustainability Position in Competitive PC Market.........................................5

Apple’s Sustainability …show more content…

This allowed customers to directly use and experience the iMac and peripheral devices. This strategy boomed Apples sales by 13%.

Suppliers:

“So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we'll give it to you. We just want to do it. Pay our salary, we'll come work for you.' And they said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.'”

- Steve Jobs, Apple CEO & Founder

From 1993 to1997, Apple’s Mac sales dropped significantly. According to the survey held by Computerworld, Windows users were more satisfied with PC’s than Mac users. This survey also pointed out that Mac had to go through major changes in terms of updating their operating system, applications and hardware.

Software suppliers: In 2001, Apple introduced improved Mac OS X which was based on Unix and developed by NeXT.

Microsoft was one of the key vendors for application development. Microsoft dominated the PC market and considering the number of windows users it was crucial for Apple to provide applications that were interoperable with Microsoft. Microsoft developed Office suit for Mac which was vital factor for Mac’s sustainability.

Hardware suppliers: Apple shifted from Motorola to IBM for their processors. However, major drawback with IBM processor was low speed performance, which gave Mac