marcellette, han, gianluca - change management seminar

1976

200

tech
business
vision

1978

1980

$1

billio

1983

kevin loves
lisa

1984

1985

bye bye,
Steve

welcome,
John

1990

8%

50%

Vertical
\\
Horizontal
Integration

6/12

first iPhone?

1991

LOVES
X

$500

billio

Star Trek

1993

34%

bye bye, John

1993-1997

engineers at
the helm...

1997

Welcome
back, Steve!

strategy

$150

million

70%

outsourcing

web store

40%

think
different

2000

2 days

2001

OSX

i...

1000

2003

8%

2005

2007

2008

Factors
determining
Competitive
Advantage

Market Share
Mainly focused on peripheral and personal computer market
Product Quality
Strong quality
Product life cycle/ Product replacement cycle
Each product is at a different stage right now, information lets you know
when to buy and when not to buy because of new updates
By the end of a product cycle a new product is often released
Customer Loyalty
Based on relationship strength, perceived alternatives, and critical episodes
Strong customer base, this is why they can have higher prices
Vertical Integration
Current strategy in the music and personal computers market

Competive
Strategy

Focus is on differentiation through
Quality
Technological superiority
Brand image
Extent of product lines
Have a hypercompetitive strategy
Surprise competitors with new innovation and product,
by the time their competitors catch up they do it all
over again

Financials
Apple Dell IBM HP
Total Revenues 13,931 55,908 91,134 86,696
Net Income 1,335 3,572 7,934 2,398
Gross Margin 30% 18% 39% 25%
Return on Sales 10% 6% 12% 3%
Market value at year-end 60,586.6 70,488 124,024 81,242

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Thank you!!