This 11 page paper examines Apple Inc. The first part of the paper looks at the background of the company and its development. The second part of the paper discusses the position of the company in late 2007 and performs a SWOT analysis to examine the strengths, weaknesses, opportunities and threats that the company faces. The paper ends by presenting potential strategies which may help the company grow in the future. The bibliography cites 10 sources.
Name of Research Paper File: TS14_TESWOTapple.rtf
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and it may be argued the vision was copied later by Bill Gates and Microsoft. The vision was to bring easy to use computers to everyone. 1976 was a time
before the dominance of Microsoft and the Windows operating system had been established. Apple gained the first mover advantage with they launched in 1978; the Apple II was one that
had worked towards this vision; it was a computer that could be used straight out of the box. This launch was successful and Apple started to grow, with
Apple becoming the market leader and by the end of 1980 more than 100,000 Apple IIs were sold. It was on the back of this success that Apple undertook an
IPO1. The future may have looked bright, but Apple had not foreseen the way that the environment would change as when IBM entered the market Apple were not able to
sustain their position (Yoffie and Slind, 2006). IBM competed aggressively with the use of the more open system by IBM2. IBM also had a long established name associated with technology
and a high level of market power which it could use to get goods into the shops and sell them. IBM sales soared and Apple lost their first mover advantage.
However, Apple did fight back and developed new sources of differentiation. In 1985, there was a new design computer with the introduction
of the Macintosh, but it did not appeal to the to the main stream consumer (Yoffie and Slind, 2006). The IBM, and IBM clone machines, had better performance levels and
the open system led to much wider variety of software available from third party vendors which were not available for Apple machines. These disadvantages of the Apple outweighed the advantages