Essay about Apple Inc. in 2012

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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
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The Micro marketing environment plays an important and crucial role in Mac’s line of success.

The Company:

“A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.”

- Steve Jobs, Apple CEO & Founder

The sales of Mac had hit bottom-line in 1996 (APPENDIX A). Lower sales increased inventory. Apple was on the verge of being bankrupt. In 1997, Apple reduced their inventory and started making major investments in the R&D department to focus on developing innovative products that would appeal to consumers. Apple also acquired Jobs’ owned software company, NeXT. Apple developers modified the Unix-based code from NEXTSTEP and combined it with the graphical user interface of existing Mac OS. The result was a stable, high-performance operating system that had the stability of Unix and the intuitive interface of the Macintosh. Apple’s iMac was distinguished because it could act as a hub for controlling and integrating the digital devices such as cameras, portable music and mobile phones.

Intermediaries:

“It's better to be a pirate than to join the Navy.”

- Steve Jobs, Apple CEO & Founder

Apple realized the power of direct marketing and launched their online shopping website. This website showcased their new designed and high performing iMac. This
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