Apple Computers

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successful product production and distribution. They were primarily interested in their products -- showing "little concern for its markets." The introduction of IBM in 1981, however, was a strong wakeup call for the unprofessional company -- forcing them into competition against strong and well-managed opponents.
For several years after IBM launched its first PC, it dominated the market -- focusing on a synergistic relationship with Microsoft. After hearing the dire predictions regarding the probability of Apple surviving IBM domination, Steven Jobs realized that professional marketing help was vital. John Scully, a professional in marketing, concluded that Apple desperately needed a keen update on its marketing-product strategies.
The resulting solution consisted of differentiating the many varieties of Apple PCs as well as defining the target markets in order to focus advertising and development. This process continued for every generation of CEOs after Scully -- as Apple ...

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also increase the distribution by adding new retail outlets and selling their computers through its own Apple Stores. Furthermore, they are planning on repositioning the Mac as the best game platform -- demonstrating their astute knowledge of the interests of the growing `games' market segment. However, Apple still faces many challenges in the 21st century, including the maintenance of the sales momentum of its consumer iMacs, reduction of the price differential between their different products, and marketing their new wireless portable PC.
One of the first possible solutions to the problems faced by Apple is to emphasize the ease of their Internet sales as well as provide a small ...

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