Apple
Question 1
Write the “company description” of your marketing plan about the market-leading company in your favorite industry that you feel most interested to study, following the example as shown below.
Question 2
Conduct an investigation (e.g. by surfing the web) and find out the mission statement of the market-leading company in any industry of your own selection.
Question 3
List three non-financial and three financial goals that you believe are appropriate for the market-leading company in any industry of your own selection.
Sample Solution
Apple in 2000:
- Financially: Apple was struggling. Revenue in 2000 was $6.5 billion, significantly lower than in recent years. The company had been grappling with losses for several years due to declining Mac sales and competition from Windows PCs.
- Products: The key products were still Mac computers, with the iMac G3 being the flagship model. However, Apple was also venturing into new areas like MP3 players with the iBook and software with the release of Mac OS X.
- Leadership: Steve Jobs had just returned to Apple in 1997 as CEO, but the company was still undergoing a major turnaround.
Full Answer Section
Tech Industry in 2000:
- Dot-com bubble: The tech industry was in the midst of the dot-com bubble, a period of inflated valuations for internet companies. This optimism contributed to Apple's struggles, as investors favored newer, internet-focused companies.
- Rise of Windows: Microsoft Windows was the dominant operating system, further pressuring Apple's Mac market share.
Looking ahead:
- The year 2000 marked a pivotal point for Apple. Though financially unstable, they were laying the groundwork for future success. The release of the iPod in 2001 would revolutionize the music industry and lay the foundation for Apple's mobile dominance in the coming decade.