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Wozniak and Jobs finish work on a preassembled computer circuit board. It has no keyboard, case, sound or graphics. They call it the Apple® I. Apple I computer boards are sold through 10 retail stores in the U.S. The new Apple® II is unveiled at the first West Coast Computer Fair. It is the first personal computer able to generate color graphics and includes a keyboard, power supply and attractive case. The Apple logo as seen today is designed by Rob Janoff, art director for Regis McKenna Advertising. History Objectives and Goals : Over the next 3-4 years Apple would like to increase their product accessibility (new stores). Increase their market share by 30% Eliminate the need for new products in order to raise sales. Objectives and Goals Apple now : Apple has introduced the Mini-Mac and the iPod Shuffle . Apple now Mini Mac : Mini Mac The Apple Mini Mac is a compact desktop computer. It is 2 inches tall and weights 2.9lbs. The Mini Mac starts at $499 and comes standard with iChat AV desktop video conferencing, Mail, Address Book, QuickTime®, iSync, and a DVD Player. iPod Shuffle : iPod Shuffle The iPod shuffle is a smaller version of the original iPod. It is much smaller and lighter and can double as a portable USB flash drive with up to 1GB of storage space to back up personal files and exchange them between computers. For $99 you can purchase the 512MB holding up to 120 songs or the 1GB holding up to 240 songs for just $149. External Audit : External Audit Opportunities Increase in worms and viruses on PCs. Large population (Gen X&Y) which are extremely individualistic and name brand conscious. Weak ties with Microsoft products. Downloadable music and MP3 players are highly marketable. Increase sales of computers online by 25 percent. Increase sales of laptops by 20 percent. Threats Companies not seeing Apple as compatible with their software. Dell and HP are major competitors. Increasing competition with music downloads. Dell does not invent but provides computers at a more cost effective rate for customers. Recession—price of Apple computers are higher. Intel’s future Pentium release. Internal Audit : Internal Audit Strengths iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform. Developing own software and hardware. Apple’s niche audience provides the company with some insulation from the direct price competition. Revamping desktop and notebook lines. Web technology can be used to improve product awareness and sales. Low debt—more maneuverable. Good brand loyalty. Weaknesses Weak relationship with Intel and Microsoft. Weak presence in business arena. Dependency on new product launches. Weak presence in markets other than education and publishing. Slow turn around on high demand products. SWOT Matrix : SWOT Matrix S-O Strategies Increase awareness through the web of the immunity of Mac products to worms and viruses. (S5, O1) Advertise using individuals that will link Generation X & Y to the iTunes and other related products. (S1, O2, O4, O5, O6) Using movies and music groups that are geared towards Gen X and Y to promote computers and laptops. (S3, S5, O2, O5, O6) S-T Strategies Increase and promote the compatibility to Window operating system. (S5,T1) Promote the originality of Apple computers and the different style and stable system that is slightly more but worth the price difference in style, stability and speed. (S2, S5, T2, T4, T5) W-O Strategies Increase ties with Microsoft and Intel and their products.(W1, W2, W4 O2, O3) Promote to business the safety of having a worm and virus free computer by using Mac. (W2, W4, O1, O5, O6) W-T Strategies Improve relationship with Microsoft and Intel so that companies will see them as compatible. (W1, W2 T1) Increase productivity and turn around of high demand products to compete with Dell and HP (W5, T2) Boston Consulting Group (BCG) Matrix : Boston Consulting Group (BCG) Matrix Low -20 High 1.0 Medium .50 Low 0.0 International Domestic Cash need High vs. cash flow low Market Penetration Market Development Product Development Sell You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.