Apple苹果产品介绍.ppt

1、Apple Computers,Jessica Bourgoin Amy Kakuk Beth Theriault 04/25/2005,Outline,Brief History of HD Where we are now Vision and Mission External Analysis CPM EFE Summary Internal Analysis IFE Financial ratio analysis Net Worth Analysis Summary,Strategic Analysis SWOT Matrix SPACE Grand Strategy Matrix

2、IE matrix BCG Summary Possible strategies QSPM Recommendations Strategic implementation and desired results Objectives & Goals,History 1976-1978,Wozniak and Jobs form the Apple Computer Company on April Fools Day. Wozniak and Jobs finish work on a preassembled computer circuit board. It has no keybo

3、ard, case, sound or graphics. They call it the Apple I. The Apple I board is released for sale to hobbyists and electronics enthusiasts at the price of $666.66. Apples first formal business plan sets a goal for sales to grow to $500 million in ten years. As it turns out, the company will pass that m

4、ark in half the time. Apple I computer boards are sold through 10 retail stores in the U.S. Apple moves from Jobs garage to a building on Stevens Creek Boulevard in Cupertino, California. The new Apple II is unveiled at the first West Coast Computer Fair. It is the first personal computer able to ge

5、nerate 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. Regis McKenna Advertising launches its first ad campaign for Apple. Although advertising is initially aimed at electron

6、ics enthusiasts, Apple will soon become the first company to advertise personal computers in consumer magazines. Monthly orders reach a $1 million annual sales rate.,http:/www.apple-,History 1978,Apple introduces various interface cards for connecting to most printers. Apples Disk II is introduced a

7、t the Consumer Electronics Show. It is the easiest to use, lowest priced, and fastest mini-floppy disk drive ever offered by a computer manufacturer. It will make possible the development of serious software. Production at first is handled by just two employees, turning out 30 drives a day. In only

8、its second year, Apple is one of the fastest growing companies in America. Sales have increased, and its dealer network has grown to over 300.,History 1979-1981,Apples first printer, the Silentype, is introduced. Apple opens a manufacturing plant in Carrollton, TX. Apple facilities now occupy more t

9、han half a million square feet of floor space in the U.S. and Europe. Apple goes public. Morgan Stanley and Co. and Hambrecht & Quist underwrite an initial public offering of 4.6 million shares of Apple common stock at a price of $22 per share. Every share is bought within minutes of the offering, m

10、aking this the largest public offering since Ford went public in 1956. Apples employee count breaks 1,000. Apples distribution network is the largest in the industry-800 independent retailers in the U.S. and Canada, plus 1,000 outlets abroad. Apples first mass storage system, the 5MB ProFile(tm) har

11、d disk is introduced, priced at $3,499. Apple becomes a household name. Surveys show that public awareness rose from 10 percent to 80 percent in 1981.,History 1982-1985,Apple Dot Matrix printer introduced for $2,195. Apple becomes the first personal computer company to reach $1 billion annual sales

12、rate. It throws a Billion Dollar Party for employees. Apple University founded to provide employee training programs. Apple enters the Fortune 500 at number 411 in under five years. EVA (Employee Volunteer Action) is created to match the skills of Apple employees with community needs. Apple is elect

13、ed to the Consumers Digest Hall of Fame for responsiveness to consumer needs. Apple II receives the 1984 Industrial Design Excellence Award (IDEA) sponsored by the Product Industrial Designers Society of America. Apple announces a computer training scholarship program for elementary and secondary sc

14、hool educators.,The,History 1986-1990,Apple announces plans to create an independent software company, to be known later as Claris. For the first time, Apple uses its HyperCard technology to distribute a 1987 HyperCard supplement on diskette for Macintosh personal computers. Apple files suit against

15、 Microsoft and Hewlett-Packard to protect its Macintosh audio visual display. The lawsuit is seen as having industry wide implications regarding copyright laws. Apple reports first billion dollar quarter in its history as net income rises 108 percent. Apple reports net sales of $4.07 billion and net

16、 income of $400.3 million for fiscal year 1988. Apple acquires Coral Software Corp., which markets programming languages and artificial intelligence tools for Macintosh computers. Apple introduces 32-Bit QuickDraw(tm) that allows Macintosh personal computers to process and display photo-quality docu

17、ments, images and visualizations with exceptional color clarity. Apple donates $2 million in computers to 23 schools to help at-risk students. Fiscal 1990 revenues surpass $5.5 billion.,History 1991-1995,Apple announces it will restructure the company over the next 12 months to reduce operating expe

18、nses. Apples workforce is reduced approximately 10 percent. Apple and IBM sign a letter of intent to cooperate on major technology initiatives for the 1990s. Apple, IBM, and Motorola finalize milestone technology alliance. Apple announces a new Token Ring 4/16 NB Card, for the Macintosh product line

19、. It is the first product to emerge from Apple and IBM alliance. Apple and Kodak announce that they are working together to integrate support for Photo CD images into future versions of QuickTime. The U.S. Environmental Protection Agency officially releases the Energy Star emblem for display with en

20、ergy-efficient computers and peripherals. Apple has more than 20 products that meet the EPAs the technical requirements. Apples Macintosh celebrates 10th birthday!,As of January 2005 Apple has introduced the Mini Mac and the iPod Shuffle.,Apple in 2005,The Apple Mini Mac is a compact desktop compute

21、r. 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.,Graphics from: ,Mini Mac,iPod Shuffle,The iPod shuffle is a smaller version of the original iPod. It is much sma

22、ller 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.,Graphics from: ,Mac OS X Tiger,On

23、April 29, 2005, the Mac OS X Tiger will be released. This is an advanced operating system that requires a Macintosh computer with a PowerPC G3, G4 or G5 processor, Built-in FireWire, 256MB of RAM, and 3GB of available hard disk space. It cost $129 for a single user and $199 for a 5 license family pa

24、ck,Apple in the Market (as of 4/22/05),Last Trade: 35.50,52 Week Low: 12.75,52 Week High: 45.44,Apple had a 2:1 Stock split on 02/28/05,Vision Statement (proposed),To become the world wide leader in computer and mp3 player sales.,Mission Statement (actual),Apple ignited the personal computer revolut

25、ion in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and I

26、nternet offerings.,The Apple commitment to excellence is its mission to provide computers and service (2) for people (1) that meet the highest standards of value and reliability. Apple is one of leaders in the computer industry and makes the best-selling computers in the world (7) (3). Apple provide

27、s the highest level of quality and value for our customers. Those are timeless fundamentals. We also apply innovative technology to our core business (4) to differentiate ourselves and make our products irresistible to our customers, beneficial to society, and profitable to our company (5). We striv

28、e to provide additional opportunities for growth and enrichment of company personnel while maintaining a work environment for all employees (9) that encourages personal commitment and participation in support of achieving excellence. We are committed to being a good corporate citizen, and being open

29、ly honest with all of our stakeholders (6). We support activities that help to build common understanding, enhance excellence, and enable people to improve their lives and reinforce their commitment to society (8).,Mission Statement (Proposed),External Audit,Opportunities Increase in worms and virus

30、es 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 Companie

31、s 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. Recessionprice of Apple computers are higher. Intels future Pentium release.,

32、CPM Competitive Profile Matrix,External Factor Evaluation (EFE) Matrix,External Summary,Apple has rated the Increase in worms and virus on PCs, Large population (Gen X & Y) which are extremely individualistic and name brand conscious, and the Creating more ties with Microsoft products as their three

33、 highest opportunities.,Apple has rated that the fact of Dell and HP being such huge competitors as their top threat.,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. Appl

34、es 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 debtmore maneuverable. Good brand loyalty.,Weaknesses Weak relationship with Intel and Microsoft

35、. 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.,Internal Factor Evaluation (IFE) Matrix,Financial Ratio Analysis (March 2004),Financial Ratios (cont),Financial Ratios (cont)

36、,Net Worth Analysis,SE + Additional paid in capital + retained earnings 4,095M + 119M +2,325= 6.5B 9/28/02 Net income x 565M x 5 = 325M Share price (10/17/03)/ EPS (10/17/03) x avg. net income (3years) 22.75/ 0.49 x 275M = 12.7B Number of shares outstanding x share price 358,958,989 x 22.75 = 8.1B M

37、ethod average = 6.9B,Internal Summary,Apple has rated their iTunes Music Store being a good source of revenue, especially with the iPod and the availability on Windows platform, their low debtmore maneuverable, and their Web technology being used to improve product awareness and sales as their 3 hig

38、hest strengths. Apple did not rate any of their weaknesses higher than a 2. they should work on being able to direct more attention to those areas and especially concentrate on the two areas of dependency on new product launches and the weak presence in business arena.,SWOT Matrix,S-O Strategies Inc

39、rease 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 compu

40、ters 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. (S

41、2, 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 wi

42、ll see them as compatible. (W1, W2 T1) Increase productivity and turn around of high demand products to compete with Dell and HP (W5, T2),SPACE Matrix,Competitive,Defensive,Aggressive,Space Matrix,Grand Strategy Matrix,Apple Computer,The Internal-External (IE) Matrix,Grow and Build,Boston Consulting

43、 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,Matrix Analysis Summary,QSPM,QSPM,Recommendations,Strategy 1 Open six computer retail stores (not just peripheral and accesso

44、ries). Apple currently has stores opened throughout the United States with only peripheral and accessories for their computers. Adding the hardware should generate more hands-on awareness and use already established locations. This will increase product accessibility for those who wish to view items other than just accessories and increase awareness of the originality of Apples products. 2 percent increase over the next 2 years in sales representatives for the computer hardware. Strategy 2 Contract music spokesperson to attract the upcoming generation who are attending high school a