Case Apple Computers, Inc.

General External Environment

Demographic Segment

The demographic for Apple computers is finally changing in its favor. While Apple was once a significant rival to IBM and a leader in personal computers, it watched its et share slide as it was slow to integrate Microsoft products into its operating systems. Apple had a policy of trying to maintain their current clientele by innovative products, but have since began a new aggressive campaign aimed at attracting new customers thus brightening the company’s outlook.

Economic Segment

Apple Computers Inc. was positioned in the computer industry and still is, but it has managed to avoid direct competition in the personal computer industry by defining a target audience and maintaining its loyal customers. It competes horizontally to the major competitors in the computer industry like DELL, HP and Gateway.

Political/Legal Segment

There were not any political activities listed in this case. However, outsourcing and globalization has made the personal computer et extremely competitive with DELL computers coming out on top due to its ability to globalize its production effective and efficiently.

Sociocultural

Americans have warmed up tremendously to the personal computers with some estimating that 3 out of 4 American household having personal computers. Apple continues to enjoy loyal fans that give it rather consistent sales (though on a slight decline), but has moved to further attract more customers by integrating its operating system and making it compatible with many Microsoft products.

Technological

Technology has been and always will be a major component in any computing business. Apple has been extremely innovative and with strong sales of it’s unique IPOD, it has realized above normal profits. These strong returns will allow Apple to invest in new products thus attracting new customers which will increase its et share.

Global

Globalization has had a major impact on the personal computer et. Although not directly mentioned, Apple has experience troubles in its supply

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Chain which did directly affect its profits. Currently, the IPOD is primarily produced in China. There was not too much mentioned about Globalization.

Industry External Environment

Industry Definition

Apple competes in a very dynamic industry. The personal computer industry has seen the bankruptcy