8. Business Strategy saved Apple.

I found an interesting document about the reborn of Apple. Many of you are familiar with the story of Apple and Steve Jobs' efforts to recapture the profit they lost for a few decades. Now I will tell you the real strategy what Jobs has proposed for his IT company.

You can read the full story on the following web site.

http://web.syr.edu/~bwlee/projects/ist755/saving_apple.html

First what Jobs had to do was to move the company on the right track. To do it it was necessary to focus on the core of foundation of Apple, and that is the mission statement. Actually our team had some problems to differentiate between company vision and the mission statement. Vision is something what the company is reaching for, a goal a little bit abstract definition of how the company should do on the market. The mision statement is the concrete version of the vision statement. It is more realistic. Back to the main point, Apple's mission statement is defined as "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 Internet offerings." And as the document says "As the ultimate goal of organizations is to make money, the mission statement details its strategic position to achieve profitability and the competitive advantage. Apple’s strategic position is to give users the best computing experience by innovating in hardware, software, and Internet offerings. This strategy leads to several smaller strategies which will help Apple achieve its mission statement. "
So they divided their strategy in to several stages. The digital lifestyle era was Apple’s vision for the next era of personal computers. Apple believed users would connect their MP3 players, DVD players, CD players, digital cameras, PDAs, DV camcorders, and other gadgets to a central computer, known as the digital hub. Apple wanted their computers to be in the middle of it all which can interoperate and support external devices. Users can edit videos, transfer MP3 to their listening devices, burn and mix CD’s from MP3s all with the digital hub, called the Mac (PowerMac, iMac, PowerBook, iBook). Apple wanted to strategically position its computers in the center of it all. And throughout time it seems to be working out what they tried to do.
The next strategy is to penatrate into the Internet, namely Internet Strategy. iTools is the Internet strategy Apple utilizes to have people use and show off their tools from the Mac. When friends and family start to notice how easy it is to share information with an Apple computer, they would be more incline to purchase Apple products for their own needs and this will increase the value of the Mac.
Other strategies include strategic alliance with other firms related to Apple, such as their biggest rivalry Microsoft. Lastly the important strategy was adding value to the Mac with free softwares. One of the biggest reasons why people avoid purchasing Macs is the belief in the lack of software available for the Mac. To help overcome the hurdle of finding software, Jobs engineered and introduced a suite of software freely available for the Mac. The results of the work to consider the users are the rave reviews found on each of the products by many different sources, thus giving Apple much needed positive publicity.
There might be few other strategies but I think we should be aware of these main strategies.

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