PC

One of the most innovative and exciting fields in our current society is the PC industry. In the last thirty years, the computer industry has developed at an astounding rate-nearly two out of three people over the age of 18 in the US either own or have access to a computer on a regular basis. This incredible invention, however, is the result of inauspicious beginnings and inept primary marketing by one of the most successful manufacturers of personal computers-Apple. Despite disastrous losses in the 80s and 90s to their main competitor, IBM, Apple recently re-vamped the entire company-focusing on marketing and product development--and introduced the iMac in 1998-the most successful personal computer launch ever. Despite this success, the rapid rate of development within the computer industry indicates that Apple must analyze their previous marketing techniques in order to maintain the high level of success achieved in the late twentieth century.
The PC was invented on April Fool’s Day in 1976. The two inventors, Steven Jobs and Stephan Wozniak, were working out of a garage and possessed very little knowledge of the importance of marketing in successful product production and distribution. They were primarily intereste

One of the first possible solutions to the problems faced by Apple is to emphasize the ease of their Internet sales as well as provide a small discount for on-line orders. The target market for the iMac consists of a younger set—Generation X is vital for the company’s iMac sales. This age group is highly dependent on the Internet for easy buying solutions—as well as computer literate. If Apple targeted Internet sales as well as the actual product in advertising directed at this younger market, they could increase unit sales through placement. There are very few disadvantages to this solution as developing a competent web page is relatively simple to create. The high commitment level, however, makes the purchase into one of a Shopping Goods. Apple would have to also increase the differentiation of its products to the consumer to ensure that people would seek out the web page knowing that an Apple Computer was the product desired. While the rainbow colors of the iMac are one example of the company’s efforts to differentiate, Apple must be sure to continue innovating in the most creative ways in the industry.

Scully returned to Apple in 1997 and after an analysis of the moderate success of the previous campaigns, he re-invented Apple marketing. The new strategy involved the introduction of a controversial “Think Different” campaign, and the deletion of many products in the Apple line. Furthermore, Apple extended its sale capabilities into the Internet, selling computers on The Apple Store online and over the phone.

This solution, however, demands a much larger commitment from Apple. Financially, much more money would be required to develop a system of individualization for a standardized, mass-produced model. Furthermore, if the iMac (for example) were to decrease in popularity as a model, the standardization and differentiation would be irrelevant. The company could possibly spend an infinite amount of research funds as well as promotional allotments towards an already outdated product.

A third solution would be to focus on product grouping—to sell Apple computers as a complete package with all accessories included. By altering the group mix, the