Development and Analysis of Two Mini Case Studies Study

Development and Analysis of Two Mini Studies - Case Study Example with aim of being most innovative company with technologically advanced products that entered the market of mobile industry so that it can differentiate itself from PC industry (Fuller, 2010). It was successful in making its name in mobile device company in 2010. By the end of 2009, Apple grew to become fourth largest vendor of PC in the market of United States with market share of about 8%. According to Mishra (2011), Apple had market capitalization of about $220 billion in spring of 2010. Apple has mostly implemented multi-million dollar marketing campaigns like the most successful ads by slogan â€Å"Think Different† and it promoted itself as a well-known alternative for computer and mobile device industries. The company highlighted itself as the world’s â€Å"greenest lineup of notebooks†. According to Kim and Mauborgne (2009), the primary goal of Apple is to differentiate its products and intense competition in the PC and mobile device industry. However, App le faced some challenges when management and employees were having different opinions about running the company and they even missed some opportunities which impacted its competitive advantage and gave clear path to companies such as Dell, Gateway and Microsoft. Other failures that were faced by the company in its initial operational years comprised of design crime which meant it focuses on synonymous designs i.e. sleek and sexy and when it deviates from it some problems are encountered such as in 1998 the hockey puck which was colorful and translucent and 1997 20th anniversary Mac which was a bronze-colored monstrosity failed in the market; iWay or Highway approach by Jobs till 1997 made Apple lose its market share to Android as people wanted to freely use their iPhones and iPads and its attempt to target professional market by launching the Pippin, the Macintosh Portable, the invasion of the Mac clones and the Newton MessagePad; all were failure products (Pitta & Pitta, 2012; Tyna n, 2011). Apple Inc. now operates in various lines of computer and music industries; it designs as well as manufactures all of its computers and software. It was ventured into the music world by marketing its products such as iPod, iTunes and digital music player (Al-Rubaie, 2010). The main target market of Apple comprises of home users, small and medium sized businesses along with education segment that comprises of younger generation and creative individuals. Apple retail store has successfully captured its target market’s attention and helped it in offering direct access to its products and software. According to McGee, Thomas, and Wilson (2005), strategy used by Apple is differentiation strategy as it believes in providing innovative products to its target market that are developed with cutting edge technology. Recently, Apple won its case against Samsung in which it charged Samsung for copying the design of iPhones. According to Gahran (2012), the jury of much-hyped Appl e versus Samsung patent infringement lawsuit handed down the verdict in which Apple was given everything that it wanted which was a billion dollar payment from Samsung and possibility of injunction against sales of infringement of Samsung smartphones and tablets. The main critical success factors of Apple are that it has well integrated computer systems; AirPort Express is a package offered by the company that comprises of print spooler, audio, bridging and Ethernet; subcontracting of its