MGMT20001 Study Guide - Final Guide: Energy Market, Wharton School Of The University Of Pennsylvania, Differentiator

• School: University of Melbourne
• Department: Management
• Course: MGMT20001
• Professor: Professor

Document Summary

Socio cultural factors, change in customer tastes and needs, must devise strategy in order to better cater for these: socio cultural factors the market was dividing into five broad segments (home, education, small business, corporations and the professional user), where each had different needs, by 1983 different environment, competition had increased ! easy to enter because technology was not particularly sophisticated & capital was available. Greater level of competitive rivalry, external forces driving change intervention required to change strategy to better fit the changing business environment: sculley (1983) macintosh/ the lisa 2 and apple 2 further advancements ! continuing targeting small business and educational markets unlike ibm, 1984 increased competition from ibm ! two new powerful display screens ! technological factors ! apple products did not work with ibm"s like most customers wanted, the environment grew increasingly hostile in 1985 and the personal computer industry went into a recession, new, low priced products were emerging ! must accommodate this.