마케팅 전쟁 중 computer war (애플A PPLE, IBM 등) 컴퓨터 제조 회사의 마케팅 전략 분석 및 역사

소개글

마케팅 원론 시간에 과제로 내주신 것으로 마케팅 전쟁에 대한 책 내용 중 computer war 에 대해 분석하고 영어로 작성한 보고서로 컴퓨터 제조 회사인 A PPLE, IBM 등에 대해 조사하고 이들의 역사와 마케팅 전략에 대해 분석
그들이 오랜 세월동안 펼쳐온 경쟁 구도를 분석, 이 피피티의 슬라이드 노트에 영어 대본도 함께 작성되어 있어
발표하기에 유용할 것임
조별 과제 중 1등을 차지하여 좋은 성적을 받는데 많은 기여를 함

목차

00. Intro

01. Body

(1) Sperry Rand vs. IBM
(2) DEC vs. IBM: round 1,2
(3) IBM Drop The PC BOMB
(4) Everybody vs. IBM
(5) IBM vs. IBM
(6) Apple vs. IBM: round 1, 2
(7) No. 2 vs. IBM

02. CONCLUSION

(1) HISTORY OF COMPUTER WAR
(2) success of Franking attack of many computer companies
(3) conclusion

본문내용

`in such things as war, the errors which proceed from a spirit of benevolence are the worst.` -Karl von Clausewitz
IBM consistently hammers its competition into the ground. "Live and let live" is not one of IBM`s philosophies. it hasn`t hesitated to crush its competition when the occasion demanded. at several key points in IBM`s history, a failure to use force would have cost the company dearly.

<중 략>

perhaps the lack of an early counterattack by IBM made DEC a bit overconfident.
DEC had completed its flanking maneuver and should have shifted its strategy to defending its small computer territory. Defensive principle No.2: the best defensive strategy is the courage to attack yourself. DEC should have been one of the first to attack its minicomputer position with a microcomputer.

<중 략>

the computer industry is now in the process of watching a rerun of Apple vs. IBM.
Apple is trying to move into the office vacuum left by the retreat of Digital Equipment Corp. but Apple has a fatal weakness. Apple is a computer for the home, not the office.

참고 자료

마케팅 전쟁 잭 트라우트(기업인), 알 리스(기업인) 저, 안진환 역 비즈니스북스 2006.04.01
애플 홈페이지
IBM 홈페이지