Consumer focus is the key to recovery in 1997, according to Apple?s chief operating officer Marco Landi, with marketing and advertising campaigns aimed at restoring confidence in the company?s product line.
Landi said Apple had learned the lessons of its last quarter, when poor sales of its Performa range of machines led to the company warning of an anticipated $150 million quarterly loss. "We made a mistake in 1996 by not targeting consumers with the Internet and pricing," he said.
Apple?s solution to this problem is to refocus its attention on the markets in which it already has a significant presence, notably education. It also plans to target specific consumer groups in other market sectors, such as those whom Landi dubbed "creative people" in enterprise business environments, as well as small businesses.
An extended range of products will be available to consumers, with desktop machines ranging from $999 to $1,499 - "a full line with competitive pricing", claimed Landi, and one that he hopes will allow Apple to compete more effectively with Pentium-based PCs of comparable cost.
He placed the blame for Apple?s poor performance in the consumer market - which accounted for around 40 per cent of revenue in the most recent financial quarter - at the door of former chief executive Spindler, who had, according to Landi, decided to pass over this sector and only have a $1,999 starting price product.
Other new product offerings will include a new Powerbook and an Internet server, while for the true Mac fanatic, there will be a limited edition twentieth anniversary Mac for a very high price.
The refocusing will be supported by a marketing campaign known as 'Operation Renaissance'. This will target four key markets - retail, education, small businesses and enterprise - with an advertising campaign at its heart with the catch line of ?Give your dreams a chance?.
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