Since Apple’s inception, there have been three significant internal factors that have been detrimental to the company’s performance. One of the factors affecting Apple’s performance was their inability to distinguish themselves in their industry. In addition to the fact that Apple would not allow outside computer manufacturers to use their Mac operating system, their products were easily imitable (Abdelsamad et al., 2008).The combination of these two factors allowed their rivals, Windows and Intel, to dominate the personal computer (PC) market. It was necessary for the company to focus on a particular marketing mix to gain an advantage over their competitors (Wheelen & Hunger, 2012). Another detrimental factor that was affecting Apple’s performance was the negative attention the company received when a trade union was formed at a Chinese factory that ...
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