What's eating Apple? Computer maker hits some serious snags; talk rises about booting Spindler as share falls and laptops catch fire; the search for a Power Mac

Article Abstract:

Many analysts believe that Apple CEO Michael Spindler must be ousted in order for the computer manufacturer to turn itself around from its recent management miscues, but others contend that Apple would be in far worse shape without Spindler. Spindler replaced the flamboyant John Sculley as CEO because the board of directors felt that Spindler would provide a detailed-oriented management style. Spindler was able to make the tough decisions necessary to bring Apple back on track, such as laying off 2,100 employees to cut costs. However, a long series of management and marketing mistakes continue to hurt the company. Spindler's greatest accomplishment was his stewardship of the successful product migration to the PowerPC-based Power Macintosh. Spindler has been blamed for Apple's steady decline in market share, which dwindled to only 7.6% in 1st qtr 1995. Market share is crucial for luring software developers to the Apple platform.

AAPL, Market share, Company market share, Company forecasts, Apple Inc., Spindler, Michael H., Company Business Forecast/Projection, Company Business And Marketing

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AST shows signs of improving its image; computer firm's new chief sets sweeping changes

Article Abstract:

New AST Research Pres and CEO Ian Driery is implementing changes in the company's approach to management and marketing that are intended to reverse the company's two-year downward financial trend. Many analysts expect that Driery's efforts to improve customer support and shorten the company's development cycle will help curtail financial losses such as AST's 1st qtr 1996 loss of $115.8 million. AST faces formidable competition for the US market from HP, Acer and newcomers Fujitsu PC and Sony, but the company is using an exclusive agreement with Intel to reduce development costs. AST must also continue to provide products when promised in order to maintain the tenuous allegiance of its resellers. AST intends to emphasize the production and marketing of its line of notebook computers to capitalize on the unit's larger profit margin.

Marketing, Company marketing practices, AST Research Inc., ASTA

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