The recently renamed Apple IMC in Russia, Apple Computers CIS has announced its 1995-1996 business plan in which Apple Computer Inc and the Russian company’s owners, a group of Swiss-based entrepreneurs, will provide it with a $5m cash injection. The money will be spent on marketing, $2.7m, and channel development, $1.5m, and the remainder on personnel. According to Swiss-based chief operations officer, Yves Greppin, the principle aim of the company is to increase its market share. Market share growth is our leitmotiv and goal for the next few years, he said. While departing general director of Apple CIS, David Krauskopf, said, Similar to any brand name the key to our survival is market share. It is critical to us that in order to succeed we must promote aggressive prices in this market compared to the competition. The investment has been marked by a shake-up in the management of the company. Since the spring, the company’s Swiss owners have removed the general, marketing and sales managers, and the chairman.
