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24134877 Strategic Analysis of Apple Inc Brian Masi

24134877 Strategic Analysis of Apple Inc Brian Masi

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Strategic Analysis of Apple Inc.
Brian Masi
Capstone Strategy Course (MGT440), Professor Linda CohenBarney School of Business, University of HartfordDecember 15, 2009
 
MGT 440, December 2009
 
Masi
 
Strategic Analysis
 –
 
 Apple Inc.
 
i
 
Table of Contents
Overview
Executive Summary ............................................................................................................. 1
 Apple Inc.
Strategy Facts: Scope, Generic Competitive Strategy, and Value Creation ...... 2
Strategic Analysis
1. Industry Forces and Attractiveness ................................................................................ 32. Competitive Landscape and Strategic Groups ............................................................... 63. Key Resources and Capabilities ...................................................................................... 84.
 Apple Inc.
Value Chain and Strategy Implementation ................................................. 105. Trends and Opportunities5.1. General Environment Analysis ............................................................................ 145.2. Diversification ..................................................................................................... 175.3. New Value Creation Opportunities ..................................................................... 196. Recommendations and Conclusion ............................................................................. 21
Appendices
A1: Porter’s 5 Forces Analysis
.......................................................................................... A-1A2: Strategic Group Maps ............................................................................................. A-2.1A3: Key Resources & Capabilities..................................................................................... A-3A4: Value Chain Analysis ............................................................................................... A-4.1A5: General Environment Analysis .................................................................................. A-5
Resources
Works Cited ..................................................................................................................... R-1
 
MGT 440, December 2009
 
Masi
 
Strategic Analysis
 –
 
 Apple Inc.
 
Page
1
of 
21
 
OVERVIEWExecutive Summary
Apple Inc. (Apple) has managed to create substantial value in the highly competitivepersonal computer industry, by innovating and forging a path considerably different from thoseof the largest competitors in the industry, successfully differentiating its products from those of the competition by choosing to focus on quality, design elegance, and superior customerservice, while outsourcing actual manufacturing to trusted original equipment manufacturers.Yet, despite the advantages Apple has created for itself, the stiff competition within theindustry and other external factors present formidable challenges to the firm.The personal computer/notebook market is becoming increasingly commoditized,leading to intense rivalry among competitors within the industry, driving prices down andcreating potentially destructive price wars. Utilizing key resources and capabilities includingindustry-leading design teams, talented software and hardware engineers, backed by a sizeableresearch and development budget, which is responsible for a portfolio of thousands of patents,and under the strategically brilliant stewardship of CEO Steve Jobs, Apple has successfullyinnovated its way to a comfortable market position commanding premium prices.Unfortunately, Apple cannot rest on its laurels. The position is not permanent and Apple mustcontinually find new ways to maintain profits and create value for customers and shareholders.The maturing personal computer market is becoming saturated, leaving fewer new buyers andmore replacement buyers. To continue to grow, Apple must also look to new and expandingmarkets as sources of revenue.
After considering Apple’s
strategic war chest;
the firm’s
core competencies, keyresources, and capabilities and given its current situation within the industry and thecompounding factors in the form of trends from the general environment, it is clear Applestands to create considerable value through
continued related diversification. The firm’s history
of category-defining products like the iPod and iPhone provide sufficient evidence that it iswell-equipped to continue its path of innovation, by creating a digital lifestyle convergence
device that bridges users’ on
-the-go digital lives and their at-home digitals lives. The proposeddevice will be powerful and feature packed, while leveraging the Apple system of seamlessintegration to create a compelling user experience, presented in an elegant package
showcasing the firm’
s industry-leading industrial design capabilities, to create the next must-have consumer electronics product.

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