CHAPTER FIVE

5.0 APPLE STRATEGIC OBJECTIVES AND STRATEGIES

5.1 PREAMBLE:
Apple Inc. is a technology company whose goal is to bring the best user experience to its
customers through its innovative hardware, software, and services”. Apple stays clear that
impacting positive change through innovation is its central objective. To achieve this mission in
the next five years, the company will pursue the following strategic priorities and objectives;
5.2.1. Strategic priorities:
Priority 1: Innovation
Priority 2: Environmental Sustainability
Priority 3: Customer centrism
5.2.2. Strategic Objectives:
a) Strategic Priority 1: Innovation
Strategic Objective 1: To promote increased and in-depth research by the research
team at Apple.
Strategic Objective 2: To build a stronger research team with increased qualified
persons.

Strategic Objective 3: Implement a reward system for the best creative idea presented
by a team member

b) Strategic Priority 2: Environmental Sustainability

Strategic Objective 1: Develop products that have little carbon emission and pollution
of the environment.
Strategic Objective 2: Carry out Corporate Social Responsibility (CSR) activities.
c) Strategic Priority 3: Customer centrism
Strategic Objective 1: To expand nationwide chain of Apple stores globally and make
products available.
Strategic Objective 2: To implement a compensation program for their loyal
customers.
5.3 STRATEGIES
The above staged objectives and issues will be operationalized through development and
implementation of the following strategies:
Strategic Priority 3: Customer centrism
Strategic Objective 1: To expand nationwide chain of Apple stores globally and make products
available.
Strategies;
a) Open stores in all major markets and potential markets in Africa & Asia based on
population and demand of products.
b) Have quality products in every retail store.
c) Be a trend setter, go into new product markets before competition, and deliver modern
products at exceptional quality standards

Strategic Objective 2: To implement a compensation program for loyal customers.

Strategies;
a) Allow trade in of old gadgets for newer ones at a lesser price than a first off purchase.
b) Offer customer discounts for any purchases above USD 5000.
 CHAPTER SIX
6.0 APPLE ACTION PLAN
6.1 PREAMBLE
To realize the seven strategic objectives discussed in chapter five, this chapter details the action plan
required, assumptions made, performance indicator, responsible departments/divisions and budgetary
estimation. To start with, the strategic objectives and their estimated budgets are presented below:
6.2 Strategic objectives and financial estimates

Specific strategic objectives Budget estimates (Kshs)

1. To promote increased and in-depth research by the

research team at Apple.
2. To build a stronger research team with increased
qualified persons.
3. Implement a reward system for the best creative idea
presented by a team member
4. Develop products that have little carbon emission and
pollution of the environment.
5. Carry out Corporate Social Responsibility (CSR)
activities.
6. To expand nationwide chain of Apple stores globally USD 462.5M USD 462.5M
and make products available.
7. To implement a compensation program for loyal
customers.
Totals

6.3 STRATEGIC OBJECTIVE ONE ACTION PLAN

To expand nationwide chain of Apple stores globally and make products available.

Strategies Assumptions Performance Responsibility Duration budget

indicators

1. Open 50  Availability of  50 functional  Head of Starts USD

stores funds to retail stores Operation January 462.5M
across 2022 --
 major support the opened s continuous
markets and nationwide across major
expansion of markets and  Finance
potential
stores. Team
markets in potential
Africa & markets in  Sales &
 Adequate space
Asia Africa & Marketin
for growth and
based on Asia g team
expansion
population
and  Continuous
demand of social and
products. economic
stability

2. Have  No disruptions  No stock-  Operation Starts

quality of the supply outs s January
products in chain. 2022 --
every retail  Increased  Sales continuous
store. product sales team

3. Be a trend  Availability of  Launch of  Vice January USD

setter, go funds to new products presidents 2022-- 1.8B
into new support bi-annually – continuous
product research & Hardware
markets innovation of  Increased &
before new products. market Software
competition portfolio
, and deliver  Availability of  Sales &
skilled and  Minimal or Marketin
modern no products
products at competent g teams
employees to returned due
exceptional to defects
quality foster
standards innovation

4. Allow trade  There would be  Increased  Sales January

in of old repeat demand for team 2022--
gadgets for customers the new continuous
newer ones model
at a lesser  Customers will gadgets
price than a always want
first off the next model
purchase. of the gadgets.

5. Offer  Customers  Increased  Sales & January

customer purchasing sales and Marketin 2022--
discounts power remains profit g team continuous
for any the same or margins
purchases  Vice
above USD increase. presidents
5000. –
 Demand for the Hardware
products will &
remain the Software
same or grow