Case title: Case Assignment: Who: Main Problem

:

Apple Inc in 2008 Assignment #3 Apple Inc. (Steve Jobs, CEO) Falling profit margins.

Why:  Concern in the CEO’s health,  an unclear succession plan  falling demand in the personal media player market  an increased number of glitches in their IPhone applications  Challenges expanding into new markets  Possible recession in the US economy When: As soon as possible Internal Analysis: Strategy: The competitive advantage that Apple Inc. holds is its ability to create innovative products ahead of the competition through differentiation. Key elements to their strategy include:  Expertise and innovative genius by the co-founders Steve Wozniak and Steve Jobs  Creation of the MAC computer with the graphical user interface  The release of the Apple power book and the PowerMac family of PC’s which for the first time allowed Apple to compete with and maybe even surpass Dell Intel technology  The introduction of the Apple Store  The introduction of the IMac then the IPod  The introduction of ITunes which in its beginning stages obtained 70% market share among all legal online music downloading services Of the 5 generic competitive strategies Apple would fall under Broad Differentiation  They have a broad section of the market, they cater to everyone and anyone who wants cutting edge technology is computers and cell phones  They have the ability to offer buyers something attractively different from competitors such as their applications, MacStore, the creative operating systems on their computers, as oppose to PC’s that are wired mainly for business and word processing features  They build in differentiating features buyers are willing to pay for, and strive for product superiority, again with their applications and the introduction of ITunes  They charge premium prices for their higher end notebook and upon releasing new products their prices are typically high, but consumers still rush to purchase their latest products  They maintain constant innovation over competitors

Melissa Weekes Assignment #4 Apple Inc. 2008 BMGT 500

Page 1

088 = 2.7% This shows the profitability of current operations It sows that they have increasingly been more profitable over the years because the percent has been rising Current Ratio $17. Values their products and customer which proved to be evident after their first class action law suit where they reduced prices and offered customers $100 credits towards any of their products.006/ 365) = 24.450 = 2.383:1 $25. 2008 BMGT 500 Page 2 . The length of time Apple must wait after making a sale to receive a cash payment.221 = 2. They plan on accomplishing this by introducing technology that will put them so far ahead of the competition that the competition won’t even be able to match their state of the art products and price points.252 / ($19. mission and values: Apples vision consists of being the “stand alone” leader in innovative technology in the computer.315=83.315/365) = 23 days $1. Higher than 2:1 is best which shows that they were in the best position to pay their liabilities in 2005 Average Collection Period $1.682:1 $11. SWOT Strengths:  Product quality  Brand name  Innovative executive team  Distribution  Selling direct to consumers over the phone and web Melissa Weekes Assignment #4 Apple Inc.006=84.4% 2005 ($19.000-$3. They owned their mistakes and took responsible measures to correct the wrongs.637 / ($24.47% 2007 ($24.745)/$24.516 / $4.931$2399)/$13931=82. Financials: Operating Profit Margin 2006 ($19.91 days $895 / ($13.817:1 This shows Apple Inc's ability to pay current liabilities. PDA and personal media player industry. Apple Inc.315$3145)/$19.347 / $9.205 / $7. In 2005 & 2006 they were in a better position when it came to collecting their liquidity.Vision.931/ 365) = 23 days The less days in inventory the better.

They’ve formed the right alliances with cell phone providers and software giant Windows so they are well rounded in dominating their niche. Microsoft for software applications. Iriver. They dominate market share but only by a few percentage points in terms of the top 5 competitors. They really did rely heavily on their succession plan to bring back up their margins Overall I would say that they have a very well implemented winning strategy   Melissa Weekes Assignment #4 Apple Inc. They’ve sustained a competitive advantage by forming alliances with Microsoft and AT&T to cover all the basis points to reach the full potential of their product line  The strategy is slowly resulting in a better company performance because Apple is still making profits. To be successful in 2008 for Apple they need a revolutionary product that is going to blow away consumers and critics and they need to introduce it at a prime time when they can capitalize the most on their sales. Creative. 2008 BMGT 500 Page 3 . To go down  Late entrant into the MP3 player market  Class action suits and problems with devices  Shuffle in internal executives. They missed out a huge market when they didn’t release their Mac Books for the back to school season. there are so many other companies in their industry that are on their heels. Issues that will always arise for Apple are that although their products are innovative. Sandisc in the MP3 industry  The US recession affecting the entire computer industry  Cell phone handset industry experiencing slow growth Conclusions: Apple has the opportunity to use their expertise to keep producing high quality innovative products “techy” consumers will always be interested in. but their margins are slim. but Apple is so widely known and respected that they should be able to move into more countries geographically  Their partnership with AT&T  Alliance with Microsoft  Reveal their succession plan ( which I’m assuming is the IPad) and become leaders with a product innovation that no other company can compare to  Deliver their product at more opportune times. 3 test conclusion The strategy fits the overall internal and external situation’ Apple has increasingly managed to maintain a sustainable competitive advantage by introducing numerous innovative products. They need to better understand their market and cater to their needs Threats  Other companies competing with all of Apple products including Dell and Hp for computers. so many changes to a company can influence buyers Opportunities:  They manage their business on a geographic basis. and can cause shares of Apple Inc.Weaknesses  Glitches with applications in the new IPhones  The health of CEO can cause markets to go off in a panic.

music downloads. Also different computers for casual-business users  Connecting people around the world allowing for music and downloads to be shared legally Technological:  The internet was such of a powerful source and resource for competitors in the computer. It’s hard to pull away in the software industry because there always bigger and better and brighter ideas coming into play. Creative. Microsoft. The issue with Apple is that software is hard to patent and once an idea is out. the competitors re-create and make it better. cell phone. ultimately Apple lost its exclusive rights to use its own GUI  Misrepresenting the battery life and having a class action suit filed against them Economical:  2008 recession could impact the computer industry  While international sales grew. but alliances can be formed which makes it manageable and this allows for many competitors 5 Forces analysis: Rivals:  In the PC Market : Dell. HP and Acer  MP3 player industry: SanDisc. 2008 BMGT 500 Page 4 .  The industry is expensive to enter. Apple allowed consumers to use the internet to their full potential by introducing all the devices and hardware that they created Industry:  New market entrants are high because of the wide variety of products that Apple offers. IRiver  Over 100 different cell phone makers Conclusion: STRONG Substitutes:  They dominate a lot of areas of the technology market with video sharing. There are tonnes of cell phone companies. computers are dominated by dell and HP. Melissa Weekes Assignment #4 Apple Inc. PDA’s  there are many players in that market as well Characteristics of the industry:  Technology can go so far and every day new innovations are coming up.PESTI & Industry characteristics: Political:  Patent and license agreements with Sculley and Bill Gates over Windows 1.0 being extremely similar to Macs GUI. cell phone and personal media player industry. their main source of revenue was in the US who was at the time struggling with economic issues  High prices for products upon first being introduced into the market $399 for a an IPod Social:  Different lines of products and varieties offered at all price points for computers.

Playstation. 2008 BMGT 500 Page 5 . Rivals & Suppliers 2. Nintendo which all have wireless capabilities and allow you to upload pictures. Buyers. especially if their succession plan is well received by the public  Competitive forces are growing stronger and market share is tight among the top 5  Driving forces will favourably impact the industry  Apple is the leader in competitive position in the industry Overall I believe their industry attractiveness is strong Melissa Weekes Assignment #4 Apple Inc. New Entrants. Computers are high.X-Box. coolest and newest products on the market  Internet capacity for worldwide sales Industry key success factors:  Sign of the times with the technological boom  Quality of products  Selection and variety  Strong brands. great reputations Industry attractiveness:  There is potential for growth. Substitutes  Industry driving forces:  Product innovation and technology  Changes in cost and efficiency  Growing buyer preference for the latest. but phones are typically cheap it just depends on your provider Conclusion: MODERATE Suppliers:  Fast paced industry growth  Lots of forward integration  Lots of product differentiation Conclusion: STRONG New Entrants:  All it takes is an idea and a patent to get in with the technology industry but image and reputation is high too Conclusion: MODERATE Rating: 1. videos and chat Conclusion: MODERATE Buyers:  Low –high switching costs depending on which of their products you purchase.

which will boost profit margins  Revealing the plan sooner will put them ahead of the competition with a product that isn’t available anywhere else on the market. there will be little competition for a while and this will help them generate high volumes of revenue Cons:  If the plan failed it would affect the company image and they might not recover from it  Can become costly to rush a plan that is not quite ready  It might be too cutting edge and the markets might not be ready for it Alt.. 2008 BMGT 500 Page 6 . Apple is a huge company but you look at Toyota/Lexus and what has happened to them in the past with faulty products and they haven’t quite recovered  It takes time and more man power to orchestrate that type of initiative Melissa Weekes Assignment #4 Apple Inc. They save money on advertising by keeping existing customers instead of replacing dissatisfied ones who left  Better company image.really he is the genius behind Apples success  Can be costly to employ 2 CEO’s  It might not have any affects on the markets and in the end would just have been a waste of time. Reveal the succession plan sooner and avoid risking a loss in profit margins over the next quarter 2. they accept responsibility for their actions and customers respect them and their product more  Higher customer satisfaction means buyers are happy and willing to spend which ultimately helps to increase revenues Cons:  It is costly to (A) back every single application and accessory (B) they’d have to take a second look at how they are producing their products and make sure they do it right the first time. this could potentially alleviate the markets concerns and help to increase price of stock 3. accessories. The last time he left the company it almost fell apart without him Alt. #1 Pro:  If the plan is something amazing buyers will be excited and jump on the opportunity to purchase this new leading edge technology  It can boost sales. who has done so so much for the company. Cater to the buyers and offer better warranties on secondary products such as batteries. Hire a new pseudo CEO and have Steve Jobs as an acting CEO. #2 Pro:  A fresh face might revamp the company image ( not that it really needs revamping) but this could lead to more interest in the product  Prices of stocks might rise if consumers sense stability within the company’s executives Cons:  That idea might backfire and give Apple a bad image of demoting a sick man.Alternative solutions: 1. #3 Pro:  Better customer satisfaction means more returning customers. applications Alt.

and lastly bringing in another CEO is just costly and time consuming and would not help achieve profits or any kind of sustainable competitive advantage. Revealing their succession plan (having knowledge only up until 2008) is hit or miss since no one knows what it is.Competitive Advantage ALT # 1 ALT #2 ALT #3 YES YES /NO YES Qualitative Customer Satisfaction YES YES/NO YES Corporate Image YES / NO YES / NO YES Profit YES / NO YES / NO YES / NO Quantitative Market Completion GO/NO Share Time GO YES / NO YES / NO YES / NO YES NO NO YES NO YES Overall catering to the buyers and offering better warranties would be in the better judgement for Apple to pursue. it could boost profits but it can also potentially bring down the company. Melissa Weekes Assignment #4 Apple Inc. 2008 BMGT 500 Page 7 .

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