52991178 Global Final Paper Apple Inc

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Text of 52991178 Global Final Paper Apple Inc

Apple Inc.

Apple Computers Inc. 1 Infinite Loop Cupertino, CA 95014Argjira Ramosaj Dorina Grezda Nertil Latifi Vesa Batalli Section 130

Executive SummaryQuick clear description of the business and its goals Apple Inc. is a technology company, which designs, produces and sells goods of the Computer, Music and Mobile-phone Industries. It is differentiated by its brand-perception and identification. Over the last couple of years, Apple has become a cult-brand, thanking its iLife, iTunes, QuickTime and iMac lines. Apple Inc.s short-term goals is currently increasing the sales of the just launched iPad (the most innovative web=browser in market). In the long-run, Apple aims for the top of the market, becoming the number one leader. Identification of unique features of the business that appeal to customers and why they are appealing. Apple Inc has incorporated numerous features that are unique and well known in the market today. We consider that there are several Apple products with several appealing features such as: iMack, iPhod, iPhone and iPad. These products represent a revolutionary era for the development of Apple. By placing such products in the market, Apple Inc. has attracted a lot of customers in one way or another. Highly advanced technology, simplicity and design, and the sense of luxury are the main features integrated in these products. Moreover the comfort and convenience that these products provide are very crucial. A short explanation of why the team chose the corporation Think Different One of the main reasons which inspired our team to choose Apple Inc. is its unique, simple and luxurious image that Apple has created in the market over the years. Think differently which is an inspiring motto, made us believe that simplicity and creativity combined with luxury can lead to a successful and profitable company, such as Apple. Another component that we found to be challenging for us was to understand Apples goals, objectives and their secret of being successful. A very important fact about Apple products today is that these products are globally spread. This has created among us the idea that Apple products are no longer luxuries but real necessities due to the technological developments. Moreover, what has motivated us most to select Apple Inc, is the way we relate ourselves with its products. Each of us being an Apple consumer has build trustworthiness relationship with the products that this company offers. Owning an ipod or iphone today definitely will make your life easy and simple. Single most important issue facing the corporation today As mentioned above, 2010 came with the launching of the iPad, which is a totally differentiated product in the market. It is a web-browser, which also can be used as laptop, and can be useful in every aspect of educational and professional areas. Its price, compared to regular Apple prices, is pretty affordable ($499), which is an incentive for more buyers to purchase. This is the main goal of Apple in the current day. 1

Table of ContentsBusiness Mission & Vision.3 Mission................................................................................................................................................ 3 Vision .................................................................................................................................................. 3 Values.................................................................................................................................................. 3 Description of Business ................................................................................................................... 6 Location............................................................................................................................................... 6 Brief History of Business ...................................................................................................................... 6 Branding& Legal Business Form ........................................................................................................... 9 What are the growth opportunities? ................................................................................................. 13 Will franchising impact on growth opportunities? ............................................................................. 13 What we have learned about this kind of business from outside sources? ........................................ 13 Corporate Goals and Objectives ........................................................................................................ 14 What essential resources is the success of the corporation reliant upon? ......................................... 14 How do the Suppliers and Stakeholders define success? .................................................................... 14 Market Analysis........................................................................................................................ 15 Target Market Identification .............................................................................................................. 15 Age, Gender, Income, Education Level, Place of Residence ................................................................ 15 From the customers perspective: What is success of the company? ................................................. 15 Market Growth.................................................................................................................................. 16 SWOT Analysis ................................................................................................................................... 17 PEST Analysis ..................................................................................................................................... 19 Market Segmentation ........................................................................................................................ 20 Five most influential Competitors ...................................................................................................... 21 How does the Corporation promote their Business? ......................................................................... 23 What pricing Strategy have they devised? ......................................................................................... 24 How can the Corporation hold/increase market share? .................................................................... 25 Scenario Planning Processes..................................................................................................... 26 Summary........................................................................................................................................... 48 Bibliography ...................................................................................................................................... 49 Appendix........................................................................................................................................... 55 2

Business Mission & VisionMission Statement: Apple Inc. ignited the personal computer revolution in the 1970s with the Apple Inc. II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple Inc. continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple Inc. is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone. (Investor Relations FAQ, para. 33) Starting from 1970s, Apple Inc. started to lead with its new innovative strategies. With different products and services, today Apple Inc. continues to maintain its global image and lead the technology industry with its original style. With new digital media Apple Inc. has created a revolution with its unique style starting with music devices to more sophisticated mobile phones. Vision Statement: An Apple computer on every desk Steve Jobs Apple Inc. states its vision very clearly. They have changed our life with their products and services. They really have demonstrated the world, that a human has a strong capacity to create huge things with a big impact. Values and /or Guiding Principles: During some research that we made, we found some guiding principles to be important to Apple Inc. innovation strategy. We thought it would be interesting to analyze them. They also relate with Apple Inc.s Design Strategy. According to Bruce MacVarish, the following guiding principles help Apple in its strategy.

1. Don't follow your Customers; Lead them Apple Inc. follows the strategy, which implies that consumers cant tell you what they want from a product. Instead this, they need to be shown, a superior alternative. Apple Inc. Company distinguishes itself, as a business that creates those alternatives. 2. Temper Engineering with Art Most of the companies try to be like Apple Inc. They tap to organize the creative process, but in most of the cases they fail. Devices with high technology performance are built by engineers and also are designed by them. Sometimes, they tend to design products in their own way of using them. This unfortunately demonstrates why a typical device is filled with a lot of confusing features. 3

3. Focus on the Few to sell to the Many Apple Inc. is focused on selling just few products in each category, rather than other companies who sell dozen of models at any given time. Instead of trying to satisfy every taste, Apple Inc. tries to narrow it down. 4. Be your own toughest Critic What contributes to Apple Inc. success is that, apart from beating competitors, is its attempt to beat itself. As management guru Peter Drucker noted long ago, Your being the one who makes your products, p