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Differentiation Case Study on iPhone
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Aabhash Poddar
Abhishek Ruia
Darshita Trivedi
Dhwani SanghviHarish Nayak
Neha Agarwal
Nikunj Saraf
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Group #7
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Presentation Flow 3
About Apple Inc.
About iPhone
Industry Structure
CompetitiveAdvantage
SWOT Analysis
Firms Value Chain
Operational
Activities
Buyers Value
Chain
Value Chain
Activities
Uniqueness
Drivers
Recommends
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About Apple Inc.
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An American Multinational Company
Established in Apr 1,1976 in, California & Incorporated Jan 3, 1977
Worldwide annual sales of $65.23 billion in its fiscal year ending
September 25th, 2010
Designs and markets consumer electronics, computer software,
personal computers and smart phones
Apple the most admired company in the United States in 2008,
and in the world in 2008, 2009, and 2010 - Fortune Magazine
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About iPhone
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Steve Jobs unveiled the
iPhone in January2007.
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iPhone
iPod Phone Internet
Apple reinvents the Phone8
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Revolutionary mobile phoneRevolutionary Mobile Phone
2007
2008
2009
2010
The iPhone re-invents the phone
The iPhone 3G and the App Store
The iPhone 3GS is twice as fast
The biggest leap since the original
iPhone
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Revolutionary mobile phone
Fastest User
Growth inConsumer
Technology
History
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Sold
1,398,000 units
between June 29 2007 and September 29 2007.
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Industry Structure
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Low toMedium
High toVery High
VoIP Skype
PDA phone
Palmtops
Similar featuresin Nokia, LG etc
More
companiesentering intosmartphones
market
Strong brands& finance
Carriers AT&T
OS providers likeLinux
Hardware makers
Intel
Establish mobilemanufacture:
Nokia, LG,Samsung
Software giants:Google,
Microsoft
Consumersmarket
Corporatemarket
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Competitive Advantage
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Smart
Hard
T oUse
Not so Smart
EasyToUse
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E62Treo
Moto
Q
Cell
Phones
iPhone
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Strengths Weakness
Style/Brand
Sensors
High quality
First moverEasy to carry
High price
Limited distribution channels
Migrate people to Apple
New social device
Upgradable Software & Features
Similar devices
Opportunities Threats
Highly developed market
Pressure from competitors
Application slowdown
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Port existing apps
Distribute iTunes content
Missing features
Dependence on third party provider
Less appeal to corporate
New powerful entrant - Google
Rich UI
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Firms Value Chain
8/4/2019 iPhone SFI
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Supply
management
Warehouse
Management
Linkages with
independentsoftware vendors
Design
Innovation
Manufacturing
Parts
Testing
Product
Distribution
channel
Relationship
with retailers
Customer
redressal
Promotion
Advertising
Branding
INBOUND
LOGISTICS
OUTBOUND
LOGISTICSOPERATIONS MARKETING
& SALESSERVICE
FIRM
INFRASTRUCTURE
HRM
TECHNOLOGY
DEVELOPMENT
PROCUREMENTTransport-
ation
Upgraded
technology
Engineers,
TrainingWorkers WorkersSales force,
Training
Quality
material
Product and
Positioning
image
Suppo
rtActivities
Top management support in selling,
Facilities that Enhance firms image.
Transportation
Apps
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Operational Activities
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Buyers (Individual customer) Value Chain
which determines Purchase criteria
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Design
Innovation
Quality
Relationship
with retailers
Abundant apps
Replacement
warranty
Promotion
Advertising
Good sales
network /
distributors
INBOUNDLOGISTICS OUTBOUNDLOGISTICSOPERATIONS MARKETING& SALES SERVICE
FIRM
INFRASTRUCTURE
HRM
TECHNOLOGY
DEVELOPMENT
PROCUREMENT
Next Gen
Experience
Quality
Material
Product and
Positioningimage
Supp
ortActivities
Exclusive showrooms
Apps
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Matrix of Value Chain Activities to
Purchase Criteria
CRITERIA I/B OPERA- O/B MARKET- SERVICE PROCURE- TECHNO- HRM INFRA
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CRITERIA I/B OPERA-
TION
O/B MARKET-
ING
SERVICE PROCURE-
MENT
TECHNO-
LOGY
HRM INFRA
A. USE
1.Specification
2. Spare parts
availability
3.Quality
4. Design
5. Price
B. SIGNALING
1.Product
positioning
2. Sales force
3.Advertising
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Uniqueness Drivers
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InterrelationshipAT&T and Verizon
LinkagesApps Providers
TimingsFirst to come up with superior GUI
IntegrationDevelops its own OS
Intermediary becomes redundant as customer buys directly from
the firms exclusive stores
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Recommendations
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Strategies for competing in rapidly growing markets
More appeal to corporate
Reduce the application slowdown
Dedicate more time for testing products
Expanding the companys geographic coverage
Gaining access to additional distribution channels and sales outlets
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Th k Y !!!