Apple strategic analysis

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  • Publié le : 5 avril 2011
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I - Background to the company
I-A -What is Apple Inc. ?
Today, everybody around the world heard about Apple or knows a lucky owner. Indeed, Apple is becoming one of the most powerful manufacturer and designer of computer and electronic. The 21st of January 2009, Apple revealed its financial results for the first trimester of its fiscal year 2009, ended the 26 December 2009. The annuals saleshave reach a new record of 15,66 billion US dollars. Apple has established a unique reputation in the consumer electronics industry. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2009.
This success is quite new for the brand. When Steve Jobs took the post of CEO in 1998, he came with very innovative projects and ideas which are today the keyof the success. Apple became famous with :
* ordinateur personnel Apple II in 1977 (1)
* Macintosh in 1984
* iPod in 2001
* iTunes Store in 2003
* iPhone in 2007
(1). (2) (3)

(4) (5)

I-B – Apple’s Statement

Apple enhances its communication with very strong statements and fundamentals. The key concept is very relevant of the state of mind in Apple Inc, "ThinkDifferently". The company does it very well by creating innovative products that continue to define the world of computer design. Other computer manufacturers have attempted for decades to replicate the schema appeal of the Apple design. None have succeeded in the manner of Apple.

Apple’s Mission Statement is clear :
“Apple ignited the personal computer revolution in the 1970s with the Apple II andreinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”

Apple aims to believe in the simple, not the complex. They want to participate only in markets where they can makea significant contribution. That means that they believe in saying no to thousands of projects so that they can really focus on the few that are truly important and meaningful to them.
Those statements enhance the brand image of the company. Indeed, Apple aims to offer the best quality and the most complete service for any of their product to any of their customer. This brand is associated inpeople’s mind as a sophisticated and innovative company with flagships products.

II - Marketing/Product Analysis

The need of the buyers is changing. Consumers are now looking for customized personal computers that can be taken anywhere and are moving away from the standard desktop computer. Need for mobility, consistent access and reliability are becoming more and more important for theconsumer. As long as Apple is able to keep up with buyers demands they will continue in their market growth.

First, in order to obtain an appreciation of that macro environment, an overview of Apple is offered. Apple is really involved in two businesses: the computer market and the entertainment and media market. Its approach has been to integrate its new products around its core industry in aneffort to construct a digital lifestyle that encompasses not only its line of computers but its new products such as the iPod, the iPhone and online services such as iTunes.

Apple has been so successful in these last years thanks to his fresh, imaginative way to think and do its business: a winning combination of exceptional products, great style and design, great strategy, innovative marketing,sleek and enticing communications. Apple owes its overwhelming success in the last years to the iPhone and to the smart iPod and iTunes product combination, a combination of a great hardware piece with great style, great software, great performance, user friendly interface, with a good e-business service. The iPod + iTunes halo effect and new great Mac computers and Mac OS software did the rest in...
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