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This report is a strategic performance, comprising markets, product and competitors analysis of Apple Inc. I choose Apple Inc. because of its original and own way to think, for it's worldwide image by an impressive strategy of communication.
Name | Apple |
Date of creation | 1976 |CEO | Steve JOBS |
CA 2009 | 53,01 milliards $ |
Salaries in 2008 | 34,300 |
Market share | 29 % |
Headquarters | Cupertino, CA USA |

Steve Jobs is the CEO of Apple, which he co-founded in 1976. Apple Corporation operates broadly in three keyconsumer electronics markets, as manufactures, designs and market personal computers, related peripherals and software; develops and markets portable music players and related accessories; and provides services related to third party audio and video distribution. Drawing upon Datamonitor (2008), the three core products from each segment include iMac, iPod, and iTunes. It should be noted that thecompany has entered smart phone market with the launch of iPhone in July 2007, therefore diversifying its product portfolio into growing segments. The company has its roots in Apple Computers incorporated in 1977 by co-founders Steven Woziak and Steve Jobs (Apple, 2008b). Since then the company has evolved to become a $28.8 billion revenue generating venture employing approximately 21,600 peopleglobally (Apple, 2008a). The evolution of the company can be summarized with the help of key milestones.
Background to the company
Apple Computer is committed to protecting the environment, health and safety of its employees, customers and the global communities where they operate. It recognizes that by integrating sound environmental, health and safety management practices into allaspects of its business, it can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in environmental, health and safety management systems and in the environmental quality of our products, processes and services.
Apple ignited the personal computer revolution in the 1970s with theApple II and reinvented the personal computer in the 1985 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.
Diagram: Evolution of Apple Corporation (data from Datamonitor, 2008)
Introduction of Xsan 2, major upgradeto Mac OS X in 2008
Launched iPhone (Smart Phone) and iPod Nano in 2007
Introduced Intel Chips in Mac in 2005
Launched iTunes online music store in 2003
Year of Acquisitions – Prismo Graphics, Silicon Grail, Emagic & Nothing Real in 2002
Return of Steve Jobs as CEO of Apple in 1997
Launch of first mouse driven computer – Macintosh in 1984
Apple Computers incorporated in 1977Marketing
Strengths | Weaknesses |
- Brand image- Products and services-Improvement of the personnel by the program Apple Means Business (ABM)- Vertical integration (software)- Capacity of innovation- Communication- Distribution (Applestore, iTunes store, AppStore & iBook store)- Internal Structure - Environment (eco-design) | - Failure ofthe iMac - High Price of iPods. - Reputation worse than in 1987 - Delay on the integration of elements already existing at competitors' products |
Opportunities | Threats
- Competition- Consumers- Suppliers- The development of the international market- Increase in the requirements out of computers and products NTIC- Expansion of the...