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Submitted by:
Anas Abu Al-NasserAnas Abu Al-Nasser
Think Different
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ABOUT COMPANYABOUT COMPANY
April 1st ,1976 - Founded
January 3rd ,1977 - Incorporated
Headquarters - Cupertino, California
Co-founders - Steve Jobs, Steve Wozniak.
Employees 46,600 full time employees and 2,800 temporary fulltime employees worldwide
317 retail stores in ten countries.Industry - Computer software, computer hardware, consumer electronics.
Revenue - US$ 65.23 billion
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Products
I Pad
I Phone 4New IMac
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Source: Apple
Apple designs Macs, the best personal computers in the world, along with OS X,
iLife, iWork, and professional software. Apple leads the digital music revolution
with its iPods and iTunes online store. Apple reinvented the mobile phone with
its revolutionary iPhone and App Store, and has recently introduced its magical
iPad which is defining the future of mobile.
Mission StatementMission Statement
Restate of MissionRestate of Mission
statement:statement:Apple computer is committed to protecting the environment, health and safety of
our employees, customers and the global communities where we operate. We
recognize that by integrating sound environmental, health and safety management
practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future
generations. apple strives for continuous improvement in our environmental, health
and safety management systems and in the environmental quality of our products,
processes and services.
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To be the leading supplier of MP3 players in all markets in
which the company operates.
Increase in sales by 20% .
Increase in revenue by 20% .
Progressively increase market share by at least 15% within the
year.
Expanding distribution to department stores by 10% .Increasing brand awareness to 60% of potential customers.
To expand existing markets by 10% in the next quarter. A
promotion campaign will be introduced to encourage present
buyer to increase the use of the product.
Objective of Apple in 2011Objective of Apple in 2011
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• leverages its unique ability, through the design and development of itsown operating system, hardware, and many software applications andtechnologies, to bring to its customers new products and solutions withsuperior ease-of-use, seamless integration, and innovative industrialdesign. The Company believes continual investment in research and
development is critical to facilitate innovation of new and improvedproducts and technologies. Besides updates to its existing line of personal computers and related software, services, peripherals, andnetworking solutions, the Company continues to capitalize on theconvergence of digital consumer electronics and the computer bycreating innovations like the iPod and iTunes Music Store. The
Company’s strategy also includes expanding its distribution network toeffectively reach more of its targeted customers and provide them ahigh-quality sales and after-sales support experience.
Source: Apple
business strategybusiness strategy
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Issues Priority Matrix
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External Factor AnalysisSummary (EFAS Table)
External Factors Weight Rating Weighted
Score
Comments
Opportunities
Internet availability (T) 0.20 4.0 0.80 iTunes, Site sells
Age distribution of population (S) 0.10 5.0 0.50 15-64 years: 66.8%
GDP (E) 0.10 3.0 0.30 High purchase power
Level of Education is high (T) 0.05 2.5 0.13 Because Apple focusing on the use of
technology in Education.
Patent protection (T) 0.05 1.0 0.05 To avoid steal products ideas
Threats
Number of competitor (R) 0.15 4.0 0.60 A lot of competitor in two domain
Unemployment Rate (E) 0.05 1.5 0.08 Decrease spending moneyThreat of Substitute Products or Services. 0.10 3.0 0.30 More competition
Political-Legal Forces (P) 0.10 2.5 0.25 Certification (Time consuming)
Bargaining Power of Buyers 0.10 1.5 0.15 pressure for lower prices
Total Scores 1.00 3.15
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Industry Matrix (CPM)
Key Success Factors
Weight
Apple
Rating
Apple
weighted
score
Microsoft
medical
Rating
Microsoft
weighted
score
Dell Rating Dell
weighted
score
Products Range 0.2 4 0.8 3 0.6 4 0.8
Innovation 0.4 5 2 3 1.2 4 1.6
Distribution Channels 0.4 5 2 5 2 2 0.8
Total 1 4.8 3.8 3.2
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Structure
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CultureCulture
At Apple, the work culture was driven by a passion for new products with no
end to challenges and opportunities. And this is what made Apple became
the pioneer of the "Work Hard Play Hard" ethic. The corporate culture at
Apple was exemplified by its intense work ethics. Though the work
environment was relaxed and casual, there was a very strong commitment
to deadlines. Analysts summarized the work culture at Apple as "fun, yet
demanding".
Strategic Type:
The Strategic Type of Apple is (Prospector) because it’s focus on improving
innovation, Market opportunities, Creative & Quality Products.
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Strategic Financial Issues:Strategic Financial Issues:
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Internal Factor Analysis Summary(IFAS Table)
External Factors Weight Rating Weighted
Score
Comments
Strengths
(“R&D”) 0.20 5.0 0.80 Increase net sales
Product Quality 0.10 4.0 0.50 Hardware & Software
Promotion 0.10 2.0 0.30 Successful AD. CampaignStructure 0.05 1.0 0.13 Duplicating, Decentralized
& Specialization.
Culture 0.05 2.5 0.05 Team Work
Weaknesses
Place 0.15 4.0 0.60 Weak presence in markets other
than education and publishing.
Price 0.15 3.0 0.08 High
Return On Equity 0.10 2.0 0.30 Decrease shareholders investment
HRM 0.10 1.0 0.15 Turnover of executives
Total Scores 1.00 3.05
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