Apple Inc.

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Executive Summary ................................................................................................................................ 2 The strategies, corporate structure & culture of the firm ......................................................................... 3 Analysis of the industry in which the firm operates ................................................................................. 4 Computers ........................................................................................................................................... 4 Consumer Electronics ......................................................................................................................... 5 Music ................................................................................................................................................... 6 Movies/Video ....................................................................................................................................... 7 Software............................................................................................................................................... 7 Apples position .................................................................................................................................... 8 Analysis of the firm and its competitive strategies .................................................................................. 9 Swimming in a Blue Ocean ............................................................................................................... 10 Reconstructing Market Boundaries................................................................................................ 10 Focus on the Big Picture, not the Numbers ................................................................................... 11 Reach Beyond Existing Demand ................................................................................................... 12 Get the Strategic Sequence Right ................................................................................................. 13 Overcome Key Organisational Hurdles ......................................................................................... 13 Let’s Get Funky ................................................................................................................................. 13 Strategy recommendations ................................................................................................................... 15 Concluding Remarks ............................................................................................................................. 18 Bibliography .......................................................................................................................................... 20 Appendix 1 ............................................................................................................................................ 23 Apple Inc.’s 2010 Executive Structure ............................................................................................... 23 Appendix 2 ............................................................................................................................................ 24 Apple Inc.’s 2010 Organisational Structure ....................................................................................... 24 Appendix 3 ............................................................................................................................................ 25

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Team “Death Spiral” examined the stewardship and business performance of Apple Inc. by undertaking a strategic analysis of Apple Inc.’s previous, present and potential future strategic and market performance. The internal workings of the firm were examined to reveal a culture of constant innovation and a drive to create easy to use, life improving products. A two tiered corporate...
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