Apple Inc. Historical Analysis

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Part A- Historical Analysis:

A. Business In:

Apple Inc. is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications as well as services and support offerings.

Specifically, the company operates in the Technology sector and serves computer hardware, computer software, consumer electronics and digital distribution through the Personal Computers industry.

Technology: Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and resellers. The Company sells to consumers both mid and small- sized businesses, education, enterprise and government customers.

Apple Inc. manages its business primarily on geographic basis. • Reportable operational business segments include: Americas, Europe, Japan, Asia-Pacific and Retail. o Americas Segment: include both North and South America. o Europe Segment: includes European countries as well as Middle East and Africa. o Asia-Pacific Segment: includes Australia and Asian countries; other than Japan. o Retail Segment: operates Apple’s retail stores worldwide.

• As of September 24, 1011, Apple Inc. had 357 retail stores, including 245 stores in the United States and 112 stores Internationally.

Apple Incorporated NAICS Codes:2

334111- Electronic Computer Manufacturing
334119- Computer Peripheral Equipment Manufacturing
511210- Software Publishers

Financials: See Appendix A: Historical Financial Data

B. Goal Clarification & Strategies and Tactics Used to Fulfill Goals:

Values and/ or Guiding Principles important to Apple’s innovation strategy:

1. Be Your Own Toughest Critic
• As the ‘Father of Management’, Peter Drucker once noted, “Your being the one who makes your products, process, or service obsolete is the only way to prevent your competitor from doing so.” With this strategy in mind, besides from just beating competitors, Apple Inc.’s success comes mainly from its attempts to beat itself. 2. Lead Customers; Don’t Follow them

• Apple Inc. distinguishes itself, as a business that creates those alternatives implying that customers cant tell you what they want from a product. 3. Focus on the Few and Sell to the Many

• Apple Inc. is focused on selling a few products in each category rather than those companies who sell dozens of models at once. Instead of trying to satisfy every single consumers tastes, Apple Inc. narrows it down and appeals to a broader group of consumers. 4. Institutionalize your Creativities

• With the passing of Steve Jobs, Apple Inc. has seemed to hold and treat his values so that Apple Inc. could be far less dependent on him. •
Environmental Guiding Principles

1) “Meet or exceed all applicable environmental, health, and safety requirements. We will evaluate our EHS performance by monitoring ongoing performance results and conducting periodic management reviews.”

2) “Communicate environmental, health, and safety policy and programs to Apple employees and stakeholders”

3) “Design, manage, and operate our facilities to maximize safety, promote energy efficiency and protect the environment”

4) “Strive to create products that are safe in their intended use, conserve energy and materials, and prevent pollution throughout the product life cycle, including design manufacture, use, and end of life management.

C. Environmental Analysis

• Integrated Brand Promotion is a way of life now. Social acceptance lays in people’s materialistic possessions. o Being the leader in trends, advertising and promoting correctly, and staying ahead of...
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