Strategic Management of Apple

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Table of contents

1. Introduction……………………………………………………………………2

2. Executive summary/ Abstract…………………………………………………2

3. Main Body……………………………………………………………………3-9

3.1 Background of Apple Inc……………………………………………………3

3.2 Critical Analyze of The Company’s Mission………………………………4-7

3.3 Strategic Management Process………………………………………………7-9

4. Conclusion………………………………………………………………………9

References…………………………………………………………………………10

List of figure

Figure 1………………………………………………………………8 1. Introduction
A mission statement globally defines what business an organization is in now and objectives of the organization. It is the fundamental factor of a strategic plan. A mission statement can verbalize the beliefs and the directions in which a visionary manager wants to lead an organization. In general, mission statement address issues more explicitly, and can also serve to identify what is unique about the character of the organization. (Alex Miller, 1998, P42-44) Here are some examples of mission:

Volkswagen’s mission is to produce and sell auto mobile which is affordable to everyone. My school, Informatics’ mission is to act as a platform to educate, train and share the latest in information, knowledge and skill with the global community. In this report, I choose Apple Inc to be my target of study. Firstly, I will introduce the background of Apple Inc. Second, I will analyze Apple Inc by SWOT method. Thirdly, I will form a mission and strategies and implementations according to the strategic management process for the future of Apple Inc.

2. Executive Summary/Abstract
Nowadays, more and more companies would like to build a set of mission statement which defines what business they are in now and where are they going as well as their beliefs. This can help the managers to make detailed strategies to achieve their target. For example, government services such as police have a mission to prevent crime and keep the society stable and peaceful. They must implement this mission no matter what kind of situation they may face to, even if they might be hurt or even give their own lives. Since their beliefs are to always help others and put people’s life and property at the first. But if a company just seek for short-term profit rather than long-term interests, their mission statement will fail as well no matter how passionate they put into their career. In this report, I will use Apple Inc as a successful case example of mission that leads the company to grow and develop over 33 years. During this period, Apple Inc succeeded to make profit from losing money and just keep breakeven before. Apple Inc always concentrates on the strategic management process that includes vision, mission, goals and objectives, strategy and implementation of strategy to help it achieve its strategic targets. They are able to recognize and take advantage of their strengths such as good brand image, long company history, loyal clients, high-tech and innovative products, pretty appearance of products. They also rely on their competitive advantage to make full use of opportunities. In the meantime, they try hard to avoid threats and overcome their weaknesses by developing their own capability products and services. Therefore, Apple has become one of the best companies in the electronic industry.

3. Main Body
3.1 Background of Apple Inc:
Apple Inc, formerly known as Apple Computer Inc, which headquarters is in Cupertino, California. Its core business is electronic technology products, and its market share in the global computer is 7.96%. Apple officially registered in 1977, and began to use the new Apple logo which is still in use today. Apple II of Apple Inc contributed to the personal computer revolution in the 1970s, and the Macintosh relayed to sustainable development in the 1980s. The most famous product of Apple is Apple II, Macintosh computers, iPod digital music player, iTunes music store and iPhone. Apple is well-known by...
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