1. Company background:
Apple is an American multinational corporation that manufactures, designs, markets and sells mobile communication and media devices, digital music players, personal computers, consumer electronics and softwares and provides related services. The company’s variety of products such as Ipod music player, which has been an experience for Apple in dramatic growth since 2001, Ipad, Imac, Apple TV, professional software support and application through Itunes store, IBooks store, Apple Store, compatible accessories along with a solid portfolio of consumers have positioned itself the most successful electronics company in the world. 1.1 Vision:
According to 2013 statement, Apple has committed that they are highly responsible for every single social product they produce with great standard. Moreover, they will keep up focusing on innovating, inspiring with their ambitious achievements of owning and controlling the primary technologies behind the products they make. As the current CEO, Tim Cook, stated they strongly say no to thousands projects so they can fully focus on the few that are truly meaningful and important to them, highly fulfilling consumers’ needs and demands. 1.2 Mission:
In order to target their vision, Apple ensures to deliver end products with high quality at a suitable price that is truly a supportive and trustworthy device to consumer. Apple wants its clients consuming the products are truly happy about the services provided and satisfied with the benefits the product brings to. One of missions appraised by people, Apple fans in particular, was to make contribution to the world by making tools for the mind that advance humankind (Steve Jobs, 1980, Apple’s Mission Statement). Another keynote mission that Tim Cook has recently stated at Apple’s Worldwide Developer’s Conference was they are aiming to ‘the best’ products rather than ‘the most’ products. Apple people put ‘quality’ in their products instead of ‘quantity’ of products like others competitors who are trying to imitating Apple’s products.
2. Business strategic analysis:
The company is chasing for a broad differentiation strategy by offering high-quality, exceptional design products and personalized IT and support services. The main strategy Apple targeting is broadly approaching customers including from beginners to sophisticated computer users, which reflects other Apple’s vision that everyone can use their products regardless of experience and age, by delivering superior ease-of-use and innovative industrial design and a ‘high-quality sales and post-sales support experience’ (Apple Inc. SEC 2009). Two obvious insights everyone can see that Steve Jobs, the former CEO, and the integrated system of hardware and software are the most company’s important and essential resources and capabilities that help Apple become incredibly successful to derive value. 2.1 Resources and Competencies
The fact that it is not hard for other electronics companies such as Samsung, Nokia to copy Apple’s products but one thing they cannot replace Apple is its people, human resources Steve Jobs in particular. It is not about Apple devices that can be easily duplicated but to understand how to make it innovative is Apple actually one step ahead of others. Steve Jobs is truly leader, valuable, inimitable, rare and non-substitutable resource to Apple. This is the company’s strong foundation and they just need to take it as their core competency and become a true leader within industry. Talented software teams, skilful technicians and meticulous industrial designers, dedicated development department, experienced and friendly customer services staff are also crucial contributors to Apple’s success. Moreover, the design team holds many awards for their innovative products that have been displayed in various museums. This superior combination is rare, difficult to imitate for competitors despite the fact that Apple’s software can be easily copied and...
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