Apple Inc
Apple Computers – Strategic Management
Strategic Management Report
By Jose Alexander Ros Lopera University of Lampeter
Page | 1
Apple Computers – Strategic Management
Table of Contents
Introduction History TOWS Strategy Strategic Moves Licensing The Value Chain Operations THE Supply Chain Innovation(R&D) Marketing Differentiation Recommendations Conclusion References Bibliography Appendices
4 5 5 -6 6–7 7 8 10 10 12 13 14 16 18 18 19 21 24
Page | 2
Apple Computers – Strategic Management
Executive Summary
Apple established in 1976 has transformed itself beyond belief, not only as accompany but also have impacted the whole world of technology with their products and strategy Apple as a learning organisation has learnt to deal with is weaknesses and threats and also taken opportunities using its strengths, their strategy is a more innovative and differentiated and stylish approach, they have changed from focusing on niche markets to a more broad one creating a paradigm shift regarding telecoms and music incorporation. A series of strategic moves and alliances have seen apple acquired and retrained knowledge, gaining experience and exposure to new markets, its alliances ie Microsoft has opened the door for apple to enter the business market with its PCs Apple has began to licence some of its products creating the sense that apple is capable to take on to business world with its Operating System and software packages, by opening retails stores apple have created brand awareness and have also incremented sales for more than 40% Its operations and manufacturing has been moved to China, an strategic move that see apple as one of the leaders in supply chain management, due to the way in which all products and parts get delivered to an assembly point, once they are assembled, get shipped to its various distributions points Within the value chain apple makes most of their money on Manufacturing, R&D (Innovation) and Marketing, these three
Strategic Management Report
By Jose Alexander Ros Lopera University of Lampeter
Page | 1
Apple Computers – Strategic Management
Table of Contents
Introduction History TOWS Strategy Strategic Moves Licensing The Value Chain Operations THE Supply Chain Innovation(R&D) Marketing Differentiation Recommendations Conclusion References Bibliography Appendices
4 5 5 -6 6–7 7 8 10 10 12 13 14 16 18 18 19 21 24
Page | 2
Apple Computers – Strategic Management
Executive Summary
Apple established in 1976 has transformed itself beyond belief, not only as accompany but also have impacted the whole world of technology with their products and strategy Apple as a learning organisation has learnt to deal with is weaknesses and threats and also taken opportunities using its strengths, their strategy is a more innovative and differentiated and stylish approach, they have changed from focusing on niche markets to a more broad one creating a paradigm shift regarding telecoms and music incorporation. A series of strategic moves and alliances have seen apple acquired and retrained knowledge, gaining experience and exposure to new markets, its alliances ie Microsoft has opened the door for apple to enter the business market with its PCs Apple has began to licence some of its products creating the sense that apple is capable to take on to business world with its Operating System and software packages, by opening retails stores apple have created brand awareness and have also incremented sales for more than 40% Its operations and manufacturing has been moved to China, an strategic move that see apple as one of the leaders in supply chain management, due to the way in which all products and parts get delivered to an assembly point, once they are assembled, get shipped to its various distributions points Within the value chain apple makes most of their money on Manufacturing, R&D (Innovation) and Marketing, these three
References: Heracleous, L. and Papachroni, A, 2009, Strategic Leadership and Innovations at Apple Inc, Warwick Business School. Porter, Michel E.(2004), Competitive Strategy, Boston, Freepress Porter, Michel E.(2004), Competitive Advantage, Boston, Freepress Moore, J.I., (2001), Writers on Strategy and Strategic Management, theory and practice at enterprise, corporate, business and functional levels, 2nd Edition, harmondsworth, Penguin Business Rao, A