International Entrepreneurship (6314M0171)

Apple Case Study Assignment

DUE DATE: 13 November

Case Study assignment Apple Inc in 2010 (Harvard Business School case 9-710-467)



Apple is a company and an Brand has become has gone through a spectacular development
from its startup days in 1976 to growing to become successful computer company, to nearly
bankruptcy in 1996 to the second largest (market cap) company in 2010. The case reviews
Apples development along the following topics:
Apples History

The PC industry

Apples Digital Hub strategy

Apple beyond computers


In your paper (3-4 A4), discuss the case using the following study questions:
What, historically, have been Apples competitive advantages?

Analyze the personal computer industry. Are the dynamics favorable or problematic
for Apple?

How sustainable is Apples competitive position in PCs?

How sustainable is Apples competitive position in MP3 players? (iPod, iTunes)

How sustainable is Apples competitive position in smartphones? (iPhone, AppStore)

What are the prospects for the iPad?


In addition to the case study you may want to do some desk research based on the study
questions. Furthermore we will use two video presentations as supporting material for the
case:
http://www.youtube.com/watch?v=D1R-jKKp3NA (Steve Jobs)
http://www.ted.com/talks/lang/eng/simon_sinek_how_great_leaders_inspire_action.html
<http://www.ted.com/talks/lang/eng/simon_sinek_how_great_leaders_inspire_acti
on.html>



Grading guidelines
Good paper: (8-10)
1. Addresses and discusses all the case questions
2. Identifies and discusses the two core findings of the case:
a. Apples Digital Hub strategy across all its product range (Computers,
iPod, iPhone, iPad)
b. The timing of Apple strategic move to Intel processors the
opportunity, potential benefit and risks and how the risk was
accommodated
3. Well written, well structured

Sufficient paper: (6-7.5)
1. Addresses and discusses all or most of the case questions
2. Identifies and discusses at leat one of the two core findings of the case:
a. Apples Digital Hub strategy across all its product range (Computers,
iPod, iPhone, iPad) or,
b. The timing of Apple strategic move to Intel processors the
opportunity, potential benefit and risks and how the risk was
accommodate
3. Offers some structure

Weak paper: (5-5.5)
1. Does not address the case questions
2. Failed to identify the case core findings (a and b above)
3. Weak structure