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Case
Table of content:
1. Introduction..............................................................................................................................4
2. External Environment...4
2.1. Basic Characteristics of the Environment - market definition, size, growth and share4
2.2. PEST Analysis..
..5
2.2.1. Political
Factors
6
2.2.2. Economic
Factors..
6
2.2.3. Social Factors......6
2.2.4.Technological Factors.........................6
2.3. Competitor Analysis..6
2.4. Analysis of industry competition..8
2.4.1. Intensity of rivalry within the industry...8
2.4.2. Bargaining power of suppliers....8
2.4.3. The bargaining power of buyer...8
2.4.4. Threat of new entrance.9
2.4.5. Threat of substitute
product......9
3.
Internal
Analysis..9
3.1.
Analysis.9
Financial
3.2.1. Strengths..12
3.2.2. Weaknesses13
3.2.3. Opportunities13
3.2.4. Threats13
4. Strategies used by Apple..14
4.1. Differentiation.14
4.2. Value Creation by Focus and Cost Leadership.14
5. Conclusion and Recommendation.14
6. Bibliography16
1. Introduction
Apple Inc. is an international American company that produces computer software, cell phones,
personal computers and consumer electronic products. The well-known products of Apple
include: the iPod, the iPhone, the Macintosh line of computers and the iPad. 301 retail stores in
10 countries are operated by Apple in August 2010. The software of Apple consist on the Mac
OS X operating system, iWork suite of productivity software, Final Cut Studio, Logic Studio a
music production tools suite, iOS; a mobile operating system, the iTunes media browser, the
iLife suite of multimedia and creativity s oftware, Aperture; a professional photography package,
AirPlay, Airprint, etc (Business Insider, 2013).
Apple Company was developed on 1 st April, 1976 by the co-founders named Steve Jobs and
Steve Wozniak in Cupertino, California. The first 30 years of the company was named Apple
Computer Inc. but later on January 9, 2007, the word Computer has removed (Business
Insider, 2013). They introduced Apple I computer in 1976 which was a failure but in 1980, they
launched Apple II which was successful. The IPO offered by the company in 1980 (Datamonitor,
2006).
The purpose of this assignment is to critically analyze the context within which the company
operates by analyzing the external and internal environment. In order to achieve this different
analytical tools and models will be applied. Then the objectives and strategy of Apple will be
identified and evaluated. There will be examples of the implementation of the strategy at the end.
2. External Environment
The external factors can be evaluated using PEST because PEST analysis is valuable strategic
tool for identifying the business positions, size, growth, feasible route for operations and to
classifying the market development and decline (Kotler, n.d.).
2.1. Basic Characteristics of the Environment - market definition, size, growth and share
Apple is defined as the leading digital asset management company and global smart phone
provider. It is the only one who generates and runs both soft-wares and hard-wares. It allows
consumers to buy and share contents (applications, music and movies) via Apple devices (iPad,
iPhone, Mac and iPod) by a exclusive selling media platform called iTunes (Digital Marketing,
2011).
In 2012, Apples CEO (Tim Cook) said that we are very excited with the sales of iPhone over 35
million and approximately 12 million sale of iPads in March quarter. He also said that the
innovative iPad is off to an immense beginning with new innovation that can deliver only by
Apple (Burns, 2012).
Moreover, the sales of iPad, Mac and iPhones have increased by 188% and 7%, correspondingly.
On the other hand, iPod sale was down by 15%. The numbers in Q2, 2012 are down as
compared to Q1, 2012 when Apple smashed all its previous records as you can see in Figure 1. In
that period Apple sold 5.2 million Macs, 15.43 million iPads and 37.04 million iPhones, even
iPod sold well with 15.4 million units (Burns, 2012).
Source:
TechChrunch
According to IDCs report (Q1 2012) that in a two horse race with Samsung, Apple was on the
second place in global with the notable growth of 8.8% of total cell phone market ( 4.6% up from
a year ago) and 24.2% of worldwide Smartphone market (18.3% up), as you can see in table 1
(Kahn, 2012).
Source: IDC
Apple. People buy iPhone for standard, apps and other Apples product for
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increases from $6,4 billion to $12,4 billion which is also caused by high
revenue, as you can see in figure 4.
Figure 4: Revenue of Apple in billion, 2012
By geographically companies sales are improved, which is 1/3rd of sales are from Asia and 1/3rd
is from US. These regions have highest expected growth as compared to Europe who just
accounted for 22%. The market has grown in Asia because the sales from Asia have doubled
from 2011 and most of the revenue came from Apple iPhone which was 58%; it means iPhone
sales ha increased by +85%. Moreover, the iPad growth has increased by 17% which means the
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revenue has increased by +132%. On the other hand, Mac and iPod were less in growth as
shown in figure 5 (Financial Analysis, 2012).
Figure 5: Revenue by Geography and Segment, 2012
Shares of Apple in mobile market and tablet market have increased from 48% to 60 %, which is
far better than its competitors (Google Android). Googles share has enlarged just from 15 to
19%. The result was positive in general as shown in figure 6 (Financial Analysis, 2012)
Figure 6: Growth in Shares of Apple and Competitors, 2012
Source: Financial
Analysis
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Equity level did not affect the high return which was 45% and without effecting it has increased
by 68%. Companys equity should not be increase in future, since the company has announced
the dividend and share repurchases. Apples liquidity ratios is 1,6 which is good f or company
and the cash surplus was $110 billion which has improved from$97 billion from Q4 (Financial
Analysis, 2012).
Figure 7: Return on Equity and Equity Level, 2012
Source: Financial
Inventory and A/C receivable are nominal as liabilities, so no other changes happened at balance
sheet. In general, the structure of balance is strong.
Source: Financial
The basic share value of Apple Company was ~109$ and the market price was ~610$ in 2012.
Earning should be roughly $52 billion/year or $55,6 per share, if calculating Net income earlier
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than reduction according to last quarter, which makes it ~9 year, however indicator was quit high
(Financial Analysis, 2012).
3.2. SWOT Analysis
Apple Company intends, produces cell phones, personal computers, music players and related
services, networking solutions, peripherals and software. The companys market position can be
measured by its strong operating performance, which has also increased the confidence of
investors. On the other hand, companys margins can be affected by extreme competition (Data
monitor, 2006).
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3.2.1. Strengths
The major strength of Apple has its strong market position and consumer trustworthiness
which raises due to Apples ecosystem, which in turn to increases Companys
competitive advantage. Second, Apple has a full variety of software, products and apps
which are interlinked and maintain each other. Third, iTV and other new products will be
released soon.
In 2012, 3rd time Apple chosen as the most pioneering company in the world.
At the end of 2012, Apple holds approximately $10,000,000,000 in cash. Company has
no debts and the gross profit margin is also higher than its competitors.
Apple was the second valuable brand in 2012 and its brand value was at $76.5 billion.
High quality customer experience is a key of Apples retail store by providing a direct
speak to well-informed staff which increases brand awareness.
3.2.2. Weaknesses
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High price is the major weakness of Apple because there is a strong completion in market
now, and the consumer of Apple products can easily obtain the similar function products
ecosystem of Apple.
Apple Company is often blamed by other companies to disobeying their patents and also
it has lost some trials as well. Such type of things can damage Apples reputation in
market.
In 2012, Tim Cook became a new CEO because of the death of Steve Jobs, which was the
biggest loss for Apple Company. After some time John Browett and Scott Forstall left the
3.2.3. Opportunities
Apples market share will be increase due to high demand of iPad and iPad mini in tablet
well.
The growth of mobile advertising is an opportunity and Apple allows advertising on iPod
touch, iPhone and iPad by developing the platform named iAd advertising.
The requirement of cloud based services is increasing, so Apple can enlarge its services
relate to iCloud and software as well (Strategic Management Insight, 2013).
3.2.4. Threats
Rapid technological change is the biggest threat which Apple and its competitors are
experiencing now days. As customers are become more technology lover and they want
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more and more new products in very short time due to this, companies are facing
pressure. So competition is very high and the one who cannot remain themselves with
4.1. Differentiation
Apple is using a differentiation strategy by presenting an outstanding design of its products,
personalized services and high quality products. The easiness of product makes target market
varying from beginner to proficient users.
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5. AUGMENTED PRODUCTS
This refers to all additional factors which sets the product apart from that of the competition. And
this particularly involves brand identity and image. Is that warm coat in style, its colour trendy
and made by a well-known fashion brand? But also factors like service, warranty and good value
for money play a major role in this.
At the Augmented Product level, the competition is observed in order to copy certain
techniques, tricks and appearance of each others products. This makes it increasingly difficult
for a consumer to define the distinctiveness of a product.
To be able to tower over the competition, production companies focus on factors which
consumers attach extra value to such as extreme packaging, surprising advertisements, customeroriented service and affordable payment terms. This is not just about satisfying the customers
and exceeding their expectations but also about surprising them.
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If people were to think of the product life cycle. What we mean by that is instead of letting its
products move into the maturity stage, it keeps on coming out with new features, improving
product quality, or improving technology and styles of its products.
Heres a perfect example of what people talking about. Last 2014, Apple made an announcement
in which multiple new products (existing products with new features and/or sizes) were
introduced. For instance, the new highly expected iPad Mini finally made its debut. Another
great example of Apple not allowing a specific product to fall into the mature stage of the
product life cycle is the new iMac.
A lot of people are going to be talking about the new iPad Mini due to the market share of
Samsung tablets growing, increasing interest of consumers in the tablet industry, and the overall
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hype of competition, especially in the United States. However, today, many people was most
impressed with the new iMac. People cannot wait for this product to hit the Apple Store. I tell ya,
I truly want to go and look at this piece of art! The entire monitor (which is pretty much the
whole computer hardware) has a width of 5 mm.
7. Bibliography
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Anon, n.d. Apple the most admired company. [online] Available at:
http://www.powerfulwords.co.uk/sample-assignments/marketing/apple-the-mostadmired-company.php [Accessed 07 May 2013]
Apple Insider, 2013. Apple's iPhone grew to 25.1% global market share in 2012. [online] Available
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Business Insider, n.d. Apple. [online] Available at:
http://www.businessinsider.com/blackboard/apple [Accessed 29 April 2013]
Burns, M.., 2012. Apple Q2 2012: 35.1M iPhones, 11.8M iPads, 4M Macs, and 7.7M iPods. [online] Available at:
http://techcrunch.com/2012/04/24/apple-q2-2012-35-1m-iphones-11-8m-ipads-4mmacs-and-7-7m-ipods/ [Accessed 2 May 2013]
Datamonitor, 2006. Apple Computer, Inc. [online] Available at:
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DeWitt, P.E., 2012. Whats eating Apple? The analysts weigh in. [online] Available at:
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2013]
Financial Analysis, 2012. Apple 2012 1Q financial analysis. [online] Available at:
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Jung, S., 2012. A little less Samsung in Apple sourcing. [online] Available at: http://blogs.ft.com/beyondbrics/2012/09/10/a-little-less-samsung-in-apple-sourcing/#axzz2THpqrqbe [Accessed 06 May 2013]
Kahn, J., 2012. IDC: Samsung takes top smartphone marketshare in Q1, as Apple hits 8.8-percent high of
total mobile phone market. [online] Available at: http://9to5mac.com/2012/05/01/idc-samsung-takes-topsmartphone-marketshare-in-q1-as-apple-hits-8-8-high-of-total-mobile-phone-market/ [Accessed 04 May
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McGrath, D., 2012. Apple coming to dominate electronics supply chain.[online] available at:
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