Introduction of Apple Inc

Apple founders Steve Jobs & Stephen Wozniak. Current

CEO: Tim Cook

Headquarters is located in Cupertino, California in USA

Multinational corporation that produces consumer

electronics products, operating system and software

Product lines include, Macintosh, iPod, iPad, and iPhone

For software, OS X, iOS, iTunes, Safari and etc.

With the success of iPod & iTunes music store in 2001 and
2003, established as leader in consumer electronics and
media sales industries.
As of September 2012, there were 250 active Apple Stores
in the U.S. compared to 140 international locations .
Based on Fortune 500 of 2013, Apple Inc is ranked 6th and
the revenue is amounted to $156.5 billion.
In the Best Global Brands of 2013, Apple Inc is ranked at 1 st
by replace Coca Cola, be the top riser by increased 28% in
brand value, $98,316million.

Apple
iPhone 5S

iPhone 5C

Samsung
Galaxy S4

Galaxy Note 3

Samsung
Value & Philosophy
We comply with law and ethical
standards
We respect customers, shareholders
and employees
We are a socially responsible
corporate citizen
We care for the environment, health
and safety
We maintain a clean organizational

HTC One

HTC
Success Starts Where It Ends: With
the Customer
Dedication to Experiential,
Interactive Design
Innovation Through Collaboration
Empowering the Most Personal
Experience

Sony Xperia Z1

Sony
Key Strategies for FY2013
Accelerate execution of updated strategies in
the three core businesses (Mobile, Imaging,
Game)
Return the TV business to profitability
Accelerate execution of growth strategies in
emerging markets that leverage the overall
strength of the Sony Group
Reinforce new businesses (such as medical and
security) to deliver sustained growth
Further realign Sony's business portfolio

LG G2

LG
Founded on these pillars: Global,
Tomorrow, Energy, Humanity and
Technology
Management philosophy: CustomerValue Creation and People-Oriented
Management
Conduct: Constant development of
capability based in ethical
management
Vision: Become the market leading

Nokia Lumia 1020

Nokia
Values
Make it great for the customer
Challenge and innovate
Achieve together
Act with empathy and integrity

BlackBerry Z30

BlackBerry
Recently reported a $1 billion loss on the
BlackBerry Z10

On September 23, 2013 the company

announced that it has signed a letter of Intent
to be acquired by a Consortium led byPrem
WatsaownedFairfax Financial Holdingsfor a $9
per share deal. However the company would
remain open to alternative offers till November
4, 2013

iOS

Android

Windows Phone

BlackBerry

Porters Five Forces

Framework
in Smart Phone Industry

Threat of New Entrants (LOW)

High Entry Barriers
Economies of Scale
Customer Loyalty
Market Saturation

Threat of Substitutes (HIGH)

Other competitors which offer cheaper price
Eg: Samsung, Sony, HTC, Blackberry, Nokia, LG

Rivalry Among Competitor (HIGH)

Market Saturation
Every companies offer similar features

Bargaining Power of Suppliers (LOW)

Intense competition for major smartphone companies contract
Apple has more than 150 suppliers

Bargaining Power of Buyers (HIGH)

Low switching cost (Many choices in the industry)

SWOT

Strength
Customer loyalty combined with
expanding closed ecosystem
Leading innovator
Strong Financial Performance
Brand Reputation
Strong Marketing & Advertising Team

Weakness

Premium Pricing
Incompatibility with Different OS
No Visible Growth Catalyst
Defects of New Product
Changes in Management

Opportunities
High Demand for IPhone
Obtaining Patents through
Acquisition
Strong Mobile Advertising Market
Growth
Growth of Smartphone Market
Increasing Demand for Cloud-Based
Service

Threat

Rapid Technological Change

Rising Pay Level for Foxconn Worker
Android OS Growth
Price Pressure from Samsung over
Key Component
Appreciating Dollar

Leadership
Recommendations
Customer reward program
Innovation focus
Sales promotion / discounts

Product Recommendation

Product-related
Recommendations
iApple
- Creates database
for customers
- Personal
homepage on
apple.com

Cont
iApple
Tracks purchases
oiTunes
oApp store
oApple store
oAuthorized re-sellers

Cont
iApple

- Social networking
oInteract with other customers
oCustomer service portal

Cont
iPhone Initiative
Open phones to every carrier
oApple experience for all
Connected to iApple
- Every user now in database
oCustomer profile

Marketing Recommendation
AppleU
Rebranding of one-to-one program
Product training with Mac Specialist
Utilize intellectual capital
Educate customers about any
Apple product
Increased customer share

Strategic Recommendation
Pursuing stronger strategic alliances
with software companies
Taking Apple into the business world
Greater shareholder focus
Social media integration

CSR Recommendations
1. Socially Ethical Practices
2. Diversity and Equal Employment
3. Environmentally Conscience

Sustainability Recommendation
hybrid strategy - cost leadership
strategy and differentiation strategy
continuously carry out outsourcing
strategy and promote economies of
scales to decrease costs as well as
further develop the Think Different
philosophy, innovating in the
products, management process,
marketing and services