Apple, Inc formally known as Apple Computer, Inc. is a multinational corporation with a focus on creating and manufacturing consumer technologies. Over the years, Apple has developed, sold, and supported a series of personal computers, mobile phones, portable media players, computer software, computer hardware, and computer accessories. Through a turbulent upbringing, Apple has aimed for nothing less than a revolution driven by innovation and creativity. Vision
To be the most admired company in the world and the most loveable brand people ever use.
Every person around the global should taste at least 1 apple product. Mission
Apple is committed to bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through its innovative hardware, software, and Internet offerings. Business Philosophy/ Objective
We believe that we're on the face of the Earth to make great products.
We believe in the simple, not the complex.
We believe in saying NO to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
We don't settle for anything less than excellence.
Apple Inc. Strategy Facts
Current Business Strategy
Apple adopts a differentiation strategy with its distinctive marketing campaigns that position itself as a hip alternative to other brands in the industry. Despite being a premium brand that is capable of commanding high price margins, Apple is still able to undercut its competitors pricing with the latest iPad 2 release by leveraging its balance sheet and its position as one of the largest buyers to secure components at low prices. This further gives Apple a competitive advantage. Generic Competitive Strategy
Apple is pursuing a broad differentiation strategy. Apple differentiates by offering high-quality, exceptional design, and personalized service. The scope of their strategy is broad targeting customers ranging from unsophisticated beginner users to specials needs power-users. SWOT ANALYSIS
- Differentiation of product areas: Apple’s transition from a computer into a technology company has put the company in an advantageous position in that they can use various technologies innovated across many product lines such as, the touch screen on the iPhone that has been adapted to the iPod and iPad.
- Innovation: Because Apple is positioned as a technology company, it can use its research and development resources to innovate new technology for many products simultaneously. This allows the company to quickly adapt technologies into new and improved products, thereby continually increasing technological advancements of product lines concurrently. - Retailer sales strategies and methods: Apple’s dedication to retail sales has allowed the company to create a buying experience rather than simply a method by which to purchase their products. Customers come into the retail locations and visit the online store just to feel what it would be like to become an Apple product owner if they are not one already. This elevates the status of the brand and increases awareness, putting Apple in a unique position. - CEO Steve Jobs’ leadership: Because Apple has been built and directed by Jobs, the company primarily follows his direction with little resistance despite any potential risks involved, such as in the case of the introduction of the retail stores. This has created a corporate structure and culture that allows Jobs to make decisions and alter the course of the company according to his strategic plans. Apple can thus quickly adapt to changes in technology and market needs.
- Connection with resellers: Despite the fact that Apple settled the cases concerning competition with its own resellers outside of court, it still seems to be somewhat of an issue. The experience Apple created for its customers in its online or physical retail stores is difficult to...
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