3. COMPANY PROFILE
Founded April 1, 1976
Headquarters Apple Campus, Cupertino, California, U.S
CEO Tim Cook
Industry Computer hardware
Computer software
Consumer electronics
Digital distribution
Fabless Silicon Design
Corporate Venture Capital
Energy Production
Revenue US$233.715 billion
5. Vision
We believe that we are on the face of the earth to make great products and
that’s not changing. We are constantly focusing on innovating. We believe in
the simple not the complex. We believe that we need to own and control the
primary technologies behind the products that we make, and participate only
in markets where we can make a significant contribution. 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 believe in deep
collaboration and cross-pollination of our groups, which allow us to
innovate in a way that others cannot. And frankly, we don’t settle for
anything less than excellence in every group in the company, and we have
the self- honesty to admit when we’re wrong and the courage to change.
And I think regardless of who is in what job those values are so embedded
in this company that Apple will do extremely well
6. Mission
Apple designs Macs, the best personal computers in the world, along
with OS X, iLife, iWork and professional software. Apple leads the
digital music revolution with its iPods and iTunes online store. Apple
has reinvented the mobile phone with its revolutionary iPhone and App
store, and is defining the future of mobile media and computing
devices with iPad.
7. Product Differentiation Strategy
• Unique Features and characteristics
• Commands Premium Price
• High Customer Service
• Superior Quality
• Prestige
• Rapid Innovation
• Sustainable Competitive Advantage
9. Strengths
• Strong brand image
• High profit margin
• Effective innovation process
• Market leadership for a range of products and services
• Financial strength
• Sophisticated supply-chain infrastructure
• High quality and attractive products
• Leadership in electronic industry and high technology
• Leading the product design
10. Weaknesses
• Limited distribution network
• Higher selling prices
• Sales limited mainly to high-end market
• Occasional technical issues related to product functionality
• Incompatibility of Apple products and services with other products
and services
• Narrow product range
• No major improvements in latest product versions
11. Opportunities
• Distribution network expansion
• Rising demand for tablets and smartphones
• Creation of new product lines
• Product diversification
• Formation of strategic partnerships
• Increasing compatibility of products
12. Threats
• Intensifying competition from China and India
• Being found to have infringed on intellectual property rights
• Reputation damage due to the tax scandal
• Further increase of manufacturing costs
• Rising popularity of Google Android may affect its market share
