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Apple Inc.

Argjiro RamosajDorina GrezdaVesa BatalliNertil Latifi

Think different!

Vision &MissionSWOTMarket AnalysisCompanyOverviewTrend AnalysisCompany History 1976 - Apple was founded by college dropouts Steve Jobs and Steve Wozniak 1980 - Apple went public 1984- Apple released Macintosh 1985 - Jobs left after tumultuous struggles with then CEO Sculley, and founded NeXT 2000 - Jobs became the CEO 2001 - Introduced a digital music player, the iPod 2007 - Apple Computers Inc. became Apple Inc. , unveiled the iPhone 2010 Introduced the largest touch-screen web-browser ever, the iPad

Competitive Analysis

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Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisCompany Key Facts Apple has 4 main divisions:Laptop and personal computer divisionMusic DivisionVideo and Sound divisionWireless network and Accessories DivisionNet income in 2006 was $1,989 million Currently has an approximate of 17,787 employees

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisMission & Vision StatementsMISSION STATEMENT: Apple Inc. ignited the personal computer revolution in the 1970s with the Apple Inc. II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple Inc. continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple Inc. is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

VISION STATEMENT: An Apple computer on every desk Steve Jobs

Vision &MissionSWOTMarket AnalysisCompanyOverviewTrend AnalysisCompany History 1976 - Apple was founded by college dropouts Steve Jobs and Steve Wozniak 1980 - Apple went public 1985 - Jobs left after tumultuous struggles with then CEO Sculley, and founded NeXT 2000 - Jobs became the CEO 2001 - Introduced a digital music player, the iPod 2007 - Apple Computers Inc. became Apple Inc. , unveiled the iPhone. 2010 Introduced the largest touch-screen web-browser ever, the iPad

Competitive Analysis

Vision & MissionSWOTMarket AnalysisCompanyOverviewCompetitive Analysis

Trend Analysis Mission & Vision StatementMISSION STATEMENT: Apple Inc. ignited the personal computer revolution in the 1970s with the Apple Inc. II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple Inc. continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple Inc. is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

VISION STATEMENT: An Apple computer on every desk Steve Jobs

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Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisCompany Vision StatementsVISION STATEMENT (Most Recent)

An Apple computer on every desk Steve Jobs

VISION STATEMENT (Proposed)

To be the global leader in the consumer electronics industry .

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisCompany Key Facts Apple has 4 main divisions:Laptop and personal computer divisionMusic DivisionVideo and Sound divisionWireless network and Accessories DivisionNet income in 2006 was $1,989 million Currently has an approximate of 17,787 employees

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisValues / Guiding Principles

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisCompany Key Facts Apple has 4 main divisions:Laptop and personal computer divisionMusic DivisionVideo and Sound divisionWireless network and Accessories DivisionNet income in 2006 was $1,989 million Currently has an approximate of 17,787 employees

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisMission & Vision StatementsMISSION STATEMENT: Apple Inc. ignited the personal computer revolution in the 1970s with the Apple Inc. II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple Inc. continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple Inc. is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

VISION STATEMENT: An Apple computer on every desk Steve Jobs

Vision &MissionSWOTMarket AnalysisCompanyOverviewTrend AnalysisCompany History 1976 - Apple was founded by college dropouts Steve Jobs and Steve Wozniak 1980 - Apple went public 1985 - Jobs left after tumultuous struggles with then CEO Sculley, and founded NeXT 2000 - Jobs became the CEO 2001 - Introduced a digital music player, the iPod 2007 - Apple Computers Inc. became Apple Inc. , unveiled the iPhone. 2010 Introduced the largest touch-screen web-browser ever, the iPad

Competitive Analysis

Vision & MissionSWOTMarket AnalysisCompanyOverviewCompetitive Analysis

Trend AnalysisValues/Guiding Principles Don't follow your Customers; Lead them Temper Engineering with Art Clear your mind and "Think Different

Environmental Values: Communicate environmental, health, and safety policy and programs to Apple employees and stakeholders. Design, manage, and operate our facilities to maximize safety, promote energy efficiency and protect the environment.

United StatesUnited KingdomCanadaJapanAustraliaFranceSwitzerlandItalyGermanyChina

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Vision &MissionSWOTMarket AnalysisCompanyOverviewCompetitive AnalysisTrend AnalysisStrengths, Weaknesses, Opportunities, and Threats Analysis5

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisExternal Factor Evaluation MatrixKEY EXTERNAL FACTORSWEIGHTRATINGWEIGHTED SCOREOpportunities 1. Competitors Offer Wider Product Line0.1030.30 2. Expansion of Retail Stores for Customer Convenience0.0530.15 3. Participate in Joint Ventures0.2040.80 4. Make Easy to Use Products for Upcoming Retirees0.0910.09Threats 5. Competitors Technology and Pricing0.2530.75 6. Low Compatibility with Non-Apple Products0.1230.36 7. Less Global Coverage Compared to Competitors0.0720.14 8. Substitution0.1220.24Total12.83

Market Analysis Vision &MissionSWOTCompanyOverviewCompetitive AnalysisFinancial AnalysisTarget MarketAge Groups:12-35 for Music Fans18-60 for All Products

Both Genders

Income Level: Middle/Upper Income Class

Educational Level: Mostly Secondary and Up Could be primary as well

Residents of: Mainly U.S., Japan, Europe Cities and Metropols

Lifestyle: People that enjoy Technology Visual Professionals6

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisExternal Factor Evaluation MatrixKEY EXTERNAL FACTORSWEIGHTRATINGWEIGHTED SCOREOpportunities 1. Competitors Offer Wider Product Line0.1030.30 2. Expansion of Retail Stores for Customer Convenience0.0530.15 3. Participate in Joint Ventures0.2040.80 4. Make Easy to Use Products for Upcoming Retirees0.0910.09Threats 5. Competitors Technology and Pricing0.2530.75 6. Low Compatibility with Non-Apple Products0.1230.36 7. Less Global Coverage Compared to Competitors0.0720.14 8. Substitution0.1220.24Total12.83

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisExternal Factor Evaluation MatrixKEY EXTERNAL FACTORSWEIGHTRATINGWEIGHTED SCOREOpportunities 1. Competitors Offer Wider Product Line0.1030.30 2. Expansion of Retail Stores for Customer Convenience0.0530.15 3. Participate in Joint Ventures0.2040.80 4. Make Easy to Use Products for Upcoming Retirees0.0910.09Threats 5. Competitors Technology and Pricing0.2530.75 6. Low Compatibility with Non-Apple Products0.1230.36 7. Less Global Coverage Compared to Competitors0.0720.14 8. Substitution0.1220.24Total12.83

Market Analysis Vision &MissionSWOTCompanyOverviewCompetitive AnalysisFinancial AnalysisMarket GrowthApple has a steeply increasing market, especially since 2000, when Jobs returned

Example:Operating Systems

Windows

Apple7

Vision & MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisCompetitive Profile MatrixAppleDellHPCritical Success FactorsWeightRatingScoreRatingScoreRatingScoreMarket Share0.1230.3640.4830.36Compatability0.1330.3930.3930.39Innovation0.1340.5230.3930.39Management0.1240.4820.2420.24Price Competiveness0.0920.1830.2730.27Product Quality0.1340.5220.2620.26Consumer Loyalty0.1130.3330.3330.33Financial Position0.0920.1830.2720.18E-commerce0.0820.1640.3230.24Total1.003.122.952.66

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisExternal Factor Evaluation MatrixKEY EXTERNAL FACTORSWEIGHTRATINGWEIGHTED SCOREOpportunities 1. Competitors Offer Wider Product Line0.1030.30 2. Expansion of Retail Stores for Customer Convenience0.0530.15 3. Participate in Joint Ventures0.2040.80 4. Make Easy to Use Products for Upcoming Retirees0.0910.09Threats 5. Competitors Technology and Pricing0.2530.75 6. Low Compatibility with Non-Apple Products0.1230.36 7. Less Global Coverage Compared to Competitors0.0720.14 8. Substitution0.1220.24Total12.83

Vision &MissionSWOTEFECompanyOverviewCPMIFEFinancial AnalysisExternal Factor Evaluation MatrixKEY EXTERNAL FACTORSWEIGHTRATINGWEIGHTED SCOREOpportunities 1. Competitors Offer Wider Product Line0.1030.30 2. Expansion of Retail Stores for Customer Convenience0.0530.15 3. Participate in Jo