stetagy for Apple Inc 苹果战略.doc

Apple Inc Strategy Analysis-Strategy managementClass: Group members: IntroductionApple Inc. is an American high-tech companies, in 2007 by the United States changed its name from Apple Computer, Inc., the core business of electronic products, headquartered in Cupertino, California. Apples April 1, 1976, founded by Steve Jobs, Steve Wozniak and Ronald Gary Gerald Wayne, in high-tech enterprises to innovation famous, well-known products include Apple II, Macintosh computers, Macbook laptop computer, iPod music player, iTunes Store, iMac machine, iPhone mobile phones and iPad tablet computers.In this article, we study the macro environment analysis and internal environment of apple company, we also study the business level and the corporation level of apple company. The corporate governance and organizational structure are also included. we mainly get the information from the annual report ,some public information and previous researches. Abstract summeryApple Inc. is a large electronic production company. The report include the introduction of the Apple. And the internal and external environment analysis. Next ,is the strategy of the company. This part reflect the development of Apple and also the companys status. The last part is the board of directors and organizational Structure. It introduce the companys overall. All the report introduce the Apple company. Some important strategy and also the strategy recently they have used. Apple has a perfect development in the past and we think it will develop further more in the future.ContentIntroduction of Apple Inc5Overview5Recent Developments5Corporate Culture6External environment71. Macro environment analysis (only in China).8Political and legal environment7Social and cultural environment7Environmental Science and Technology72. Porters five forces model analysis8Competition among existing competitors8Potential entrants8The bargaining power of suppliers8The bargaining power of buyers93. external opportunities94. The external competitive Threat9Internal environment11Resources11Ability13Core competencies13Emphasis on research and development13Strong innovation capabilities14SWOT analysis15Business level strategy of Apple Inc16Cost lead strategy16Apples differentiation combined mode16IPOD + ITUNES combination162. IPHONE & APP STORE portfolio19Value Chain21Focus strategy21Fixed timeout strategy22Corporate level strategy of Apple Inc22Diversification22Globalization22Thepowerofinnovation:22Out-sourcing23Mergers and acquisitions24Cooperation Strategy25Apples strategic alliance with Nike25RSR and the U.S. Apple reached a strategic partner MFI26Corporate governance27Apple company organization structure28Advantages28Disadvantages29Recommendation29Establishment of BCG, QSPM matrix analysis and propose specific strategies to use strategy31BCG matrix analysis31question marks31Stars32cash cows32Dog33QSPM matrix analysis33Conclusion35Reference36Recommendation37Appendix38Division of work39Introduction of Apple IncApple, the full name of Apple, Inc., formerly known as Apple Computer (Apple Computer), announced renamed in January 9, 2007 at the San Francisco Macworld Expo. Headquartered in Cupertino, California, the core business is the electronic products, the global PC market share of 3.8%.OverviewChinese Company: Apple, Inc.English company name: Apple, Inc.Company Type: Public (NASDAQ: AAPL)Founded: April 1, 1976Headquarters Location: Cupertino, CaliforniaHonors: the worlds largest IT technology enterprisesVIP: Steve Paul Jobs (CEO) Timothy D. Cook (COO)Peter Oppenheimer (CFO)Philip W. Schiller (SVP Marketing)Jonathan Ive (VP Industrial Design)Slogan:SwitchIndustry:Computer hardware, computer software, cell phones and handheld entertainment devicesProduct:Hardware: - Mac OS X，Xserve，QuickTime，iLife，iWork, iTunesSoftware: - iMac，PowerMac，PowerBook，MacBook，MacBook Pro，iBook，Apple Cinema Display，Mac mini，AirPort, MacBook Air, Air ProHandheld entertainment devices - iPad, iPod, including iPod nano, iPod classic and iPod touch as well as the past has been discontinued iPod (Video) versionMobile - iPhoneWhich, Mac (computer) iPod (Personal Digital Video Walkman) iPhone (mobile phone) iPad (tablet) iTune (digital media player application) as its main products.Recent DevelopmentsTurnover .652.25 billion ( 2010 Quarterly )Market cap : $ 319.6 billion ( in 2010 more than Microsoft )Number of employees 14,800 ( 2005 )Apples Apple II in the 1970s fueled the personal computer revolution , the subsequent Macintosh Relay sustainable development in the 1980s . Its most famous product is produced Apple II, Macintosh computers, iPod digital music player , iTunes music store and the Iphone smart phones, known for its innovative and high-tech enterprises .August 29, 2006 , Apple released a statement , Google CEO Eric Schmidt has joined the Board of Directors Apple .January 9, 2007, Apple officially launched the iPhone , and officially changed its name to Apple.October 14, 2010, Apples share price over $ 300, with a total market capitalization reached $ 275 billion, second only to Exxon Mobil Corporation (ExxonMobil Corp.) Of U.S. listed companies, while more than Microsoft (Microsoft) becomes The worlds largest technology company.January 20, 2011, Apples iPhone handsets and accessories sales of $ 10.47 billion, in terms of revenues, over Nokia to become the worlds largest mobile phone maker.May 2, 2011, Apple became the worlds second-largest buyer of MEMS sensors , just behind leader Samsung .May 9, 2011 , according to the well-known market research firm Millward Brown released the latest BrandZ Top 100 global brands list, Apples Apple brand value of $ 153 billion , ranking first in the world .Corporate CultureHighly focused on product and strategy similar to the practice in the use of personnel, Jobs also strongly emphasized the spirit and Jane. Jobs have founded and managed by Pixar company advocates that there is no B team, each movie is a collection of the most intelligent cartoonist, best effort from writers and technicians. Quality is more important than quantity. Jobs said in those days from a few years ago to see Stephen G. Wozniak for the manufacture of the first Apple machine and shows the beginning of the extraordinary engineering skill, Steve Jobs believes composed of a top talent small teams can run a huge roulette, so just have a few top teams enough. To this end, he spent a lot of effort and time to call for those looking for the best person he ever heard, and for Apple the most suitable candidate for each position that he thinks.Apples Steve Jobs in 2000 was still in stagnation shouted Think Different (alternative thinking) the advertisement, he hoped that spend billions of dollars advertising propaganda not only allow consumers to re-recognize the apple, and more importantly, the Rouse Company the employees work passion. And Jobs himself will also contribute to an energy entrepreneur many other CEO personally think is they do not need to do, whether it is proofread cooperative agreement, or to tell a reporter called him think it is very important to the story, he will go do it. At the same time, with a lot of CEO is different is that he rarely attend seminars Wall Street analysts tend to do some of their own things. In the eyes of employees, Steve Jobs took a lot of responsibility, but in a lot of aspects of his creative and very let go without participation.Mike Evangelist of Apple product marketing director before leaving in his blog post revealed that Jobs lecture every game requires advance preparation and hundreds of people work together for several weeks , after the precise details of the control and several secret rehearsal , Total Jobs is a passionate speaker emerged on the scene . When Jobs invited John Gregory Adams , president of Pepsi-Cola to join Apple , he said : Do you want a lifetime to sell soft drinks, do not want to have the opportunity to change the world? In this personal and cultural guidelines , Jobs to guide the user to personalize the product and services to individual employees of the company to shape the culture and innovation capabilities to their personal freedom and obtain a comfortable life. Jobs were once controlled by the Pixar for example , Pixar s most famous corporate culture is less guilty , entertainment and free work environment , its own way , strange staff , new ideas anywhere casually made , constitute a profession the highly personal and cultural elements . What the middle , department , leadership, all these words we do not , this is our unique place . This is the description of Pixar employees.External environment 1. Macro environment analysis (only in China)Political and legal environmentChinas political situation is relatively stable, but the political environment in the country are facing Apple is quite grim, our highly centralized political, extremely discontinuous policy. Introduction of the policy is the result of interest group game, shortly before the HP motherboard events, also explains some foreign challenges in China. Also, the Chinese law on piracy is not yet perfect, resulting in the prevalence of copycat products in China, which seriously affected the Apple products in China, sales and marketing.Economic EnvironmentYearly rise of Chinas GDP, money supply is steadily rising, incomes, spending rise in the proportion of income, which is a good thing for Apple, in general good of the financial environment.Social and cultural environmentIn our country the use of foreign products as high-grade countries, do not worry about Apple and its products in China, sales and marketing. Second, Chinas large population, can hold a number of consumer groups. Enhance the level of education also have to buy a certain influence consumer behavior, and their ability to appreciate the lifestyle will change as well, highlighting the urgent need some connotation of individuality but high quality goods to meet their needs, and Apple it is representative of the high-end products meet the people of this pursuit.Environmental Science and TechnologyImprove the technological level of Chinas more the possibility of a large number of domestic suppliers to copy, which to some extent have an impact on Apple. Changes in technology may reduce industry barriers to entry. Tech product replacement fast short product life cycles.Global environmentChina joined the WTO, many industries are to eliminate barriers to trade. Development of technology applications for Apples network technology development in China has laid a good foundation.2. Porters five forces model analysisCompetition among existing competitorsApples schedule is in strict accordance with its own business strategy and long-term goals formulated by the market situation and its impact on the status of minor competitors, Apple can always find a new breakthrough in the market, to seize the initiative, the timely introduction of new product, reap market opportunities. In terms of computer hardware, the main rival Hewlett-Packard, Dell, Lenovo, Acer and other companies; computer software, primarily Microsoft, Google and other companies; in mobile phones, Nokia, Sony Ericsson, Samsung and other brands; handheld entertainment devices respect, Sony, Patriot and other brands. For Apple, increasing competition, which is a bad news, they are powerful rivals, and its faster growth rate, a large market share, competitors can not be ignored.Potential entrantsDue to the current market structure and advanced technology, high barriers to entry . Is also a great demand for capital . Without easy access to technical and professional know-how. The impact of new entrants will not have a lot of apples . But government departments to encourage the development of IT industry , electronics manufacturers will have more appear to divide up the market of Apple products , this time , Apples timely follow-up is particularly important.AlternativesFor alternatives , Apple had to face the impact of this , as the most advanced technologies ( such as chips, hardware , software, etc. ) and application developers, Apple has a big advantage. But if the alternatives can provide a higher value than the existing product ratio , which will pose a threat to existing products , based on this , Apple should strengthen inspection and put on the market . Such as hardware, Lenovo, Dell and other companies are developing a computer , such as the direction of the thin and light , like Lenovo music pad; software, Microsoft has been Apples biggest competitor , such as its operating system ; in the mobile phone industry , Nokia the rise occupy a large market share , its sales growth year after year .The bargaining power of suppliersThe main features of the Apple company is innovation. It increased investment in research and development, while the scale of production of specific components have weakened, so the product price negotiations foundry will affect the price of the overall product. However, Apple products OEM technical content required lower rates of change suppliers large, multi-vendor choice, and, in relations with suppliers, Apple holds an absolute initiative. Apple in the electronics industry is a demanding customer requirements name, because Apple and Steve Jobs for the product quality and the pursuit of confidentiality, so to provide foundry services to manufacturers to meet these standards are often exhausted. Taiwanese manufacturers such as Apple has put the profits of controls in a relatively low range, such as Hon Hai Precision Co., Foxconn.The bargaining power of buyersAlmost all Apple products are based on a unified architecture and style, not a huge difference between products when users buy an Apple product, but also learn about other products in general, consider the payment before they buy other products already know they will get what kind of products. New products can quickly get started, and the customer will be less hesitant in buying. Such bargaining situation appeared less. In every one of the world or new release Apple Store opened when there will be a group of people lined up, they are for the first time to buy Apples new products.3. external opportunities1.Consumer electronics market is huge.Consumer Electronics Association president and CEO Gary Shapiro In the 2008 China International Consumer Electronics Show, revealed, is expected to 2009, the global consumer electronics revenue will increase by nearly 10 percent to 700 billion dollars. This is a huge market, as long as the products have been recognized by consumers, competition policy is better than rivals, companies will face is how to expand market share, and how the consumer electronics industry has grown with the development.2. Large apples EMS companies will emerge easy to outsource manufacturing and reduce costs.Asia, especially China has become the world factory, many multinational companies in Asia will purchase a kit or OEM manufacturing business from Asian companies, to optimize the use of their good product value chain, reduce costs and achieve win-win situation. Meanwhile, Chinas fast-growing domestic market will also provide the opportunity to grow sales of Apples global business.3. Large components manufacturers.The emergence of large quantities of components manufacturers in the world, the apple is looking for qualified suppliers, there are many choices, thus increasing the apples bargaining chip. Suppliers in price, quality and services of fierce competition for apple can effectively reduce the product cost, thus improve the gross profit margin4. The external competitive Threat1. The U.S. economic downturn, consumer confidenceSubprime mortgage crisis to the real economy will continue to diffusion, European real estate slump, the worlds lack of support for new economic growth point, the global economy will be a marked cooling. In U.S. dollar remains weak, oil, food and other commodity prices high, the world still exists the problem of excess liquidity situation, global inflation pressures. Thus the main focus will shift to the national policy to control inflation, tightening of macroeconomic policies will further inhibit economic growth. These will further lead consumers to think twice in the consumer, will be considered in the future and affect consumer confidence2. while the face of numerous strong competitors.Since Apple has a product selling multiple product lines, such as notebooks, MP3, mobile phone, which led Apple to face rivals while more than other companies. For example, notebook products, to compete with Dell, HP, Acer, have the MP3 market Blackberry, Nokia, Samsung, Sony Ericsson and other rival Sony, Philips, innovation, Samsung and SanDisk, the mobile phone market.3. low-cost high imitation cottage seize the low-end market.High imitation cottage is on a small number of non-regular factory visits to the market to do the popular regular machine, form and function are similar, but the price is far lower than the modeled on the machine, although the manufacture and sale of this machine belongs violations, but the high profits and low price, can still produce a certain market space. Like piracy of audiovisual markets, neatly done to bring the market underestimated the losses.Internal environmentResourcesThe resources are included five parts, Material resources, financial resources, human resources, Organizational resources, property resources