Background

Section A: Apple Inc Business background

-Brief company profile, Business portfolio, Product line up
-Apple Transformation journey (Product leadership/Market share/Market capitalization)
(e.g PC maker to Consumer device to HW/SW to Media company)

External Situation:

Section B: Market Dynamics

How the market is changing in Apple’s business industry.
-Global Market Size/Growth rate
-Market segmentation –Global Region wise/Growth rate

Section C: Industry Analysis

- PORTER -5 forces industry analysis for competition of a business of digital devices
industry in that Apple serves

-PESTEL Analysis for macro environment like

Political factors: Impact of China US trade war in Apple Business
Economic factors: High exchange rate, Weak income growth of middle class,Ageing china
labor
Legal : Patents threat with Samsung and many Chinese company
Social: Apple’s close association with China could disconnect some potential US customers,
Apple products not matching with major Indian middle class customer income level
Technological: Growing mobile business is slowing Apple PC maket
Competitors like Google /Samsung and Chinese brands(Xiaomi/Vivo/Oppo etc) have a strong
ability to create duplicate Apple’s products
Environmental: Environmental regulation e-waste is becoming stringent is developing
economies like china/India shall impact Apple business

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 China’s efforts to cut greenhouse gases and limit fossil fuel use could increase electricity rates
and manufacturing costs for Apple in that country.

Internal Situation:
Section D
- Assessment of company capabilities and resources
SWOT Analysis

Ask Questions:
1. What would be next era after PC (Personal computing) and Personal Device (Mobile
phones)?
2. Do Personal computers and mobile will remain profitable in next decade?
3. Who are my customers? Are they changing? Why they are changing?
4. Can smartphone devices would be replaced by any means, if so what would replace it

5. How the competition and changing consumer behaviour made Apple think to move
towards Digital streaming services?
6. How Apple's strategy impact to long term partners in its hardware development and
manufacturing sectors?
7. What are challenges for apple?

MECE Tree Analysis- Likely alternative by drill down technique

Evaluation of alternative Business

Section E
-Evaluate of all possible alternatives (Removal of biases)
-Measurement of alternatives against capabilities and resources

Draw a strategic plan

Section F
-High priority alternatives-Draw Plan
-low priority alternatives-Draw Plan
Imaging the Future and drawing corporate strategy for Apple’s next decade product
leadership.

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