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- 2. Outline • Introduction • Apple’s History • Mission and Vision Statements • Products and services • Internal Assessment • External Assessment • Strategy formulation • Strategy Implementation • Strategy Evaluation • Conclusion • Steve Jobs
- 3. 1976–1980: The earlyyears
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- 5. 1981–1985: Lisa andMacintosh
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- 7. 1994–1997: Attempts atreinvention Apple Purchased NEXT and its NEXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor
- 8. 1998–2005: Return toprofitability First i mac Through this period, Apple purchased several companies to create a portfolio of professional and consumer-oriented digital production software
- 9. 2005–2007: The Inteltransition June 6, 2005, Steve Jobs announced that Apple would begin producing Intel based Mac computers in 2006
- 10. 2007–2011: Three Heroes OnJanuary 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were no longer the main focus of the company , which had shifted its emphasis to mobile electronic devices
- 11. 2011–Present: Post- JOBSera Siri Apple became the most valuable consumer-facing brand in the world In June 2011
- 12. MISSION OF APPLE “ 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. “
- 13. At Samsung Groupand Samsung Electronics, our products, our people and our approach to business are held to only the highest standards so that we can more effectively contribute to a better world.
- 14. MISSION OF APPLE(proposed) AtApple, we will not only continue to provide revolutionary and innovative products to the consumer electronics industry like the iPod and the iPhone, but we will also make every effort to give back to society while recognizing our responsibility as a global citizen who strives to reduce the environmental impact of the work we do and the products we create
- 15. VISION OF APPLE “to make a contribution to the World by making tools for the mind that advance humankind “
- 16. “Samsung is dedicatedto developing innovative technologies and efficient processes that create new markets, enrich people's lives and continue to make Samsung a digital leader. ”
- 17. VISION OF APPLE(proposed) “At least one Apple product in each pocket and on each table “
- 18. “We’re gambling on our vision, and we’d rather do that than make ‘me- too’ products”
- 19. iPad “ it createdits own product segment”
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- 35. Whole Mobile PhoneIndustry Selling
- 38. • Product Differentiation •Market segmentation (iPad) • Acquisitions (e.g. Chomp,Siri,Pollar Rose,C3 tech) • Product Development
- 44. STRENGTHS WEIGHTS RATING WEIGHT SCORE Strong guarding (it protects the products of apple toward 0,10 4 0,40 worms and virus. Diversifications in products 0,10 4 0,40 Highly innovative products 0,20 4 0,80 Having its own hardware and software 0,09 3 0,27 Great ability for new investments 0,14 3 0,42 WEAKNESSES WEIGHTS RATING WEIGHT SCORE High price 0,15 2 0,30 Pattents war with the competitors 0,05 3 0,15 Shortage of consultant at operating level rather than partner 0,05 3 0,15 level. Retailer and supplier 0,05 2 0,10 Steve jobs death 0,07 2 0,14 TOTAL 1,00 3,13
- 46. • Economical forces – Uncertainty about global economic conditions poses a risk of negative effect on demand for the Company’s products and services • Social, Cultural, Demographic and Geographic Forces – Age, Popular culture and etc – Word of mouth – Emphaty for customers/users – Positive social contribution – Team spread – Individual reward – Recession,Depression,Crisis periods
- 47. • Political,Legal andGovernmental Forces – Political events, war, terrorism, public health issues, natural disasters and other circumstances could materially adversely affect the Company. • Technological forces • Competitive forces
- 48. OPPORTUNITIES WEIGHT RATING WEIGHT SCORE Smart-phone market is currently flourishing 0,20 4 0,80 Creating more ties with microsoft product 0,10 3 0,30 Large population is brand concious 0,10 4 0,40 Closer relationship with supplier and distributers 0,15 4 0,60 Young population increase in the worlwide 0,10 3 0,30 Computer and cell phone software and hardware 0,05 4 0,20 THREATS Competitor’s technology ( Samsung Galaxy) 0,10 1 0,10 Intel’ s future pentium release 0,05 2 0,10 Macro economic flactuations 0,05 2 0,10 Google’s android platform has been gaining market share 0,10 2 0,20 TOTAL 1,00 3,10
- 51. Swot Analysis Strengths Weaknesses • Brand Name • Legal Proceedings • Growing sale of iPod , iTunes and iPhone • Market share in personal computer • Low Debt • High Pricing for products • Wide rage of innovative products • Hardware and Software programmes • Increase in number of retail stores • Weak relationship with Intel and Microsoft. • Market Share and Global expansion • Slow turn around on high demand products. Opportunities Threats • Competitors Offer Wider Product Line • Competitors’ Technology and Pricing • Expansion of Retail Stores for Customer • the long lasting recession may impact the Convenience sales of the company due to higher prices of • Participate in Joint Ventures the products and services • Increase in worms and viruses on PCs so the • The switching in technology is very fast antivirus solution can be developed by Apple • Substitution
- 55. External Acquiring Developing Market Forces Rival New Products Development Weight Rate Total Rate Total Rate Total software - 0.20 2 0.40 4 0.80 3 0.60 hardware Ties with 0.12 2 0.24 3 0.36 3 0.36 Microsoft Smart 0.24 3 0.72 4 0.96 3 0.72 phone Rival’s 0.19 4 0.76 3 0.57 4 0.76 tech. Supplier- 0.15 2 0.30 2 0.30 3 0.45 distributer Intel’s 0.10 2 0.20 3 0.30 2 0.20 release
- 56. Internal Acquiring Developing Market forces rival new goods development Weight Rate Total Rate Total Rate Total Strong 0.10 3 0.30 3 0.30 3 0.30 protection Diversification 0.15 3 0.45 4 0.60 3 0.45 Innovative 0.30 1 0.30 4 1.2 3 0.90 products High pricing 0.18 2 0.36 3 0.54 2 0.36 Patents war 0.16 4 0.64 3 0.48 3 0.48 Retailer- 0.11 2 0.22 3 0.33 4 0.44 supplier
- 57. Total of externalsources toward six concepts through three Acquiring competitor Developing new products Market development 2.62 3.29 3.09 Total of internal sources toward six concepts through three Acquiring competitor Developing new goods Market development 2.27 3.45 2.93
- 58. • Apple hasits own software and hardware programme and they use them in all apple products but when we look at the software market %92 of the market share is owned by Microsoft and Apples shares Is only %6 so to being more competitive in a global market Apple have to invest more on hardware and software in order to increase its reputation in this sector because hardware and software are the main tools for their product and they have a great opportunity to expand their shares in this area but currently other pc firms are using microsofts software and hardware because they think that it is more reliable than Apple’s OSX. So firm has to pay more attention on this sector in order to gain competitive advantage through new and unique programmes. • Reduce the price in emerging markets. For example: China, Africa, even in Turkey their price is much higher than alternative products So this cause millions of lost customers even before they become potential. Because they cant afford those high prices. For example in Turkey to buy one Iphone is cost about 1800 TL which is more than twices high minimum wage.So their Secondry target has to reduce the cost in order to provide better prices.
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- 63. Market Share ofIphone(IOS) in smart phone industry is %12
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- 86. Steve Jobs reducedcomplexity in the Smartphone category by eliminating the keyboard.
- 87. The iPad isso simple a 2-year-old can use it.
- 88. Innovation takes confidence,boldness and the discipline to tune out negative voices.
- 89. “We don’t needyou. You haven’t gotten through college yet.” “Get your feet off my desk. Get out of here. You stink and we’re not going to buy your product.” “There’s no reason why anyone would want a computer in their home.” Imagine how one young man with big dreams must have felt when he heard the following. Of course, these statements were all directed at one time or another to Steve Jobs.
- 90. “Dream bigger.” Perhaps theultimate lesson that Jobs teaches us is that innovation requires risk- taking and risk taking takes courage and a bit of craziness.
Editor's Notes
- #86 The idea fell from a tree, literally. Steve Jobs had returned from visiting a commune-like place in Oregon located in an apple orchard. Apple co-founder and Jobs’ pal, Steve Wozniak, picked him up from the airport. On the drive home, Jobs simply said, “I came up with a name for our company—Apple.” Wozniak said they could have tried to come up with more technical sounding names but their vision was to make computers approachable. Apple fit perfectly.
- #87 Steve Jobs reduced complexity in the Smartphone category by eliminating the keyboard.
- #88 The iPad is so simple a 2-year-old can use it.
- #89 Innovation takes confidence, boldness and the discipline to tune out negative voices.
- #90 Imagine how one young man with big dreams must have felt when he heard the following. Of course, these statements were all directed at one time or another to Steve Jobs.
- #91 Perhaps the ultimate lesson that Jobs teaches us is that innovation requires risk-taking and risk taking takes courage and a bit of craziness. See genius in your craziness. Believe in yourself and your vision and be prepared to constantly defend those beliefs. Only then will innovation be allowed to flourish and only then will you be able to lead an “insanely great” life.