case study 01 final new

Integrated Case study

MBA 03

Student no – 1435230

Apple Inc.2010

Hiroshan Sashindrajith Dewage

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Table of contents

1. Introduction ................................................................................................................... 4

2. Corporate appraisal ........................................................................................................ 5

2.1. External environment analysis ........................................................................... 6

2.1.1. Political environment ............................................................................ 7

2.1.2. Economical environment .................................................................. 7

2.1.3. Social environment ............................................................................... 8

2.1.4. Technological environment .................................................................. 9

2.1.5. Legal environment and Environmental analysis ................................... 9

3. Porter’s five forces and Apple Inc .............................................................................. 11

3.1. Industry completions ........................................................................................ 12

3.2. Potentials entrants ............................................................................................ 12

3.3. Power of substitutes ......................................................................................... 12

3.4. Supplier’s power .............................................................................................. 13

3.5. Buyer’s power .................................................................................................. 13

4. Overall opportunities and threats analysis .................................................................. 14

5. Internal analyses of the Apple inc ............................................................................... 15

5.1. Manpower ........................................................................................................ 15

5.2. Machines .......................................................................................................... 15

5.3. Methods ........................................................................................................... 16

5.4. Materials and Measurements ........................................................................... 16

6. Overall analysis of the strength and weaknesses of the Apple Inc ............................. 17

7. Competitive Analysis .................................................................................................. 18

8. Market Evaluations ..................................................................................................... 23

8.1. Ansoff”s Classical product and market theory and Apple Inc ............................ 23

8.2. Future market and Hologram technology ...................................................... 25

8.3. BCG strategies and Apple Inc.......................................................................... 25

8.4. Investment decisions of the Apple Inc. ........................................................... 27

8.5. Production life cycles of the Apple products and the future investment

decisions. ...................................................................................................................... 27

9. Gap Analysis – Market and the Product of the Apple inc .......................................... 29

9.1. Existing market for the Apple I phones and the market Gap analysis for

future. .......................................................................................................................... 29

9.2. Existing market for the Tablets / I pad and the future .................................... 31


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9.3. Performance analysis and the future of the Apple Inc ..................................... 33

10. Strategy Canvas and the concept of the blue ocean to the Apple inc ......................... 35

10.1. Eliminations and reductions. ........................................................................... 35

10.2. Increase and the creation with the Blue Ocean concept. ................................. 36

11. Change management and problem recognitions. ........................................................ 37

11.1. Change implications and Lewin’s change module. ......................................... 37

12. Future forecast and the recommendations .................................................................. 39

13. Summery and conclusion.. ........................................................................................... 40

14. Reference .................................................................................................................... 42


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1. Introduction

The development of the new technology will be driven the whole technological industry

towards the different paths rather than just producing a basic product or services to the

customers, and the same time the competitions and the human needs and wants will be helped

indirectly to those innovations for the organisations. On the other hand the transaction

economics will be generated the new platforms for the multinational enterprises ( MNEs )

where will be become more competitive market with foreign giant companies and the local

companies in the same market (Mutlu, Zhan, Peng and Lin, 2015).

The report will be illustrated the overall current situation of the market and the future

challenges for the Apple Inc. The behaviour of the market and the on-going challenges will be

explained in strongly throughout the whole report. The proposed solutions will be identified in

the middle section of the report and the relevant strategic theories will be used for most of the

explanation with the Harvard reference system. The report has been dressed up with the plenty

of the relevant journal article to justify the arguments and the same time the journals will be

given the clear evidence for the arguments throughout the report.

The first and the second sections of the report will be illustrated the internal and the external

environmental factors for the Apple inc and the report has given some more hidden or indirect

both internal and external factors may relevant to the Apple inc in the future. The competitive

analysis will be given the most valuable ideas and the information about the products and the

services of the competitors of the Apple Inc. the report has analysed the most important special

features of the products and services of their competitor’s in the upper middle section. Those

special features will be generated the new innovation and modified ideas to the Apple inc for

their future productions.

The challenge management and the problem recognition will be covered from the lower middle

part of the report and those problems will be referred by the market and production gap which

may draft in the lower middle section of the report. The lower middle section and the final

section will be addressed the future forecast of the Apple inc including future challenges,

threats and solutions for those challenges with the relevant analysis and action plans. The

recommendations and the proposed solution for the future for the Apple inc will be driven


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throughout the report with the relevant evidence and examples. The future of the Apple inc will

be discussed with relevant arguments and also with the critical eye to keep the transpiration of

the report at most of the time.

2. Corporate appraisal

Early 2000, the new technology has been increased by pretty much rapidly and the intention

about the new technology has become very much critical for the both industry and the

costumers of the new technological products (Biocca, 2000). The buyers of those new

technological instruments have been had significant lower knowledge about the new

technology and the uses of those products. The rapid development of the new technology leads

to the whole technological industry and the buyers towards to improve their knowledge about

those technical products. On the other hand the improvements of the new technology have been

targeted leads the organisation decision makers towards the competitive advantage of the

organisation (Lowe, Ridgway and Atkinson, 2001).

Therefore, the every organisation has to double think about their utilisation of the internal and

external recourses and the competitive advantage of the recourses. The internal environment

of the company can be managed by the organisation decision makers or any other person who

may responsible decision making process within the organisation. However the external

environment cannot be managed by the organisation decision makers. According to the given

case study about the Apple Inc has been acquiring some significant human recourses and other

physical recourses compare to the other organisations in the same industrial market (O'Reilly,

2011). Especially the Apple Inc co-founder Steve jobs may be the outstanding human capital

for the Apple Inc and the entire technological industry. The whole entire world has been

benefited for several years and will be benefited in the future from this human capital of the

Apple Inc.


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2.1. External environment analysis

Swot analysis will be generated the pretty much of an idea about the current situation of the

organisation and the future of the resources and the organisation. Opportunities and threats will

be recognised as external environment of any organisation in the world. On the other hand

those opportunities and threats will be leads to the future success of the organisation. Apple

Inc was the key leader of the technological market in 1970 and the Microsoft has given the

significant challenge in beginning of 1980.Because of this competitive both Apple and

Microsoft had to use their recourses optimum as possible, as a result of the competitive Apple

inc has been come up with new production to the technological industry where people never

seen such a brand new production in their life, such as iPod, iPhone, iPad (Wonglimpiyarat,

2012). The following sub headings will be expanded the SWOT analysis of the Apple Inc and

the real world examples for the organisation.


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2.1.1. Political environment

Impact of the Political environment will be significantly effected for any organisation and its

external environment, the frequently risk changes may be targeted the organisation external

environment (Tobin and Rose-Ackerman). Specially the world dominating countries, such as

United States of America and rest of the world leading economies in the Western Europe.

According to the given case study has been based on the United States of America; however

the report has to be concerned about the political changes of the (rules and regulations) rest of

the world. The government of the USA will be interrupted to the any organisation or to the

industry for controlled polices including their rules and regulations

For instance, in 2008 one of the leading environment advocacy committee in USA has been

published their report including the products material of the newly introduced I Phone, they

have been criticised that the new IPhone contains some of the material including the hazardous

chemicals which will be harmed to the environment. In this situation the co-founder of the

Apple had to give a report about their product and initial materials have been used for their

production. In additionally Mr Steve jobs has been written an outstanding statement in their

website including their products and the material which they have been using for their Apple

products, Mr. Jobs has made sure that withdrawing the toxic chemicals from their products and

the process of recycling older products (Go.galegroup.com).

2.1.2. Economical environment

The economic environment can be recognised as a most critical aspect for any kind of business

in this current world, such as the decisions of the government and the international

economically changes will be highly effected to the both short run and the long run for the

organisation (Crawford, 2010). The Apple inc has been trading in throughout the world in

several years and has been come across many different economic situations in past, sometime

that economic changes may help for the organisation growth and development and some kind

of changes may direct the whole organisation to downwards such as the huge economic


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collapse between 2007 to 2001. Therefore, originations have to be more concerned about the

external economic environment and its changes and movements regarding to the originations.

On the other hand those economic behaviour and changes may be affected to the whole industry

and the all of the Apple inc competitors can be suffered, in that situation the companies have

to be very keen on to the economic changes reactions and response of their other competitors,

such as Samsung, Nokia, blackberry. The economic environment will be mainly targeted the

organisation future and growth for the both short and long run, therefore if the current economic

changes would not be effected in current situation , however it would be significantly effected

in future to the organisation, so awareness of the economic changes will be helped for any

organisation.

2.1.3. Social environment

The behaviour of the social environment will be directed the whole organisation factors, such

as the changes of the people needs and wants can be made the new opportunities for the

organisations. On the other hand same behaviour will be generated some kind of threats for the

organisations (Punt et al., 2014). For a instance , in early 2000 the Ericson, Nokia, Dell and

Motorola have been dominating the most of the technological instruments, such as mobile

phones and laptops, however the changes and attractions of the Apple products such as I phone

and I pods have been changed the people mind towards to the different direction.

Therefore, the demand for those Apple products have significantly risen after the changes of

the people mind and same time the Apple inc has encouraged the human to think about the new

digital products rather than traditional mobile phone and the laptops. For instance the

traditional Sony Walkman has been disappeared after the Apple inc introducing those digital

products to the current technological market, after that Sony and the other competitors have

introduced some kind of products to the technological market, but none of them wouldn’t be

able to give an significant competitions for the Apple products. Therefore, the Apple inc has

been understood the extra advance needs and wants of the people rather than just basic needs

and wants in their social environment.


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2.1.4. Technological environment

The technological environment has most critical aspect for the all technological industry which

has always which dealing with the technological instruments, such as mobile phones, laptop

and other digital devices. The Apple inc will be highly concerned about the new technology

and the movement of the external technological environment. The new technologies can be

generated new ideas and opportunities for the organisation (Nemet and Johnson, 2012).On

the other hand increase of the new technology of the technological industry will be affected

indirectly to survive in the current business environment, because of the competition of the

industry may higher in the technological than other industries.

The new technology may leads to the new innovations for the organisation, such as Apple inc

has started their smart phones with I phone 3G and with new technology has driven the most

latest update of I phone 6. However, the main technology of the I Phone 3G will still remain

with the I phone 6, the application (Software’s) and design of the mobile phone will be kept

changing throughout their productions, on the other hand the development of the new

technology will be spread out speedily to the industry than the other external environment

factors, because of the Apple inc products may strongly binding with technological aspects

rather than other organisation resources.

2.1.5. Legal environment and Environmental analysis

In past couple of decades, the most of the technological organisations have started to think

about the organisation corporate social responsibilities, because of that the early days the

organisations never thought about the concept of their corporate social responsibility due to the

less concern about the environmental factors. The main aspect can be recognised as

consumption of the energy and the materials, due to the higher consumption of the energy and

materials will automatically increases the pollution of the environment and other environmental

issues (Avitzur, 1996), mainly in United States and other European countries.

On the other hand the governments and other social environmental groups will be strongly

involved to the processes of the production and the consumption of the energy in the

technological industry, for an instance the Apple inc has been given the most detailed statement

for one of the leading environmental group regarding their production material and process in


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2008. The most of the production materials contains the very much harmful ingredients for the

environment, therefore the government rules and regulations can be helped for protect the

environment from those harmful materials. Therefore, the Apple inc need to be very much

concerned about their production material and the process of the production.

The legal boundaries and the rules and regulations can be recognised as most critical aspect for

any organisation, because of the rapid increase of the world globalisation the organisation has

more market for their products rather than their based country. Therefore , the international

market will be dealing with the most complicated rules and regulations for their import and

export goods , for instance Apple inc has market of all over the world and that will be very

difficult things for dealing with different rules and regulation with different courtiers all over

the world. On the other hand the some countries will not be helped for the Apple inc to reach

their market due to the boundaries of the cross border trading (Kuipers, Miller and Patel,

2009), they do not want be discouraged their local technological industry .


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3. Porter’s five forces and Apple Inc

In generally, the external environment can be recognised as most difficult situations for the

organisation to deal with their business coverage; however the development of the hypotheses

can be helped for some kind of involvements for the organisation external environment. On the

other hand analysing the theory of the most effective external forces to the organisation may

useful for understand the behaviour of the organisation external environment (Han,

Porterfield and Li, 2012), and the same time other strategic management will be identified

the opportunities and threats beyond the current situations. The following section will be

explained the most effective external forces relative to the Apple Inc, such as current situation

and the some kind of hypotheses development for future of the organisation.


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3.1. Industry completions

The competitions from the current existing firms in the industry can be recognised as most

critical aspect for the organisation. The behaviour and the movements of the current existing

firms will be highly affected for both organisation short and long run. Strategies and

performances of the management will be created the extra pressure for the industrial

competitors (Sung, 2015). The Apple inc has most highly established competitors in their

industry, such as Dell , HP, Acer , Lenovo, Toshiba will be identified as most leading

competitors , and same time Sony, Alba, Samsun will be given the significant lower

competition for the Apple Inc.

3.2. Potentials entrants

The market of the technological industry will be pretty much dominated by the few players

which may well established in the current market, so in this situation will be difficult for the

new player to entre to the current market. Especially the few players may dominate the whole

current market, and the same time organisation has double think about the new production of

the current firms in the industry, because of the current firms can be developed the new product

as a new player to the industry. Apple inc has distracted by the new Chinese products from the

western Asia and it has emphasised the theory porters five forces. In generally the on demand

online services will be affected to the Apple I tune in the future, because of the people prefer

to get same stuff for the less money than Apple I tunes charges from the customers.

3.3. Power of substitutes

The power of the substitute products and services for the Apple inc relatively lower than

compare with the other computers in the current technological market. On the other hand the

performances of the substitutes products and services will be affected to the Apple inc when

they corporate with customers. Sometimes the switching costs and the costumer’s willingness

will be indirectly affected to the organisation, especially the entertainment media and


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alternative sources for the media, such as cable and broadcast will be reduced the customers

buying willingness of the current and future customer of the Apple Inc.

3.4. Supplier’s power

Apple inc has been considered about their potential supplier since they started the business in

the industry, because of that the power of suppliers can be strongly affected to the price of the

production and the profit margin for the organisation, on the other hand Apple inc have to

wanted to maintain their quality of the production at all-time throughout the production

process, Apple inc has relatively lower suppliers and the power of them significantly lower

than compare with the other competitors in the current market.

Early 2007 their main suppliers were Motorola and Intel for the memories and other computer

instruments, and same time Sony, Disney, ABC and universal were supplying the movie, TV

and the music for the Apple Inc. on the other hand Apple inc has been given significant hidden

threaten for their suppliers, for instance, the company called Foxconn has generated more than

half of their yearly income through the Apple inc in last couple of years (Haslam et al., 2013),

in this situation the Foxconn has highly depending on the Apple inc and the supplier power

may significantly lower compering with other organisations in the technological industry.

3.5. Buyer’s power

The customers of the Apple inc can be recognised as pretty much loyal to the Apple products

and services, because of the Apple products and services may highly prestige and luxury

compare with other competitors in technological industry (Kwok and Lee, 2015). Both

Samsung and Apple inc can be recognised as most powerful competitors for the smartphones

and the MacBook and other Apple computers may be given the significant higher competition

with the HP and Dell competitors, therefore, customers should get the advantage of this

competition, however the unusual excess of customers demand for those majestic products and

services will keep remain the top of those items in the current technological market.


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4. Overall opportunities and threats analysis

The above both session of the report has given the most critical identification about the external

environment of the Apple inc, and the same time the discussions and arguments have generated

the most significant opportunities and threats for the Apple Inc. however , some of the decision

of the Apple inc made in last couple years will be criticised in next part of the report , such as

significant lower amount of money spent on the Research and Development process and some

more decisions which may be affected to Apple inc future long run. The following table will

be summarised the all above external environment factors dividing to the either opportunities

and the threats for Apple Inc.

Opportunities

Threats

Well established market and the loyal

customers.

Varity of the production line.

( extension of the production line )

Excess demand from the loyal

customers.

Development of the software’s

suppliers

Decreases of the rules and regulation

on the international trade.

Competitions and the technological

development of the competitors.

New entries for the current market.

Rules, regulations and the conditions from

the software suppliers.

Free software and the open packages (e.g.

Instead of I tunes)

Stealing the new ideas and the technology.

Similar product for the lower price.


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5. Internal analyses of the Apple inc

In generally, the internal resources of the organisation will be displayed the strength and the

weaknesses of the organisation, on the other hand the explanations and analysis of the

organisation internal resources will be heading to understand the competitive advantage of the

organisation with other competitors in the industry. Technological industry will be pretty much

depending on the internal resources rather than other external facts and the resources. The

resources based view and recourses dependence theories will be used for generate an extra

competitive advantage for the organisation (Garrett and Neubaum, 2013). The following

section will be identified the all internal resource for the Apple inc explaining with the 5M

model.

5.1. Manpower

Apple inc used to had the most powerful human capital in the world and the its benefits has

been distributed to the whole world, Steve jobs the main leader for the Apple inc in the early

2000 and the people still getting benefits out of his technological knowledge (Liebowitz,

2015). However, the rest of the human capital has been given the extravagant help for the Apple

inc since Apple started. The combination of the new technology and the human capital will be

generated the highly competitive advantage for the organisation.

5.2. Machines

The internal Assets and other resources will be created competitive advantaged for the

organisation, and same time the utilisation of the machine and other resources will be generated

the extra advantage for the organisation. Apple inc has increased their total tangible Assets by

24.26% from 2013 (Annul report 2014), therefore, this increases of 24.26% indicates that they

have invested money on their assets in last year, and the same time their expecting the increase

of the total income due to their higher consumption of the Assets compare to the last year.


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5.3. Methods

Management strategies and methods can be identified as most important aspects for the

origination, because of the management strategies and methods will be driven the organisation

to the successes. Apple inc had pretty much unique ideas and strategic methods with Steve jobs

and after that they have slightly changed their management strategies according to the current

market situations.

5.4. Materials and Measurements

The materials and the inventories should be critical for the organisation production and

maintain the quality of the production. Aplle inc has several suppliers as their business partners

for supplying the goods and materials for the organisation. The quality of the product will be

highly depended on the quality of the production materials. The total inventories of the Apple

inc was $ 1704 in millions (2013) and it has been increased in to $2011 in millions in 2014

(Annul report 2014).

Therefore, their total inventories has been increased from the significant amount in 2014, so

increases of the inventories shows indirectly the increase of the production in the current year

compare with last year. The changes of the inventory level will be addressed for several

departments in the organisation (García-Alvarado, Paquet and Chaabane, 2015). For

instance, the level of the organisation inventory will be affected to the current financial

situations for the organisation, maintain the quantity of the production materials and the quality

of the materials will be generated the extra advantage for the organisation. On the other hand

the environmental issue with material consumptions will be affected to the corporate social

responsibilities of the organisation.


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6. Overall analysis of the strength and weaknesses of the Apple Inc

The organisation internal environment will be identified the strength and weaknesses of the

organisation, this can be helped for understand and recognise the hidden strengths and

recoverable weaknesses of the organisation. On the other hand the organisation should be

considered about strengths and weaknesses of their competitors, because of that the weaknesses

of the competitors will be turned in to opportunities or strengths for the organisation. Customer

understands about the some kind of software and other substitutes instruments will be damaged

to the origination strength level (Misner et al., 2013); because of the almost every product or

services will be contained with the strengths and weakness. The following table will be

explained the summery of the strengths and the weaknesses of the Apple Inc.

Strengths

Weaknesses

Higher competitive advantage with

the organisation integration.

Higher costumer demand and well

awareness about the new product.

Increases of the organisation growth

rate and cash flow.

The massive technological knowledge

of the human capital.

Higher selling price and turnover.

Lower products lines variations

(highly depending on I phone and I

pad – both together 72.4% of total

income).

Poor decisions of the investment

funds on the R&D.

Significant lower market in Asia

(Except China).


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7. Competitive Analysis

The competitors can be recognised as main challenge for the origination and the competition

will leads the new invocations to the society. In early days of the smart phones Apple had given

the serious threaten to the Nokia and Apple inc had to manage win the battle of the situation,

(McCray, Gonzalez and Darling, 2011) therefore, analysing the competitors including the

price, features of the production, market share will be helped for the understand competitors

current situation and forecast for the organisation future. The following tables will be described

the above critical aspects for the competitors of the Apple Inc.

Apple product and net price

I phone 6

£650

Similar

product

Price of the

similar product

Special features

Market

share

Samsung 6

£645

Pretty much similar for the I phone six, but the

design of the outfit may different,

Wireless charging system, cure edges and the

colourful back cover, android 5.1.1 lollipop OS,

super AMOLED display ,

16 megapixels camera with the video capturing

and playback, up to 336 hours standby time and

156 g Wight.

24%


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LG

£440

Android applications, fully functioned the back

camera, Qualcomm Snapdragon, up to 360 hours

stand by time and 155 g (less weightier than

both Apple I phone 6 and Samsung 6).

3%

Motorola

£ 300

Android application and design of the outfit with

the 21-megapixel camera and also up to 500

hours stand by time.

5%

HTC M9

£300

Android applications with the HTC Sense

operating system, TFT LCD display with up to

634 stand by time.

4%


I pad/Tablets

£ 440

Similar

product

Price of the

similar product

Special features

Market

share

Samsung

Tablets

£ 399- 280

Design and the android Applications, 9.7 inch

bigger screen with 2048*1536 resolutions, 5.6

mm thin and up to 6 hours of battery life

10%


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Lenovo yoga

£300-180

Android applications and 13.3 much bigger

screens, IPS technology and the 2 GB ram with

the 1.86GHz Intel Atom processor. 15 hours of

the battery life.

7%

Asus Zen

pad

£200-150

Android Application and detachable and the 10

inches of the screen with the Fingerprint

resistant coating system. The Micro SD memory

card slot gives an external memory.

6%

Microsoft

£140

Android applications and the design of the outfit

6%


I mac / Apple computers

£ 900-£ 2000

Similar

product

Price of the

similar product

Special features

Market

share

HP

£300-£1800

Touch and detachable screen with the 15.6

screen size, HD webcam and the 2 channel

sound system ,

Intel 5500 graphic card with the shared graphic

cards.

19.5%


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Lenovo

£300- £ 1500

Touch and detachable screen, 8 GB solid hard

diver with the shared Graphics card.

18.5%

DELL

£ 300- £ 1200

Much bigger screen and the power of the battery

life.

13.5%


Apple I watch

£200

Similar

product

Price of the

similar product

Special features

Market

share

Samsung

£150- £ 200

The design of the outfit and the Special android

Applications.

29 %

LG and Sony

£100- £ 150

The design of the outfit and the multi-coloured

functions

12% -

20%

Source - (Appleinsider.com, 2015)

Those above productions and the producers can be recognised as main competitors for the

leading apple products, those may be identified as direct competitors for the apple products and

services such as I tunes , I cloud , Apple pay , Apple operating systems ( IOS ), Apple TV,

Apple watch and other application software’s ( I life and I work ) however, the indirect

competitors will be given the slightly competitions for the Apple inc , the following section

will be identified the influence and the competition of the indirect competitors.


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Apple

Mobile phones

I pad

I pod

I mac (computers )

Apple has been introducing few mobile phones for the past decade

and some of the organisations been given the slightly competitions

for the Apple mobile phones , such as

Sony and the other leading cameras and video recorders

providers can be identified as indirect competition for the

features of cameras of the Apple phones.

Music and video players ( Sony Walkman, LG music players )

Video Gaming ( PlayStations , Microsoft X- BOX )

Apple

I watch

The Rolex and other leading luxury watch providers will be indirectly

threaten to the newly introduced the Apple watch, however the Apple

watch will be contained the most extravagant features rather than

those luxury watches.


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8. Market Evaluations

Evaluating and analysing the existing and future target market will be generated the significant

advantage for the organisation. Especially the market for the technological industries may

frequently changes due to the development of the new technology. The marketing objectives

and the behaviour of the target market will be helped for evaluate the current target market

(Finch and Geiger, 2011). On the other hand the some theories has explained the few modules

for understand and the analysis the target market for the organisations, such as ansoff”s

classical product and market strategy, BCG and PLC theories. The next section will be analysed

the current and future market aspects for the Apple inc including the most relevant theories.

8.1. Ansoff”s Classical product and market theory and Apple Inc.

The classical ansoff’s theory will be explained the fundamental of the marketing strategies for

the companies both short and long run. On the other hand the theory will be given the very

much significant ideas about the current position of the market and the required future

development for organisation. The marketing strategies will be generated new ideas and those

new ideas will leads the innovations for the economies (Baulant, 2015). Therefore, those

marketing networks can be helped to survive in the current and future in the industry.


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(chok et al., 2013)

The position of the existing products in the existing market will be generated cash cow

situation, such as Apple I phone 6 may be obtained the significant profit for the origination,

however, in this position the competition may bit higher than the other positions in the matrix.

Samsung 6 will be giving the significant challenge for the Apple I phone 6 at this moment in

the current market. On the other hand the other competitors will be given the lower competition

for the Apple I phone 6, such as HTC M8, Motorola MOTO, Sony T3 and LG. in this situation,

Apple should be concerned about the new product for existing smart phone market (chok et

al., 2013).

Apple I phone 6 has been given the most extravagant experience to the existing Apple

customers and this situation the organisation should think about the new production to their

existing loyal customers, and the same time the Apple inc has recently introduced the I watch

and the Apple pay services may running through the cash caw situation, therefore the company

should be new product as new developments for the existing market. On the other hand the

competition may higher in this stage due to the spread of the technology with the current

competitors.


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Therefore, Apple should be considered their Research and development plan for the next

production, however According to their annul statement, they have spent on significant amount

of money on the Apple I phone 6 and the other existing products which is already in the cash

caw situation ( Annul report 2014), in this will be highly affected to the Apple inc in near

future and that significant amount of their annual income should be spent on the research and

development rather than the products in the current existing market.

On my point of view of that the Apple inc has already have a well matured and established

market , and the same time the price of the products or services will not be affected to their

future market analysis. The Apple inc already with the products and services variations,

therefore, the whole arguments of the report will be bounded with the products development

and the analysing the features of the competitors’ products and the services in the current

existing market. Therefore, According to the ansoff’s theory , the Apple inc should be thought

about the development of their products and other services analysing the special features of the

competitor’s products or services, and the same time the Blue ocean concept will be generated

the new ideas for the development of the product or services.

8.2. Future market and Hologram technology

New products and the new market will be obtained pretty much problems for the newly open

organisations, however the Apple inc has already very much established in the market and

brand name and the goodwill has already built in the higher position. Such as the goodwill has

estimated abound $ 419 billons in 2004 (Annul report 20114), therefore Apple inc has pretty

much higher opportunity to introduce the new products to the new market, such as the

technology of the Hologram will be turned in to most excite place the technological industry

in near future.


26

8.3. BCG strategies and Apple Inc.

The theory of the BCG module will be illustrated the current situation and the market position

of the organisation and the same time that matrix will be given the significant ideas about the

successes of the origination future. On the other hand the BCG matrix will be given the indirect

ideas about the organisation competitors, such as the matrix will be explained the current

position of the competitors and the same time their willingness of the future success, and also

the matrix will be addressed about the usefulness of the competence and growth rate of the

organisation (Singh, 2004).

(Watch et al., 2015)


27

8.4. Investment decisions of the Apple Inc.

Most of the Apple products can be recognised as very much in the cash caw situations,

however, the organisation mat highly depending on the their Apple I phones and the Apple I

pad (72 % of their last year revenue), in that situation the organisation has to be realised their

future success of the organisation and the same time to introduced highly competitive product

or services to their future target market. Apple I phone 6 will be identified as most demanded

product in the last year and the production may well inside the cash cow situation.

However the things will be changed very fast in the near future due the development of the

new technology, the concept of the Hologram in already in the research situation and that

technology will be released in near future, in that situation the market for the Apple I phone

will be driven to the downwards from the cash caw stage. On the other hand the Apple inc has

spent on much funds on the products already in the cash caw stages (I phone), the decision will

be criticised with the BCG matrix module, because of the majority of the initial investment

should not be in the product or services which may already in the cash caw situation.

The question mark situation, the organisation will be highly need the research and development

process for the organisation future, on the other hand for the organisation has to spent the funds

for the company’s future successes, in the real life situation that extra costs will be recognised

as sunk costs for the organisation, however those sunk costs can be capitalised in the future in

their financial statements. The organisation should not be spent their research and development

funds without the accurate feasibility analysis about their future product or services.

8.5. Production life cycles of the Apple products and the future investment

decisions.

The stages of the production life cycle will be illustrated the different situations of the

throughout the production life. However those different stages of the production will be

decided by not only the demand for that particular products or services, sometimes the

influences of the other environmental reasons will be highly affected of the life stages of the

productions or the services (Moberg et al., 2014). In generally, the Apple products and services

have significant longer life time compared with other technological products and services.


28

On the other hand the competition will be indirectly decided the products or services stages of

the life cycle, because of that the higher competition will leads the maturity time of the products

or services, such as when the Samsung S3 had significantly affected to the sales of the Apple

3G and the Apple 4 and Apple 4S, if they Samsung have not come up with that particular item

the Apple 3G and Apple 4 would be had long life time compared with those products actually

had in the smart mobile phone market. According to the above situation, the life of the products

has changed with their competitors’ products.

On the other hand, in the develop countries have been changed their smart phone very much

often compared to the other nations in the world, the current market and the society has changed

the mind up for buying a new version of the phone rather than using their existing smart phone,

that will be affected to the products life and the same time the environmental issues with the

chemicals and the materials of the products (Zink et al., 2014). Therefore, my point of view

that the products should be refurbished those old phone or either get back those smart phone

from the existing customers and should be reused those old parts and the materials for the

production line in the organisations. The following graphs will be explained the basic products

life cycle for the product or the services.

(Preplounge.com, 2015)

Apple inc has more than one products and services in their growth and the maturity level such

as Apple I phone 6, I phone 6 plus, in between the growth and the maturity levels, and the same


29

time the Apple pay and other newly introduced software’s and applications in between the

introduction level and the growth stages , that will be recognised as a good sign form the

organisation’s view of point because of the organisation may trying to keep their existing and

potential customers with at all time of the products life cycle. However, organisation should be

research and development about their future productions, Apple inc has already decided the

some products for their future market, such as Apple I phone 7, I Ring and the I car setup

(Idropnews.com, 2015).

9. Gap Analysis – Market and the Product of the Apple inc

Apple inc has a significantly huge market share of the technological industry and the same time

they have to generated pretty much loyal customers for their organisation. In that situation the

organisation will not be bounded to the certain areas in their current market, therefore the

market for the Apple inc will be very much uncovered compared with their other competitors

in the industry. The Apple inc had to manage to obtained the significant amount of the market

in their technological market in throughout the last decade, such as mobile phones, tablets,

computers and other entertainment instruments.

9.1. Existing market for the Apple I phones and the market Gap analysis for

future.

Mobile phone has become very much essential instrument for the both business and personal

users during in the previous decade all over the world, on the other hand the technological

organisations had been changed their technological proses of the productions and designs

according to their customers’ expectations (Kımıloğlu, Aslıhan Nasır and Nasır, 2010). The

competition has become very much serious in the past decade between the smart phone

producers, as result of that the revenue of the few mobile phone organisations has been dropped

down in the last decade. The following graphs will be illustrated the current situation of the

Apple inc and the target market for the future in their technological industry.


30

This above graph will be explained the smart mobile phone market analysing the price and the

technological performance of the leading smart phones organisations currently in the market.

The Apple inc standing on the top of the table with the higher price range and the higher

technological performance with their smart phones, and the same time the Samsung and other

competitors will be given the significant challenge with their price and the technological

performances. The graph will be mainly targeted to the understand the current market share of

the Apple inc and same time the future technological market for the organisation.

In generally, the main target of any organisation will be grabbed the significant of the share in

the whole market in their industry, in this situation the Apple inc has been obtained their main

target to the become the number one in their technological industry. However, the other

competitors (Samsung, LG, HTC, Nokia, and Motorola) will be threatening to the Apple in

near future due to their development of the new technology. The green coloured box will be

explained the future market gap in the smart phone industry, the rest of the competitors may


31

also be looking forward to fulfil the market gap of the higher performance with the higher price

in the near future.

9.2. Existing market for the Tablets / I pad and the future

The market for the Apple I pad and the tablets have been increasing since they arrived in the

technological market. Apple inc can be recognised as a leading player of the Tablets market

for the several years, those Apple I pad / tablet can be used for the both business and personal

purposes (Stark, 2012). On the other hand the technological market will be increased with

those new arrivals in the current market. The newly arrived Apple air tablet with the retina

display leads the top of the tablet market; however, the Lenovo, Asus and the HP have been

introduced the detachable tablet will be given the most extravagant experience for the tablet

users. The following graph will be illustrated the current market for the Tablets and the Apple

I pad including the price and its performances.


32

High

Price

Low Performance High performance

Low Price

The above graph will be clearly illustrated the current market for the Apple I pad and the other

competitors regarding the performances and the prices of the items, however the Apple I pad

had to manage standing top of the list and the rest of the competitors will be given the

significant challenge for the Apple I pad to the current market. The green coloured area should

be identified as a future market gaps for the tablets industry, however the Apple inc have

already managed to grab the significant amount of the market gap and the rest of the

organisations may sharing the rest of the market share in the tablet technological market.

Sony

Acer Amazon

HP Samsung

Apple I Pads

Asus Lenovo

Microsoft

Nexus Bush

Alba Kindle

Kurio


33

9.3. Performance analysis and the future of the Apple Inc

In generally, analysing the performance of the organisation can be helped for the future long

run, and the same time that can be used for understand the current required changes in short

run in the organisation. Analysis the current and past performance will be identified as better

internal evaluation methods for the organisation, such as Apple inc should be analysed their

current performance with the previous performance as an organisation, on other hand the

behaviour of the customers and the development of the new technology will be indirectly

affected to the organisation performances (Yahui, Deng, Huang and Deng, 2012). The

following section will be slightly analysed the performance of the Apple inc current and the

past few years.

The net sales of the Apple inc has been increasing their net sales throughout the last few years,

that can be recognised as a significant higher performance of the net sales of the Apple inc,

however the increasing the sales not always be recognise as a better performance for the

organisations, the organisation should be evaluated the net sales with the organisation’s assets

consumptions and the other direct and indirect factors with may affected to the generate this

sales performances. During the 2014 the Apple inc has newly introduced the I Mac with the

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

2010 2011 2012 2013 2014

Net Sales in $ Miilons

Net Sales in $ Miilons


34

5K retina display, I Pad Air 2, I Pad Mini 2 and also the Apple pay and the Apple watch and

other software’s, in this situation, those variations of the newly products and services will be

generated higher net sales in 2015 and nest couple of years.

The market of the Apple inc has pretty much based in the Americas, Europe and the china

according to their annual report 2014. This indicates current market of the Apple inc and the

origination should be thought about to increase their market in the other Asian market , such

as the South Asia.in generally the market for the those higher advanced products in south Asian

countries may very low to compare with other target market for the Apple Inc. however if the

Apple inc could be introduced something for the lower price targeting the South Asian and

African countries, the Apple inc would be have an huge market due to the massive Population

of those two parts of the world.

Sales by the opertaing segment in 2013

Americas

Europe

China

Japan

Rest of the Asia

Retail

Sales by the Operting segment 2014

Americas

Europe

China

Japan

Rest of the Asia

Retail


35

10. Strategy Canvas and the concept of the blue ocean to the Apple

inc.

The strategically changes will be generated the significant successes of the organisation future

and the current existing market. On the other hand analysing the current features of the products

and services and the same time the products or services of the competitors products and services

will be obtained the organisations to think about the their eliminations, reductions, increases

and the creations of the new product or its development for the future market. The following

sections will be illustrated the current eliminations and reductions of the Apple products and

services and the same time the increases and the creation for the future and the current market.

The Apple inc should be understand the challenges and overcome with those challenges with

the new implications strategies relevant to their industry (Čirjevskis, Homenko and

Lačinova, 2011).

10.1. Eliminations and reductions.

In generally, developing the strategies about the eliminations will be most difficult the any

organisations (Salem Khalifa, 2009), because of that the eliminations things can be contained

the products or services in the current market. However, considering the Apple inc has to

changed few things in their Apple I phones, Apple I Pads and the I tunes. Some of the Apple

products and the servicers already come up with their relating to the concept of the blue ocean,

however, the Apple inc may still containing with the some of the feature has to be changed or

developed in near future.

My point of view about the Apple I phones should be changed their Varity of the modules, and

the same time the should be considered about the size of the mobile phones, because of that the

customers will be enjoyed their bigger display smart phones in the beginning of the purchases,

however the in the long run the customers will be faced much more difficulties with the bigger

size of the phones rather than general mobile phones, On the other hand the I tunes should be

eliminated the some of the features of the its own applications, such as the complex of the

pricing methods, that should be come up with the customers friendly pricing methods for their


36

current and the future customers. Those reasons will be directed to the either increases of the

technology of the products or new creations for the existing or future customers of the Apple

inc.

10.2. Increase and the creation with the Blue Ocean concept.

The development of the technology will be helped for the new innovations for any organisation

in the technological industry, and the same time the development of the new technology will

be directed to the eliminations and the reductions of the organisation (Srinivasan, 2008), on

the other hand that would an ideal fundamental platform for the new creations and the

innovation within the organisation. However, the competition may significantly higher in the

technological industry compared to the other industries in the market, if the company couldn’t

come up with the something new to the future market, the origination wouldn’t be able to

survive even in the current excising market due to the higher competition between the

competitors.

For instance, recently the Samsung had come up with their Galaxy S6 edge smart mobile phone

with the wireless phone changing system, that can be recognised as an example for their

implication of the new technology to their products, on the other hand that will be affected to

the market for the Apple inc. On the other hand, The Apple inc should be given the more free

sample of the Apple I tunes for their customers to get better experience prior to the purchases,

and same time the quality of the mobile internet and the application should be easy and much

more simplify for their Apple I pads and I pad users, because that the some of the applications

will be required some kind of technical knowledge for the application users. Strategy canvas

will be helped for understand eliminations and reduces for their products and services in the

organisation and the same time the increases and the creations for the organisations.


37

11. Change management and problem recognitions.

The report has identified the many of the problems and current on-going conflicts in the Apple

inc may facing at this movement, on the other hand the solution for those problems and

conflicts may leads the significant development for their organisation future. Those new ideas

and the innovations will be created the new technological market in the same industry, for

instance most of the smart phones users will be used their smart hones health Applications for

look after their health condition using those newly introduced health applications (Direito et

al., 2014), as a result of the research in US (2012) 19 % of the smart phones users have been

using those health application to check their day to day health condition.

According to the market and the production gap analysis above in the report, the Apple inc

have already managed to the identify the current market gaps and the on-going opportunities

for them in their industry. However, still there some frozen or hidden opportunities in their

current and future market in the industry. My point of view about this situation will be divided

to the couple more sub headings to understand the on-going problems and the same time

required changes for those problems. Implication of the changes may bit difficult for any

organisation in the technological market, because of that the small changes can be highly

affected to the organisation in their same industry.

11.1. Change implications and Lewin’s change module.

The report had already discussed the many on-going problems for the Apple inc and the

proposed solutions for their future success in their technological industry. Understand the

required solutions for those problems may bit critical due to the significant higher competitions

in the technological market. for instance, the Apple has decided to invest much more funds to

the Apple I phones and Apple I pads which can be identified as products in the cash cow stage,

that can be recognised as unnecessary investment for the organisation especially in the

technological market, my point of view that the Apple inc should spend their more funds on

the research and development rather than investing on the products or services which may

already generated more profit for the organisation. New ideas and the changes will be brought


38

the extra values for the organisation (Johnson, Scholes and Whittington, 2008). That will be

helped for increases their competitive advantages compare to other competitors in the market.

(Kyle Snowdon's M.Ed Portfolio, 2015)

The Apple inc had their most successful time with Mr Steve jobs and then had some kind of

difficulties after his retirement. The main things was that he had s mission about the future

successes about the organisation, such as set of the organisation goals bit more aggressive and

the solving the customers problems at all time (Elliot, 2012), and the same time the supervision

of the employees may higher than ever with Mr Steve jobs. The value of his attitude had leaded

the organisation towards to the creativeness and innovation of their products and services in

their industry.

The Apple inc can be recognised as a most powerful key player in the current technological

market, however the some of the decisions and the implication of the management

involvements may be showed the required management changes within the organisation. The

theory has explained about how the required solutions identify and the drive the proposed

solutions towards the future success of the organisation. The Samsung can be recognised as

Apple’s main competitor since last few years and rest of the competitors will be given the lower

competitions for the organisation. Therefore, the Apple inc should be considered about the

research and development for their future success of a leading player in the market.


39

12. Future forecast and the recommendations.

The Apple inc has been promised for their customers to committed bring the better experience

with organisation products and services since they have started their business, and the

experience of the delight customer will be driven the organisation to the successes in the

market, and the same time the Apple inc should think about their current and future owners

(investors) such as the behaviour of their share price in the current share market. The price of

the share’s will be moved up and down due to the most internal and external reasons regarding

to the business environment, such as Apple inc has dropped their share price of 63% in march

2013 compared with the peak in 2012 (Lazonick, Mazzucato and Tulum, 2013).

In recently the senior vice president Mr Phill Schiller has announced that their Apple I pad

12.9 will be the best I Pad ever in their history of the Apple I Pads, and the Mr Tim cook has

announced that their Apple I phone 6 and Apple I phone 6plus will be the most advanced smart

phones in the world, including (3D force touch screen and the back camera with the 12

megapixels). In later September 2014 they have introduced the Apple watch with access of the

Facebook application through the messenger applications. Those new innovations and higher

technological items may lead the Apple inc as a number one players in the current and future

technological market in their industry for the next couple of years.

On the other hand Mr Tim cook has announced the Apple TV will be come to the current

market in later October in 2014 and that will be highly affected to the organisation’s future

successes in the next couple of years. The current customers of the Apple smart phones, I pads

and other services may straightway decide to go for the Apple TV in near future, and the same

time they still been researching the Apple I ring and the Apple I car set up with most advanced

navigation system will be also turned upside down the future technological market in their

industry. Those above products and services will be hit their future market in next five years

with creating the great experience for their customers (Idropnews.com, 2015).


40

13. Summery and conclusion

The report will be targeted to identify the current market situation and the behaviour of the

future market of the Apple inc as a leading player in the world technological industry, and the

same time report has illustrated the corporate appraisal (external / internal environment),

market evaluations, Gap analysis, on-going challenges and the proposed solutions for the next

five years for the Apple inc. the Apple inc can be recognised as one of the leading player in the

technological market. However, some of the factors and the few things need to be changed for

the Apple inc to stay up in the front line in next five years.

The above report has analysed and applied the some of the major strategic management theories

throughout the whole report, such as Ansoff’s marketing, BCG matrix, PLC and porter’s five

forces will be identified as critical aspects for the above analysis. On the other hand the some

of the key points and the critical required changes have been explained clearly with the

proposed solutions throughout the report. The implication of the new management theories will

be found as a bit more difficult task for the Apple inc, such as the changes of the management

strategies had significant influence for their total income and the net profit.

The competitions for the Apple products and services will be identified as on-going and future

challenges for the organisations, the special features of the competitor’s products and the

services will be given the hidden challenge for the Apple inc, such as the Samsung Galaxy 6

and the Samsung galaxy 7 (not in the market yet) will be contained the most extravagant

features which may hit the Apple inc market strongly in near future. The report has illustrated

the pretty much key features of the competitor’s products and services in the market and the

same time the proposed solutions and the action plans for those challenges will be been given

throughout the whole report.

The Apple inc can be recognised as the most majestic player in the current technological market

and that will be carried forward to the next generation in near future, the failures of the products

or services, drop down the share market, threatens from the competitors and the other external

factors will be affected to their future success. However, analysing the market and the

productions with the change management will be driven towards to find the way-outs for those

critical elements against the organisation. Finally the report will be justified the key elements

of the current and the future situation of the Apple inc with the relevant solutions and the

suitable practises for the future successes of the organisation.


41

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case study 01 final new

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