Apple

Apple Inc. Case Study

Krystle James

MBA 671: Strategic Management

Benedictine University

November 20, 2011

Author Note

The authors of this manuscript are all students in the MBA program at Benedictine University. Correspondence concerning this discussion should be addressed to Krystle James, Graduate Studies, Benedictine University.

Abstract

This paper will cover the case study of Apple Inc. in 2010 from Crafting and Executing Strategy and go over the overall company strategy. It will also discuss competition within the market, assessment of the financial performance over the past three years and the recommendations I would make as a consultant. These recommendations will include operations, market growth, and strategy against import products.

Company Overview

Apple Inc. (Apple) was founded in 1976 by Steven P. Jobs and Steve Wozniak and in 2010 they took the lead from their longtime rival, Microsoft, and became the world’s largest technology company. It is important to understand the history and creation of the personal computer. “Over the last decade, Apple has redefined the music business through the iPod, the cell phone business through the iPhone and the entertainment and media world through the iPad. On Oct. 5, 2011, the company announced the death of Mr. Jobs, after a long battle with pancreatic cancer. Rarely has a major company and industry been so dominated by a single individual, and Mr. Jobs influence went far beyond the iconic personal computers that were Apple’s principal product for its first 20 years. Again and again, Mr. Jobs gambled that he knew what the customer wanted, and again and again he was right. The death of Mr. Jobs stirred deep emotions inside and outside Apple and raised concerns about whether the company can, in the long run, continue its remarkable streak of hits” (New York Times, 2011).

Apple designs, manufactures and markets a range of personal computers, mobile communication and media devices, and...