Apple

|[APPLE INC. 2008] |

|[This work provides an overview of the strategic management of Apple and their up and downs while using different method for analyzing] |

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Table of Contents

1. Introduction 2

2. Problems descriptions 2

3. Competitive Advantages of the company 3

3.1. Strategy of the company 4

3.2. Objectives of the company 5

4. Dynamics of the PC Industry 6

4.1. The Market Analysis 7

5. Macintosh Business Model 9

6. Sustainable growth 10

6.1. Sustainable growth as an example with the iPhone strategy – Lais 12

7. Conclusion 12

8. Glossary 12

9. Literature 15

Introduction

The success of the Apple Inc. formed by a pair of two college dropouts in 1976 is undisputed. In 2007 the company made a fundamental move away from his historic status. All started with the “Apple Switch ad campaign“ in 2002 which was the largest ad campaign with the slogan “Think different” since 1997. Since their huge campaigns to have people changed from PCs to Macintosh their gross margin increased continuously.[1] The gross margin increased from 21% in 1997 to 35% in 2007 while the gross margin of their biggest competitors declined. Dell lost less 23% to 19% in comparison to Hewlett-Packard where the gross margin dropped from 38% to 24% between 1997 and 2007. Apple is a multinational corporation that is engaged in designing, manufacturing and marketing PC’s, mobile communication, media devices and iPods. They also provide applications, related software to their products, networking solutions and third-party digital content.[2]

Problems descriptions

In the following four chapters will this work answer various questions regarding to the company Apple Inc. For all methods used will be given an explanation in chapter 8 – Glossary to...