Apple

Order Extracts
Overview
Before Steve Jobs returned like the prodigal son in 1999, Apple was close to filing for bankruptcy. It was very likely that one of the 21st centurys leading brands would have been asset stripped at the time, rather like Netscape. Apple not only preserved its original niche of professional graphic designers, photographers and other technocrats but also successfully diversified into mainstream consumer markets. In 2011 Apple’s net profit was in excess of $34 billion before interest and taxes. Apple has reached dizzy heights but this means an organisation with over 60,000 employees and over $65 billion in global sales has come under increasing scrutiny in every sense of the word.
Report Briefing (5000 words +/- 10%)
You are Senior Analyst in the Smartphone & Tablet industry working for a leading Technology Research & Consulting firm called Gartner. You have been asked to do an independent strategic review report by the new Apple CEO Tim Cooke. You have been given an initial dossier containing the case studies mentioned above. You are encouraged to do further secondary research up to 2011 to support your case analysis. Tim Cooke has also asked you to cover the following in the analytical report:
1. Provide an in-depth analysis of the competitive forces and strategic issues shaping the Smartphone & Tablet industry from 2011 onwards.
Advisory notes:
> Approximately 1,000 words excluding use of supplementary appendices
> You should use any relevant strategic models to complete your analysis including macro-frameworks, Porter’s 5 forces and Industry (ILC) theory. Please avoid listing and descriptive content. It must contain structured critical evaluation.
2. Undertake an internal strategic audit of the issues that Apple faces using appropriate organisational & strategic models to complete your critical assessment.
Advisory notes:
> Approximately 1,500 words excluding use of supplementary appendices.
> Your strategic audit should concentrate on the internal aspects of Apple as an organisation. This can include financial & resource appraisal, value chain linkages, leadership, power & politics, decision making and other relevant learning gained from lectures & seminars on BKEY601.
> Aspire to being critical. Do not outline any theories in an explicit fashion. Simply apply them to the context of the case.
3. Tim Cooke is concerned about various PR crises that have impacted Apple since 2008. Therefore, you are required to identify the external stakeholder issues that Apple faces and critically assess their impact on the corporate reputation and brand equity of Apple Inc
Advisory notes:
> Approximately 1,000 words excluding use of supplementary appendices
> This requires the critical application of organisational ethics theory, CSR concepts, stakeholder applications & reputation management concepts/metrics.
4. Based on sections 1-3, you are required to summarise the strategic options that are appropriate to Apple and make definitive recommendations for Apple to sustain its future position in the Smartphone & Tablet Industry.
Advisory notes:
> Approximately 1,000 words. No supplementary appendices should be used in this section. It is not appropriate.
> This requires the application of the strategic options approach based on one of the lectures & seminars and also discussed in Chapter 23 of the custom text. It is very advisable to continue attend lectures that follow after the publication of this document.

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