تجزیه و تحلیل استراتژی های شرکت اپل Apple Computers تجزیه و تحلیل استراتژی های شرکت اپل ارائه کننده: مهندس آرش احمدی اصفهانی

External Factor Evaluation (EFE) Matrix Key External Factors Weight Rating Weighted Score Opportunities Increase in worms and virus on PCs. 0.15 4 0.60 Downloadable music and MP3 players are highly marketable. 0.6 3 0.18 Large population (Gen X & Y) which are extremely individualistic and name brand conscious. Increase in sales of laptops by 20 percent. 0.04 0.12 Increasing sales of computers online by 25 percent. 0.05 Creating more ties with Microsoft products. 0.10 0.40 Threats Increasing competition with music downloads. 0.07 2 0.14 Intel’s future Pentium release. 0.03 0.09 Dell and HP are major competitors. Dell does not invent but provides computers at a more cost effective rate for customers. 0.06 Recession—price of Apple computers are higher. 0.08 Companies not seeing Apple as compatible with their software. 0.30 TOTAL 1.00 3.24

Internal Factor Evaluation (IFE) Matrix Key Internal Factors Weight Rating Weighted Score Strengths iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform. 0.15 4 0.60 Apple’s niche audience provides the company with some insulation from the direct price competition. 0.10 3 0.30 Revamping desktop and notebook lines. Low debt—more maneuverable. 0.06 0.24 Developing own software and hardware. 0.14 0.42 Good brand loyalty. 0.05 Web technology can be used to improve product awareness and sales. 0.40 Weaknesses Dependency on new product launches. 1 Weak presence in business arena. 0.07 Slow turn around on high demand products. 0.03 2 Weak relationship with Intel and Microsoft. Weak presence in markets other than education and publishing. 0.04 0.08 Total 1.00 2.78

The Internal-External (IE) Matrix   1.0 to 1.99 IX VIII VII Low 2.0 to 2.99 VI V IV Medium 3.0 to 3.99 III II I High 3.0 to 4.0 Weak Average Strong Grow and Build Segments Revenue Profit EFE IFE Domestic 54% 52% 3.5 2.6 International 46% 48% 3.0

SPACE Matrix SPACE Matrix Forward Integration Backward Integration ES IS CA FS Conservative Aggressive Forward Integration Backward Integration Horizontal Integration Market Penetration Market Development Product Development Joint Venture Defensive Competitive

Start producing Wintel compatible Expand production into Asia QSPM Key Internal Factors Weight Start producing Wintel compatible Expand production into Asia Strengths AS TAS iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform. 0.15 1.00 3.00 0.45 Apple’s niche audience provides the company with some insulation from the direct price competition. 0.20 4.00 0.80 0.60 Good brand loyalty. Web technology can be used to improve product awareness and sales. Weaknesses Weak relationship with Intel and Microsoft. Weak presence in markets other than education and publishing. 2.00 0.30 SUBTOTAL 3.25 2.85

Start producing Wintel Expand production into Asia QSPM Key External Factors Weight Start producing Wintel Expand production into Asia Opportunities AS TAS Increase in worms and virus on PCs. 0.15 2 .30 3 .45 Downloadable music and MP3 players are highly marketable. 0.06 1.00 0.12 4.00 0.48 Large population (Gen X & Y) which are extremely individualistic and name brand conscious. 0.10 0.40 Increase in sales of laptops by 20 percent. 0.08 0.32 Creating more ties with Microsoft products. 2.00 Threats Intel’s future Pentium release. 3.00 0.30 Dell does not invent but provides computers at a more cost effective rate for customers. 0.18 Companies not seeing Apple as compatible with their software. 0.05 SUBTOTAL 0.93 2.36 SUM TOTAL ATTRACTIVENESS SCORE 4.18 5.21