Apple Case Study
Points to cover in answers:
1. Vision, Mission and objectives
a) Describe Apple Inc’s Vision for its iPhone business in China. 10 Marks
Answer should draw from
- Brand image slogans associated with Apple: Liberty regained; innovation, passion, hopes/dreams/aspirations/people power through technology (page 9)
- really sleek, cool hardware, great software and a cool, hip image” (Clemons, 2007)
- Many firsts in innovation: the mouse, digital music player (iPod), music store service (iTunes), communication/computing technology convergence (iPhone - computer on the street) – Time magazine invention of the year; innovation led company known for user friendly devices
- Derives much from founder’s vision (still with the company)
The vision could be: To expand our international presence by providing the most advanced connectivity and gaining a share in the Chinese mobile phone market
b) Provide a Mission Statement for Apple iPhone in China. 10 Marks
Add specificity to the vision.
Mission statement example: To enter the Chinese market with the iPhone, and to successfully compete with existing players and be number one in five years.
2. Core competencies
What are Apple Inc’s strengths in terms of resources and core competencies in their home market? 10 Marks
Resources: technology/innovation capabilities, skills and creativity of employees, global company with financial strength. Draw from VRIN/VRIO model.
Core competencies: in technical innovation, legendary user friendliness, new product development & previous market penetration success (1.4 million iPhones sold in the first 4 months of launch in developed markets). Core competency should give access to a variety of markets through many end products. Apple’s core competency of innovation driven user-friendly high-technology product development opens a variety of markets (computers, personal music/ store, communication device/ mobile computing).
3. External
1. Vision, Mission and objectives
a) Describe Apple Inc’s Vision for its iPhone business in China. 10 Marks
Answer should draw from
- Brand image slogans associated with Apple: Liberty regained; innovation, passion, hopes/dreams/aspirations/people power through technology (page 9)
- really sleek, cool hardware, great software and a cool, hip image” (Clemons, 2007)
- Many firsts in innovation: the mouse, digital music player (iPod), music store service (iTunes), communication/computing technology convergence (iPhone - computer on the street) – Time magazine invention of the year; innovation led company known for user friendly devices
- Derives much from founder’s vision (still with the company)
The vision could be: To expand our international presence by providing the most advanced connectivity and gaining a share in the Chinese mobile phone market
b) Provide a Mission Statement for Apple iPhone in China. 10 Marks
Add specificity to the vision.
Mission statement example: To enter the Chinese market with the iPhone, and to successfully compete with existing players and be number one in five years.
2. Core competencies
What are Apple Inc’s strengths in terms of resources and core competencies in their home market? 10 Marks
Resources: technology/innovation capabilities, skills and creativity of employees, global company with financial strength. Draw from VRIN/VRIO model.
Core competencies: in technical innovation, legendary user friendliness, new product development & previous market penetration success (1.4 million iPhones sold in the first 4 months of launch in developed markets). Core competency should give access to a variety of markets through many end products. Apple’s core competency of innovation driven user-friendly high-technology product development opens a variety of markets (computers, personal music/ store, communication device/ mobile computing).
3. External