Abstract Apple Inc. is one of the world’s largest technology companies dealing in computers and consumer electronic products. Founded in 1976 by Steve Jobs and Steve Wozniack Apple is now a multinational corporate empire who recently boasted a $15. 7 billion in revenue in the third quarter of 2010.
This study’s objective is to carry out a strategic analysis of Apple Company using different analysis tools. The study aims to cover factors that exist in its internal and external environment and also evaluate how the company utilizes its resources to maintain competitive advantage in the market.
Three different descriptive strategic tools will be used in this study includes SWOT Analysis, PESTLE Analysis and Resource Based View (RBV). The findings from these analyses are used in making conclusions on the study question.
From this study it’s clear that Apples extensive brand equity, strong leadership of CEO Steve Jobs, Innovative research & development, fashionable & trendy image of its products and the strong branding & customer loyalty forms a great part of its strengths.
However this study highlights the rushing of products into the market followed by quick product recalls and the many legal cases the company has been involved in as the major threats. Apple’s ‘iphone’ is the company’s attempt to utilize the available opportunity resulting from the increasing demand for ‘smart phones’.
Apple Inc is threatened by poor quality output from its suppliers and the tight market for personal computers. The study recommends product testing be speeded up and the company to find alternatives ways to settle these legal cases to ensure Apple Inc maintains its competitive advantage in the technology market.