Strategic Analysis to Apple

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Apple from the iPod to the iPad A Case Study in Corporate Strategy Second Edition 2012 Dr John Ashcroft PhD BSc.(Econ) CBIM, FRSA Foreword John Ashcroft Apple from the iPod to the iPad This is the case study of Apple in the digital age. The great era of the iPod, the development of the digital hub and Apple’s move into the mainstream consumer market with the iPod, the iPhone and the iPad. It has many great examples and lessons for enthusiasts of marketing, leadership, organization, financial analysis and strategic management. The iPod has been a huge success for Apple Inc. But why the iPod in 2001 and what had happened to Sony, the Walkman and the Discman? Dr.John Ascroft PhD BSc. (Econ) CBIM, FRSA The more the subject was researched, the clearer the methodology emerged. This is the case study of Apple from the iPod to the iPad - a classic example of Corporate Strategy in action. First mover advantage, product life cycles, pricing strategy, key success factors, Kaizen, market profiling and much more are revealed in the Apple story. A story which has led to the sale of 575 million digital devices, and a market cap of $575 billion in just ten years. 585,000 apps in the App store producing 25 billion downloads since launch, a measure of the success of the digital hub strategy. Contents 1 Introduction 2 Company Background 3 Distribution and Market Segments 4 Business Strategy 5 The Digital Hub 6 Market Segmentation 7 Apple in 2001 8 Launch of the iPod 9 Here comes the Zune 10 Brand Development and Product Extension 11 Developments in Distribution 12 Strategic Alliances 13 The launch of the iPhone 14 What next for Apple - The Games Console 15 The launch of the iPad 2010 16 Lessons from the iPad 3.0 2012 17 Summary and Conclusions 18 Appendices George Bernard Shaw and Steve Jobs Looking for unreasonable men The iPad update- 2012 About the Author John

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