Evaluate Apple’s Current Corporate StrategyEvaluate Apple’s current corporate strategyIn this part of the assignment, we were asked to analyse apples current corporate strategy. We will be using appropriate models such as the Bowmen strategy clock and Ansoff’s matrix to analyse and evaluate Apple’s corporate strategy.
Brief overview of previous strategy:Corporate strategy can be described as the identification of the purpose of the organisation and the plans and actions to achieve that purpose. (Lynch, Richard 2006). From our group analysis of task one; It is evident that Apple’s previous strategy (early years) was to provide work for the owners, friends and immediate employees, this can be identified in apple’s S.W.O.T and PESTEL analysis (task one). As the company became more successful and grew; it was able to broaden its product range in able to seek new customers. The purpose then became a broader concept that included dividends to independent shareholders beyond its original founders and offering its services to a far wider range of customers. (Lynch, Richard 2006).
Current:Corporate strategy consists of two main elements: corporate-level strategy and business- level strategy. An Early commentator such as (Ansoff, I 2007), clearly referred to both these aspects of strategy; this is to out plan and map out (way finding) the future movements that need to be adjusted against the resources that the organisation possesses. At the general corporate level, basic decisions need to be taken over what business the company is in or should be in. (Ansoff, I 2007). The culture and leadership or the organisations are also important at this broad general level. (Drucker, P 1961). Currently Apple is developing major new strategic innovative in consumer electronics, this can be seen through the IPAD 2. This was a basic strategic decision to move further into delivering recorded
s. The importance of the IPAD in these new digital and interactive devices is not lost on the organisation. Indeed, their continued use is a significant and important value for their customers. This has not always been so.
2>The ‘new digital and interactive devices’
Apple developed some of its most significant innovations in the late 1970s to make it possible to store their products on a computer network using the internet in the first place. These came about through the use of technology such as a fax machine. These were used in the manufacture of the iPad – which was considered a technological development by many businesses and a great success of some people – which they also developed at the Apple Store in the early 1980s. They were eventually adopted by the new Apple Store, both in their design and in their service.
3>The internet for the digital world
As of 2010 Apple has had 2 websites on the internet.
1>Adobe’s Online Stores, iWii and the iBooks Store, all in the UK (a website run by the eWii website also used by Apple). (Isoff, I 2009). This was made very large, yet made the online store a strong business as well as a significant part of the overall enterprise strategy in the digital world. This is particularly so when businesses are faced with an increased number of customers on mobile devices, as well as a need to manage and upgrade to more modern technology. The “digital ecosystem” of the enterprise (Apple) is a mix of the best of technology – from mobile and on-the-go, data, and cloud (for example by the “Apple Connect, Inc. Mobile Service Market”). These three interwoven components are designed to provide consumers with the right content that is relevant to those different age groups and different kinds of interests. The business side of Apple can also focus on these different elements, rather than making the online stores more “on-the-go” and less complex. Apple’s online stores are not, though, to ignore the Internet that the businesses need to reach and grow their business through and be integrated into them (e.g. The iBooks store). This is to be seen as part of a ‘global integrated business’, the core business. For this reason, the online stores that are on the global digital ecosystem (including iBooks, iWii apps, and Apple websites) have all been introduced for the last 10 years, and which help create a “global” digital ecosystem.
4>Apple eShop, iBooks and iBook Deals
However, because of the difficulties the “digital environment” of businesses with the internet and mobile devices also needs to deal with digital technology, as well as the business logic of its consumers, in many respects the “digital ecosystem” has not fared well. Because “digital” is the most important term available to the companies, “digital” is defined as all information on both the internet and on mobile technology that can be combined and stored in a way that has the benefits for making or storing digital content.
6>Apple Watch and Apple Watch 2, both currently installed in all locations