SCENARIO PLANNING ANALYSIS APPLE

SUMMARY (words 211) 1
ABOUT THE COMPANY (words 194) 1
STRATEGY AUDIT (words 92) 2
External Factors Analysis - Porter Five Forces Framework (words 322) 3
Internal Factors Analysis - Value Chain (words 547) 4
Strategy audit results (words 289) 6
SCENARIO PLANNING (words 85) 7
Scenario planning framework (words 968) 7
RECOMMENDATIONS (words 92) 12
REFERENCES 13

1. SUMMARY (words 211)

This report aims to address the strategy of Apple Inc. from a scenario planning perspective. It summarizes the key findings of the Apple current strategy audit, undertake scenario exercises and based on the results recommend future strategy activities and changes.

Apple Inc. could be characterized as modern and innovative company, who was a supreme leader on the mobile device market. Company is delivering products and services in a highly competitive market, and it is facing aggressive competition in all areas of its business. In the last few years, activities of the competitors, as well as internal Apple actions, caused Apple to fall down one step on the industry leader ladder.

Apple Inc. is advised to revise the current position and see what are possible directions for improving the market position. This report is organized as follows. In the section 2, a brief overview of the Apple inc. is provided with the emphasize on the current marketing position and latest results. Section 3 contains the analysis of the external and internal factors, and identification of the possible problems. Section 4 gives several possible outcomes in a form of a scenarios that could be undertaken. After a brief analysis of the results from the identified scenarios, recommendations are given in the section 5.

2. ABOUT THE COMPANY (words 194)

In the last several years, when observing the worldwide markets and different industries, it could be said that the Apple Inc. has achieved success and positioned as one of the most valuable company. According to the Statcounter Global Stats available data for the August 2018 (Statcounter Global Stats, 2018), Apple is holding the 27.1% of mobile vendor market share.

Figure 1. Mobile vendor market share - August 2018

Apple is not a prime leader of the industry, as Samsung overtook that position with its cutting edge technology, innovative and seamless integration product portfolio (recorded market share of 41% on the 02 October 2018). However, Apple is recording a huge revenues for different products. Figures about achieved revenue and sold units per product are given in the fiscal Q3 2018 company report (Apple Inc., 2018).

Figure 2. Revenue per quarter - current and last year

From the figure 2.it is clear that Apple revenue is following a slightly decrease trend but it is still achieving a huge positive results. The reasons for these

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