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    Environmental Scan: Apple

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    1) Research and describe the internal and external environments of Apple using an environmental scan.

    2) Determine what competitive advantages each company has and what strategies each company is using.
    a) How does each company create value and sustain competitive advantage through business strategy.
    b) What measurement guidelines is each company using to verify its strategic effectiveness?
    c) How effective are the measurement guidelines that each company is using?

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    Solution Preview

    I would like to choose Apple as one of the companies for my research.

    The internal environment of any company includes its strength, weakness, synergy and distinctive competences. One of the greatest strength of Apple is consistency in the product development, level of innovation, marketing communication and focused differentiation. Consistency, along with high quality and zero defect products reduces the felt level of risk among the customers. The continuous focus on innovation, their hunger for perfection stands them out from their competitors. They have currently launched Mobile Me service and the iPad, a tablet device based on the iPhone OS. The continuous product innovation based on research and development is their biggest asset.

    Another important strength of Apple is its supreme ability to understand customers. . They have always been futuristic and developed straight forward marketing plans which can empathize customer's needs and provide them with the best solutions. The iPhone's release in 2007 is a perfect example. Before the iPhone, no smartphones used touch as a primary means of input. However, after its release, the scenario changed completely.
    External environment for any company would include its opportunity, challenges and risks. Apple provides huge gamut of innovative products which gives it great opportunitiy to capture the market share. Demand for these products is increasing year on year basis. But, at the same time there is a fierce competition in the industry which provides great threat to all the players.

    For example, product life cycle in Apple's industry has really shortened and competitors are coming out with newer products much more quickly than before, forcing market leaders like Apple to continuously innovate and come out new technologies, product ...

    Solution Summary

    Research and describe the internal and external environments of Apple using an environmental scan.