The paper "Apple Incorporation Strategic Management" is a wonderful example of a Management Assignment. The chief elements of the strategy adopted by Apple include performance, position in the market, and innovation. These strategies have been the reason for Apple’ s success. In the case of performance, Apple values its performance and appreciates the fact that there is no place for under-performance in its industry of operations owing to the increased levels of competition with the possibility of competitors copying innovative ideas with ease. From the case study, it is evident that Apple continued making some considerable amount of losses for a few quarters (Thompson, et al. , 2011).
The various causes of the experienced losses could be pointed at products introduced to the market with low levels of sales or high cost of producing such products as Apple Lisa. It is evident from the case that the excessive cost associated with Lisa resulted in its poor performance that fell quite below Apple’ s expectation and resulted in its eventual withdrawal from the market. Furthermore, Apple kept on changing its CEO from time to time during the period of market instability and this led to improved productivity and the introduction of new products such as the iPod, iMac, and the iPhone.
In the year 2000 for instance, Steve Jobs returned to the company as its new and permanent CEO with an idea of how to improve the company’ s productivity and turn it around the right path. This became evident with the sustained success that the company realized since then (Thompson, et al. , 2011). Being the company’ s new CEO, Jobs introduced quite a number of ideas and innovative measures alongside some structural changes. Innovation coupled with the broad differentiation strategy that the Apple Company is currently pursuing ensures that innovation of new ideas and products puts the company at a better competitive advantage in the market.
For instance, due to the company’ s innovation strategy, the realization of the iPod that was new in the market as possible. However, in the industry, copying technology and innovation are at its peak but still, the Apple innovation strategy is unparalleled. These elements of Apple's competitive strategy fit together quite well as they make the company seem more like three independent companies to enable growth and success of the company (Thompson, et al. , 2011).
With these three pieces of strategy fitting together, the company’ s market share keeps on improving. However, it is important to note that the constant change in technology forces the company to change its strategy constantly to fit the prevailing economy and customer buying behavior. As for whether the strategy is evolving, the answer is a definite yes. Just like any other company, Apple started as a very small company with ambitious innovation strategies.
However, the company stayed behind the competition in its early stages of operation. The introduction of such ideas of first color display and the user-friendly graphical user interface appeared in the market courtesy of Apple. Thereafter, the company followed a broad differentiation strategy that enabled it to compete in a broader market and a wide range of products while at the same time retaining loyal customers with their ability to specialize in certain types of products (Thompson, et al. , 2011). The evolution of the strategy further improved in the early 1980s when Apple decided to put more focus on personal computers.
A decade later, the company introduced high-end products such as tablets and notebooks in the market due to improved innovation. Additionally, the company adopted a radical management change to bring on board efficient leaders to steer its success. This saw the company turning profits in areas where competitors failed (Thompson, et al. , 2011). Therefore, the company’ s strategy has been constantly evolving its shifts from its main revenue stream being computers to non-computer products. This indicates that the company pays considerable amounts of attention to trends and patterns in the market to ensure that it stays ahead of the game.
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