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Apple's Strategic Plan

Essay by   •  May 26, 2013  •  Case Study  •  5,142 Words (21 Pages)  •  1,044 Views

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A unique significant element in strategic portfolio management is to recognize a project's creative value and strategic value to the company, with using the examples of the iPhone and iPad, both projects leveraged platform technology leadership, by removing complexity in the product in order to keep the "purest possible simplicity." (Cass, John 2011) Apple is the trailblazer of not only personal computers, and tablets but also MP3s and smartphones. A key innovation in technology is Apple's trademark multi-touch screen. Its efficacious influence on the iPhone and iPad comes from Apple's strategic project portfolio management of the core platform technology.

For this paper, Team "B" will create a Portfolio Management Plan for Apple Inc. enhancing their current strategic plan. The portfolio management plan will include Apple's strategic plan, strategic capacity plan, portfolio management process, project selection criteria, program management plan, conflict resolution plan, change management plan, and resource utilization plan.

Apple's Strategic Plan (VIRGINIA)

Let's start with Apple's mission statement, "Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad." (Frequently Ask Questions, 2009) Apple has made an impact on the world of computers. There innovative concepts and designs has made headlines and has set the standard in the industry. Apple products are proprietary in design, and still lead the industry in design products. They have managed to capture their audience attention by producing sleek stylish, modern and user friendly products.

As mention previously Apple's products are proprietary, and they use this position to their advantage designing their own hardware and software gives them a leading edge against their competitor. As stated in the Apple annual report 2012, "The Company is committed to bringing the best user experience to its customers through its innovative hardware, software, peripherals, and services. The Company's business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design. The Company believes continual investment in research and development, marketing and advertising is critical to the development and sale of innovative products and technologies. As part of its strategy, the Company continues to expand its platform for the discovery and delivery of third-party digital content and applications through the iTunes Store. As part of the iTunes Store, the Company's App Store and iBook store allow customers to discover and download applications and books through either a Mac or Windows-based computer or through "iOS devices," namely iPhone, iPad and iPod touch ® . The Company's Mac App Store allows customers to easily discover, download and install Mac applications. The Company also supports a community for the development of third-party software and hardware products and digital content that complement the Company's offerings. The Company's strategy also includes expanding its distribution network to effectively reach more customers and provide them with a high-quality sales and post-sales support experience." (Apple's Annual Report, 2012) Apple efforts to dominate the market with their products are changing how we work, teach, and play.

Apples Strategic Capacity Plan (VIRGINIA)

In this fast moving technological environment businesses have to keep up with the demand for technology and Apple seems to be supplying their customers with the latest and greatest technology, as part of Apple's plan to expand. Apple has been around since 1976 and has built a reputation in branding. Apple's marketing has made them a huge success. Apple will utilize all of its resources to bring its business strategy into play. Apples Strategic Capacity Plan will reach out to all of its resources and bring them onto the playing field. Their financial resources, human resources and physical resources will all play a big part in Apple's future.

Their profit has been record breaking considering the country's economic hardships. Financially, Apple is a sound company. They have the financial stability to accommodate the expansion of their distribution networks. Apple can take there iPods, iPads, iPhones, tables and Mac computers to the next level. In these economic times of uncertainty Apple continues to reach there targeted markets.

Human resources with in Apple's dynamic team will also be an asset to their growth and future strategic plans. Their name alone will bring out the very best employees to become a part of the squad. Apple's employment is worldwide employing people around the globe. Apple have outsources some of their work. Apple will continue to make wise decision on staffing.

Last but not least are the physical resources that show Apple's capacity.

Apples physical resources are one of their much strength. There physical resources will include IT and their marketing distribution channels. Apples intangible resources will include their branding and intellectual property (commercial rights). Apple has retail store setup globally to sale, trouble shoot and offers face to face customer service to its constituents. There physical presence will give them an advantage over their competitors.

Portfolio Process (Lolita)

Apple's innovative ideas have pushed them to the forefront of technology. With the making of their personal computer The Macintosh to their latest creation Apple TV, Apple has been escalating the meaning of what a cell phone and personal computer is. Apple's success comes both from technology strategy, and as a result of their category leadership with other products through leveraging the technology platform of one product to another.

Staying true to Apple's strategic plan of designing and developing the top operating systems, hardware, application software, and services to provide its customers new products and solutions that are easy to use, seamless



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