Apple, Inc. - Strategic Analysis in Global Context
Executive Summary
Apple Inc. is one of the most valuable companies in the world with internet sales to 39 countries and over 450 Apple retail stores across the globe (Farfan, 2016). Being near the top of the information technology and communications sector, Apple has created a prestigious brand selling to high-end customers. Apple has attained success through continuous innovation, but recently Apple has seen some key areas of worry in the international market. Competition from rival Samsung, as well as smaller smartphone producers in areas like India and China, have directly affected sales of the iconic iPhone. The failure of the “cheaper” iPhone 5c to penetrate emerging markets is also of concern. Even after being valued at well over 700 billion dollars, Apple faces issues as a multinational corporation.
This report focuses on current Apple global strategy, strengths and weaknesses, and ultimately recommendations for heading forward. To remain relevant, Apple must embrace some of its core ideas like standardization of products and distribution, while continuing to push further into the global market through FDI and localization. All of this must be driven by innovation because as Apple’s reputation falls it must provide new and revised quality products to consumers that have come to expect the best. This is not as easy on the global market where political, economic, and cultural differences with the addition to limited resources tend to limit Apple’s growth abroad…