Apple’s New Strategy

Apple’s New Strategy
            Apple is one of the big companies that create and sell computer software, electronics, and personal computers worldwide. The company has successfully been able to stand out against its competitors like Samsung due to its current competitive strategies. Varied products such as iPads and iPhones have been recognized as Apple’s main sources of competitive advantage due to high brand awareness that the company creates related to these products. Apple’s managers are aware that they can attract more customers in the market by presenting new products to them through extensive innovation. The innovation strategy developed must in this sense seek to remain the best over those used by its close competitors. One new innovation strategy for Apple that is geared towards maintaining an edge in the industry is to create iPhone 5S that has a bigger screen and more software than Samsung products (Bloomberg, 2013).
Using Porter’s Five Forces analysis, it is possible to identify Apple’s strengths, weaknesses, opportunities and threats in comparison with that of its main rival, Samsung. Apple has strength of protecting itself from the threat of new entrants through establishment of a considerable market share with its iPad brand that is of good quality and highly reliable. The presence of cheaper iPads with bigger screens and more software pose a big threat for Apple since consumers go for them as substitutes. Suppliers in the electronic market can possibly dictate business activities and this is a threat to Apple’s iPad brand that wholly relies on suppliers for raw materials. The presence of substitutes from Samsung gives buyers a high bargaining power. Consequently, Apple’s iPads is faced with stiff competition from cheaper Android tablets and strong power of complement products such as Microsoft that are produced by Samsung. For instance, certain customers tend to buy more of Samsung products since Samsung markets its products more than Apple does (Porter, 1979). 
References
Bloomberg. (2013, April 25). Apple’s Next Products: Is a New Strategy Needed?  [Video file]. Retrieved from http://www.youtube.com/watch?v=glnTz5HD05U.

Porter, M. E. (1979), March/April). How Competitive Forces Shape Strategy. Harvard Business Review, 34-50.
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