Technology Driven Organization

Paper Summary:

In this article, the writer presents an analysis that provides a strategic plan framework for Apple Computer. The writer focuses first on strategy, followed by core competencies and an assessment of key external and internal forces. The writer then looks at technology sourcing and internal innovation. Also analyzed are product development strategies and strategies to simulate strategic renewal, which have been very evident in the company's successes with their iPod product line.

Outline:
Executive Summary
Assessing and Recommending Corporate Strategies for Apple Computer
Figure 1: Characteristics of the Apple Customer Base
Analysis of Apple's Core Technical Competencies
Figure 2: Analyzing Apple's iPod Product Roadmap
Assessing Key External and Internal Forces Impacting Apple Computer
Table 1: iPod Market Dynamics
Apple Technology Sourcing and Internal Innovation
Assessing Apple's Product Development Strategy
Figure 3: The Incredibly Shrinking iMac: Evidence of Apple's Product Development Strategy
Recommendations to Apple Computer for a Strategy to Stimulate Strategic Renewal
References

From the Paper:

"Apple Computer is also passionate about staying vertically integrated as both a manufacturer and retailer. The company consistently has relied on this strategy to both remain independent of external forces that could disrupt their value chains, but also because it gives much greater visibility into costs and profits. Apple's vertical integration also provides for excellent control over software and hardware development from design through manufacturing. This vertical integration enables strong cross-selling opportunities for new software and computer peripherals, as each product seamlessly interfaces with existing company technology, according to DataMonitor (2005). The addition of Apple retail stores beginning in 2001 extended this integration to the point-of-purchase, diminishing reliance on third-party vendors unfamiliar with Apple's unique technological and brand attributes according to DataMonitor."

Sample of Sources Used:

• Apple Computer Investor Relations Documents; 10Q documents filed with the Security and Exchange Commissions. Accessed from www.freeedgar.gov
• Barker (2004) - "The Great Communicator: Assessing the iPod ," The Age (5 February 2004).
• Cuneo (2003) - "Apple Transcends as Lifestyle Brand," Advertising Age (15 December 2003).
• DataMonitor (2005) - Apple Computer, Inc.," Datamonitor Company Profiles (22 January 2005).
• MacWorld (2004) - "Center of Attention", MacWorld Magazine. Philip Michaels. March 1, 2004

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