CONTENTS
Page
Abstract 3
1. Introduction 4
2. External environment of Apple 4
2.1. Macro-environment Analyse PESTEL 4
2.1.1. Political 4

Contents
Page
Abstract 3
1. Introduction 4
2. External environment of Apple 4
2.1. Macro-environment Analyse PESTEL 4
2.1.1. Political 4
2.1.2. Economic 5
2.1.3. Social 5
2.1.4. Technological 5
2.1.5. Environmental 6
2.1.6. Legal 6
2.2. Industries and sectors - Analyse Five Forces framework 6
2.2.1. The bargaining power of suppliers 7
2.2.2. The bargaining power of customers 7
2.2.3. Risk of entry by potential competitors 8
2.2.4. Substitutes 8
2.2.5. Rivalry 9
3. Internal environment of Apple 9
3.1. Brand positioning 9
3.2. Life cycle of Apple Inc. Core Product 10
3.3. Finance 10
3.4. Human Resource Process 11
CEO 11
4. Current Strategy 12
4.1. Business-level strategy 12
4.1.1. Differentiation strategy 12
4.1.2. Strategy to manage rivalry 14
4.2. Global Strategy 15
4.2.1. Apple’s foreign operations 15
4.2.2. Global retail stores 16
4.2.3. Brand loyal and value promotion 16
4.2.4. Acquisition strategy 16
4.2.5. Methods used by Apple in order to enter new markets 17
5. Conclusion 18
6. References 19
7. Bibliography 21
8. Appendix 22
9. Group log 25
9.1. First meeting 25
9.2. Second meeting 25
9.3. Third meeting 25
9.4. Fourth meeting 26
9.5. Fifth meeting 26
9.6. Sixth meeting 26
10. Reflection 28
Nguyen Thi Diu 28
Hany Jawad 28
He Miao 28
Hani Elyas 29
Yousaf Khan 29

Abstract

Apple made several hugely successful products over years and now it has become the most famous technology company over the world. This report considers Apple’s premium brand that command the higher price as a competitive business in the context of needs-based positioning. It is needed to lower its price if Apple wants to control all the markets.

This report will discuss strategies