Strategic Planning of Apple Incorporation

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Strategic Planning
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Project Part A
Background
Apple Incorporation is an American-based technology company which was founded in 1976;
its headquarters is situated in Cupertino, California and it operates in different industries
including computing hardware, software, cloud computing, artificial intelligence, digital
distribution and others. The company currently holds third rank in the annual Fortune 500 list
by being one of the highest revenue generating enterprise that is situated in the United States.
Recently, the organisation became the first ever technology company to reach a market
capitalisation of $1 trillion which has provided it a competitive advantage in the market
(Ventura, 2019).
Business Strategies
The business strategies adopted by Apple are targeted towards generating and sustaining a
competitive advantage in the market which allows the company to continuously expand its
profitability even in diverse market conditions. The company has adopted differentiation
business strategy to manage its operations; particularly, the corporation uses product
differentiation strategy to create an edge over its competitors (Yang, et al., 2018). Through its
strategy, the company ensures that key features of its products are different from its
competitors. The company gives utmost importance of small details and design features of its
products while creating its products which are not the case with its competitors. For example,
the company make sure that its products are user friendly and they have elegant design
features which differentiate them from other products in the market (Desjardins, 2019). The
company also combined its strategy with high end branding that effectively differentiates it
from other technology businesses.

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Vision, Mission and Value
 Vision: The vision of the company is to bring the best personal computing experience
to its customers that include students, creative professions, educators and other
customers on a global scale while relying on innovative software, hardware and
internet offerings (Cuofano, 2020).
 Mission: The mission of the company is to design a diverse range of products
including Macs, OS X, iWork, professional software and others. It also focused on
leading the digital music revolution by offering services and products such as iTunes
and iPods respectively. It has also launched revolutionary App Store, iPhone and
iPads through which its focuses on defining the future of mobile media and
computing devices (Blodget, 2013).
 Value Statement: Apple operates on high standards and values which are also
followed by its executives while taking business decisions. These values include focus
on community development, environment protection, high standard of customer
services, innovation and others (Delery & Roumpi, 2017).
Organization Performance
The business strategies adopted by Apple links with its mission, vision and values and they
have a positive impact on overall organisational performance. Since the company focuses on
designing and manufacturing products which are different than compared to other products in
the market, it is able to charge high prices from its customers. The company also make sure
that its products seamlessly work with one another which increase their overall sales. For
example, the company recently launched Air pods which connect with iPhone when they are
close to them; this seamless connection and convenience are preferred by customers globally
making it one of the most successful products launched by Apple (Threlfall, 2017). Similarly,
other products offered by Apple are also designed to create an “ecosystem” in which devices
interact with each other to provide better services to customers that lead to increasing their
overall sales. This has resulted in making Apple the first even technology companies that
achieve the major milestone of $1 trillion market capitalisation (Leswing, 2019). It shows

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that the business strategies of Apple have a positive impact on organisational performance
which generates a competitive advantage for the enterprise.