Strategic Context of Apple: Evaluation of Market Activated Corporate Strategy (MACS) Framework and Performance Analysis of Products

Strategic Context

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market Activated Corporate Strategy (MACS) Framework..................................................3
Strengths and Weakness.........................................................................................................4
Analyse the performance of the products of Apple and determine the management challenges
that are being faced by the business.......................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
Books and Journals...............................................................................................................11
Online...................................................................................................................................11

INTRODUCTION
The business environment is dynamic and it keeps on changing. A business organisation
must conduct proper research so that they are able to form effective strategies. It is important to
understand the strategic context of a business organisation. It helps to understand the reason of
existence of a company, their functions and powers that help them work, etc. A company must
work according to the strategies that they have formulated and try to achieve goals and
objectives successfully (Kawai and Chung, 2019). This report is based of studying strategic
context of Apple. It is an American Multinational technology company that specialises in
computer software, consumer electronics, and online services. It is largest information and
technology company if measured in revenue. It is world's most valuable company as of 2021.
The company was founded 45 years ago in 1976. It has its operations around the globe. In this
report, there is evaluation related to market-activated corporate strategy (MACS). The strengths
and weakness of the business organisation are examined so that desirable actions can be taken.
Afterwards, in the report there is evaluation of 3 year data of the business organisation in order to
review its performance. By analysing data, the challenges faced by management are being
evaluated. In the end of this report, recommendations are mentioned.
Argument 1: The strategy used by Apple is to launch and innovate the products on regular basis.
It is a right strategy that is being followed by company and it helps them to earn more revenue.
The same was followed by the company at the time of Covid and made them successful.
Argument 2: This strategy used by Apple is not right and reduces the profitability of company at
the time of Covid.
MAIN BODY
Market Activated Corporate Strategy (MACS) Framework
According to Zavidna and et.al., 2019, this model offers a systematic approach to the
multi-business corporation to prioritize their investments among its business units. It is necessary
for a business organisation to know about the products that are bring profitability for the
company. At the same time, it helps them to take strategic decisions. There are changing
conditions of market and it is necessary to invest in right product so that the business unit is able
to earn good revenues. There is key role of identifying if any product of the company is making
loss. This will cause problem for the company as the product reduces their brand image and

value. The company must divest in that particular product, if it is not possible to earn revenue
from the same. It is necessary for the business owners to check if the business unit is adding
value to their portfolio or not. The ability of products offered by the company are being checked
under Market Activated Corporate Strategy (MACS) Framework. The company identifies the
capability of the business unit to stand alone in the market and achieve success. This also helps
to know the position of company against competitors and extract value from the company. It is
necessary for the owners of the company to work in such a manner that they are able to attain
success (Thams, Chacar and Wiersema, 2020).
In relation to Apple the company has good image in market and deals in products such as
iPhone, iMac, iPad. These products have ability to stand effectively and attain success in the
market. The company is dealing in the products and earning good revenue so that they are able to
achieve effective image. In relationship with Apple, the parent company has ability to extract
value from business. The company is able to gain success over all the other competitors that are
present in market. They are able to create the value from most assets and are able to deal with the
competition that is present in the market. It becomes necessary to keep the products in portfolio
as they are enhancing the sales of the enterprise. It will help them to perform effectively in long
run and achieve goals and objectives successfully.
Strengths and Weakness
It is important for a business organisation to know about their own strengths and
weakness. The company must work on their strengths so that they are able to make them