Organizational Assessment: Apple Inc. Strategy and Analysis

This report provides an organizational assessment of Apple Inc., evaluating its internal environment. The assessment begins with an analysis of Apple's mission, vision, and values, followed by a strategy clarification and cultural assessment. A value chain analysis is conducted to identify key activities and competitive advantages. The report summarizes the findings, leading into a SWOT analysis that identifies Apple's strengths, weaknesses, opportunities, and threats. Finally, a balanced strategic scorecard is presented to measure the company's performance across financial, customer, internal process, and learning & growth perspectives, concluding with insights into Apple's strategic position and recommendations for future growth. The report uses sources like Apple.com, and academic journals to back up the findings.

Running head: ORGANIZATIONAL ASSESSMENT
Organizational assessment
Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Part I.................................................................................................................................................3
Mission, vision, and values..........................................................................................................3
Strategy clarification....................................................................................................................4
Cultural assessment.....................................................................................................................4
Value chain analysis....................................................................................................................5
Summary of findings...................................................................................................................6
Part II...............................................................................................................................................6
SWOT analysis............................................................................................................................6
Part III: Balanced Strategic Scorecard.............................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Analyzing the business opportunities in right manner has become necessary for the
current scenario. Due to increasing competition in the market, understanding own strength and
weakness have become necessary. The purpose of this study is to highlight the internal
environment of Apple Inc. By highlighting the values chain analysis and SWOT analysis, the
internal environment and opportunities have been identified in this study. At the end of the study,
using balanced strategic scorecard the growth of the company has been measured.
Part I
Mission, vision, and values
The mission of Apple is to develop the performance standard of the employees so that it
will be able to maintain standard quality of products. The mission if Steve Jobs is to contribute to
the globe by introducing the mind tools that can bring the advancement in mankind (Pousa,
2016 ). In this process, the technological development as well as the financial growth is included.
It cannot be denied that in the current competitive industry customer satisfaction has become the
major concern for the companies. In this situation, it has become necessary for Apple inc. is to
introduce effective performance standard for maintaining the customer retention process.
Therefore, the vision of Apple Inc. is to develop effective leadership practices in the
organization so that the changing needs of the customers can be satisfied and business
operations can be done in proper manner. On the other hand, the company also aims to
maintain the employment standard in workplace so that the competitiveness can be improved.
The core value of Apple Inc. is to introduce principles, qualities, company believes and

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standards in the workplace. By understanding the values of this organization, it can be said that
company aims to maintain the proper interaction between suppliers, customers and employees
across the world so that it can fulfill its promises to the customers (Ferris et al., 2014).
Strategy clarification
While taking the interview of the senior manager of Apple Inc., it has been identified that
it aims to introduce effective transformational leadership practices in the workplace so that the
internal environment can be improved (Blenko et al., 2016). Aim of the company is to expand its
business all over the world and increase its sales revenue 6% within coming 2020. During the
interview, it has been analyzed that the company aims to expand its ecommerce for establishing
its strong brand image in all over the country. In the global industry, Samsung, Tesla motors,
Dell, Sony and Bose are the major competitors of this company (Apple.com, 2018). If the market
position is being analyzed, it will be identified that in the year 2017, the business revenue of this
company was 22,923.4 crores USD, where the Samsung was 22,345 crores USD, Bose was 380
crores USD, Tesla motors with 1,175.9 crores USD and with the similar target market (Piao &
Kleiner, 2015). Therefore, it can be said that the Bose and Samsung are the major competitors of
Apple Inc.
Cultural assessment
Analyzing the political and economic situation in US it has been identified that due to the
increasing opportunities of the market, large numbers of organizations have got the chance to
develop business in the competitive industry. In this situation, maintaining the loyal customers
has become major concern for the company ((Mitrofanov, Krutikova & Parsheva, 2016)). In this
situation, Apple Inc. has decided to introduce its product and service related information to the
people so that transparency can be maintained. By implementing this strategy the company has

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aimed to increase the number of loyal customers. On the other hand, it is also true that depending
on this strategy the customer relationship can also be improved, which can help to deal with the
external competitiveness.
Value chain analysis
Value chain analysis is being considered as the effective way in which the business
activities of an organization can be analyzed. It is true that depending on the value chain
analysis, the competitive advantage can be gained.
Figure: Value chain analysis
(Source: Gereffi & Fernandez-Stark, 2016)
In case of value chain analysis, both the primary and support activities have higher level
of contribution in case of gaining the competitive advantage. Among the primary and support
activities, the company may focus on improving the inbound and outbound logistics. This
strategy can help in case of expanding its business. It cannot be denied that Apple Inc has expand
its business in both the developing and developed countries, however, it needs to focus on
improving its logistics so that in other countries it can expand its business.

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Summary of findings
It can be summarized that the company named Apple Inc. has decided to improve its
performance standard and uniqueness for maintaining its quality. Bose and Samsung are the
major competitors of Apple Inc.
Part II
SWOT analysis
Strength: The major strength of Apple Inc. is it has established its unique brand image in the
market. It is also true that using the innovative products in the market it has developed the large
customer base. The company has brought innovation in hardware and software and introduced it
in the market. By using the strong designing process, the company has maintained its brand
popularity in the market (Khan, Alam, & Alam, 2015). Apple Inc. has developed effective
promotional strategies for grabbing large number of customers’ attention. If the company will be
able to establish is strength in between manner, it will be able to create tough position for its
competitors.
Weakness: The major weakness of the company is it is maintaining its strong position in the
market since 1980 (Khan, Alam, & Alam, 2015). Due to this reason matching the increasing
customer expectation has become big challenge for the company. Incompatibility is being
considered as another important weakness of the company. It has been identified that some of the
products of Apple Ice are not compatible with the third-party accessories. It influence the
decision making process of the customers. Due to this reason, the sales rate of the company can
be affected. By taking the advantage of this situation, the competitors can introduce its products
in lower ranges for grabbing customers’ attention.

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Opportunities: Availability of technological advancement in the current industry can be
considered as the important opportunities of Apple Inc. On the other hand, with increasing
growth in GDP, people have started showing their interest towards consuming the luxury brands
(Inabinett & Ballaro, 2014). These opportunities can help to maintain its business growth.
Maintaining the performance standard the company will be able to get loyal customers.
Threats: Market penetration by the other companies is biggest threat for Apple Inc in the
Smartphone industry (Khan, Alam, & Alam, 2015). It cannot be denied that Mac book is the best
product in the laptop segment, but increasing popularity of HP, Dell and Lenovo has increased
market competition.
Part III: Balanced Strategic Scorecard
Figure: Balanced Strategic Scorecard
(Source: Akkermans & Van Oorschot, 2018)
In the year 1990, David Norton and Robert Kaplan introduced Balanced Scorecard. It
helps to clarify the mission and vision of the company in right manner. There are four groups in

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this Balanced Scorecard such as financial, customer, internal process and learning and growth,
which helps to achieve the goals and objectives of the company (Gibbons & Kaplan, 2015). In
the below table the balance scoreboard of Apple Inc. has been identified.
Financial
OBJECTIVES MEASUREMENT ACTION PLAN
To increase the sales
rate 6% within 2020
Increasing
profitability
6 months
Customer Perspective
OBJECTIVES MEASUREMENT ACTION PLAN
To increase the
number of loyal
customers
Customer retention
rate
1year
Internal Processes Perspective
OBJECTIVES MEASUREMENT ACTION PLAN

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To improve the
performance
standard
Feedbacks from the
customers
6months
Learning and Growth Perspective
OBJECTIVES MEASUREMENT ACTION PLAN
To introduce
innovative design in
the industry
With increasing
market share
1 year
Conclusion
In this study, it can be concluded that Apple Inc. has established its strong brand image in
the market so that the company will be able to gain the competitive advantage. However, due to
increasing competitors in the market, the company is dealing with several challenges. Id the
organization can use its opportunities in proper manner; it will be able to achieve its goals and
objectives.

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References and bibliography
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18th Sep, 2018]
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Gibbons, R., & Kaplan, R. S. (2015). Formal Measures in Informal Management: Can a
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