iPad Team iPear - Group 6 Tom Doan Nicholas Gustitus Hovanes Kanbourian Diem-Sang Tran

 Apple is one of the leading technology firms providing information and media onto a single device  Product Offering: Apple iPad  Market Position: A premium price for a high quality tablet pc for all ages  New market with emerging competitors Overview of Apple and iPAD

Mission  To improve computing experience to students, educators, creative professional and consumers around the world in relation to eReading. Vision  To make a contribution to the world using Tolstoy for the mind to advance human kind Mission and Vision

Defining Winning:  51% of the E-book sales by the end of the year from the publishers we work with Our Strategy:  Improve the device for better sales  “In a Box” thinking  Keep positive customer perspective Strategy Approach

Generic Strategies Cost Leadership Strategy Raw Materials Differentiation Strategy The available content on devices and selection of applications Focus Strategy (low cost) Low cost for Applications on iPad Focus Strategy (differentiation) - e-book markets

 Improve app quality with publisher/owners  Improve the technology and information available in upgrades/newer models  Resource capability needs to grow  Keep Customer perspective positive How to win

Vrine Model

Legal Copyright laws are the biggest issue surrounding Apple Environmental Their products only generate 46% of greenhouse gas emissions, producing smaller size packaging Also has a recycling program Technological Constant research and design = constant updates and changeFocus groups Social Students between 18 and 25Tech savvy trend among the public Economic Expensive e-tablet for a slow economy Increase in sales Political Global ProductTaxation PoliciesPolitical Environment PESTEL

The 5-Force Model Degree of Rivalry (3) New Market Not fighting for marker share Threats of New Entrants (8) - Barriers to entry are low - Profits are high Buying Powers (8) - Read PDF, Word, Excel, etc. files - Many eReading applications Complements (7) - Applications - iTune - keyboard dock - wireless keyboard - iPad camera connection kit - Apple dock- connector to VGA adapter, earphones Threats of Substitutes (1) - Dictionary - Books - Television -newspapers - CD’s and radio - personal computers Supplier Power (4) - Brominated flame retardants mfr - AT&T - firms making new applications - the manufacture of the different parts of the iPad - Amazon, book publishers, CourseSmart, etc.

Opportunities and Risk Assessment Opportunities  Brand Recognition  Value curve categories  Customer Support Risks  Easily substitutable (Computers, TV, Newspapers)  Inimitable  Slim Barriers of Entry into the E-Reader Market Resources  Capital for expansion and R&D  New Operating System slated for release  Reputation of a innovative company

Value Curve User Friendly Interface (10)  Simple navigation menu for content, settings, etc.  Ease of search function Content (8)  Different content from Competitors  Able to read PDF, word, excels, and PPT doc.  Application for free or less. Weight/Size (9)  9.56” in height, 7.47” in width and 0.5” in depth  1 and ½ lbs. Aesthetics (10) [main goal for Apple]  Modern look Connectivity (9)  WiFi and 3G Display (8)  1024 by 768 high resolution screen  9.7” screen Other Capabilities (9)  Offers a variety of ways to read digital text  Watch the news online Energy Efficient (5)  Great for a tablet PC, not for an eReader  10 hours compared to days or weeks Cost (3)  Expensive as an eReader  Starts off at $499 with 16GB of memory and WiFi to $829 with 64GB of memory, WiFi and 3G Memory (9)  16, 32 or 64 GigaByte internal hard drives

Value Curve

WhatHow Financial Perspective Revenue Growth Strategy Build the FranchiseIncrease customer base Increase value to the customers Add features to iPad Add/Improve Apps Customer PerspectiveCustomer AcquisitionMarketing and good citizen Customer RetentionExcellent customer service Product LeadershipKeep current with technology Customer Satisfaction24/7 service Internal Process Perspective Build the franchise through innovationKeep current with technology Learning and Growth PerspectiveTechnology Keep current with technology Research and Development Gain understanding of legal regulations Balance Scorecard

Thank you!