1. تجزیه و تحلیل استراتژی های شرکت اپل
Apple Computers
تجزیه و تحلیل استراتژی های شرکت اپل
ارائه کننده: مهندس آرش احمدی اصفهانی

2. External Factor Evaluation (EFE) Matrix
Key External Factors
Weight
Rating
Weighted
Score
Opportunities
Increase in worms and virus on PCs.
0.15 4
0.60
Downloadable music and MP3 players are highly marketable.
0.6 3
0.18
Large population (Gen X & Y) which are extremely individualistic and name brand conscious.
Increase in sales of laptops by 20 percent.
0.04
0.12
Increasing sales of computers online by 25 percent.
0.05
Creating more ties with Microsoft products.
0.10
0.40
Threats
Increasing competition with music downloads.
0.07 2
0.14
Intel’s future Pentium release.
0.03
0.09
Dell and HP are major competitors.
Dell does not invent but provides computers at a more cost effective rate for customers.
0.06
Recession—price of Apple computers are higher.
0.08
Companies not seeing Apple as compatible with their software.
0.30
TOTAL
1.00
3.24

3. Internal Factor Evaluation (IFE) Matrix
Key Internal Factors
Weight
Rating
Weighted Score
Strengths
iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform.
0.15 4
0.60
Apple’s niche audience provides the company with some insulation from the direct price competition.
0.10 3
0.30
Revamping desktop and notebook lines.
Low debt—more maneuverable.
0.06
0.24
Developing own software and hardware.
0.14
0.42
Good brand loyalty.
0.05
Web technology can be used to improve product awareness and sales.
0.40
Weaknesses
Dependency on new product launches. 1
Weak presence in business arena.
0.07
Slow turn around on high demand products.
0.03 2
Weak relationship with Intel and Microsoft.
Weak presence in markets other than education and publishing.
0.04
0.08
Total
1.00
2.78

4. The Internal-External (IE) Matrix
1.0 to 1.99 IX
VIII
VII
Low
2.0 to 2.99 VI V IV
Medium
3.0 to 3.99
III II I
High
3.0 to 4.0
Weak
Average
Strong
Grow and Build
Segments
Revenue
Profit
EFE
IFE
Domestic
54%
52%
3.5
2.6
International
46%
48%
3.0

5. SPACE Matrix SPACE Matrix Forward Integration Backward IntegrationES IS CA FS
Conservative
Aggressive
Forward Integration
Backward Integration
Horizontal Integration
Market Penetration
Market Development
Product Development
Joint Venture
Defensive
Competitive

6. Start producing Wintel compatible Expand production into Asia
QSPM
Key Internal Factors Weight
Start producing Wintel compatible
Expand production into Asia
Strengths AS
TAS
iTunes Music Store is a good source of revenue, especially with the iPod and the availability on Windows platform.
0.15
1.00
3.00
0.45
Apple’s niche audience provides the company with some insulation from the direct price competition.
0.20
4.00
0.80
0.60
Good brand loyalty.
Web technology can be used to improve product awareness and sales.
Weaknesses
Weak relationship with Intel and Microsoft.
Weak presence in markets other than education and publishing.
2.00
0.30
SUBTOTAL
3.25
2.85

7. Start producing Wintel Expand production into Asia
QSPM
Key External Factors Weight
Start producing Wintel
Expand production into Asia
Opportunities AS
TAS
Increase in worms and virus on PCs.
0.15 2
.30 3
.45
Downloadable music and MP3 players are highly marketable.
0.06
1.00
0.12
4.00
0.48
Large population (Gen X & Y) which are extremely individualistic and name brand conscious.
0.10
0.40
Increase in sales of laptops by 20 percent.
0.08
0.32
Creating more ties with Microsoft products.
2.00
Threats
Intel’s future Pentium release.
3.00
0.30
Dell does not invent but provides computers at a more cost effective rate for customers.
0.18
Companies not seeing Apple as compatible with their software.
0.05
SUBTOTAL
0.93
2.36
SUM TOTAL ATTRACTIVENESS SCORE
4.18
5.21