Apple Inc. in 2010   HBS Case Study    Vivek Mehta
The Company &                  What          Key Happenings      Company                Happened                          ...
Situation Audit – The Company• US-based High Tech Multinational CompanyMission Statement:• Designs Macs, the best personal...
Situation Audit – Company Offerings                 PC – Mac Desktop, Portable         Retail Stores                      ...
Situation Audit – Key Happenings                                   5
Situation Audit – Key Happenings                                   6
Situation Audit – Target Market                                     IndividualsGovernments                                ...
Situation Audit – Marketing Strategy              PRODUCT                                PRICESimplify & Beautify ordinary...
Situation Audit – Business Strategy• VISION: Committed to bringing the best user experience to its  customers through its ...
Situation Audit – Industry  Frequent        Rapid                   Intense                               Large   Product ...
Situation Audit – Competitors                                11
The Company &                  What          Key Happenings      Company                Happened                          ...
Porters Five Factor Model               PC - MAC                 MP3 Player - iPOD         Mobile - iPHONE               L...
Porters Five Factor Model               PC - MAC                MP3 Player - iPOD          Mobile - iPHONE               H...
SWOT - StrengthsRevolutionary                  High Quality WellIntegrated                  ProductDifferentiated         ...
SWOT - Weakness MAC: Low      Reliance on iTunes: Low    iPhone:  Market       Suppliers for             Limited to       ...
SWOT - OpportunitiesCapitalize oniPod-iPhone     Tablets       iTunes  Growth                              Global    iPhon...
SWOT - Threats               Rapid         Highly         FreeImitators   Technology     Competitive    Content           ...
The Company &                  What          Key Happenings      Company                Happened                          ...
Problem Statement1. What, historically, have been Apple’s   competitive advantages?2. How sustainable is Apple’s competiti...
Competitive Advantage               R&D       SuperiorComplete              Rapid       Quality Solution            Innova...
The Company &                  What          Key Happenings      Company                Happened                          ...
Identification of Alternative• Option-I: International Expansion    – Emerging Markets, APAC with lot of consumers, provid...
Critical Issues•   PC – Mac     – Less Market Share (Market Opp)•   MP3 - iPod     – iPod Sales declining (Market Opp)•   ...
Financials100%          Gross Margin         HP80%                                Dell                                   L...
2006              Android                    0%                          Other                              Worldwide     ...
2006                                                        Worldwide PC                             Hewlett-             ...
2006                          Net Sales by                            Geography (B,%)       RoW        7.8       40%     U...
2006 Asia-Pac                                                         Net Sales by          0         0%                Ja...
2006         Peripherals &                  HW         Software                                                           ...
The Company &                  What          Key Happenings      Company                Happened                          ...
Analysis                        Option-I     Option-II      Option-III      Option-IV              Rating    Market       ...
RecommendationWe recommend, Apple should:• Employ Market Expansion   – Emerging markets using Retail store strategy   – Wo...
QuestionsThank you !!!   34
The Company &                  What          Key Happenings      Company                Happened                          ...
What Happened – 2012                                                          SmartPhonePC                           MP3 P...
What Happened               Net Sales by Geography   Net Sales by Geography - 2009       Net Sales by Geography - 2012    ...
What Happened                  Overall Company Growth                 Overall - Company - 2009         160                ...
What Happened                                Net Sales by Product90                                                       ...
What Happened               SmartPhone Market Share 2009         Linux                      Android 0%                    ...
What Happened 2009                                    PC Market Share                                     Hewlett-        ...
What Happened      Gross Margins Compared90%80%                                           HP70%                           ...
What Next – Beyond 2012• Product Innovation  – Blow-out NG iPhone  – iTunes Radio  – Apple TV – Large Screen TV     • Open...
44
Thank You !!!                45
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Apple in 2010 - Harvard Case Analysis

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Marketing Analysis of Harvard Case - Apple in 2010

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Apple in 2010 - Harvard Case Analysis

  1. 1. Apple Inc. in 2010 HBS Case Study Vivek Mehta
  2. 2. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 2
  3. 3. Situation Audit – The Company• US-based High Tech Multinational CompanyMission Statement:• Designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software• Leads the digital music revolution with its iPods and iTunes online store• Reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad 3
  4. 4. Situation Audit – Company Offerings PC – Mac Desktop, Portable Retail Stores MP3 Player iPod Peripherals & Accessories SmartPhone iPhone Application SW iLife, iWork Tablet iPad OS Content Provider iOS, Mac OS X iTunes, AppStore 4
  5. 5. Situation Audit – Key Happenings 5
  6. 6. Situation Audit – Key Happenings 6
  7. 7. Situation Audit – Target Market IndividualsGovernments Home Users DIVERSE NEEDS Computing Communicating Entertainment Creative EducatorsProfessionals Students Enterprises SMB 7
  8. 8. Situation Audit – Marketing Strategy PRODUCT PRICESimplify & Beautify ordinary items Premium - Skimming StrategySuperior designHigh user-experienceComplete Solution PLACE PROMOTIONOnline PublicityOwn Retail Store Student DiscountBig-box Retailers, Service Providers Value-add ServicesiTunes - ContentApp store - 3rd party Apps 8
  9. 9. Situation Audit – Business Strategy• VISION: Committed to bringing the best user experience to its customers through its innovative hardware, software, peripherals, services, and Internet offerings• Superior and well-integrated digital solutions• Continuous new offerings• Ecosystem for the products• Retail Strategy• Digital Hub Strategy 9
  10. 10. Situation Audit – Industry Frequent Rapid Intense Large Product Technological Competition PlayersIntroductions Advances Price cuts Rapid Economies Price HighProduct, Tech Of Scale Sensitive Utility Imitation Customers 10
  11. 11. Situation Audit – Competitors 11
  12. 12. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 12
  13. 13. Porters Five Factor Model PC - MAC MP3 Player - iPOD Mobile - iPHONE LOW LOW LOW Differentiation: Differentiation: Differentiation: Unique Design Unique Design Unique Design Vertical Integration iTunes – Easy Music AppStore – Download on Strong Brand Download, Sync with PC PhoneThreat of Accessories AccessoriesEntry Patents Patents(PotentialCompetitors) Cost Advantage: Cost Advantage: Cost Advantage: Proprietary Tech Proprietary Tech Proprietary Tech Access to Raw Access to Raw Economies of Scale: R&D, Setup cost high High Market share R&D, Setup cost high LOW LOW LOWBuyer Customer increasing Customers decreasing Customers increasingPower Switching cost high Switching cost high for Switching cost high for for differentiated prd differentiated prd differentiated prd 13
  14. 14. Porters Five Factor Model PC - MAC MP3 Player - iPOD Mobile - iPHONE HIGH MODERATE HIGHThreat of Few Strong Large Competing firms Large Competing firmsRivalry Competitors(ExistingCompetitors) Large White-box Players MODERATE MODERATE LOW PDA, Tablets, SmartPhone, Landline - Home,Threat of SmartPhone Radio, CD Players Public, IMSubstitute Provide only some Outdated technology Do not provide function of PC portability MODERATE HIGH MODERATE Software, MP Memory, Content MP, AppsSupplier Supplier of Supplier of Component Supplier of ComponentPower Component Power to Impact Price Power to Impact Price Power to Impact Price ContentProviders control Price and availability 14
  15. 15. SWOT - StrengthsRevolutionary High Quality WellIntegrated ProductDifferentiated & User PlugNPlay Breadth Product Experience Intuitive Fast High Charismatic High Innovation Customer Visionary Margins Pace Loyalty CEOStrong Brand Financially Innovation Patents Halo Effect Strong Culture 15
  16. 16. SWOT - Weakness MAC: Low Reliance on iTunes: Low iPhone: Market Suppliers for Limited to Margin Share MP,App,Mem Single SP - ATT iPhone: Innovation Some High Lacking limited to key Product Investment in Features Personnel Failure R&D Inventory Overseas Content Closed Cost Less Market Provider SystemsAdv Purchase Presence Relations 16
  17. 17. SWOT - OpportunitiesCapitalize oniPod-iPhone Tablets iTunes Growth Global iPhone Additional Demand Feature for Cons Limitation Cellular N/W Electronics 17
  18. 18. SWOT - Threats Rapid Highly FreeImitators Technology Competitive Content Changes Markets Availability HW, SW, GlobalMP3 Dying New Entrants Content Economic Market Google Suppliers Crisis 18
  19. 19. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 19
  20. 20. Problem Statement1. What, historically, have been Apple’s competitive advantages?2. How sustainable is Apple’s competitive position in PCs?3. How sustainable is Apple’s competitive position in the MP3 arena?4. How do you assess Apple’s competitive position in smartphones?5. What are the prospects for the iPad?6. Can Apple thrive without Steve Jobs? 20
  21. 21. Competitive Advantage R&D SuperiorComplete Rapid Quality Solution Innovation LargeAppealing Brand Customer Design Reputation Base 21
  22. 22. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 22
  23. 23. Identification of Alternative• Option-I: International Expansion – Emerging Markets, APAC with lot of consumers, provides high growth opportunity – Use Retail Strategy – Apple presence alone can do the trick – iTunes & AppStore – Introduce worldwide content• Option-II: Open up – Introduce iPhone on other reliable carriers – License MacOS & iOS for running on non-Apple Hardware• Option-III: Price Differentiation – Extend product line to provide some products with lower price point• Option-IV: Complete Inhouse Development – Develop MProcessor, Software rather than rely on Intel, Microsoft• Substantial & Incremental Innovation required for all strategies 23
  24. 24. Critical Issues• PC – Mac – Less Market Share (Market Opp)• MP3 - iPod – iPod Sales declining (Market Opp)• SmartPhone – iPhone – Threat from new entrants with open OS – Google Android (Strength/Weak) – More App Developers willing to work on new OS (Strength/Weak) – Tie-up with single network operator with not reliable services (Mkt Opp) – Feature limitation – Battery Life, Keyboard, Flash technology (Mission)• Tablet – iPad – Usage Model (Mkt Opp) – Threat from new entrants – HP, Dell (Strength/Weak)• Content – Low Margins & Tense Relations• Sustainability – Profitability & Growth (Financial Position) 24
  25. 25. Financials100% Gross Margin HP80% Dell Lenovo60% Intel40% Microsoft20% Nokia RIM 0% Google 2006 2007 2008 2009 Apple 25
  26. 26. 2006 Android 0% Other Worldwide Linux 3%Mac OS X 0% 18% SmartPhoneMicrosoft 10% MarketShare (%) Symbian RIM 62% 7% Linux 0% Android 2009 4% 5% Other Mac OS X 1% 14% Symbian 47% Microsoft 9% RIM 20% 26
  27. 27. 2006 Worldwide PC Hewlett- MarketShare (%) Packard 16% Others Dell 48% 17% Acer Apple Lenovo 6% 2% 7% Toshiba 4% 0% 0% 0% 0% 2009 Hewlett-Packard Others 20% 41% Dell 13% Acer Apple Lenovo 13% 4% 9% Toshiba 27 0% 0% 0%0%
  28. 28. 2006 Net Sales by Geography (B,%) RoW 7.8 40% US 11.5 60% 2009 RoW US 20.6 22.3 48% 52% 28
  29. 29. 2006 Asia-Pac Net Sales by 0 0% Japan Retail 3.2 Geography (B,%) 18% 1.2 7% Americas 9.4 Europe 52% (EU,ME,Af) 4.1 23% 2009 Retail 6.7 Asia-Pac 16% 3.1 Americas 7% 19 Japan 44% 2.3 5% Europe (EU,ME,Af) 11.8 28% 29
  30. 30. 2006 Peripherals & HW Software Net Sales by iPad 0 iPhone 0% 0 1.1 6% 1.2 6% Mac Product (B,%) Music Rel Prod 0% 1.9 7.4 10% 38% iPod 7.7 40% Peripherals & iPad HW 2009 Software 0 1.5 2.4 0% 4% 6% Mac 13.8 iPhone 32% 13 30% iPod Music Rel Prod 8 4 19% 9% 30
  31. 31. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 31
  32. 32. Analysis Option-I Option-II Option-III Option-IV Rating Market Price Vertical Expansion Open Up Differentiation IntegrationCorporate Mission 0.3 5 4 3 4 MarketOpportunity 0.3 5 5 4 2CompetitiveStrengths & 0.2 4 4 3 4 Weakness Financial Position 0.2 5 4 3 3 TOTAL 1.0 4.8 4.3 3.3 3.2 32
  33. 33. RecommendationWe recommend, Apple should:• Employ Market Expansion – Emerging markets using Retail store strategy – Worldwide contents on iTunes• Employ Market Penetration – More cellular carriers – License MacOS & iOS to be used on non-Apple products• Continue on R&D to Innovate for Product Development – Feature-rich iPhone & iPad• Continue delivering well-integrated & superior products• Advertise - iPad usages – Hospital, Schools/Universities, Professionals• Put in place Replacement plan for Steve Jobs 33
  34. 34. QuestionsThank you !!! 34
  35. 35. The Company & What Key Happenings Company Happened Offerings & Target Market StrategyRecommendation Marketing & Q&A Business Apple, Inc. Critical Issue In 2010 Industry & & Analysis Competition Alternate 5-Factor Identification Problem & SWOT Statement 35
  36. 36. What Happened – 2012 SmartPhonePC MP3 Player More model with featureMore MAC model with More iPod model with additionsreduced price points features from iPhone,iPad iPhone on other Carriers -Apple has not increased Sales continue to Verizonits global marketshare decline, Apple still leading iPhone sales skyrocketedHP leads Android OS leads Apple Loss of Steve JobsTablet Retail New HeadMore model with feature More new stores around Largest Technologyaddition & price points the world company (Rev & Profit)New Entrants – Microsoft Strategy successful Gross Margins increaseiPad is huge success Strategy imitated Stock Price High - $700Apple leads 100B+ in cash/eqvt 36
  37. 37. What Happened Net Sales by Geography Net Sales by Geography - 2009 Net Sales by Geography - 2012 US US 22.3 61 52% 39%RoW RoW20.6 95.548% 61% 37
  38. 38. What Happened Overall Company Growth Overall - Company - 2009 160 Overall - Company - 20124540 140 156.5B35 42.9B 120 121.3B30 100 33.9B25 8020 6015 40 41.7B10 20 5 8.2B 0 0 Net Sales Net Income Cash & Cash Net Sales Net Income Cash & Cash Eqvt Eqvt 38
  39. 39. What Happened Net Sales by Product90 80.5 2009 51%80 2012 Net Sales by Product (B)70605040 32.4 21%30 23.1 15%20 17.1 13.8 13 32% 30% 8 8.5 9.5 19% 5.6 4 5%10 4.3 6 4% 1.5 2.8 2.4 3.5 9% 4% 2% 6% 2% 00 Desktops Portable Mac iPod Music Rel Prod iPhone iPad Peripherals & HWSoftware 39
  40. 40. What Happened SmartPhone Market Share 2009 Linux Android 0% 4% Other 5% Mac OS X 1% 14% Symbian 47%Microsoft 9% 2012 Microsoft RIM 0 20% Symbian, 7% 0% Other,5% RIM, 6% Mac OS X, 23% Android, 59% Linux 0 0%40
  41. 41. What Happened 2009 PC Market Share Hewlett- Packard Others 20% 41% Dell 13% 2012 Hewlett- Acer Packard, 15% Apple Lenovo 13% Others, 43% Dell,10% 4% 9% Acer, 11% 0% 0% 0% 0% 2012 0% 0% 0% Linux0% 0% Apple,6% Lenovo, 15% 1% Mac OS Toshiba WinVista 6%0% 0 0 0 0 6% Windows XP0% 0% 0% 0% 43% Windows 7 43% 41
  42. 42. What Happened Gross Margins Compared90%80% HP70% Dell60% Lenovo50% Intel40% Microsoft30% Nokia20% RIM Google10% Apple0% 2006 2007 2008 2009 2010 2011 2012 42
  43. 43. What Next – Beyond 2012• Product Innovation – Blow-out NG iPhone – iTunes Radio – Apple TV – Large Screen TV • Opening up of Apple TV for App Developers• Overseas Market Growth Opportunity – Strategic Deals – China Mobile 43
  44. 44. 44
  45. 45. Thank You !!! 45

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