Situation Analysis for Apple:
This is a snapshot of where the current environment in which the company operates. This section should include
- Detailed SWOT analysis,
- Industry Analysis (include trends),
- Competitor Analysis,
- Company Analysis,
- Customer Analysis,
- Customer Characteristics.
Consider this approach, but do no limit the analysis to these alone : review the competitive forces that affect your industry and/or market segment rivalry among existing firms, threat of new entrants, threat of substitute products, bargaining power of suppliers, bargaining power of customers – Michael Porter’s 5 Forces Theory).
Define your major competitors’ future goals, current strategies, and assumptions about the industry.
Compare the company’s strengths and weaknesses with those of its major competitors.
Provide an analysis of how the company’s management plans to capitalize on competitors’ weaknesses and how it will counteract competitors’ strengths. Understanding the competitions’ strengths and weaknesses, as well as your own, are key to defending your market share, uncovering market opportunities and developing an effective unique selling proposition.
Financial Data and Projections for Apple:
- Define the approximate size, in units and dollars, of the target market for each of the company’s products/services.
- Provide management’s estimate of the company’s market share and associated industry rank for both the last three years (actual) and the next three years (projected).
- What has been the growth and profitability history of the industry, the company specifically, and what are its future prospects?
- If the projected growth rate exceeds the historical growth rate, discuss the major factors behind the company’s assumptions technological breakthroughs, lower production costs that can be passed on to customers, value chain benefits/competencies, etc.)
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