Benchmarking Techniques of Apple and Microsoft - Essay Example

This report doesn’t consider just one perspective for the judgment of the company. Its discussion is on the basis of both the financial and non-financial factors of the company. Besides these market perception and working environment with the potential of and for the workforce have been discussed in order to gain the complete perspective of the companies.

In this report, the two companies selected for the benchmarking or comparison are not only the leading companies in their industry but also one of the biggest companies overall in the global ranking. The report gives a detailed comparison of Apple and Microsoft complete analysis has been made in order to get a conclusion regarding the performance of both companies in comparison to each other.

Financial analysis of the companies is very detailed it is based on horizontal, vertical, and ratio analysis of the company that if of the past three years of the financial statements of the company. Non-financial analysis studies both the external and internal environment of the company and the technique of SWOT analysis have been used to assess them both.

Both Apple and Microsoft are huge companies and depend hugely on continuous innovation in order to remain competitive, attract customers and grow their market share. Apple and Microsoft have a global presence and compete in the international market. They both are technology-based companies however they have a diverse range of products and compete on a different level for every market and product that they offer.

Both companies almost compete in every sector of the industry as the nature, aspects and operations of their business are quite similar thus the competition is quite cutthroat and is mostly regarding capturing the market share not only in the American market but on the global scale. Thus there financial data can be compared as both companies have the same target market, business operations and market environment thus any difference can be associated with the non-financial factors of the company. Company Details Both the companies are technology-based and compete almost in all of their product and market segments.

They maintain their own stores, authorized dealers and online stores. The principal executive offices or the registered headquarters of both Apple and Microsoft along with their registered exchange, ticker symbol and logo are as follow APPLE INC.