Apple inc Market assessment, planning and strategy paper.

Apple inc Market assessment, planning and strategy paper. Essay example
Masters
Essay
Marketing
Pages 10 (2510 words)
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Description of the organization Apple was co-founded by Steve Jobs and Steve Wozniak in California in 1976 as a micro-computer manufacturer. The following year the company was incorporated and released one of the first commercially successful personal computers, the Apple II…

Introduction

Today, the company designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications (Apple, 2011). Apple Inc. has a worldwide presence and sells its products globally through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and value-added resellers (Apple, 2011). Between 1994 and 1997, the company experienced record-low stock prices and severe financial losses, a scenario that only begun to be corrected with the re-instatement of Steve Jobs as the CEO in July 1997 (Siegel & Gibbons, 2009). Currently, the company boasts of being the most valuable company in the world with one share valued at US$ 598.35, net sales in 2011 of US$ 108.6 billion and free cash flow of US$ 33.27 billion (“AAPL Stock Price Today - Apple Inc.,” 2012). As at September 2011, Apple has a workforce of 63,300 employees (Apple, 2011). Organizational self-assessment Apple does not explicitly express its mission in its annual reports or on its corporate website. ...
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