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Strategic Management and Strategic Competitiveness:
Apple
Matthew Mazuroski
Professor Michael Petty
BUS 499
Strayer University
April 27, 2013

Strategic Management and Strategic Competitiveness:
Apple Inc.
Apple is the most successful consumer electronic company in the world. When you think Apple, you think high end electronics on the edge of innovation. In the past ten years, Apple quickly dominated multiple industries and left many industry leaders fighting for second best. This was all capable due to Apple’s aggressive vision towards revolutionizing the mobile phone, digital music and tablet industry. Apple’s ability to continually create a product that people desire and business models that create constant, above average returns is why they are the most valuable company in the world.
The Impact Globalization and Technology Changes
Globalization
Apple Inc has pushed in recent years to emerge into new global markets knowing of the potential capital gains that are present. Many of their manufactures and suppliers are in the Asia; with their final assembly of products being assembled in Ireland. In the 2012 annual report, Apple reported 39% of their net sales were domestic and 61% international (Apple Inc, 2012). These numbers have increased over the years as Apple has expanded globally and entered into key mobile markets like that of China. Entry into Chinas emerging mobile market increased Apple’s revenue and propelled their stock to new highs making them the most valuable company in the world. Since the introduction of Apple’s IPhone into China, the desire and consumer base has started to dwindle. In a recent conference call Tim Cook (Apple CEO) announced, on April 23rd 2013, that Apple will be doubling its 11 stores in China and introducing the IPhone 4 at a lower price to combat lower end cell phone purchase (Mozur, 2013). This will

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