1.0 Executive Summary:

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2.0 Description of Company:
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3.0 Situational Analysis:
New product development, is one of the most intricate organizational tasks that firms undertake in their quest to develop competitiveness (Graf & Saguy, 1999). Apple’s managers are cognizant of the fact that the success of new products in the market is dependent on the effectiveness of which the firm understands and exploits its capabilities. Thus, it is essential for extensive internal business analysis to be conducted. By conducting internal analysis, managers gain sufficient understanding of their organization’s capabilities and competences.
On the other hand, external analysis gives insight on the prevailing market conditions. This increases the effectiveness with which the firm develops strategies to market its products. Before launching its Mini Ipad product, Apple Incorporation conducted an internal analysis in order to understand its competences and capabilities.

3.1 SWOT Analysis
The SWOT analysis below illustrates Apple’s strengths, weaknesses, opportunities and threats.
Strengths:
* Positive brand perception- The success of firms in their respective industries is impacted by the brand perception developed by the target customers. Thus, it is critical for firms to take time in developing their brand identity (Klein, 2008). Over the years it has been in operation, Apple Incorporation has managed to develop a positive perception amongst its target customers (Apple Incorporation 2013). The perception has emanated from the fact that the firm has positioned itself as a very successful and innovative company. This is well illustrated by the effectiveness with which it developed and sold its Macintosh computers and iPod products. Most consumers are increasingly considering Apple’s products as their favorable brand. Additionally, most of