Apple Strategic Management

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Introduction The businesses have become competitive. With the forces of globalization, E commerce and Internet the global market has shrunk and as a result the organizations have to compete in the global market. Today organizations have to focus on both internal and external environments.
The companies like Apple and Dell have their presence in almost every part of the world. It is interesting to study the strategic management process of these organizations. Both of these companies are well known. Apple is known for its innovation and creative products and Dell is an established player in the computer and laptop industry. The environmental scan, competitive advantage and strategic management of these two firms will be discussed. :
Internal
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It means that Dell Computers initiates its strategic management process with the eye on the external environment like competition and market. The organizations are usually price takers, meaning prices are not set. Risk associated is less in ‘Outside-In’ approach compared to ‘Inside-Out’ approach of strategic management, giving them a competitive advantage over competing firms.
Strategies
The business level strategy of Apple is to get the wallet share of the customers through the mind share. The top management of Apple Inc. realizes that the company cannot penetrate into the market unless they penetrate into the minds of customers. Apple Inc. focuses on its internal employees; the company provides an environment to its employees so that they can set their thoughts on innovative ideas to improve Apple products. According to "Apple Inc. Stakeholders" (2016),”Employees are the second-priority stakeholders in Apple’s approach to corporate social responsibility. This stakeholder group is composed of employees at Apple’s facilities. Employees as a stakeholder group are important because they directly determine Apple’s human resource capabilities to innovate and develop profitable products” (para.
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Apple Inc. uses both quantitative and qualitative measures to measure performance spending patterns. Apple Inc. monitors the sales data and the revenue data to reach meaningful conclusions. The company also uses the inputs from its top management and stakeholders to derive at conclusions about the success and failure of its strategic effectiveness. According to "Apple’s Retail Strategy " (2016), " Devices that aren’t upgradeable or modular are not useful, Apple Inc. is taking commerce out of the store experience as much as possible and yet as a reward it’s winning more customer dollars. You can measure innovation strategies in terms of a revolutionary new smartphone, or a dramatically different PC design, or you can measure it in the aggregate effect of a sustained effort to change an age-old practice. Apple’s retail efforts are the latter kind and its spending patterns suggest there’s plenty more of that to come” (para.

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