| SWOT Scenario | Corp Strategy | Business Strategy | Strategy Implementation | Outcome |
| 1976 - 1979 Apple has capability to innovate, design for personal computer, and there is a growing hobbist demand for consumer electronics | Initial Vision: To make contribution to the world by making tools for the mind that advance humankind.
Strategy: Concentration on Single Industry / Diversification - PC Hobbyists PCs much cheaper than mainframes | Differentiation - Focus on quality and innovation: first PC, first integrated with power supply / disk drive. | Hired CEO + working with Founders; executed IPO; Multi-divisional structure ? CEO / Board ; functional - HR , product-team (hardware / software projects) | Apple is a market leader |
| 1980-1985 IBM + clones enter PC Market ; Apple cant sell into Corp America | Strategy - Diversification - Lisa / Machintosh | Differentiation - enter corp market with Lisa; compelte in consumer PC Market with Machintosh | Jobs kicked moved from Lisa to Machintosh in 1982; Job resigns in 85 | Apple loses market dominance; posts first loss in 1985 |
| 1986 - 1990 First mover to market with GUI - Compete in PC Market | Strategy - Diversification / Vertical integration : Complete Desktop Solution : Machintosh | Focus on PC / quality / innovation / diversification - software / hardware - Machintosh only. | tight output/financial controls - design and manufacturing in US by apple/ premium price / high profit margin; considered licensing of OS; licensed Graphics display to Microsoft. | Golden years : global market share stabilized at 8% / profit margins reach 55% |
| 1991-1998 Too Many Competitors with GUI at lower price - Loss of Market Share | Strategy - Outsourcing / further differentiation (new products every 6 ths); Downsizing / Restructuring | | Scully changes / change in CEOs/ Jobs is back changes | Jobs is CEO of Apple / still CEO of Pixar -apple products reduced to 4 from 60 |
| 1999 - 2007 Aestetically Pleasing Design / Capability to Innovate | Differentiate in design / user experience / new products etc. | lots of changes … | lots of changes … | Apple is in enviable position |
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mgmt420_assignment_3_-_strategy_map.xlsx
