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Apple Inc.
SWOT ANALYSIS
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STEP-analysis MATRIX
Social factors Globalization Social network connection Interest to music industry Modern individual life-style Young customers Saturated market Economical factors Global economic depression Increase in expenditures Technological factors Huge competition of technologies Short products lifecycle Technologies innovations war

Political factors Allocation of shares Availability of data

Table
Groups of factors Events, factors Threat/o Probabil Importance pportuni ity of of event/ ty event factor 3 10 4 4 5 -40 1 Political 1. in 2007 52% of sales of Apple were from outside America 2 Company is dependent on political situations in many American countries, that it cannot control.

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Influence on Apple Actions

7 Research the situation and allocation of shares, make investment presentations for investors in most stable countries The information shall have the best security

2. Availability Apple revealed iPhone several of data months ahead of its official launch because Apple has to file with the Federal Communications Commission for the permits needed to operate the iPhone

80

-240

Table
Groups of factors Events, factors 1 Social 1. Globalization 2 Globalization + includes the interaction of people worldwide, for which technology plays the main role. People are becoming more and more + involved in social networks People get used to the technique and it + is hard for many customers to switch on to another brand 3 80 4 5 5

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Threat/o Probabili Importance Influence pportuni ty of of event/ on Apple ty event factor 6 +400 Actions

7 Apple is the King of technology, not because of most usage, but quality and design. The Company shall keep with the standards. Apple shall reach maximal connection of the devices with social networks. Get hooked more customers and concentrate on young auditory,

2. Social network connection

60

+180

3. Young customers

50

+150

Table
Groups of factors Events, factors 1 Social 4. Saturated market 2 Some products become ubiquitous 3 60 4 3 5

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Threat/o Probabi Importance Influenc pportuni lity of of event/ e on ty event factor Apple 6 -180 Actions

7 To introduce some individual/exclusi ve details to gadgets. Investing largely in Research and Product Development

Technological There are lots of 1. Huge competition of products that may be substitutes technologies 2. Short products lifecycle 3. Patent holder New technologies fast become old ones Apple is the first to introduce lots of functions +

60

-300

60

-180 -//-

60

+180 Secure all the innovations

Table
Groups of factors Events, factors 1 Economical 1. Global economic depression 2. Increase in expenditures 2 Decrease in GDP and demand The increase in production lead to increase in energy consumption, transportation etc. Consumers cannot afford the products Loss of dollar value 3 50 4 2 5

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Threat/o Probabi Importance Influenc pportuni lity of of event/ e on ty event factor Apple 6 -100 Actions

50

-150 Make production process more effective, concentrate on logistics issues

3. High prices

80

-320

4. Inflation

60

-320 Purchase foreign currency

SWOT-matrix

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STRENGTHS

WEAKNESSES

Good brand loyalty One of the most well established ITbrands Modern technologies One product advertises another one

Technological non-perfectness Lack of customization Lack of innovation

Further development of the product Investment in software New projects (Itunes U) Entering new markets

OPPORTUNITIE

High competition in the technological markets Someubiquitous become products ubiquitous Fast change of technology High prices and level of substitution Steal of technologies Instability in economy and political situation

THREATS

The End

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