Apple SWOT analysis Essay Example | Topics and Well Written Essays - 1000 words

Apple SWOT analysis - Essay Example Apple statement further elaborates that currently, the company still leads the industry though innovative technologies that have resulted in ward winning computers, operating systems, iLife, and other professional applications. Furthermore, the statement narrates that Apple is setting benchmarks in the global market though launching of IPod portable music, iTunes online store, video players, and has even managed a groundbreaking entrance in the phone market through iPhone. Besanko et al (2009) further elaborates that a mission statement should tell more about what an organization believes in and not what it makes. Telling prospective customers about what a one believes in touches a nerve in the target market, leading to customer loyalty. After development of an inspiring mission statement in the mind, it is essential to consider what makes the brand tick. Precisely, it is essential to come up with something that taps into the emotions of the target customers, something that comes fro m culture rather than from products. In other words, the mission statement should focus on the targeted market or markets and not the products offered. It should mention the long-term benefits that the buyers are going to enjoy (Besanko et al, 2009). For companies such as Apple, the internet, among other media, can be used to send this message to millions of potential customers after devising such a mission statement. It can be posted in the company’s website or on social sites such as FaceBook and Twitter. Evidently, Apple’s current mission statement focuses more on what this company makes rather than what it believes in. It focuses on the products it produces rather than the way buyers will benefit in the long-term. Though such an approach it the company is committed to developing quality products, it hardly touches the emotions of customers. Thus, it rarely contributes to the development of brand loyalty among prospective customers the company. An alternative missio n statement for Apple could detail that Apple Inc. is committed to engaging in sustainable practices in order to protect health of surrounding environment and of customers, workers, surrounding community and other stakeholders. Through the mission, the company has to show commitment in offering innovative technological products and services while protecting the health of all stakeholders and conserving resources for future generations. Moreover, Apple through the mission statement has to portray that it has to detail that it undertakes to continuously strive to improve our products to meet the ultimate needs and desires of our customers. This mission statement is better since it resonates with the long-term needs of the customers and hence, contributes to development of consumer loyalty (Besanko et al, 2009). Strengths To start with, Apple has gained market leadership in its industry through ability to come up with innovative and high quality products such as iPhone, iPod, iPad and Mac. IPod, for instance, holds the largest market share (66%) of digital music globally due to first mover advantages in the industry (Yoffie, 2012). Yoffie further explains that the nearest competitor accounts for only 9.9% of the global market share. Generally, Apple uses its innovativeness to