Evaluate Apple’s Current Corporate Strategy

3. Evaluate Apple’s current corporate strategy

In this part of the assignment, we were asked to analyse apples current corporate strategy. We will be using appropriate models such as the Bowmen strategy clock and Ansoff’s matrix to analyse and evaluate Apple’s corporate strategy.

i. Brief overview of previous strategy:

Corporate strategy can be described as the identification of the purpose of the organisation and the plans and actions to achieve that purpose. (Lynch, Richard 2006). From our group analysis of task one; It is evident that Apple’s previous strategy (early years) was to provide work for the owners, friends and immediate employees, this can be identified in apple’s S.W.O.T and PESTEL analysis (task one). As the company became more successful and grew; it was able to broaden its product range in able to seek new customers. The purpose then became a broader concept that included dividends to independent shareholders beyond its original founders and offering its services to a far wider range of customers. (Lynch, Richard 2006).

ii. Current:

Corporate strategy consists of two main elements: corporate-level strategy and business- level strategy. An Early commentator such as (Ansoff, I 2007), clearly referred to both these aspects of strategy; this is to out plan and map out (way finding) the future movements that need to be adjusted against the resources that the organisation possesses. At the general corporate level, basic decisions need to be taken over what business the company is in or should be in. (Ansoff, I 2007). The culture and leadership or the organisations are also important at this broad general level. (Drucker, P 1961). Currently Apple is developing major new strategic innovative in consumer electronics, this can be seen through the IPAD 2. This was a basic strategic decision to move further into delivering recorded