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论文专业：战略管理
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学校国家：英国
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论文用于：Master assignment 硕士课程作业
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英国战略管理硕士作业：Apple‘s strategy management

Apple Inc. whose headquarters are located in Cupertino, California owned or leased approximately 17.3 million square feet of building space, primarily in the U.S., and to a lesser extent, in Europe, Japan, Canada, and the Asia-Pacific regions as of September 29, 2012.It ranks 2 in the area of computers by FORTUNE. (Fisher, Anne 2008)

苹果公司其总部设在加利福尼亚州的库比提诺，拥有或租赁约17.3万平方英尺的建筑空间，主要在美国，并在较小程度上，在欧洲，日本，加拿大，亚太地区9月29日，2012年排名2在计算机领域的财富。（2008年，安妮费舍尔）

The main products of Apple can be divided into four parts: softwares such as Mac OS X, Xsere, QuickTime, iLife, iWork and iTunes; hardwares such as iMac, PowerMac, PowerBook, MacBook, MacBook Pro and so on; amusement terminal such as iPad, iPod including iPod nano、iPod classic and iPod touch; mobile phone such as iPhone. All these products blows a popular wind around the world.
苹果公司的主要产品可以分为四个部分：软件，如，QuickTime的Mac OS X中，Xsere的iLife，iWork和iTunes的硬件，如iMac电脑，的PowerMac，PowerBook电脑的MacBook，MacBook Pro的等娱乐终端，如iPad，iPod的iPod nano，iPod的经典和iPod touch手机如iPhone。所有这些产品都吹一阵流行风，世界各地。

In my point of view, the success of Apple lies in its management innovation, which runs through the entire supply chain. Management innovation has much more significances than product innovation in most occasions. As a main product of Apple, the success of iPod in itself is just “an integration of the value chain”, which has combined PC, Consumer Electronics, and Music altogether, as well as united organically iPod players, iTunes music downloading, and Macintosh video players. The combination of the three provides customers with a complete value chain system, including playing, downloading, video sharing, etc. Such organically integrated system complies with the latest trend of digital content sales industrial chain.

Apple should maintain the advantages in management and also products and lay great emphasis on the use habits of the consumer to face the competence from other operation system especially android.

References

Fisher, Anne 2008, ‘America's Most Admired Companies', Fortune , pp. 65–67.

Carmine G. 2012, The Apple Experience: Secrets to Building Insanely www.51lunwen.org/strategy/ Great Customer Loyalty, McGraw-Hill Professional, Now York

Apple Inc. (2012). Apple’s 2012 Annual Report.

Lex F. 2012, Apple and It’s Competitors: The Circle Game,Available at:

Richard M. 2012, Apple Marketing Strategies Available at: