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Apple Business Plan Essay

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Apple Company Business Plan: Executive Summary

Apple Inc is one of the leading electronic firms in the global market. This American firm has enjoyed massive success over the recent past due to a series of unique strategies employed by its top managers. According to Friedlander (2006), Apple Inc has voted the most valuable brand in the world, with an estimated value of $118.9 billion.

In the United States, the firm’s share price has remained relatively stable despite the recent economic challenges that were experienced in the United States. Its marketing strategies, especially the emphasis on social media marketing, have enabled the firm to gain massive loyalty in the international market. Despite this impressive performance, the future of this firm remains uncertain.

The electronic market is becoming increasingly competitive. This competition has been worsened by a number of Chinese firms that mimic the products of the top brands and sell them in the international market. Consumers have also become very demanding. They have a variety of choices whenever they want to purchase any product (Metcalf & Manktelow, 2000). Apple must come up with a strategic business plan that will enable it to overcome these challenges. It must remain innovative in its product development and delivery methods.

Business Plan of Apple: Rationale

The firm was chosen because of its strategic importance to the investors in the United States. According to Yoffie (2012), Apple Inc is one of the trusted firms among the United States’ investors. Firms such as Lehman Brothers and Enron brought disappointments to many investors. They lost their investments because of irresponsible business management plans. Currently, the management of Apple Inc is seen to be effective and very transparent when dealing with its investors (Rajkumar, 2009). It is for these reasons that the top management needs to come up with effective plans that will enable it to remain at the top in this industry.

Description of Apple Inc.’s Business Plan

Apple Inc was founded in April 1976 by Steve Jobs and Steve Wozniak as developer and marketer of personal computers. The two computer experts later invited Ronald Wayne into their business to guide them in marketing their products. Its initial market operations were a huge success because they came up with a product that was unique. It was during this time that personal computers were first introduced into the American market. Before then, IBM only manufactured mainframe computers for large organizations such as the American military.

In January 1977, the company was incorporated. The official name at that time was Apple Computer, Inc. Since then, this firm has expanded to become one of the world’s leading consumer electronics firms in the global market. The firm currently has its headquarters in Cupertino in California. The firm has expanded its products line beyond personal computers and Smartphone. Currently, the firm is also producing smartwatches, security management gadgets used in areas such as airports, iCloud services, and a series of computer and Smartphone software. The expansion of the product line was meant to increase revenue at the firm.

The business of manufacturing and selling computer products in the modern market comes with a number of challenges. The main challenge is stiff competition from the market rivals. There is also another problem of piracy that harms the massive investment the firm makes in research. Despite these challenges, this firm must come up with a business plan that can enable it to achieve success in the market.

According to Bach (2007), Apple Inc has been relying on speciality stores to sell its products. Opening up such speciality shops in developing countries, especially in Africa, has been a major challenge. That is why market rivals such as Samsung have outsmarted it in the developing markets. In this business plan, a new strategy will need to be employed by this firm to enable it to expand its operations to the developing markets. It is proposed that this firm should embrace a new marketing strategy that allows it to partner with major supermarkets in the emerging markets to carry its products. The firm can retain a few speciality shops where its clients can visit in case they have specific issues with the products they bought or are planning to buy. However, the bulk of their products should be made available at the supermarkets.

The firm can have one or two of its employees working in the sections where the products are carried within these stores. These employees must be experts who can address any technical questions that consumers may have when they are planning to purchase the products (Gillam, 2012). This strategy will not only increase its market coverage but also reduce its operational expenses. The number of employees at this firm will reduce because the product will be sold by a third party. The cost of renting speciality shops will also reduce. The ultimate outcome of this new strategy will be increased revenue at this firm.

Product and Services

Apple Inc operates in the consumer electronics market. The firm is one of the leading manufacturers of mobile phones and personal computers. It is known for its iconic products such as Mac book, iPhone, iPad, tablets, and iPod. It has expanded its line of products, and it is currently offering cloud solution products such as iCloud, iTunes Store, Mac App Store, and iOS store (Lashinsky, 2012). The firm also offers an array of different software that can be used in personal computers and Smartphones such as OS X, iWork, and iLife.

The main market for this firm is in the United States of America and parts of North America. However, the firm has made successful entries into some of the emerging markets such as China, India, and Brazil (Sutherland, 2012). The brand is also trusted in the European markets for its value. As mentioned in the section above, the firm has expanded its product offering in the market. It currently offers security management tools used at airports, supermarkets, hospitals, and many other organizations that face the threat of terrorism.

Market Analysis

The current market where Apple Inc operates is very competitive. SWOT analysis may be necessary for market analysis. The strength of Apple Inc has been expressed in a number of ways. The ability of this firm to diversify its electronic products to go beyond computers has helped it increase its revenues in the market. To maintain the quality of its different electronic products, this firm has come up with a quality assurance unit in all its subsidiaries in order to ensure that it delivers quality products to the customers. The ability to deliver quality products to the customer has made it develop a special niche in the market, making its brand popular across the world.

The iPhone and iCloud are some of its recent products that demonstrate its capacity to deliver special satisfaction to its customers by bringing products that are a little beyond the expectations of the market. Despite the above strengths, this firm has some weaknesses that have impeded its growth to a given degree. One of the main concerns that this firm has not addressed properly is the issue of environmental management (Reilly, 2004). The components of the products of this firm are known to be very dangerous to the environment. Old phones, laptops, among other products, pose a serious challenge to the environment.

There are various opportunities that exist for Apple Inc in its operations in the global market. One of the opportunities that this firm has had is an expansive and unexploited market in third world countries. The stable economic growth in the major economies means that there is increased opportunity for this firm to expand its sales in such countries as the American and European markets. This growth of the economy means that the consumers will always have enough to spend on luxury goods such as iPhones and iPads. The Samsung Galaxy Note 10.1 and Apple iPad 3 have been competing in the market for supremacy.

There are threats that exist in this industry that are worth noting (Phillips, 2012). Technology is probably the main threat that this firm faces in this industry. It is a nightmare trying to figure out what some of the competitors can do with this same technology. Another threat that this firm face is the stiff competition posed by the rival firms.

Apple’s Revenue and Sales

According to O’Grady (2009), Apple Inc has experienced impressive sales within the last five years due to effective production and marketing strategies that the top managers have maintained. By the end of the third quarter of 2015, the firm announced a revenue of USD 233.715 billion, which was almost 12% higher than that of the previous year. Its operating income rose to USD 71.23 billion while its net income for the same period was USD 53.394 billion. The major increase in revenue at this firm is directly attributed to its impressive sales not only in the United States and European markets but also in the emerging markets in Asia and parts of Africa.

Financials

A critical analysis of the financials of Apple Inc can help in determining its performance in the market. In this section, the analysis will focus on the firm’s income statement and balance sheet for the last three years.

Income Statement
View: Annual Data |All numbers in thousands
Period EndingSep 27, 2014Sep 28, 2013Sep 29, 2012
Total Revenue182,795,000170,910,000156,508,000
Cost of Revenue112,258,000106,606,00087,846,000
Gross Profit70,537,00064,304,00068,662,000
Operating Expenses
Research Development6,041,0004,475,0003,381,000
Selling General and Administrative11,993,00010,830,00010,040,000
Non-Recurring
Others
Total Operating Expenses
Operating Income or Loss52,503,00048,999,00055,241,000
Income from Continuing Operations
Total Other Income/Expenses Net980,0001,156,000522,000
Earnings Before Interest And Taxes53,483,00050,155,00055,763,000
Interest Expense
Income Before Tax53,483,00050,155,00055,763,000
Income Tax Expense13,973,00013,118,00014,030,000
Minority Interest
Net Income From Continuing Ops39,510,00037,037,00041,733,000
Non-recurring Events
Discontinued Operations
Extraordinary Items
Effect Of Accounting Changes
Other Items
Net Income39,510,00037,037,00041,733,000
Preferred Stock And Other Adjustments
Net Income Applicable To Common Shares39,510,00037,037,00041,733,000

Source (Evans, 2015)

Balance Sheet
View: Annual Data |All numbers in thousands
Period EndingSep 27, 2014Sep 28, 2013Sep 29, 2012
Assets
Current Assets
Cash And Cash Equivalents13,844,00014,259,00010,746,000
Short Term Investments11,233,00026,287,00018,383,000
Net Receivables31,537,00024,094,00021,275,000
Inventory2,111,0001,764,000791,000
Other Current Assets9,806,0006,882,0006,458,000
Total Current Assets68,531,00073,286,00057,653,000
Long Term Investments130,162,000106,215,00092,122,000
Property Plant and Equipment20,624,00016,597,00015,452,000
Goodwill4,616,0001,577,0001,135,000
Intangible Assets4,142,0004,179,0004,224,000
Accumulated Amortization
Other Assets3,764,0005,146,0005,478,000
Deferred Long Term Asset Charges
Total Assets231,839,000207,000,000176,064,000
Liabilities
Current Liabilities
Accounts Payable48,649,00036,223,00032,589,000
Short/Current Long Term Debt6,308,000
Other Current Liabilities8,491,0007,435,0005,953,000
Total Current Liabilities63,448,00043,658,00038,542,000
Long Term Debt28,987,00016,960,000
Other Liabilities24,826,00020,208,00016,664,000
Deferred Long Term Liability Charges3,031,0002,625,0002,648,000
Minority Interest
Negative Goodwill
Total Liabilities120,292,00083,451,00057,854,000
Stockholders’ Equity
Misc Stocks Options Warrants
Redeemable Preferred Stock
Preferred Stock
Common Stock23,313,00019,764,00016,422,000
Retained Earnings87,152,000104,256,000101,289,000
Treasury Stock
Capital Surplus
Other Stockholder Equity1,082,000(471,000)499,000
Total Stockholder Equity111,547,000123,549,000118,210,000
Net Tangible Assets102,789,000117,793,000112,851,000

Source (Lüsted, 2015)

As shown in the two financial documents, this firm has experienced impressive success over the past five years. Its income and net assets have been on the rise, a sign that it is growing in strength. Further financial statements can be found at the appendix.

Apple’s Organizational Structure

A critical review shows that Apple Inc is generally successful (Gogerly, 2012). This strategy is meant to improve its sales. By forming a strategic alliance with major supermarkets around the world, the firm will be able to concentrate more on production, leaving the supermarkets to focus on the sales of the product. This business plan will have a simple organizational structure. A new channel of distribution will be introduced. The products will come from the producers to retailers before they reach the consumers. The organization will retain the same structure for the first 5 years of operations. This is a slight change from the current structure of producer to speciality stores before reaching the consumers.

Exit Plan

The exit plan for this new strategy is necessary in case the top management feels that it is not delivering the expected value. The firm will simply inform the strategic partners that the alliance has failed to achieve the expected outcome; hence it shall come to an end.

Appendices

Appendix 1: Apple Inc Income Statement

12 months endedSep 26, 2015Sep 27, 2014Sep 28, 2013Sep 29, 2012Sep 24, 2011Sep 25, 2010
Net sales233,715182,795170,910156,508108,24965,225
Cost of sales(140,089)(112,258)(106,606)(87,846)(64,431)(39,541)
Gross margin93,62670,53764,30468,66243,81825,684
Research and development(8,067)(6,041)(4,475)(3,381)(2,429)(1,782)
Selling, general and administrative(14,329)(11,993)(10,830)(10,040)(7,599)(5,517)
Operating expenses(22,396)(18,034)(15,305)(13,421)(10,028)(7,299)
Operating income71,23052,50348,99955,24133,79018,385
Interest and dividend income2,9211,7951,6161,088519311
Interest expense(733)(384)(136)
Other expense, net(903)(431)(324)(566)(104)(156)
Other income (expense), net1,2859801,156522415155
Income before provision for income taxes72,51553,48350,15555,76334,20518,540
Provision for income taxes(19,121)(13,973)(13,118)(14,030)(8,283)(4,527)
Net income53,39439,51037,03741,73325,92214,013

Source (Evans 2015)

Appendix 2: Apple Inc Balance Sheet

Assets

Fiscal year is October-September. All values USD millions.201120122013201420155-year trend
Cash & Short Term Investments25.95B29.13B40.55B25.08B41.6B
Cash Only2.9B3.11B8.71B10.23B19.06B
Short-Term Investments23.05B26.02B31.84B14.85B22.55B
Total Accounts Receivable11.72B18.69B20.64B27.22B30.34B
Accounts Receivables, Net5.37B10.93B13.1B17.46B16.85B
Accounts Receivables, Gross5.42B11.03B13.2B17.55B16.93B
Bad Debt/Doubtful Accounts(53M)(98M)(99M)(86M)(82M)
Other Receivables6.35B7.76B7.54B9.76B13.49B
Inventories776M791M1.76B2.11B2.35B
Finished Goods776M791M1.08B1.64B2.35B
Work in Progress00000
Raw Materials00683M471M0
Progress Payments & Other
Other Current Assets6.54B9.04B10.34B14.12B15.09B
Miscellaneous Current Assets5.82B7.84B10.34B14.12B15.09B
Total Current Assets44.99B57.65B73.29B68.53B89.38B
201120122013201420155-year trend
Net Property, Plant & Equipment7.78B15.45B16.6B20.62B22.47B
Property, Plant & Equipment – Gross11.77B21.89B28.52B39.02B49.26B
Buildings2.06B2.44B3.31B4.86B6.96B
Land & Improvements
Computer Software and Equipment
Other Property, Plant & Equipment2.78B3.71B3.97B4.51B5.26B
Accumulated Depreciation3.99B6.44B11.92B18.39B26.79B
Total Investments and Advances55.62B92.12B106.22B130.16B164.07B
Other Long-Term Investments55.62B92.12B106.22B130.16B164.07B
Long-Term Note Receivable00000
Intangible Assets4.43B5.36B5.76B8.76B9.01B
Net Goodwill896M1.14B1.58B4.62B5.12B
Net Other Intangibles3.54B4.22B4.18B4.14B3.89B
Other Assets3.56B5.48B5.15B3.76B5.56B
Tangible Other Assets1.96B2.48B5.15B3.76B5.56B
Total Assets116.37B176.06B207B231.84B290.48B

Liabilities & Shareholders’ Equity

201120122013201420155-year trend
ST Debt & Current Portion LT Debt0006.31B11B
Short Term Debt0006.31B8.5B
Current Portion of Long Term Debt00002.5B
Accounts Payable14.63B21.18B22.37B30.2B35.49B
Income Tax Payable
Other Current Liabilities13.34B17.37B21.29B26.94B34.12B
Dividends Payable
Accrued Payroll590M735M959M1.21B
Miscellaneous Current Liabilities12.75B16.63B20.33B25.74B34.12B
Total Current Liabilities27.97B38.54B43.66B63.45B80.61B
Long-Term Debt0016.96B28.99B53.46B
Long-Term Debt excl. Capitalized Leases0016.96B28.99B53.46B
Non-Convertible Debt0016.96B28.99B53.46B
Convertible Debt00000
Capitalized Lease Obligations00000
Provision for Risks & Charges00006.9M
Deferred Taxes8.16B13.85B16.49B20.26B24.06B
Deferred Taxes – Credit8.16B13.85B16.49B20.26B24.06B
Deferred Taxes – Debit00000
Other Liabilities3.63B5.47B6.34B7.6B12.98B
Other Liabilities (excl. Deferred Income)1.94B2.82B3.72B4.57B9.36B
Deferred Income1.69B2.65B2.63B3.03B3.62B
Total Liabilities39.76B57.85B83.45B120.29B171.12B
Non-Equity Reserves00000
Preferred Stock (Carrying Value)00000
Redeemable Preferred Stock00000
Non-Redeemable Preferred Stock00000
Common Equity (Total)76.62B118.21B123.55B111.55B119.36B
Common Stock13.33B16.42B19.76B23.31B27.42B
Retained Earnings62.84B101.29B104.26B87.15B92.28B
ESOP Debt Guarantee00000
Cumulative Translation Adjustment/Unrealized For. Exch. Gain313M(232M)(280M)1.12B(653M)
Unrealized Gain/Loss Marketable Securities130M731M(191M)(40M)(464M)
Revaluation Reserves00000
Treasury Stock00000
Total Shareholders’ Equity76.62B118.21B123.55B111.55B119.36B
Accumulated Minority Interest00000
Total Equity76.62B118.21B123.55B111.55B119.36B
Liabilities & Shareholders’ Equity116.37B176.06B207B231.84B290.48B

Source (Lüsted 2015)

List of References

Bach, B 2007, Implications of enabling technologies for Apple Inc: Cybermarketing & enabling technologies, GRIN Verlag GmbH, München.

Evans, V 2015, The Financial times essential guide to writing a business plan: How to win backing to start up or grow your business, Prentice Hall, Harlow.

Friedlander, J 2006, Apple numerics manual, Addison-Wesley Publishing Company, London.

Gillam, S 2012, Steve Jobs: Apple icon, ABDO Publishers Company Minneapolic.

Gogerly, L 2012, Cool brands, Lerner Publications, Minneapolis.

Lashinsky, A 2012, Inside Apple: How America’s most admired-and secretive-company really works, Business Plus, New York.

Lüsted, M 2015, Apple: The company and its visionary founder, Steve Jobs, ABDO Pub, Minneapolis.

Metcalf, D & Manktelow, P 2000, Portraits in Black, Good Apple, Inc, Carthage.

O’Grady, J 2009, Apple Inc, Greenwood Press, Westport.

Rajkumar, T 2009, Die Erfolgsfaktoren von Apple Inc, GRIN Verl, München.

Reilly, E 2004, Concise encyclopedia of computer science, Wiley, Chichester.

Sutherland, A. 2012, The story of Apple, Rosen Central, New York.

Phillips, J 2012, Project Management for Small Business: A Streamlined Approach from Planning to Completion, American Management Association, New York.

Yoffie, D 2012, Apple Inc. in 2012, John Wiley & Sons Publishers, Hoboken.

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