Business strategy analysis. Apple case study on smartphone market.

Postgraduate Thesis uoadl:2820352 29 Read counter

Κατεύθυνση Στρατηγικού Μάνατζμεντ
Βιβλιοθήκη Τμήματος Οικονομικών Επιστημών
Deposit date:
Lempesi Kyriaki
Supervisors info:
Πιτέλη Έλενα, Teaching Fellow in International Business, University of Sussex
Original Title:
Διαμόρφωση στρατηγικής επιχειρήσεων. Μελέτη περίπτωσης Apple στην αγορά κινητής τηλεφωνίας.
Translated title:
Business strategy analysis. Apple case study on smartphone market.
The analysis, selection and implementation of the strategy creates a strong concern and difficulty in managing modern businesses, as they act in an environment of increased complexity. The appropriate strategy allows businesses to achieve a harmonious link between the outside and the internal environment, ultimately giving it a sustainable competitive edge. The strategy, although it does not secure success, certainly helps the business to achieve its goals.
In this context, this diploma thesis aims at presenting and analyzing strategy formulation both theoretically and practically, by studying the case of the American multinational Apple technology company in the mobile telephony market.
The first part analyzes the theoretical approach of the strategy, which includes the first three chapters of diplomatic work. The objective is to present the basic concepts of strategy, analyze the broader and immediate environment and shape the strategy.
The practical part analyzes Apple, where its general features and basic activities are presented. It then detects its internal and external environment through the impact of the US environment, PESTLE analysis, Porter's five forces model and SWOT analysis. Following are the strategies of Apple, where it selects the strategy of differentiation in many dimensions, so that finally it manages to achieve competitive advantage and growth strategies, which lead the company to higher market shares and thus high profitability. It also analyzes competition in the smartphones market, which presents market shares, special features and strategic moves of key competitors and how they affect or are affected by Apple's strategic choices. Finally, Apple's superiority over competition is emerging.
Main subject category:
Social, Political and Economic sciences
business strategy, competitive advantage, growth strategies, mobile phone market shares
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