Apple, Inc.

Case EFE Opportunities Competitors are generally reactive Tablet sales are expected to reach 246 million Potential econonomic recovery will enable greater expenditure on luxury goods Consumers expectations on products Recent generations are very brand conscious Creating more compatibility with Microsoft PCs known to have more viruses Threats Competitors in phone market are innovating quickly (Android, etc.) Compeititors sell products more cheaply (Dell, HP, etc.) Econonomic unvertainty Increasing competition in music downloads and online music Companies not seeing Apple's products being compatible with their software Consumers have high expectations and demand a lot in their products Partnering companies and intellectual property

Weight Rating Weighted Score 0.1 4 0.4 0.07 3 0.21 0.03 3 0.09 0.04 3 0.12 0.12 4 0.48 0.08 2 0.16 0.08 3 0.24 Weight Rating Weighted Score 0.04 2 0.08 0.04 1 0.04 0.05 2 0.1 0.06 2 0.12 0.11 2 0.22 0.13 3 0.39 0.05 4 0.2 1 38 2.85

IFE Strengths Revenues increased 52% in 2010; Net Income increased 70% Seamless integration between products Minimal long term debt Increase in sales of 93% for iPhone 38% total sales generated by iPhone Sold 4.69 million iPads in first quarter of 2011 iTunes is good source of revenue Weaknesses Only 16% of sales from portables Only 10% of sales from desktops iPod sales are decreasing steadily Apple has no presidents of divisions and no SBUs Development on most popular product (iPhone) lagged behind competition Current Ratio is only arounfd .5 Sales heavily rely on the iPhone which is seeing increasingly high competition

Weight Rating Weighted Score 0.06 4 0.24 0.08 4 0.32 0.05 3 0.15 0.08 4 0.32 0.08 3 0.24 0.15 4 0.6 0.1 4 0.4 0.07 0.04 0.04 0.03 0.09 0.05 0.08 1 1 1 1 2 1 2 1 35 0.07 0.04 0.04 0.06 0.09 0.1 0.08 2.75

CPM Critical Success Factors Advertising Product Quality Product Differentiation Price Competitions Customer Loyalty Market Share Product Value Financial Position Product Innovation Green Products Public Concern Apple Microsoft HP Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score 0.06 4 0.24 3 0.18 2 0.12 0.07 4 0.28 4 0.28 3 0.21 0.2 4 0.8 2 0.4 3 0.6 0.12 1 0.12 4 0.48 4 0.48 0.07 4 0.28 3 0.21 2 0.14 0.05 4 0.2 4 0.2 2 0.1 0.15 2 0.3 4 0.6 3 0.45 0.02 4 0.08 4 0.08 4 0.08 0.15 4 0.6 3 0.45 4 0.6 0.06 3 0.18 3 0.18 3 0.18 0.05 2 0.1 3 0.15 2 0.1 1 36 3.18 37 3.21 32 3.06