Strategic Plan, Part 1: Environmental Scan

Strategic Plan, Part 1: Environmental Scan


Environmental Scan of Apple

Environmental scans examine and evaluate both internal and external information and factors affecting the product. Environmental scans include the identification of an area within the enterprise that has a possible impact on the activities of the business and thus is important in the design and implementation of successful strategies. Apple Inc. is the leading global computer manufacturer, business server and consumer electronics corporation. The main products of the business include iPhone, iPad, iPod and Mackintosh. Over the last 36 years, the business has been profitable. The company was founded in June 1977 in California by Steve and Stephen Wozniak, founder of Apple, and is since then in operation.

Internal and External Environments of Apple

The internal environment of Apple is rapidly moving, diverse and imaginative. It has built an internal environment that fosters its human resources into an Apple product. Apple’s website states that its employees love to work there because of creativity, productivity, and innovation. Apart from the reality that the consumer should anticipate new experiences through the goods from Apple, Apple works very hard at creating a community in the business that embraces ideals that sustain the brand image. The operating environment of Apple Inc. within the technology industry is very competitive. Apple is well known for its innovation and the ability to develop a product / service that consumers want. The company is known for the products they sell to customers for their product / services. The company is committed to innovation and stays competitive among the competition in order to remain competitive on the market.

Apple’s marketing strategy means that celebrities utilize their advertisements for an enticing evoked customer. It has a strong brand identity that encourages consistency and value. Secrecy can also be a power of the interplay since rivals are less able to copy. This is also a multi-division system that is extremely important for Consumers, because it retains the operations of the business at what they do best, instead of expanding the top management.

In contrast, through continually innovating successful products, the competitive aspect of Apple has been defined by its numerous market positions. Apple embarked on two main strategies and tactics in view of its external environment: first, it made a strategic partnership with IBM, Microsoft and AT&T. Such partnerships favor Apple, as they provide the business with incremental technology development and promise product that is available to the world’s customer. Furthermore, they rely on the internal growth approach, introduced through the creation of new goods for the business that they have already created, and by finding new markets. Global expansion is important to Apple, because there are large consumer markets outside countries where Apple has not yet begun to serve. Across three main countries, Apple finds itself to be its brand.

Competitive Advantages and Strategies of Apple Corporation

According to annual rankings published by brand consulting firm Interbrand, Apple was the world’s leading brand in 2017, ahead of Google, Coca-Cola and IBM. Product value offers major exposure to businesses such as Apple on the industry and helps build customer loyalty. Customers buying one Apple product to try another are encouraged by the strong branding and the connections between its products. Phones such as iPhone, iPad and Mac connect and function in the same manner with the same technology and program. As consumers compare certain phones, Apple becomes natural a choice. In order to keep the rates constant throughout the industry, Apple maintains premium prices for its goods and fixed reductions for whole businesses. The goal of the business is to provide consumers with a high-quality product with unique features and high prices in order to strengthen the concept of value added and ensure profitability. The high price approach also sets a standard for competition that needs to offer similar functionality in order to match the perceived value of Apple without losing money.

Apple’s credibility for creativity and the dedication to new products were known for many years. Originally installed on your own devices, the company developed the graphical user interface and recently introduced the iPod music player and new performance standards for smartphones. The company’s ability to produce innovative products with the same operating system, technology and programs is a major competitive advantage. It minimizes product development threats, time scales and prices, allowing the business to introduce a new consumer flow and stay ahead of competition. According to Innovation Excellence website, Apple’s innovative development strategy complements customers ‘ loyalty and helps to create a barrier to competition.

Creation of Value

Since the release of the iMac since Steve Jobs ‘ iconic return in 1997, Apple has been delighting its consumers. While many observers are reviewing Apple’s financial reports, growth rates, market share forecasts, to watch the Company’s wellbeing, the management team of Apple also stressed the need to concentrate on its customers ‘ customer satisfaction. This has been a source of measurables financial reports, where experts focus on evaluating the performance of the business model of Apple over a long period of time, because the level of loyalty of consumers encourages engagement and open, viral terms of mouth when it comes to consumer products..

Products from Apple improve the lives of their customers; people do not exchange hard-earned money for things they don’t value. Apple is dedicated to quality and charitable enterprise, which is deeply spiritual. The formal market research was less important in this customer obsession. It is no secret, though, that Apple has invested an extremely long time looking for people adopting Apple’s products and those of other firms. Of example, Jobs was often the most important customer, but this did not prevent consumers from engaging more actively during the whole cycle. Here are Apple’s original three points: Empathy – We will truly understand their [customer] needs better than any other company. Focus – In order to do a good job of the things we decide to do, we must eliminate all the unimportant opportunities. Impute – People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.


In determining a company’s success, environmental scanning plays a critical role. Environmental scanning therefore helps to expose the prevailing and emerging market trends within and outside the organization. The environmental scanning process is excellent for Apple to support the strategic planning process. Apple is proud to focus on the environment and continues to work to reduce its environmental impact.

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