Copenhagen Business College
By group 2. International Business Department 09 IM
Hand-in date: October 17th 2011

Apple Inc.

Team members: Wang Lehuan ,

Fei Xuan ,

Yongming , Zhang Hao , Li Changhua
Counselor: Sun Na

Liu Danfei ,


The paper is about Apple Inc. which is a famous IT company in the world. It's main business is to
offer different kinds of high information technology electronic products.
Through the internal and external analysis by using SWOT, STP, 4Ps, PEST models for Apple Inc.,
some problems are indentified.
Firstly, in the analysis of internal environment, the paper tells that Apple's products are high
quality and attractive. Apple is the world's most successful and healthy IT brands. It holds the
leadership in electronic industry. Apple lead the production design in high technology. Most
employees in the company are creative and pay attention to innovation. It prefers to build up good
relationship with customers so that to attract them to buy their products again. But Apple don't
have a wide distribution channels and its market is limited which only focus on middle and high
income people who are pursuing modern, vogue and innovation, most of them are in developed
countries. And their suppliers pollution issues are exposed in 2011 which is harmful to Apple's
brand image. Apple products are hardly compatible with other companies' electronic products.
Secondly, in the analysis of external environment, the paper tells that it is a big opportunity to
enter Chinese market, as China just has the boom time economy, and China has the biggest
population and Chinese people's income become higher and higher, more and more people are
pursuing high level and enjoyable lifestyle. But Chinese government has some policies to limit the
expansion of abroad companies for the purpose of protecting its domestic companies. As Apple is
in IT industry which has serious competition environment, a lot competitors are...

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