Strategic Planning That Transformed Apple Computer to Apple Inc: A Research Report

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Apple is considered to this day one of the most important and well-known corporations of the world (Rumelt, 2011). Since the early beginnings the company has been known for its particular focus on a specific user market as well as its customer friendly campaigns and touch for an upper medium consumer. Currently, Apple stands as one of the most successful corporations on the market. This place however is the result of a specific line of thinking and a strategic planning that transformed Apple Computer to Apple Inc. and placing the company in front of its competitors. Apple Computer changed its strategy over time. "Conventional wisdom holds that firms should choose a single, clear strategy such as going for uniqueness, focusing on intense efficiency, or selecting a market niche. It also holds that if they attempt to implement more than one strategy simultaneously they will run into organizational contradictions, stakeholder confusion and ultimately fail." (Heracleous, 2013) The strategy proposed by Apple Computer, as Apple, Inc. was known until 2007 was a rather consistent one in the sense that from the beginning Apple aimed at developing a niche product based on technology. More precisely, "The secret of Apple's excellence is not in living on the unworkable bleeding edge, but in doing exceptionally well that which can be done well with present technology." (Rumelt, 2011) The main idea behind Apple revolves around the needs of the consumer as opposed to the limits of

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