Kokooooooo Essay

3419 words - 14 pages

Introduction
The phone starts ringing, we're going to pick it up and when we touch it, the ringer volume smartly goes down! Yes! Today a company like HTC could make this kind of cellphone.
Since the launch of the IBM Simon in 1993, smartphone technology has reached levels that until recent times had only been dreamed about. Features such as wireless sharing, HD video recording and mobile internet are now commonplace and today’s average smartphone has more processing power than computers used by NASA to land a man on the moon. All over the world, the smartphone experience is being shared by more and more people every day. (Belic, 2012)
The convergence of mobile telephony, Internet ...view middle of the document...

Sales of smartphones are increasing almost 100% per year, and total global sales volume is expected to surpass that of PCs by 2012 (Gartner, 2010). By collapsing the boundaries between previously distinct devices, smartphones are subsuming sales of mobile phones entirely and, increasingly, netbook and notebook PCs. To complicate the landscape, the smartphone is not the only device at stake, tablets and ebook readers are emerging as key components of the mobile universe. Across all devices, total mobile revenues - including advertising, subscriptions, handsets, applications, and so on - are forecast to surpass $1 trillion by 2014 (Gartner, 2010). Given the rate at which smartphone are penetrating the market and component prices are declining by 2015 there will be, at least, 2 billion smart mobile devices in use globally. (Kenney, 2011)
According to the instructions we should make a report with a organizational business plan structure to depict current situations of Apple Inc./ iPhone division, and then analyze strength and weakness of the company. I will start with SWOT and PESTEL analysis. Then we review the most effective force on iPhone production with Porter's 5 forces. Then we will analyze Apple iPhone Growth and market share in depth with BCG matrix. I use mostly 2012 figures to draw an up to date image from Apple iPhone production and market situation. Ansoff matrix will be the next analysis which helps us understand iPhone market penetration and how it reached diversification.
Apple is a big company with several products and services that provide along with products. Each product has its own market. It is possible to use multiple factors and combine related statistics for analyzing a company with different product. But in this case we are required to analyze smartphone industry only. I use recent figures (2010 to 2013) for analyses. For brands comparisons I consider Apple, Samsung, HTC, ZTE, and RIM (BlackBerry).
For set goals and making the report’s objectives we should specify what we want.
It is required to indicate strength and weaknesses of smartphone section. In my opinion weaknesses are more important. They could emerge in any areas such as production lines, technological aspects or selling process and cause big failures. Prominent strength and weaknesses will be identified and then will be matched with political, social, technological and environmental factors.
Industry intensity will be assessed using Porter’s 5 forces analysis. This analysis classifies strong and weak points within 5 forces: Threat of new entrants and substitute products, bargaining power of suppliers and customers, and segment rivalry. These forces analyze micro environment. For macro factors we could look into PESTEL analysis.
For market share and growth analysis Growth-share matrix (BCG matrix) will be used. This method indicates a product strength using its sales cash flows. iPhone position will be determined among 4 BCG matrix’s categories: Star,...

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