SWOTT-analysis is effective method of strategic planning, which identifies factors of internal and external environment of the organization and dividing them into four categories such as strengths, weaknesses, opportunities, threats, and trends. It is interesting to analyze consumer electronics organization Apple. It is American Corporation, manufacturer of personal and tablet computers, audio players, phones, and software. It is the successful company operating in the field of personal computers and modern operating systems providing graphical interface. The company was founded by Steve Jobs and Steve Wozniak and is considered to be the leading company of customer electronics industry.
SWOTT-matrix for Apple
Apple is considered to be one of the most successful companies of the world. Its products are still well-recognized by the customers. The uniqueness of iPhones, iPads and MacBooks is the main factor of presuming the leading position on the market. At the same time increased competition from other companies in the field of consumer electronics such as Meizu, Samsung, Dell, Lenovo, and others posses significant threat to the Apples market position. In recent years, these companies managed to offer better functionality at lower cost that attracted vast number of customers. This threat is partially limited by high level of devotion of the target customers of Apple. Nevertheless Apple offers new corpuses of the iPhones with no significant changes in their program environment.
It should be noted that the opportunities such as creating new device that will present up-to-date innovation (like tablets at the time of their introduction) and entering new markets present great potential for Apple. In case the problems with product functionality will be solved, the products will remain compatible. Moreover, it is clear from the SWOTT-table that Apple follows the main trends successfully. In some way Apple still create fashion in the field of customer electronics, making the main competitors to be rather followers than pioneers of new products.
Conclusion
As the result of this SWOTT-analysis the main external and internal factors of impact on Apple were defined. Moreover the effectiveness of SWOTT as strategic instrument was pointed out. In general, strong competitive advantageous of Apple will safeguard their leading position on the market. At the same time it is necessary to take some changes to meet the needs of the customers and eliminate market threats.
References
Lernen, J. (2007). SWOTT-analysis . New York: NPP.
Lim, N. (2016). The success of Apple. New York: NPP.
Lim, P. (2015). How to create an ideal SWOT. London: LPP.
Rumelt, R. P. (2011). Good Strategy / Bad Strategy. Crown Business.
