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Integrated Case study
MBA 03
Student no – 1435230
Apple Inc.2010
Hiroshan Sashindrajith Dewage
2
Table of contents
1. Introduction ................................................................................................................... 4
2. Corporate appraisal ........................................................................................................ 5
2.1. External environment analysis ........................................................................... 6
2.1.1. Political environment ............................................................................ 7
2.1.2. Economical environment .................................................................. 7
2.1.3. Social environment ............................................................................... 8
2.1.4. Technological environment .................................................................. 9
2.1.5. Legal environment and Environmental analysis ................................... 9
3. Porter’s five forces and Apple Inc .............................................................................. 11
3.1. Industry completions ........................................................................................ 12
3.2. Potentials entrants ............................................................................................ 12
3.3. Power of substitutes ......................................................................................... 12
3.4. Supplier’s power .............................................................................................. 13
3.5. Buyer’s power .................................................................................................. 13
4. Overall opportunities and threats analysis .................................................................. 14
5. Internal analyses of the Apple inc ............................................................................... 15
5.1. Manpower ........................................................................................................ 15
5.2. Machines .......................................................................................................... 15
5.3. Methods ........................................................................................................... 16
5.4. Materials and Measurements ........................................................................... 16
6. Overall analysis of the strength and weaknesses of the Apple Inc ............................. 17
7. Competitive Analysis .................................................................................................. 18
8. Market Evaluations ..................................................................................................... 23
8.1. Ansoff”s Classical product and market theory and Apple Inc ............................ 23
8.2. Future market and Hologram technology ...................................................... 25
8.3. BCG strategies and Apple Inc.......................................................................... 25
8.4. Investment decisions of the Apple Inc. ........................................................... 27
8.5. Production life cycles of the Apple products and the future investment
decisions. ...................................................................................................................... 27
9. Gap Analysis – Market and the Product of the Apple inc .......................................... 29
9.1. Existing market for the Apple I phones and the market Gap analysis for
future. .......................................................................................................................... 29
9.2. Existing market for the Tablets / I pad and the future .................................... 31
Hiroshan Sashindrajith Dewage
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9.3. Performance analysis and the future of the Apple Inc ..................................... 33
10. Strategy Canvas and the concept of the blue ocean to the Apple inc ......................... 35
10.1. Eliminations and reductions. ........................................................................... 35
10.2. Increase and the creation with the Blue Ocean concept. ................................. 36
11. Change management and problem recognitions. ........................................................ 37
11.1. Change implications and Lewin’s change module. ......................................... 37
12. Future forecast and the recommendations .................................................................. 39
13. Summery and conclusion.. ........................................................................................... 40
14. Reference .................................................................................................................... 42
Hiroshan Sashindrajith Dewage
4
1. Introduction
The development of the new technology will be driven the whole technological industry
towards the different paths rather than just producing a basic product or services to the
customers, and the same time the competitions and the human needs and wants will be helped
indirectly to those innovations for the organisations. On the other hand the transaction
economics will be generated the new platforms for the multinational enterprises ( MNEs )
where will be become more competitive market with foreign giant companies and the local
companies in the same market (Mutlu, Zhan, Peng and Lin, 2015).
The report will be illustrated the overall current situation of the market and the future
challenges for the Apple Inc. The behaviour of the market and the on-going challenges will be
explained in strongly throughout the whole report. The proposed solutions will be identified in
the middle section of the report and the relevant strategic theories will be used for most of the
explanation with the Harvard reference system. The report has been dressed up with the plenty
of the relevant journal article to justify the arguments and the same time the journals will be
given the clear evidence for the arguments throughout the report.
The first and the second sections of the report will be illustrated the internal and the external
environmental factors for the Apple inc and the report has given some more hidden or indirect
both internal and external factors may relevant to the Apple inc in the future. The competitive
analysis will be given the most valuable ideas and the information about the products and the
services of the competitors of the Apple Inc. the report has analysed the most important special
features of the products and services of their competitor’s in the upper middle section. Those
special features will be generated the new innovation and modified ideas to the Apple inc for
their future productions.
The challenge management and the problem recognition will be covered from the lower middle
part of the report and those problems will be referred by the market and production gap which
may draft in the lower middle section of the report. The lower middle section and the final
section will be addressed the future forecast of the Apple inc including future challenges,
threats and solutions for those challenges with the relevant analysis and action plans. The
recommendations and the proposed solution for the future for the Apple inc will be driven
Hiroshan Sashindrajith Dewage
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throughout the report with the relevant evidence and examples. The future of the Apple inc will
be discussed with relevant arguments and also with the critical eye to keep the transpiration of
the report at most of the time.
2. Corporate appraisal
Early 2000, the new technology has been increased by pretty much rapidly and the intention
about the new technology has become very much critical for the both industry and the
costumers of the new technological products (Biocca, 2000). The buyers of those new
technological instruments have been had significant lower knowledge about the new
technology and the uses of those products. The rapid development of the new technology leads
to the whole technological industry and the buyers towards to improve their knowledge about
those technical products. On the other hand the improvements of the new technology have been
targeted leads the organisation decision makers towards the competitive advantage of the
organisation (Lowe, Ridgway and Atkinson, 2001).
Therefore, the every organisation has to double think about their utilisation of the internal and
external recourses and the competitive advantage of the recourses. The internal environment
of the company can be managed by the organisation decision makers or any other person who
may responsible decision making process within the organisation. However the external
environment cannot be managed by the organisation decision makers. According to the given
case study about the Apple Inc has been acquiring some significant human recourses and other
physical recourses compare to the other organisations in the same industrial market (O'Reilly,
2011). Especially the Apple Inc co-founder Steve jobs may be the outstanding human capital
for the Apple Inc and the entire technological industry. The whole entire world has been
benefited for several years and will be benefited in the future from this human capital of the
Apple Inc.
Hiroshan Sashindrajith Dewage
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2.1. External environment analysis
Swot analysis will be generated the pretty much of an idea about the current situation of the
organisation and the future of the resources and the organisation. Opportunities and threats will
be recognised as external environment of any organisation in the world. On the other hand
those opportunities and threats will be leads to the future success of the organisation. Apple
Inc was the key leader of the technological market in 1970 and the Microsoft has given the
significant challenge in beginning of 1980.Because of this competitive both Apple and
Microsoft had to use their recourses optimum as possible, as a result of the competitive Apple
inc has been come up with new production to the technological industry where people never
seen such a brand new production in their life, such as iPod, iPhone, iPad (Wonglimpiyarat,
2012). The following sub headings will be expanded the SWOT analysis of the Apple Inc and
the real world examples for the organisation.
Hiroshan Sashindrajith Dewage
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2.1.1. Political environment
Impact of the Political environment will be significantly effected for any organisation and its
external environment, the frequently risk changes may be targeted the organisation external
environment (Tobin and Rose-Ackerman). Specially the world dominating countries, such as
United States of America and rest of the world leading economies in the Western Europe.
According to the given case study has been based on the United States of America; however
the report has to be concerned about the political changes of the (rules and regulations) rest of
the world. The government of the USA will be interrupted to the any organisation or to the
industry for controlled polices including their rules and regulations
For instance, in 2008 one of the leading environment advocacy committee in USA has been
published their report including the products material of the newly introduced I Phone, they
have been criticised that the new IPhone contains some of the material including the hazardous
chemicals which will be harmed to the environment. In this situation the co-founder of the
Apple had to give a report about their product and initial materials have been used for their
production. In additionally Mr Steve jobs has been written an outstanding statement in their
website including their products and the material which they have been using for their Apple
products, Mr. Jobs has made sure that withdrawing the toxic chemicals from their products and
the process of recycling older products (Go.galegroup.com).
2.1.2. Economical environment
The economic environment can be recognised as a most critical aspect for any kind of business
in this current world, such as the decisions of the government and the international
economically changes will be highly effected to the both short run and the long run for the
organisation (Crawford, 2010). The Apple inc has been trading in throughout the world in
several years and has been come across many different economic situations in past, sometime
that economic changes may help for the organisation growth and development and some kind
of changes may direct the whole organisation to downwards such as the huge economic
Hiroshan Sashindrajith Dewage
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collapse between 2007 to 2001. Therefore, originations have to be more concerned about the
external economic environment and its changes and movements regarding to the originations.
On the other hand those economic behaviour and changes may be affected to the whole industry
and the all of the Apple inc competitors can be suffered, in that situation the companies have
to be very keen on to the economic changes reactions and response of their other competitors,
such as Samsung, Nokia, blackberry. The economic environment will be mainly targeted the
organisation future and growth for the both short and long run, therefore if the current economic
changes would not be effected in current situation , however it would be significantly effected
in future to the organisation, so awareness of the economic changes will be helped for any
organisation.
2.1.3. Social environment
The behaviour of the social environment will be directed the whole organisation factors, such
as the changes of the people needs and wants can be made the new opportunities for the
organisations. On the other hand same behaviour will be generated some kind of threats for the
organisations (Punt et al., 2014). For a instance , in early 2000 the Ericson, Nokia, Dell and
Motorola have been dominating the most of the technological instruments, such as mobile
phones and laptops, however the changes and attractions of the Apple products such as I phone
and I pods have been changed the people mind towards to the different direction.
Therefore, the demand for those Apple products have significantly risen after the changes of
the people mind and same time the Apple inc has encouraged the human to think about the new
digital products rather than traditional mobile phone and the laptops. For instance the
traditional Sony Walkman has been disappeared after the Apple inc introducing those digital
products to the current technological market, after that Sony and the other competitors have
introduced some kind of products to the technological market, but none of them wouldn’t be
able to give an significant competitions for the Apple products. Therefore, the Apple inc has
been understood the extra advance needs and wants of the people rather than just basic needs
and wants in their social environment.
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2.1.4. Technological environment
The technological environment has most critical aspect for the all technological industry which
has always which dealing with the technological instruments, such as mobile phones, laptop
and other digital devices. The Apple inc will be highly concerned about the new technology
and the movement of the external technological environment. The new technologies can be
generated new ideas and opportunities for the organisation (Nemet and Johnson, 2012).On
the other hand increase of the new technology of the technological industry will be affected
indirectly to survive in the current business environment, because of the competition of the
industry may higher in the technological than other industries.
The new technology may leads to the new innovations for the organisation, such as Apple inc
has started their smart phones with I phone 3G and with new technology has driven the most
latest update of I phone 6. However, the main technology of the I Phone 3G will still remain
with the I phone 6, the application (Software’s) and design of the mobile phone will be kept
changing throughout their productions, on the other hand the development of the new
technology will be spread out speedily to the industry than the other external environment
factors, because of the Apple inc products may strongly binding with technological aspects
rather than other organisation resources.
2.1.5. Legal environment and Environmental analysis
In past couple of decades, the most of the technological organisations have started to think
about the organisation corporate social responsibilities, because of that the early days the
organisations never thought about the concept of their corporate social responsibility due to the
less concern about the environmental factors. The main aspect can be recognised as
consumption of the energy and the materials, due to the higher consumption of the energy and
materials will automatically increases the pollution of the environment and other environmental
issues (Avitzur, 1996), mainly in United States and other European countries.
On the other hand the governments and other social environmental groups will be strongly
involved to the processes of the production and the consumption of the energy in the
technological industry, for an instance the Apple inc has been given the most detailed statement
for one of the leading environmental group regarding their production material and process in
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2008. The most of the production materials contains the very much harmful ingredients for the
environment, therefore the government rules and regulations can be helped for protect the
environment from those harmful materials. Therefore, the Apple inc need to be very much
concerned about their production material and the process of the production.
The legal boundaries and the rules and regulations can be recognised as most critical aspect for
any organisation, because of the rapid increase of the world globalisation the organisation has
more market for their products rather than their based country. Therefore , the international
market will be dealing with the most complicated rules and regulations for their import and
export goods , for instance Apple inc has market of all over the world and that will be very
difficult things for dealing with different rules and regulation with different courtiers all over
the world. On the other hand the some countries will not be helped for the Apple inc to reach
their market due to the boundaries of the cross border trading (Kuipers, Miller and Patel,
2009), they do not want be discouraged their local technological industry .
Hiroshan Sashindrajith Dewage
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3. Porter’s five forces and Apple Inc
In generally, the external environment can be recognised as most difficult situations for the
organisation to deal with their business coverage; however the development of the hypotheses
can be helped for some kind of involvements for the organisation external environment. On the
other hand analysing the theory of the most effective external forces to the organisation may
useful for understand the behaviour of the organisation external environment (Han,
Porterfield and Li, 2012), and the same time other strategic management will be identified
the opportunities and threats beyond the current situations. The following section will be
explained the most effective external forces relative to the Apple Inc, such as current situation
and the some kind of hypotheses development for future of the organisation.
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3.1. Industry completions
The competitions from the current existing firms in the industry can be recognised as most
critical aspect for the organisation. The behaviour and the movements of the current existing
firms will be highly affected for both organisation short and long run. Strategies and
performances of the management will be created the extra pressure for the industrial
competitors (Sung, 2015). The Apple inc has most highly established competitors in their
industry, such as Dell , HP, Acer , Lenovo, Toshiba will be identified as most leading
competitors , and same time Sony, Alba, Samsun will be given the significant lower
competition for the Apple Inc.
3.2. Potentials entrants
The market of the technological industry will be pretty much dominated by the few players
which may well established in the current market, so in this situation will be difficult for the
new player to entre to the current market. Especially the few players may dominate the whole
current market, and the same time organisation has double think about the new production of
the current firms in the industry, because of the current firms can be developed the new product
as a new player to the industry. Apple inc has distracted by the new Chinese products from the
western Asia and it has emphasised the theory porters five forces. In generally the on demand
online services will be affected to the Apple I tune in the future, because of the people prefer
to get same stuff for the less money than Apple I tunes charges from the customers.
3.3. Power of substitutes
The power of the substitute products and services for the Apple inc relatively lower than
compare with the other computers in the current technological market. On the other hand the
performances of the substitutes products and services will be affected to the Apple inc when
they corporate with customers. Sometimes the switching costs and the costumer’s willingness
will be indirectly affected to the organisation, especially the entertainment media and
Hiroshan Sashindrajith Dewage
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alternative sources for the media, such as cable and broadcast will be reduced the customers
buying willingness of the current and future customer of the Apple Inc.
3.4. Supplier’s power
Apple inc has been considered about their potential supplier since they started the business in
the industry, because of that the power of suppliers can be strongly affected to the price of the
production and the profit margin for the organisation, on the other hand Apple inc have to
wanted to maintain their quality of the production at all-time throughout the production
process, Apple inc has relatively lower suppliers and the power of them significantly lower
than compare with the other competitors in the current market.
Early 2007 their main suppliers were Motorola and Intel for the memories and other computer
instruments, and same time Sony, Disney, ABC and universal were supplying the movie, TV
and the music for the Apple Inc. on the other hand Apple inc has been given significant hidden
threaten for their suppliers, for instance, the company called Foxconn has generated more than
half of their yearly income through the Apple inc in last couple of years (Haslam et al., 2013),
in this situation the Foxconn has highly depending on the Apple inc and the supplier power
may significantly lower compering with other organisations in the technological industry.
3.5. Buyer’s power
The customers of the Apple inc can be recognised as pretty much loyal to the Apple products
and services, because of the Apple products and services may highly prestige and luxury
compare with other competitors in technological industry (Kwok and Lee, 2015). Both
Samsung and Apple inc can be recognised as most powerful competitors for the smartphones
and the MacBook and other Apple computers may be given the significant higher competition
with the HP and Dell competitors, therefore, customers should get the advantage of this
competition, however the unusual excess of customers demand for those majestic products and
services will keep remain the top of those items in the current technological market.
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4. Overall opportunities and threats analysis
The above both session of the report has given the most critical identification about the external
environment of the Apple inc, and the same time the discussions and arguments have generated
the most significant opportunities and threats for the Apple Inc. however , some of the decision
of the Apple inc made in last couple years will be criticised in next part of the report , such as
significant lower amount of money spent on the Research and Development process and some
more decisions which may be affected to Apple inc future long run. The following table will
be summarised the all above external environment factors dividing to the either opportunities
and the threats for Apple Inc.
Opportunities
Threats
Well established market and the loyal
customers.
Varity of the production line.
( extension of the production line )
Excess demand from the loyal
customers.
Development of the software’s
suppliers
Decreases of the rules and regulation
on the international trade.
Competitions and the technological
development of the competitors.
New entries for the current market.
Rules, regulations and the conditions from
the software suppliers.
Free software and the open packages (e.g.
Instead of I tunes)
Stealing the new ideas and the technology.
Similar product for the lower price.
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5. Internal analyses of the Apple inc
In generally, the internal resources of the organisation will be displayed the strength and the
weaknesses of the organisation, on the other hand the explanations and analysis of the
organisation internal resources will be heading to understand the competitive advantage of the
organisation with other competitors in the industry. Technological industry will be pretty much
depending on the internal resources rather than other external facts and the resources. The
resources based view and recourses dependence theories will be used for generate an extra
competitive advantage for the organisation (Garrett and Neubaum, 2013). The following
section will be identified the all internal resource for the Apple inc explaining with the 5M
model.
5.1. Manpower
Apple inc used to had the most powerful human capital in the world and the its benefits has
been distributed to the whole world, Steve jobs the main leader for the Apple inc in the early
2000 and the people still getting benefits out of his technological knowledge (Liebowitz,
2015). However, the rest of the human capital has been given the extravagant help for the Apple
inc since Apple started. The combination of the new technology and the human capital will be
generated the highly competitive advantage for the organisation.
5.2. Machines
The internal Assets and other resources will be created competitive advantaged for the
organisation, and same time the utilisation of the machine and other resources will be generated
the extra advantage for the organisation. Apple inc has increased their total tangible Assets by
24.26% from 2013 (Annul report 2014), therefore, this increases of 24.26% indicates that they
have invested money on their assets in last year, and the same time their expecting the increase
of the total income due to their higher consumption of the Assets compare to the last year.
Hiroshan Sashindrajith Dewage
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5.3. Methods
Management strategies and methods can be identified as most important aspects for the
origination, because of the management strategies and methods will be driven the organisation
to the successes. Apple inc had pretty much unique ideas and strategic methods with Steve jobs
and after that they have slightly changed their management strategies according to the current
market situations.
5.4. Materials and Measurements
The materials and the inventories should be critical for the organisation production and
maintain the quality of the production. Aplle inc has several suppliers as their business partners
for supplying the goods and materials for the organisation. The quality of the product will be
highly depended on the quality of the production materials. The total inventories of the Apple
inc was $ 1704 in millions (2013) and it has been increased in to $2011 in millions in 2014
(Annul report 2014).
Therefore, their total inventories has been increased from the significant amount in 2014, so
increases of the inventories shows indirectly the increase of the production in the current year
compare with last year. The changes of the inventory level will be addressed for several
departments in the organisation (García-Alvarado, Paquet and Chaabane, 2015). For
instance, the level of the organisation inventory will be affected to the current financial
situations for the organisation, maintain the quantity of the production materials and the quality
of the materials will be generated the extra advantage for the organisation. On the other hand
the environmental issue with material consumptions will be affected to the corporate social
responsibilities of the organisation.
Hiroshan Sashindrajith Dewage
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6. Overall analysis of the strength and weaknesses of the Apple Inc
The organisation internal environment will be identified the strength and weaknesses of the
organisation, this can be helped for understand and recognise the hidden strengths and
recoverable weaknesses of the organisation. On the other hand the organisation should be
considered about strengths and weaknesses of their competitors, because of that the weaknesses
of the competitors will be turned in to opportunities or strengths for the organisation. Customer
understands about the some kind of software and other substitutes instruments will be damaged
to the origination strength level (Misner et al., 2013); because of the almost every product or
services will be contained with the strengths and weakness. The following table will be
explained the summery of the strengths and the weaknesses of the Apple Inc.
Strengths
Weaknesses
Higher competitive advantage with
the organisation integration.
Higher costumer demand and well
awareness about the new product.
Increases of the organisation growth
rate and cash flow.
The massive technological knowledge
of the human capital.
Higher selling price and turnover.
Lower products lines variations
(highly depending on I phone and I
pad – both together 72.4% of total
income).
Poor decisions of the investment
funds on the R&D.
Significant lower market in Asia
(Except China).
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7. Competitive Analysis
The competitors can be recognised as main challenge for the origination and the competition
will leads the new invocations to the society. In early days of the smart phones Apple had given
the serious threaten to the Nokia and Apple inc had to manage win the battle of the situation,
(McCray, Gonzalez and Darling, 2011) therefore, analysing the competitors including the
price, features of the production, market share will be helped for the understand competitors
current situation and forecast for the organisation future. The following tables will be described
the above critical aspects for the competitors of the Apple Inc.
Apple product and net price
I phone 6
£650
Similar
product
Price of the
similar product
Special features
Market
share
Samsung 6
£645
Pretty much similar for the I phone six, but the
design of the outfit may different,
Wireless charging system, cure edges and the
colourful back cover, android 5.1.1 lollipop OS,
super AMOLED display ,
16 megapixels camera with the video capturing
and playback, up to 336 hours standby time and
156 g Wight.
24%
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LG
£440
Android applications, fully functioned the back
camera, Qualcomm Snapdragon, up to 360 hours
stand by time and 155 g (less weightier than
both Apple I phone 6 and Samsung 6).
3%
Motorola
£ 300
Android application and design of the outfit with
the 21-megapixel camera and also up to 500
hours stand by time.
5%
HTC M9
£300
Android applications with the HTC Sense
operating system, TFT LCD display with up to
634 stand by time.
4%
Apple product and net price
I pad/Tablets
£ 440
Similar
product
Price of the
similar product
Special features
Market
share
Samsung
Tablets
£ 399- 280
Design and the android Applications, 9.7 inch
bigger screen with 2048*1536 resolutions, 5.6
mm thin and up to 6 hours of battery life
10%
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Lenovo yoga
£300-180
Android applications and 13.3 much bigger
screens, IPS technology and the 2 GB ram with
the 1.86GHz Intel Atom processor. 15 hours of
the battery life.
7%
Asus Zen
pad
£200-150
Android Application and detachable and the 10
inches of the screen with the Fingerprint
resistant coating system. The Micro SD memory
card slot gives an external memory.
6%
Microsoft
£140
Android applications and the design of the outfit
6%
Apple product and net price
I mac / Apple computers
£ 900-£ 2000
Similar
product
Price of the
similar product
Special features
Market
share
HP
£300-£1800
Touch and detachable screen with the 15.6
screen size, HD webcam and the 2 channel
sound system ,
Intel 5500 graphic card with the shared graphic
cards.
19.5%
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Lenovo
£300- £ 1500
Touch and detachable screen, 8 GB solid hard
diver with the shared Graphics card.
18.5%
DELL
£ 300- £ 1200
Much bigger screen and the power of the battery
life.
13.5%
Apple product and net price
Apple I watch
£200
Similar
product
Price of the
similar product
Special features
Market
share
Samsung
£150- £ 200
The design of the outfit and the Special android
Applications.
29 %
LG and Sony
£100- £ 150
The design of the outfit and the multi-coloured
functions
12% -
20%
Source - (Appleinsider.com, 2015)
Those above productions and the producers can be recognised as main competitors for the
leading apple products, those may be identified as direct competitors for the apple products and
services such as I tunes , I cloud , Apple pay , Apple operating systems ( IOS ), Apple TV,
Apple watch and other application software’s ( I life and I work ) however, the indirect
competitors will be given the slightly competitions for the Apple inc , the following section
will be identified the influence and the competition of the indirect competitors.
Hiroshan Sashindrajith Dewage
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Apple
Mobile phones
I pad
I pod
I mac (computers )
Apple has been introducing few mobile phones for the past decade
and some of the organisations been given the slightly competitions
for the Apple mobile phones , such as
Sony and the other leading cameras and video recorders
providers can be identified as indirect competition for the
features of cameras of the Apple phones.
Music and video players ( Sony Walkman, LG music players )
Video Gaming ( PlayStations , Microsoft X- BOX )
Apple
I watch
The Rolex and other leading luxury watch providers will be indirectly
threaten to the newly introduced the Apple watch, however the Apple
watch will be contained the most extravagant features rather than
those luxury watches.
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8. Market Evaluations
Evaluating and analysing the existing and future target market will be generated the significant
advantage for the organisation. Especially the market for the technological industries may
frequently changes due to the development of the new technology. The marketing objectives
and the behaviour of the target market will be helped for evaluate the current target market
(Finch and Geiger, 2011). On the other hand the some theories has explained the few modules
for understand and the analysis the target market for the organisations, such as ansoff”s
classical product and market strategy, BCG and PLC theories. The next section will be analysed
the current and future market aspects for the Apple inc including the most relevant theories.
8.1. Ansoff”s Classical product and market theory and Apple Inc.
The classical ansoff’s theory will be explained the fundamental of the marketing strategies for
the companies both short and long run. On the other hand the theory will be given the very
much significant ideas about the current position of the market and the required future
development for organisation. The marketing strategies will be generated new ideas and those
new ideas will leads the innovations for the economies (Baulant, 2015). Therefore, those
marketing networks can be helped to survive in the current and future in the industry.
Hiroshan Sashindrajith Dewage
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(chok et al., 2013)
The position of the existing products in the existing market will be generated cash cow
situation, such as Apple I phone 6 may be obtained the significant profit for the origination,
however, in this position the competition may bit higher than the other positions in the matrix.
Samsung 6 will be giving the significant challenge for the Apple I phone 6 at this moment in
the current market. On the other hand the other competitors will be given the lower competition
for the Apple I phone 6, such as HTC M8, Motorola MOTO, Sony T3 and LG. in this situation,
Apple should be concerned about the new product for existing smart phone market (chok et
al., 2013).
Apple I phone 6 has been given the most extravagant experience to the existing Apple
customers and this situation the organisation should think about the new production to their
existing loyal customers, and the same time the Apple inc has recently introduced the I watch
and the Apple pay services may running through the cash caw situation, therefore the company
should be new product as new developments for the existing market. On the other hand the
competition may higher in this stage due to the spread of the technology with the current
competitors.
Hiroshan Sashindrajith Dewage
25
Therefore, Apple should be considered their Research and development plan for the next
production, however According to their annul statement, they have spent on significant amount
of money on the Apple I phone 6 and the other existing products which is already in the cash
caw situation ( Annul report 2014), in this will be highly affected to the Apple inc in near
future and that significant amount of their annual income should be spent on the research and
development rather than the products in the current existing market.
On my point of view of that the Apple inc has already have a well matured and established
market , and the same time the price of the products or services will not be affected to their
future market analysis. The Apple inc already with the products and services variations,
therefore, the whole arguments of the report will be bounded with the products development
and the analysing the features of the competitors’ products and the services in the current
existing market. Therefore, According to the ansoff’s theory , the Apple inc should be thought
about the development of their products and other services analysing the special features of the
competitor’s products or services, and the same time the Blue ocean concept will be generated
the new ideas for the development of the product or services.
8.2. Future market and Hologram technology
New products and the new market will be obtained pretty much problems for the newly open
organisations, however the Apple inc has already very much established in the market and
brand name and the goodwill has already built in the higher position. Such as the goodwill has
estimated abound $ 419 billons in 2004 (Annul report 20114), therefore Apple inc has pretty
much higher opportunity to introduce the new products to the new market, such as the
technology of the Hologram will be turned in to most excite place the technological industry
in near future.
Hiroshan Sashindrajith Dewage
26
8.3. BCG strategies and Apple Inc.
The theory of the BCG module will be illustrated the current situation and the market position
of the organisation and the same time that matrix will be given the significant ideas about the
successes of the origination future. On the other hand the BCG matrix will be given the indirect
ideas about the organisation competitors, such as the matrix will be explained the current
position of the competitors and the same time their willingness of the future success, and also
the matrix will be addressed about the usefulness of the competence and growth rate of the
organisation (Singh, 2004).
(Watch et al., 2015)
Hiroshan Sashindrajith Dewage
27
8.4. Investment decisions of the Apple Inc.
Most of the Apple products can be recognised as very much in the cash caw situations,
however, the organisation mat highly depending on the their Apple I phones and the Apple I
pad (72 % of their last year revenue), in that situation the organisation has to be realised their
future success of the organisation and the same time to introduced highly competitive product
or services to their future target market. Apple I phone 6 will be identified as most demanded
product in the last year and the production may well inside the cash cow situation.
However the things will be changed very fast in the near future due the development of the
new technology, the concept of the Hologram in already in the research situation and that
technology will be released in near future, in that situation the market for the Apple I phone
will be driven to the downwards from the cash caw stage. On the other hand the Apple inc has
spent on much funds on the products already in the cash caw stages (I phone), the decision will
be criticised with the BCG matrix module, because of the majority of the initial investment
should not be in the product or services which may already in the cash caw situation.
The question mark situation, the organisation will be highly need the research and development
process for the organisation future, on the other hand for the organisation has to spent the funds
for the company’s future successes, in the real life situation that extra costs will be recognised
as sunk costs for the organisation, however those sunk costs can be capitalised in the future in
their financial statements. The organisation should not be spent their research and development
funds without the accurate feasibility analysis about their future product or services.
8.5. Production life cycles of the Apple products and the future investment
decisions.
The stages of the production life cycle will be illustrated the different situations of the
throughout the production life. However those different stages of the production will be
decided by not only the demand for that particular products or services, sometimes the
influences of the other environmental reasons will be highly affected of the life stages of the
productions or the services (Moberg et al., 2014). In generally, the Apple products and services
have significant longer life time compared with other technological products and services.
Hiroshan Sashindrajith Dewage
28
On the other hand the competition will be indirectly decided the products or services stages of
the life cycle, because of that the higher competition will leads the maturity time of the products
or services, such as when the Samsung S3 had significantly affected to the sales of the Apple
3G and the Apple 4 and Apple 4S, if they Samsung have not come up with that particular item
the Apple 3G and Apple 4 would be had long life time compared with those products actually
had in the smart mobile phone market. According to the above situation, the life of the products
has changed with their competitors’ products.
On the other hand, in the develop countries have been changed their smart phone very much
often compared to the other nations in the world, the current market and the society has changed
the mind up for buying a new version of the phone rather than using their existing smart phone,
that will be affected to the products life and the same time the environmental issues with the
chemicals and the materials of the products (Zink et al., 2014). Therefore, my point of view
that the products should be refurbished those old phone or either get back those smart phone
from the existing customers and should be reused those old parts and the materials for the
production line in the organisations. The following graphs will be explained the basic products
life cycle for the product or the services.
(Preplounge.com, 2015)
Apple inc has more than one products and services in their growth and the maturity level such
as Apple I phone 6, I phone 6 plus, in between the growth and the maturity levels, and the same
Hiroshan Sashindrajith Dewage
29
time the Apple pay and other newly introduced software’s and applications in between the
introduction level and the growth stages , that will be recognised as a good sign form the
organisation’s view of point because of the organisation may trying to keep their existing and
potential customers with at all time of the products life cycle. However, organisation should be
research and development about their future productions, Apple inc has already decided the
some products for their future market, such as Apple I phone 7, I Ring and the I car setup
(Idropnews.com, 2015).
9. Gap Analysis – Market and the Product of the Apple inc
Apple inc has a significantly huge market share of the technological industry and the same time
they have to generated pretty much loyal customers for their organisation. In that situation the
organisation will not be bounded to the certain areas in their current market, therefore the
market for the Apple inc will be very much uncovered compared with their other competitors
in the industry. The Apple inc had to manage to obtained the significant amount of the market
in their technological market in throughout the last decade, such as mobile phones, tablets,
computers and other entertainment instruments.
9.1. Existing market for the Apple I phones and the market Gap analysis for
future.
Mobile phone has become very much essential instrument for the both business and personal
users during in the previous decade all over the world, on the other hand the technological
organisations had been changed their technological proses of the productions and designs
according to their customers’ expectations (Kımıloğlu, Aslıhan Nasır and Nasır, 2010). The
competition has become very much serious in the past decade between the smart phone
producers, as result of that the revenue of the few mobile phone organisations has been dropped
down in the last decade. The following graphs will be illustrated the current situation of the
Apple inc and the target market for the future in their technological industry.
Hiroshan Sashindrajith Dewage
30
This above graph will be explained the smart mobile phone market analysing the price and the
technological performance of the leading smart phones organisations currently in the market.
The Apple inc standing on the top of the table with the higher price range and the higher
technological performance with their smart phones, and the same time the Samsung and other
competitors will be given the significant challenge with their price and the technological
performances. The graph will be mainly targeted to the understand the current market share of
the Apple inc and same time the future technological market for the organisation.
In generally, the main target of any organisation will be grabbed the significant of the share in
the whole market in their industry, in this situation the Apple inc has been obtained their main
target to the become the number one in their technological industry. However, the other
competitors (Samsung, LG, HTC, Nokia, and Motorola) will be threatening to the Apple in
near future due to their development of the new technology. The green coloured box will be
explained the future market gap in the smart phone industry, the rest of the competitors may
Hiroshan Sashindrajith Dewage
31
also be looking forward to fulfil the market gap of the higher performance with the higher price
in the near future.
9.2. Existing market for the Tablets / I pad and the future
The market for the Apple I pad and the tablets have been increasing since they arrived in the
technological market. Apple inc can be recognised as a leading player of the Tablets market
for the several years, those Apple I pad / tablet can be used for the both business and personal
purposes (Stark, 2012). On the other hand the technological market will be increased with
those new arrivals in the current market. The newly arrived Apple air tablet with the retina
display leads the top of the tablet market; however, the Lenovo, Asus and the HP have been
introduced the detachable tablet will be given the most extravagant experience for the tablet
users. The following graph will be illustrated the current market for the Tablets and the Apple
I pad including the price and its performances.
Hiroshan Sashindrajith Dewage
32
High
Price
Low Performance High performance
Low Price
The above graph will be clearly illustrated the current market for the Apple I pad and the other
competitors regarding the performances and the prices of the items, however the Apple I pad
had to manage standing top of the list and the rest of the competitors will be given the
significant challenge for the Apple I pad to the current market. The green coloured area should
be identified as a future market gaps for the tablets industry, however the Apple inc have
already managed to grab the significant amount of the market gap and the rest of the
organisations may sharing the rest of the market share in the tablet technological market.
Sony
Acer Amazon
HP Samsung
Apple I Pads
Asus Lenovo
Microsoft
Nexus Bush
Alba Kindle
Kurio
Hiroshan Sashindrajith Dewage
33
9.3. Performance analysis and the future of the Apple Inc
In generally, analysing the performance of the organisation can be helped for the future long
run, and the same time that can be used for understand the current required changes in short
run in the organisation. Analysis the current and past performance will be identified as better
internal evaluation methods for the organisation, such as Apple inc should be analysed their
current performance with the previous performance as an organisation, on other hand the
behaviour of the customers and the development of the new technology will be indirectly
affected to the organisation performances (Yahui, Deng, Huang and Deng, 2012). The
following section will be slightly analysed the performance of the Apple inc current and the
past few years.
The net sales of the Apple inc has been increasing their net sales throughout the last few years,
that can be recognised as a significant higher performance of the net sales of the Apple inc,
however the increasing the sales not always be recognise as a better performance for the
organisations, the organisation should be evaluated the net sales with the organisation’s assets
consumptions and the other direct and indirect factors with may affected to the generate this
sales performances. During the 2014 the Apple inc has newly introduced the I Mac with the
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
2010 2011 2012 2013 2014
Net Sales in $ Miilons
Net Sales in $ Miilons
Hiroshan Sashindrajith Dewage
34
5K retina display, I Pad Air 2, I Pad Mini 2 and also the Apple pay and the Apple watch and
other software’s, in this situation, those variations of the newly products and services will be
generated higher net sales in 2015 and nest couple of years.
The market of the Apple inc has pretty much based in the Americas, Europe and the china
according to their annual report 2014. This indicates current market of the Apple inc and the
origination should be thought about to increase their market in the other Asian market , such
as the South Asia.in generally the market for the those higher advanced products in south Asian
countries may very low to compare with other target market for the Apple Inc. however if the
Apple inc could be introduced something for the lower price targeting the South Asian and
African countries, the Apple inc would be have an huge market due to the massive Population
of those two parts of the world.
Sales by the opertaing segment in 2013
Americas
Europe
China
Japan
Rest of the Asia
Retail
Sales by the Operting segment 2014
Americas
Europe
China
Japan
Rest of the Asia
Retail
Hiroshan Sashindrajith Dewage
35
10. Strategy Canvas and the concept of the blue ocean to the Apple
inc.
The strategically changes will be generated the significant successes of the organisation future
and the current existing market. On the other hand analysing the current features of the products
and services and the same time the products or services of the competitors products and services
will be obtained the organisations to think about the their eliminations, reductions, increases
and the creations of the new product or its development for the future market. The following
sections will be illustrated the current eliminations and reductions of the Apple products and
services and the same time the increases and the creation for the future and the current market.
The Apple inc should be understand the challenges and overcome with those challenges with
the new implications strategies relevant to their industry (Čirjevskis, Homenko and
Lačinova, 2011).
10.1. Eliminations and reductions.
In generally, developing the strategies about the eliminations will be most difficult the any
organisations (Salem Khalifa, 2009), because of that the eliminations things can be contained
the products or services in the current market. However, considering the Apple inc has to
changed few things in their Apple I phones, Apple I Pads and the I tunes. Some of the Apple
products and the servicers already come up with their relating to the concept of the blue ocean,
however, the Apple inc may still containing with the some of the feature has to be changed or
developed in near future.
My point of view about the Apple I phones should be changed their Varity of the modules, and
the same time the should be considered about the size of the mobile phones, because of that the
customers will be enjoyed their bigger display smart phones in the beginning of the purchases,
however the in the long run the customers will be faced much more difficulties with the bigger
size of the phones rather than general mobile phones, On the other hand the I tunes should be
eliminated the some of the features of the its own applications, such as the complex of the
pricing methods, that should be come up with the customers friendly pricing methods for their
Hiroshan Sashindrajith Dewage
36
current and the future customers. Those reasons will be directed to the either increases of the
technology of the products or new creations for the existing or future customers of the Apple
inc.
10.2. Increase and the creation with the Blue Ocean concept.
The development of the technology will be helped for the new innovations for any organisation
in the technological industry, and the same time the development of the new technology will
be directed to the eliminations and the reductions of the organisation (Srinivasan, 2008), on
the other hand that would an ideal fundamental platform for the new creations and the
innovation within the organisation. However, the competition may significantly higher in the
technological industry compared to the other industries in the market, if the company couldn’t
come up with the something new to the future market, the origination wouldn’t be able to
survive even in the current excising market due to the higher competition between the
competitors.
For instance, recently the Samsung had come up with their Galaxy S6 edge smart mobile phone
with the wireless phone changing system, that can be recognised as an example for their
implication of the new technology to their products, on the other hand that will be affected to
the market for the Apple inc. On the other hand, The Apple inc should be given the more free
sample of the Apple I tunes for their customers to get better experience prior to the purchases,
and same time the quality of the mobile internet and the application should be easy and much
more simplify for their Apple I pads and I pad users, because that the some of the applications
will be required some kind of technical knowledge for the application users. Strategy canvas
will be helped for understand eliminations and reduces for their products and services in the
organisation and the same time the increases and the creations for the organisations.
Hiroshan Sashindrajith Dewage
37
11. Change management and problem recognitions.
The report has identified the many of the problems and current on-going conflicts in the Apple
inc may facing at this movement, on the other hand the solution for those problems and
conflicts may leads the significant development for their organisation future. Those new ideas
and the innovations will be created the new technological market in the same industry, for
instance most of the smart phones users will be used their smart hones health Applications for
look after their health condition using those newly introduced health applications (Direito et
al., 2014), as a result of the research in US (2012) 19 % of the smart phones users have been
using those health application to check their day to day health condition.
According to the market and the production gap analysis above in the report, the Apple inc
have already managed to the identify the current market gaps and the on-going opportunities
for them in their industry. However, still there some frozen or hidden opportunities in their
current and future market in the industry. My point of view about this situation will be divided
to the couple more sub headings to understand the on-going problems and the same time
required changes for those problems. Implication of the changes may bit difficult for any
organisation in the technological market, because of that the small changes can be highly
affected to the organisation in their same industry.
11.1. Change implications and Lewin’s change module.
The report had already discussed the many on-going problems for the Apple inc and the
proposed solutions for their future success in their technological industry. Understand the
required solutions for those problems may bit critical due to the significant higher competitions
in the technological market. for instance, the Apple has decided to invest much more funds to
the Apple I phones and Apple I pads which can be identified as products in the cash cow stage,
that can be recognised as unnecessary investment for the organisation especially in the
technological market, my point of view that the Apple inc should spend their more funds on
the research and development rather than investing on the products or services which may
already generated more profit for the organisation. New ideas and the changes will be brought
Hiroshan Sashindrajith Dewage
38
the extra values for the organisation (Johnson, Scholes and Whittington, 2008). That will be
helped for increases their competitive advantages compare to other competitors in the market.
(Kyle Snowdon's M.Ed Portfolio, 2015)
The Apple inc had their most successful time with Mr Steve jobs and then had some kind of
difficulties after his retirement. The main things was that he had s mission about the future
successes about the organisation, such as set of the organisation goals bit more aggressive and
the solving the customers problems at all time (Elliot, 2012), and the same time the supervision
of the employees may higher than ever with Mr Steve jobs. The value of his attitude had leaded
the organisation towards to the creativeness and innovation of their products and services in
their industry.
The Apple inc can be recognised as a most powerful key player in the current technological
market, however the some of the decisions and the implication of the management
involvements may be showed the required management changes within the organisation. The
theory has explained about how the required solutions identify and the drive the proposed
solutions towards the future success of the organisation. The Samsung can be recognised as
Apple’s main competitor since last few years and rest of the competitors will be given the lower
competitions for the organisation. Therefore, the Apple inc should be considered about the
research and development for their future success of a leading player in the market.
Hiroshan Sashindrajith Dewage
39
12. Future forecast and the recommendations.
The Apple inc has been promised for their customers to committed bring the better experience
with organisation products and services since they have started their business, and the
experience of the delight customer will be driven the organisation to the successes in the
market, and the same time the Apple inc should think about their current and future owners
(investors) such as the behaviour of their share price in the current share market. The price of
the share’s will be moved up and down due to the most internal and external reasons regarding
to the business environment, such as Apple inc has dropped their share price of 63% in march
2013 compared with the peak in 2012 (Lazonick, Mazzucato and Tulum, 2013).
In recently the senior vice president Mr Phill Schiller has announced that their Apple I pad
12.9 will be the best I Pad ever in their history of the Apple I Pads, and the Mr Tim cook has
announced that their Apple I phone 6 and Apple I phone 6plus will be the most advanced smart
phones in the world, including (3D force touch screen and the back camera with the 12
megapixels). In later September 2014 they have introduced the Apple watch with access of the
Facebook application through the messenger applications. Those new innovations and higher
technological items may lead the Apple inc as a number one players in the current and future
technological market in their industry for the next couple of years.
On the other hand Mr Tim cook has announced the Apple TV will be come to the current
market in later October in 2014 and that will be highly affected to the organisation’s future
successes in the next couple of years. The current customers of the Apple smart phones, I pads
and other services may straightway decide to go for the Apple TV in near future, and the same
time they still been researching the Apple I ring and the Apple I car set up with most advanced
navigation system will be also turned upside down the future technological market in their
industry. Those above products and services will be hit their future market in next five years
with creating the great experience for their customers (Idropnews.com, 2015).
Hiroshan Sashindrajith Dewage
40
13. Summery and conclusion
The report will be targeted to identify the current market situation and the behaviour of the
future market of the Apple inc as a leading player in the world technological industry, and the
same time report has illustrated the corporate appraisal (external / internal environment),
market evaluations, Gap analysis, on-going challenges and the proposed solutions for the next
five years for the Apple inc. the Apple inc can be recognised as one of the leading player in the
technological market. However, some of the factors and the few things need to be changed for
the Apple inc to stay up in the front line in next five years.
The above report has analysed and applied the some of the major strategic management theories
throughout the whole report, such as Ansoff’s marketing, BCG matrix, PLC and porter’s five
forces will be identified as critical aspects for the above analysis. On the other hand the some
of the key points and the critical required changes have been explained clearly with the
proposed solutions throughout the report. The implication of the new management theories will
be found as a bit more difficult task for the Apple inc, such as the changes of the management
strategies had significant influence for their total income and the net profit.
The competitions for the Apple products and services will be identified as on-going and future
challenges for the organisations, the special features of the competitor’s products and the
services will be given the hidden challenge for the Apple inc, such as the Samsung Galaxy 6
and the Samsung galaxy 7 (not in the market yet) will be contained the most extravagant
features which may hit the Apple inc market strongly in near future. The report has illustrated
the pretty much key features of the competitor’s products and services in the market and the
same time the proposed solutions and the action plans for those challenges will be been given
throughout the whole report.
The Apple inc can be recognised as the most majestic player in the current technological market
and that will be carried forward to the next generation in near future, the failures of the products
or services, drop down the share market, threatens from the competitors and the other external
factors will be affected to their future success. However, analysing the market and the
productions with the change management will be driven towards to find the way-outs for those
critical elements against the organisation. Finally the report will be justified the key elements
of the current and the future situation of the Apple inc with the relevant solutions and the
suitable practises for the future successes of the organisation.
Hiroshan Sashindrajith Dewage
41
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Johnson, G., Scholes, K. and Whittington, R., 2008. Exploring corporate strategy. 8th ed.
Harlow: FT Prentice Hall,
Websites
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<http://appleinsider.com/topic/mac+marketshare> [Accessed 14 Sep. 2015].
chok, s., chok, s., profile, V., chok, s. and profile, V., 2013. Business & Management: Porter's
generic strategies & Ansoff Matrix.. [online] Business4chok.blogspot.co.uk. Available at:
<http://business4chok.blogspot.co.uk/2013/11/porters-generic-strategies-ansoff-matrix.html>
[Accessed 15 Sep. 2015].
Go.galegroup.com,. 'Gale - Enter Product Login'. N.p., 2015. Web. 9 Sept. 2015.
Google.co.uk,. 'Redirect Notice'. N.p., 2015. Web. 9 Sept. 2015.
Idropnews.com, 2015. iDrop News™ - iPhone, iOS, and Apple Rumors, News, Tips, Tricks,
Reviews, and Deals. [online] Available at: <http://www.idropnews.com/page/3/> [Accessed 3
Oct. 2015].
Kyle Snowdon's M.Ed Portfolio, 2015. Educational Change. [online] Available at:
<http://kdsnowdonportfolio.weebly.com/educational-change.html> [Accessed 24 Oct. 2015].
Preplounge.com, 2015. PrepLounge - Case Interview Community. [online] Available at:
<http://www.preplounge.com> [Accessed 09 Oct. 2015].
Hiroshan Sashindrajith Dewage
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Smartwatch Group, 2015. Top 10 Smartwatch Companies 2014 (Sales) - Smartwatch Group.
[online] Available at: <http://www.smartwatchgroup.com/top-10-smartwatch-companies-
sales-2014/> [Accessed 10 Oct. 2015].
Studylecturenotes.com, 2015. BCG Growth Share Matrix Definition, Explanation, Examples
& TemplateSLN. [online] Available at: <http://www.studylecturenotes.com/management/bcg-
growth-share-matrix-definition-explanation-examples-templates> [Accessed 16 Sep. 2015].
Watch, and Watch, P., 2015. Project Management Training and Templates. [online]
Projectmanagementwatch.co.uk. Available at: <http://www.projectmanagementwatch.co.uk>
[Accessed 11 Oct. 2015].