Apple case study


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You are Senior Analyst in the Smartphone & Tablet industry working for a leading Technology Research & Consulting firm called Gartner. You have been asked to do an independent strategic review report by the new Apple CEO Tim Cooke. You have been given an initial dossier containing the case studies mentioned above. You are encouraged to do further secondary research up to 2011 to support your case analysis.

Tim Cooke has also asked you to cover the following in the analytical report:
1. Provide an in-depth analysis of the competitive forces and strategic issues shaping the Smartphone & Tablet industry from 2011 onwards.
2. Undertake an internal strategic audit of the issues that Apple faces using appropriate organisational & strategic models to complete your critical assessment
3. Tim Cooke is concerned about various PR crises that have impacted Apple since 2008. Therefore, you are required to identify the external stakeholder issues that Apple faces and critically assess their impact on the corporate reputation and brand equity of Apple Inc
4. Based on sections 1-3, you are required to summarise the strategic options that are appropriate to Apple and make definitive recommendations for Apple to sustain its future position in the Smartphone & Tablet Industry.

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