Capstone Project Apple and Samsung

1. Executive Summary

As of 2009, Apple Inc has been faced with a number of strategic issues. Top of the list is the increased competition for its market share in the smart phone and PC market by reputable and financially stable competitors such as Google, HP and Dell. A new strategic roadmap is required to counter such issues and forge ahead in its highly competitive market.

External and internal analyses were conducted. For the former, we used Potter's Five Forces criteria for evaluation and concluded that the bargaining power of suppliers and buyers are high along with the growing and intense competition. For the latter, a SWOT analysis was conducted and concluded that Apple should leverage even more on its technological strength, strengthen its...