Beowulf

1.0 Executive Summary

Through five focused chapters, this report assesses AppleпÑ--Ð...s MP3 player and Personal Computer (PC) to achieve 2 main objectives; (i) sustain leadership in global MP3 player industry, and (ii) increase revenue and market share in USA PC industry. The report starts with an analysis on AppleпÑ--Ð...s financial and strategic performance under JobsпÑ--Ð... leadership (Chapter 2). Under the macro-environment analysis in Chapter 3, key success factors, industry attractiveness and industry driving forces are discussed. In the same chapter, PorterпÑ--Ð...s Five Forces was used as a tool to analyze the different forces MP3 player and PC industry. Moving into Chapter 4, micro-environment analysis was explored using SWOT analysis and value chain investigation approach. Pulling together the major themes of this report, a comprehensive improvement plan was formulated to meet the objectives. The recommendations are supported with justification and outlined with a timeline.

2.0 Company Performance

2.1 Apple under Steve JobsпÑ--Ð... Leadership

Steve Jobs was hired by Apple board in September 1997 as a desperate attempt to survive through its financial loses. There is no question that his leadership fosters environments conducive for innovation. Combining JobsпÑ--Ð... emphasis on customer orientation and his vision of user experience, Apple allows engineers to design a perfect product. To encourage innovation, Jobs encourage his employees to dress informally. Figure 1.0 shows Jobs and his crew in shirt and jeans.

Jobs is also a charismatic leader who takes the soft Human Resource Management approach and avoid redeployment. After his painful experience being fired by Apple, Jobs believe that пÑ--Ð...No matter how much he screwed up, you need to remember that he's