Apple竞争优势战略分析

AppleInc.in2012第六小组$406.8BCompanyPriceMarketCapP/EAppleInc.432.7$406.8B9.83ExxonMobilCorp89.5$401.9B9.25GoogleInc.819.9$271.1B25.3214/03/2013$374,50020094,3249,53513,0338,091n/a7,92220106,20111,27825,1798,2744,9589,33511/126,76616,28271,3986,16328,65713,084NetSales$million$142.36B201220127.9inchiPadminiand4inchiPhone52013DifferentiationCostleadershipBusinesslevelstrategy2011AppleAppleFiscalHPDELLNetSales108,249142,360127,24562,071GrossMargin41%44%22.8%22.3%R&D/sales2.2%2.0%2.5%1.4%SG&A/sales9.3%8.3%10.5%13.7%NetIncome25,92238,6717,0743,492Vendor200720082009201020112012HP18.8%18.9%19.7%18.5%17.7%16.6%Lenovo7.5%7.6%8.2%9.8%12.5%15.0%Dell14.9%14.7%12.6%12.5%12.6%11.0%Acer7.9%10.9%12.6%12.4%10.6%9.6%ASUS4.0%5.1%5.7%6.9%Apple2.6%3.4%3.4%3.9%4.7%4.9%MarketshareofGlobalPCvendorsNoTrojans,WormsandVirusesUpgradeevery12to18monthsNoRegistryIntelchips,fasterandlesspower-hungrySupportWindowsMulti-touchInstallanyappwithease.KeepyourappsuptodateWidescreenipodwithtouchcontrolsArevolutionarymobilephoneBreakthroughinternetcommunicationsMoreintuitiveandeasiertousethanaPCRetinadisplayYou’reactuallytouchingyourphotos,readingabook,playingthepiano.Vendor4Q12ShipmentsMarketShare4Q11ShipmentsMarketShare4Q12/4Q11GrowthApple22.943.6%15.551.7%48.1%Samsung7.915.1%2.27.3%263.0%Amazon611.5%4.715.9%26.8%ASUS3.15.8%0.62.0%402.3%Others12.624.0%6.923.1%108.9%AllVendors52.5100%29.9100%75.3%WorldwideMediaTabletShipments(Kunits)Easy-to-useinterfaceAmazingfeaturesRock-solidstabilitySafetyandsecuritySiriOver775,000applications40billiondownloads4timesofAndoridincometothedevelopersSeethedesignsUseandexperienceOnlineshoppingContentChannelDeviceCustomerAmazonAppleMusic,Movie,TVplay,ebooks,apps(mainlymusic,games)iPhone,iPad,iPod,Mac,AppleTVAppleiTunes&AppStore200M+creditcardsAppleiTunes&AppStoreMusic,Movie,TVplay,ebooks,(mainlyebooks)KindleFireAmazon.com,AmazonAppstoreAmazonMP3140M+creditcardsonfileAmazon.com,AmazonAppstoreAmazonMP3corebusinesscorebusinessWorldwideApplesuppliersiPhoneiPadUsingownCPULeveragingitsscaleinpurchasingGivingthechannelalowermarginHorizontalIntegrationVerticalIntegrationOutsourcing,AllianceCorporate-levelstrategyODM/OEM$406.8B$374,50044%38,6714.9%10.9%24.5%12.4%27.4%36.8%32.2%$1500-$199912to18months19.13%51.7%48.1%775,00040billion748