APPLE 2002 CASE ANALYSIS STUDENT NUMBER 899 Executive Summary Apple began with the mission to "change the world through technology." More specifically, the company sought out to make the personal computer an accessible and affordable device to the mass market. The proliferation of new software and hardware technology drastically changed the landscape of the industry and Apple adopted a differentiation strategy. Software and hardware integration allowed Apple products to be more "versatile," reliable, and superior in performance. …
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…transactions with specific buyers? YES YES Is price elasticity of demand of buyer's product high or low? HIGH HIGH Do buyers pose threat of backward integration? NO NO Does product represent significant fraction of cost in buyer's business? NO NO Are prices in the market negotiated between buyers and sellers on each individual transaction or do sellers "post" a "take it or leave it price?" POST POST Exhibit 9 Balanced Scorecard Approach Exhibit 10 Apple Financial Ratios