COMPANY ANALYSIS OF APPLE

Abstract

Apple Inc, is currently the most-valuable company in the world, at the moment. It took Apple years to reach this milestone and had to deal with many ups and downs in over 40 years of its existence, including a phase in the 1990s when it was about to go bankrupt. Since, its inception in the 1970s, Apple has dared to be different from other companies in the field of technology, and it has made a huge contribution towards its success. The leadership at Apple, their marketing strategy, the work culture, their pursuit of innovative designs and their rivalry with Apple, Google and Microsoft are well known. This project aims to analyse all these aspects of Apple, and also take a look at its financial data to understand why the company is different from the rest and what helped it to become the first trillion, and currently the most valuable company, by market cap, in the world. The analysis uses the popular concepts taught during the MBA, such Porter’s Five Forces Model, SWOT Analysis, Ratio Analysis of the Financial Statements, and X&Y Theory of Management, and how they allowed Apple to become the global giant in the field of technology.