1、Apple Inc. in 2021第六小組$ 406.8 BCompanyPriceMarket CapP/EApple Inc.432.7$ 406.8 B9.83Exxon Mobil Corp 89.5$ 401.9 B9.25Google Inc.819.9$ 271.1 B25.3214/03/2021$ 374,50020094,3249,53513,0338,091n/a7,92220106,20111,27825,1798,2744,9589,33511/126,76616,28271,3986,16328,65713,084Net Sales $million$ 142.3

2、6 B20212021 7.9 inch iPad mini and 4 inch iPhone5 2021DifferentiationCost leadershipBusiness level strategy2011AppleApple FiscalHPDELLNet Sales108,249142,360127,24562,071Gross Margin41%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%Net Income25,92238,6717,0743,492Vendor20072008200

3、9201020112012HP18.8%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%Market share of Global PC vendorsNo Trojans, Worms and VirusesUpgrade every 12 to 18 monthsNo RegistryIntel

4、chips, faster and less power-hungrySupport WindowsMulti-touchInstall any app with ease.Keep your apps up to dateWidescreen ipod with touch controlsA revolutionary mobile phoneBreakthrough internet communicationsMore intuitive and easier to use than a PCRetina displayYoure actually touching your phot

5、os, reading a book, playing the piano.Vendor4Q12 Shipments Market Share4Q11 ShipmentsMarketShare4Q12/4Q11GrowthApple22.943.6%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%All Vendors52.5100%29.9100%75.3%Worldwide Media Tablet

6、Shipments (K units)Easy-to-use interfaceAmazing featuresRock-solid stabilitySafety and security SiriOver 775,000 applications40 billion downloads4 times of Andorid income to the developers See the designsUse and experienceOnline shoppingContentChannelDeviceCustomerAmazonAppleMusic, Movie, TV play, e

7、books, apps(mainly music, games)iPhone, iPad, iPod, Mac, Apple TVApple iTunes & App Store200M+ credit cardsApple iTunes & App StoreMusic, Movie, TV play, ebooks, (mainly ebooks)Kindle FireAmazon, Amazon Appstore Amazon MP3140M+ credit cards on fileAmazon, Amazon Appstore Amazon MP3core businesscore businessWorldwide Apple suppliersiPhoneiPadUsing own CPULeveraging its scale in purchasingGiving the channel a lower marginHorizontal IntegrationVertical IntegrationOutsourcing, AllianceCorporate-level strategyODM/OEM$