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Transcript of Corporate Strategy
Tip of the Iceberg
What is the strategy clock?
Based on Michael Porter's
The smartphone market today
The iPhone 5c on the strategy clock
of the clock analysis
Perception of the price
How does the customer perceive the price?
Apple is trying to give a low cost image to the product
The actual Apple success is mainly explained by its brand image
than Porter's competitive strategy
3 strategic positions
Better quality than the iPhone 5
Cheaper but with a higher profit margin than the IPhone 5
Strategy adapted to Apple purposes (higher profit margin instead of higher price)
The Smartphone market is maturing
More specialized target
Apple’s iPhone 5c is plugged on a cheap niche market as it’s the first middle-top of the range smartphone made for a young audience
Superficial aspect of the product
Same innovations as the iPhone 5
Who are they targeting?
Disadvantages for the customer
Higher price for less performance
Highly competitive market
27% of Apple’s sales
May the clock analysis be wrong?
The iPhone 5c has disappointed
The clock analysis is relevant
The first iPhone
on the market
Two new iPhones
The smartphone market in dates
High capital requirements
High sunk costs limit competition
Strong brand names are important
Industry requires economies of scale
Customers are loyal to existing brands
High switching costs for customers
Entry barriers are high
Intensity of rivalry
Bargaining power of suppliers
Volume is critical to suppliers
Threat of substitutes
Substantial product differentiation
Switching to substitutes
Limited number of substitutes
Bargaining power of customers
Low dependency on distributors
Product important to customer
Large number of customers
Threat of new competitors
Large industry size
High growth rate
Relatively few competitors
The iPhone 5c on the market
Case 2 : iPhone 5c