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Apple Computer Inc

S/M/456. Master's Dissertation. How Apple Inc can leverage Web 2.0 technologies: ways to build up competitive advantage

WORDS:
26200
DATE:
2009
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269.99 GBP

The dissertation investigates strategic capabilities of Web 2.0 technologies that can be used by Apple Inc to build up competitive advantage and improve their positioning in IT markets. An overview of the IT industry is presented conducting its Porter's 5 Forces analysis and estimating Apple's position among their competitors, i.e. Dell, HP, Lenovo and Microsoft (MS). The profiles of each competitor company are described, the profiles of iPod and iPhone are detailed and compared. A review of the Internet and Web history is presented explaining the difference between the Internet and the Web, exploring the definitions and features of Web.2 as compared to Web.1, discussing the trends in Web.2 including blogs, wikis, social networking, etc. Existing Web.2 applications for Apple are described including iPhone, iTunes, MobileMe, etc., the possibilities for future Web.2 applications are considered. Apple's strategies in competing with MS are outlined along the lines of the marketing mix model (4Ps) and market opportunities. Conclusions are made about the concept of user involvement based on Web 2.0 characteristics and its significance for Apple's strategic development.

 

KEYWORDS: Masters Dissertation, Apple, Microsoft, IT industry, Internet, Web.2, iPhone, iPod, m,

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