The Blue Ocean Strategy® The Apple Case

81 Pages·2015·9.07 MB·English

Mestrado em Engenharia de Telecomunicações e InformáIca
Master Degree (MSc) in TelecommunicaIons and InformaIcs Engineering
Engenharia de Serviços
Services Engineering
The Blue Ocean Strategy®
The Apple Case: Blue Ocean Strategic Moves from iPod to iPad
Prof. Rui Santos Cruz
[email protected]
TODAY
Business Strategies 2
Business Strategies:
The Apple case: Blue Ocean
Strategic Moves from iPod to iPad
Presenta0on name goes here 3
How Apple’s Corporate Strategy
Drives High Growth
Blue Ocean Strategic Moves
from iPod to iPad
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 4
1996 – the Apple debacle
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 5
Market"Cap"(US"$"billion,"06/02/2011)"
Walmart"
GE"
Oracle"
IBM"
Google"
Microso6"
Apple"
Exxon"Mobil"
0" 50" 100" 150" 200" 250" 300" 350" 400"
2011 - Apple’s market cap overtook
MS+Intel
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 6
What has Apple done
in the last decade?
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 7
Financial Performance
Profitability!
!30.0%!!
!25.0%!!
Revenue"Size"
!20.0%!!
!15.0%!!
!10.0%!!
!5.0%!!
!0.0%!!
!(5.0%)!!
!(10.0%)!!
!(15.0%)!!
!(20.0%)!!
1995! 1996! 1997! 1998! 1999! 2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! 2012!
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 8
Financial Performance
Market"cap"(US!$!million)!
Profitability!
"281,963.0""
!30.0%!!
!25.0%!!
Revenue"Size"
!20.0%!!
!15.0%!! "177,766.8""
!10.0%!!
"143,323.7""
!5.0%!!
!0.0%!!
"91,827.0""
"72,900.8""
!(5.0%)!!
"60,342.2""
!(10.0%)!!
"25,201.0""
!(15.0%)!! "16,077.9""
"7,386.2"" "7,141.3""
"5,387.4"" "4,849.3"" "5,096.2""
"2,769.6"""2,013.4""
!(20.0%)!!
1995! 1996! 1997! 1998! 1999! 2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! 2012!
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 9
Financial Performance
Market"cap"(US!$!million)!
Profitability!
"281,963.0""
!30.0%!!
!25.0%!!
Revenue"Size"
!20.0%!!
!15.0%!! "177,766.8""
!10.0%!!
"143,323.7""
!5.0%!!
!0.0%!!
"91,827.0""
"72,900.8""
!(5.0%)!!
"60,342.2""
!(10.0%)!!
"25,201.0""
!(15.0%)!! "16,077.9""
"7,386.2"" "7,141.3""
"5,387.4"" "4,849.3"" "5,096.2""
"2,769.6"""2,013.4""
!(20.0%)!!
1995! 1996! 1997! 1998! 1999! 2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! 2012!
Jobs! iPod!&! iTunes!
iPhone! App!Store! iPad!
iMac!
returned! iTunes! Music!Store!
© INSEAD Blue Ocean Strategy Institute 2012
Presenta0on name goes here 10
iPOD+ iTUNES SOFTWARE
(2001)
Reconstruction of the Digital Music (mp3) Player Industry
© INSEAD Blue Ocean Strategy Institute 2012