Impact of Strategy on Successful Innovation Essay

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A brief description of your chosen business, including the organization’s name, mission, and vision

Apple Incorporated is a US multinational company which designs and makes computer software and consumer electronics. Its most popular hardware products are the iPod, the iPhone and its Macintosh computers. Software developed by the company include its operating system, ‘Mac OS X’, ‘iLife’ creativity and multimedia software suite, ‘iWork’ productivity software suite, ‘iTunes’ media browser, ‘Logic Studio’ audio tools suite, and the ‘Final Cut Studio’ film-industry software and professional audio suite. Further, Apple runs over 250 retail outlets in a total of 9 nations, together with a web-based store that sells its software and hardware offerings (Mirabal et al, 2007).

With time, the company’s organizational mission has undergone a change. The company designs the world’s best PCs, its Macs, together with its operating systems and various professional software solutions. It is the industry leader in the area of digital music with its iTunes store and iPods. Its App store and innovative iPhone have reinvented cellphones, and its iPad plays a pivotal role in defining computing devices’ and mobile media’s future (Mirabal et al, 2007).

Apple’s vision statement may be summed up as follows. The company believes it exists for making great products simply, not complicatedly. It concentrates continually on innovation and believes in the need to control and retain ownership of primary technologies underlying its products, besides only participating in those markets in which it is able to contribute significantly. The company rejects many projects in order to concentrate exclusively on those which are of genuine value and significance to it. It believes in cross-pollination and close collaborations that facilitate innovation in ways other companies can’t conceive of. Also, the company doesn’t compromise on excellence, honestly accepts its mistakes, and has the mettle to effect change. Lastly, irrespective of employees’ positions in the company, the above vision is so deeply imbedded among them that it aids the company in performing exceedingly well (Mirabal et al, 2007).

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How did the company capitalize on the value of the business strategy process?

The business strategy of the company may be described as functionality and design focused product differentiation. Its business strategy involves the development and expansion of its online and physical stores and third-party network of distribution for successfully reaching more clients and offering them more superior-quality purchase and post-purchase support experiences. Apple continually expands its platform for discovering and delivering third-party apps and digital content via its iTunes Store. Thus, rigorous global market expansion constitutes another key element of the business strategy of the company (Dudovskiy, 2018).

Lastly, the company’s business strategy integrates vertical integration, in the sense that Apple has superior expertise in the areas of hardware, software, and services, simultaneously. This aspect is a key contributor setting Apple apart from its rivals and the organization has been greatly benefiting from it. In particular, a key source of the company’s competitive edge is associated with its ecosystem, facilitated by this integration (Dudovskiy, 2018).

How might you utilize business strategy to further innovation within this organization?

As part of its organizational strategy, the company has adapted the more developed capabilities and features of its services and products as the foundation of its edge over rivals. Major Apple innovations include 1) the first-of-its-kind iPad, capable of storing several thousand songs and enabled with the feature of simple shuffling through songs; 2) iMac, which pulled the PC design rulebook apart and replaced beige boxes with translucent, fun, machines in cool shades like “Bondi Blue”; and 3) Macintosh, the world’s first GUI (graphical user interface) - employing computer (Dudovskiy, 2018).
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