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Caso #1 - Apple Administración De La Función De La Información INSTITUTO TECNOLÓGICO DE COSTA RICA Caso #1 - Apple Administración de la Función de la Información Autores: Geovanny López Jiménez – 200926416 Kenneth Jiménez Cerdas – 200926414 I Semestre, 2013 Tabla de contenido 1. Situación Actual .................................................................................................................. 2 A. Desempeño ..................................................................................................................... 2 B. Postura Estratégica ......................................................................................................... 2 Misión .............................................................................................................................. 2 Visión ............................................................................................................................... 2 Objetivos ......................................................................................................................... 2 Estrategias ....................................................................................................................... 3 Políticas ........................................................................................................................... 3 2. Administradores Estratégicos ............................................................................................. 4 3. Ambiente Externo (Tabla EFAS) .......................................................................................... 5 A. Ambiente Social .............................................................................................................. 5 B. Ambiente Industrial ........................................................................................................ 5 C. Resumen de factores externos ....................................................................................... 6 4. Ambiente Interno ............................................................................................................... 7 A. Estructura Corporativa ................................................................................................... 7 B. Cultura Corporativa ........................................................................................................ 7 C. Recursos Corporativos .................................................................................................... 7 D. Tabla de Factores Internos (IFAS) ................................................................................... 9 5. Análisis de Factores Estratégicos ...................................................................................... 10 A. Análisis Situacional ....................................................................................................... 10 Matriz de Análisis de Factores Estratégicos (SFAS) ....................................................... 10 B. Revisión de la misión y los objetivos actuales .............................................................. 11 6. Alternativas Estratégicas Recomendadas ......................................................................... 11 A. Alternativas Estratégicas .............................................................................................. 11 B. Estrategia Recomendada .............................................................................................. 12 C. Implementar la Estrategia Recomendada .................................................................... 12 1 1. Situación Actual A. Desempeño Actualmente, Apple es una de las compañías más reconocidas a nivel mundial por su participación en el mercado mediante productos tecnológicos realmente innovadores. Dentro de los productos que más se le conocen a esta gran empresa podemos mencionar dispositivos móviles (iPods, iPads, iPhones), computadoras personales (MAC), dispositivos periféricos, aplicaciones de software para diversas necesidades (MAC OS, iOS), entre otros. Además, Apple es una compañía que no olvida aspectos importantes para el éxito como lo son la investigación, desarrollo de nuevos productos, y una excelente atención al cliente mediante soporte a sus productos y gran cantidad de puestos de venta. B. Postura Estratégica Misión “Apple diseña Mac, las mejores computadoras personales del mundo, junto con OS X, iLife, iWork y software profesional. Apple lidera la revolución de música digital con su iPod y la tienda online iTunes. Apple ha reinventado el teléfono móvil con su revolucionario iPhone y App Store, y recientemente ha introducido iPad 2 que está definiendo el futuro de los medios móviles y dispositivos de computación.” Visión “An Apple computer on every desk” – Steve Jobs. Objetivos Brindar al consumidor una excelente atención. Invertir en desarrollo e investigación. Renovar sus líneas de productos constantemente. Llegar a más clientes cada día. Ofrecer a sus clientes software que cumplan con sus necesidades. 2 Estrategias Invertir en marketing y publicidad para aumentar número de ventas y conocimiento de productos en los clientes. Utilización de canales directos e indirectos de distribución. Mayor destinación de recursos para investigación y desarrollo con el propósito de innovar en el mercado. Contacto directo con sus clientes para demostrar las ventajas de sus productos. Creación de sistemas operativos, hardware, aplicaciones y servicios propios. Manejo de una marca registrada, derechos de autor y patentes. Cumplimiento de leyes ambientales con el fin de dar una buena imagen al público. Políticas Brindar una excelente experiencia al cliente cuando utilice los productos y servicios de la compañía. Innovar con cada producto creado. Capacitar a sus vendedores con conocimientos de sus dispositivos, software y demás. Transmitir el valor de sus productos mediante los empleados encargados de ventas. Dar una garantía de un año en todos sus productos después de la compra. Brindar 90 días de garantía en todos los repuestos de equipo. 3 2. Administradores Estratégicos En un inicio, unos pocos inversionistas y los fundadores de la compañía formaban la junta directiva, pero posteriormente se dio una repartición de acciones lo que amplió este grupo. Actualmente, la palabra del CEO, debido a su conocimiento y experiencia, es la que se toma en cuenta en la toma de decisiones. Este es la mayor figura de la empresa. Directores Nombre Posición Arthur D. Levinson Presidente de la Junta, Comité de auditoría Tim Cook CEO Millard S. Drexler Miembro del Comité de Compensaciones y del Comité de Nominaciones. Albert A. Gore Jr Miembro del Comité de Compensaciones y del Comité de Nominaciones. William V. Campbell Miembro del Comité de Compensaciones y presidente del Comité de Nominaciones. Ronald D. Sugar Presidente del Comité de Auditoría Robert A. Iger Miembro del Comité de Auditoría Andrea Jung Presidente del Comité de Compensaciones Ejecutivos Nombre Posición Tim Cook CEO John Browett Vicepresidente Sénior, Retail Eddy Cue Vicepresidente Sénior, Servicios y Software de Internet Scott Forstall Vicepresidente Sénior, Software iOS Jonathan Ive Vicepresidente Sénior, Diseño Industrial Bob Mansfield Vicepresidente Sénior, Ingeniería del Hardware Mac Peter Oppenheimer Vicepresidente Sénior, CFO Phil Schiller Vicepresidente Sénior, Marketing Mundial de productos Bruce Sewell Vicepresidente Sénior; Consejero General. Jeff Williams Vicepresidente Sénior, Operaciones 4 3. Ambiente Externo (Tabla EFAS) A. Ambiente Social Desde el punto de vista social, existe una tendencia a demostrar el estatus propio mediante la posesión de los dispositivos electrónicos más modernos del mercado, y es gracias a la demanda creada por esta demostración de nivel social que la compañía pueda sobrepasar los problemas económicos que el mercado ha, está y sufrirá, manteniendo así su estabilidad económica sin problemas. Además, existe un aumento en las ventas por internet a través de la tienda virtual de ITunes, gracias a la accesibilidad que proveen las tecnologías móviles a internet, sin importar donde, como o cuando. B. Ambiente Industrial Apple cuenta con diferentes zonas de trabajo, principalmente en América, Europa, Japón, Asia Pacífica ventas al por menor. En América se vive una demanda continua de máquinas de escritorio Mac y sistemas portables. En Europa las ventas han crecido un 58% desde el 2009. Por otro lado, en Japón la demanda del MacBook Pro e iMac aumentó en un 75%. En el Asia Pacífico se ha dado un crecimiento del 160% desde el 2009. Los productos sustitutos no han sido de gran importancia para la compañía dado a que la línea de producción de Apple se ha distinguido de los demás de manera contundente. Cabe decir que, si bien la competencia en general no es grande, en el ámbito de teléfonos inteligentes, Samsung ha logrado que una cierta cantidad de consumidores prefieran sus dispositivos a los de Apple. Los productos ofrecidos, si bien no poseen los precios más cómodos en el mercado, siguen teniendo una gran atracción por parte de los consumidores, quienes desean adquirir la calidad y el estilo social que la marca representa. 5 C. Resumen de factores externos Matriz de la Industria Factores de éxito Peso Rating Puntaje Rating Puntaje Rating Puntaje Rating Puntaje Rating Puntaje Apple Apple Microsoft Microsoft Google Google Samsung Samsung HP HP Rápida reacción y 0.25 5 1.25 4 1 3 0.75 3 0.75 3 0.75 adaptación a los cambios tecnológicos Innovación en los 0.25 3.5 0.875 2.5 0.625 4 1 3.5 0.875 3.5 0.875 productos Calidad de los 0.20 5 1 2.5 0.5 4 0.8 3 0.60
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