L’AVANTAGE COMPETITIF COMPETITIVE ADVANTAGE Activity 1 Document 1 iPad Source : http://www.apple.com/ipad/ Nature : extrait du site internet d’Apple Surf on the internet to discover Apple products (choose the English presentation). Name some of the products sold by Apple: Macbook iPod nano, iPod classic, iPod touch, iMac, iPad… Competitive advantage – Support professeur Mme Groux – Emilangues - 2011
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L’AVANTAGE COMPETITIF COMPETITIVE ADVANTAGE · PDF fileCOMPETITIVE ADVANTAGE ... (choose the English presentation). ... competitiveness and economic development of nations, states,
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L’AVANTAGE COMPETITIF
COMPETITIVE ADVANTAGE
Activity 1
Document 1 iPad
Source : http://www.apple.com/ipad/
Nature : extrait du site internet d’Apple
Surf on the internet to discover Apple products (choose the English presentation).
Toyota has invested in hybrid vehicles* and is now a leader in the automotive industry. Toyota possesses a competitive advantage through the value of its green image.
*A hybrid vehicle is a vehicle that combines two or more power sources to move the vehicle: electric and petrol for example
2010 Toyota Prius Source : Wikimedia commons images
Toyota: How the Hybrid Race Went to the Swift
“Toyota not only has higher profits than any other automaker but also enjoys the best reputation for producing clean-running, fuel-efficient vehicles. Its gas-electric hybrid Prius is a public relations juggernaut… As Toyota prepares to motor past Ford as the world’s second largest carmaker, it has become a textbook case on how a green reputation delivers a competitive edge…”
Business Week 07-05 http://www.businessweek.com/magazine/content/07_05/b4019006.htm?
1) Introduce the organization and the products mentioned in the article.
Toyota is a very big company. It is a famous car producer around the world.
Toyota created a new car using a green technology: a hybrid vehicle.
This is an innovation. Toyota has a competitive advantage with this product.
Product 1 gives you from 2 GB to160GB of storage capacity, good for up to 40,000 songs, 200 hours of video, 25,000 photos, or any combination. And you get up to 36 hours of battery life, so you can keep on rocking for a long, long time.
Product 2 gives you the best way to experience the web, email, photos, and video with just the touch of a finger. All on a big, multi-touch screen.
Product 3 is more than just a phone. It combines three devices in one: a revolutionary mobile phone, a widescreen iPod, and a breakthrough Internet device. All that and more makes it the best phone you’ll ever use.
Product 4 is a free application for your Mac or PC. It organizes and plays your digital music and video on your computer. It syncs all your media with your iPod, iPhone, and Apple TV. Allowing you to store IPod touch, iPhone, and Apple TV on your computer, it has everything that you need to be entertained.
Apple says it sold more than 300,000 of its latest product, the iPad tablet computer, on its launch day in the US.
The figures for Saturday included pre-orders of the device, as well as sales at Apple stores across the country.
The iPad is not yet available in other countries, but will be on sale in parts of Europe, Canada and Australia by the end of April.
It is retailing in the US at $499 to $829 (£328 to £545). European prices have not yet been announced.
Apple said that iPad users had downloaded more than one million applications from its app store and more than 250,000 electronic books.
The first generation model has wi-fi but not 3G connectivity.
Apple chief executive Steve Jobs said in a statement that the touchscreen device was "going to be a game changer".
Queues for the new iPad's launch day were considerably smaller than the crowds which gathered for the iPhone's debut in July 2007, according to reports.
On the iPhone's launch weekend in the US, it was reported that up to 525,000 phones had been sold.
Source : From BBC NEWS (2010/04/05)
1) Present the organization Apple is an international American company. You may buy Apple products all around the world. Apple creates always new products: iPod, iPhone, Mac… Each product is known and bought in the world. Right now, everyone wants to possess the latest iPhone or iPad.
3) Compare the number of iPhones and iPads sold on arrival on the market.
Explain.
Queries for the iPad were smaller: 525.000 phones had been sold on arriving on the market but only 300.000 iPad. Maybe it is because of the crisis, the price or the new technology that did not convince the consumers.
4) Can you name some of Apple’s competitors? - LG - Acer - Samsung - Dell
5) Using the information in the text and your knowledge, explain Apple’s success.
Apple always innovates and creates new products.
6) Define what a competitive advantage is. A competitive advantage exists when a firm has a product or a service that is perceived better than that of its competitors’. …………………………………………………………………………………………………... …………………………………………………………………………………………………... …………………………………………………………………………………………………...
7) Name an author who wrote books about competitive advantage.
Michael E. Porter is a leading authority on competitive strategy, the competitiveness and economic development of nations, states, and regions, and the application of competitive principles to social problems such as health care, the environment, and corporate responsibility.
Professor Porter is generally recognized as the father of the modern strategy field, as has been identified in a variety of rankings and surveys as the world’s most influential thinker on management and competitiveness.
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