STRATEGY FORMULATION: SITUATION ANALYSISThis part of my project will summarize the internal scan and external scan of Apple company. I will discuss the company's strengths, opportunities, weaknesses and threats and use these SWOT analysis elements to develop the company's corporate governance, functional and determine the future of the company in studying its commercial strategy.I. Developing a TWOS Matrix The TWOS Matrix is ​​the summary of the information contained in the internal analysis and external analysis of Apple Inc. In short, the TWOS Matrix will show that Apple Inc. can use its opportunities to be strong and resist competition. It will also show how Apple company can avoid threats and weaknesses by using its opportunities. Let's start with the internal and external analysis of the company: Apple internal analysis Internal factors Weight (out of 1) Rating (1-5) Weighted score Comments StrengthProductivity Innovative products 0.10 3.5 0.35 Good R&D effortsThe advertised pro brand 0.10 4 0.40 Stable product Customers loyal to the brand 0.15 4 0.6 Satisfaction level of high-end customers Virus-free system 0.05 2 0.10 High level of security Produce aesthetic products 0.10 3 0, 30 Sleek Cutting-Edge and Premium ProductsIntroduce USB Firewire Ports 0.05 2 0.10 Enable Portable Devices Weakness High Manufacturing and Inventory Costs 0.05 3 0.15 More Emphasis on Development and R&D Low market share in software industry 0.15 4 0.6 Less awareness No compatibility options 0.10 3 0.30 Extremely high-end product Decline in iMac sales 0.05 2 0.10 Less of focus on marketing issues to raise awareness 0.10 4.5 0.45Total 1 3.45Apple's external analysisKey external factors Weight rating Weight scoreOpportunitiesIncreasing demand for...... middle of paper... ... Strategy - Long-term agreements between Apple Inc. and suppliers to secure production commitments - Continue investments in technology to stay ahead of competitors and become a market leader. For the development of the company, it has to improve many things in the organization. To increase Apple's sales of iPhones and other devices, the company must invest in larger acquisitions for its external growth. Apple's strategy for the future is to stock all continents to improve sales. Apple's strategic choice includes its product differentiations. Apple CEO Tim Cook said: “Apple's strategy is one of differentiation, not cost leadership based on market-leading scale. For Apple, it's not about getting the most out of each of the product categories in which it is present, but about getting the most out of the market..