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Exercise 4.1 Apple http://www.apple.com
1. Apple is consistently rated as one of the world’s most innovative companies. What evidence to
this effect do you see on the website? How has Apple translated innovation into a major strength?
2. Most of Apple’s products carry a premium price relative to those of the competition. Does Apple’s
strengths in innovation overcome its weakness in price competitiveness? Explain.
Exercise 4.2 Ford Motor Company http://www.ford.com
1. Assume you are preparing a SWOT analysis for Ford. Based on the company’s website, identify
several strengths, weaknesses, opportunities, and threats. Which are the most important for Ford’s
future marketing strategies?
2. How can Ford leverage its strengths to create competitive advantages?
