Apple Inc.: Product portfolio analysis

Case description: The primary issue in this case involves assessing a company's product line mix relative to two marketing environmental factors and exploring four product line growth strategies using a product portfolio analysis approach. The case provides a history of the Apple Computer Company and overviews its key product lines. An approach to analyzing a company's product portfolio is reviewed and applied to Apple's product lines. Students will be able to see how each Apple product line fits within the portfolio analysis tool and will be asked questions relative to possible strategies for Apple's product portfolio. The case has a difficulty level 2 and is designed to be covered within one (75 minute) class period. The required preparation time is about 2 hours. It is appropriate for marketing principles, marketing strategy, and strategic management classes. The purpose of this case is to illustrate to students one approach to making decisions about a company's line of products and also to stimulate critical thinking in terms of future direction for a company product portfolio.