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<p align="justify">The Apple Corporation was founded in 1976 by Steve Wazaik, Steve Jobs and Ronald Wayne. The company is based on the industry of computer hardware, software, consumer electronics and digital distribution. Headquarter of the company is in Cupertino, California, United States. The company has very wide range of its product line as well as the services and is serving all over the world. The company is controlled and executed by Chief Executive Officer Tim Cook, Chairman Arthur D. Levinson etc. The Apple Corporation is the one of the largest publically trading company in world. </p>
<h2>Apple Inc. External Factor Evaluation (EFE) Matrix </h2>
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<td valign="top" width="193"> <b>External Strategic Factor</b></p>
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<td valign="top" width="66"> <b>Weight</b></p>
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<td valign="top" width="60"> <b>Rating</b></p>
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<td valign="top" width="114"> <b>Weighted Score</b></p>
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<td valign="top" width="474"> <b>Comments</b></p>
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<td valign="top" width="193"> <b>OPPORTUNITIES</b></p>
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<td valign="top" width="66">&#160;</td>
<td valign="top" width="60">&#160;</td>
<td valign="top" width="114">&#160;</td>
<td valign="top" width="474">&#160;</td>
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<td valign="top" width="193"> Short term investments</p>
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<td valign="top" width="66"> 0.13</p>
</td>
<td valign="top" width="60"> 4</p>
</td>
<td valign="top" width="114"> 0.52</p>
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<td valign="top" width="474"> The Apple Corporation can do well in the stabilizing the financial position by availing about US $ 20 billion in liquid form and short term investments. </p>
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<td valign="top" width="193"> Open retail stores with the assurance of profitability </p>
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<td valign="top" width="66"> 0.08</p>
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<td valign="top" width="60"> 4</p>
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<td valign="top" width="114"> 0.32</p>
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<td valign="top" width="474"> There is an opportunity for Apple Company to open retail stores with the assurance of profitability and Apple Company can negotiate more favorably with its customers. </p>
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<td valign="top" width="193"> The price level of the company is more appropriate</p>
</td>
<td valign="top" width="66"> 0.03</p>
</td>
<td valign="top" width="60"> 4</p>
</td>
<td valign="top" width="114"> 0.12</p>
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<td valign="top" width="474"> The price level of the company is more appropriate and their comes no need for lowering the prices as the customer is thinking it as better investment.</p>
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<td valign="top" width="193"> Many stores are opened by the company at international level. </p>
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<td valign="top" width="66"> 0.14</p>
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<td valign="top" width="60"> 4</p>
</td>
<td valign="top" width="114"> 0.56</p>
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<td valign="top" width="474"> The affect gained by the company in case of the US troubles is very minimum because many stores are open by the company at international level. </p>
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<td valign="top" width="193"> Online presence</p>
</td>
<td valign="top" width="66"> 0.03</p>
</td>
<td valign="top" width="60"> 2</p>
</td>
<td valign="top" width="114"> 0.06</p>
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<td valign="top" width="474"> The online factors of the company found an increase in the sales of the computers including the laptops which is 20 to 25 %. </p>
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<td valign="top" width="193"> Reliable and loyal</p>
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<td valign="top" width="66"> 0.04</p>
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<td valign="top" width="60"> 2</p>
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<td valign="top" width="114"> 0.08</p>
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<td valign="top" width="474"> A huge demand of the Apple Company is experienced by the people who are extremely reliable and are brand conscious.</p>
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<td valign="top" width="193"> Expansion in product line</p>
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<td valign="top" width="66"> 0.14</p>
</td>
<td valign="top" width="60"> 3</p>
</td>
<td valign="top" width="114"> 0.42</p>
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<td valign="top" width="474"> There is an opportunity for the company to increases and expand its product line.</p>
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<td valign="top" width="193"> <b>THREATS</b></p>
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<td valign="top" width="66">&#160;</td>
<td valign="top" width="60">&#160;</td>
<td valign="top" width="114">&#160;</td>
<td valign="top" width="474">&#160;</td>
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<td valign="top" width="193"> An intensive increase in the competition </p>
</td>
<td valign="top" width="66"> 0.04</p>
</td>
<td valign="top" width="60"> 4</p>
</td>
<td valign="top" width="114"> 0.16</p>
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<td valign="top" width="474"> An intensive increase in the competition with the music downloads is the threat for the company. </p>
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<td valign="top" width="193"> The products and commodities produced by the company are very higher in prices </p>
</td>
<td valign="top" width="66"> 0.06</p>
</td>
<td valign="top" width="60"> 4</p>
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<td valign="top" width="114"> 0.24</p>
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<td valign="top" width="474"> The products and commodities produced by the company are very higher in prices than the other brands in the market. 
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